Podcasts about skadnetwork

Measuring ad campaigns on iOS has been hard ever since ATT. But what can we expect in 2025?In this episode of Growth Masterminds, we discuss the future of iOS measurement and marketing in 2025 with Jesse Lempiainen, co-founder of GeekLab, and Neils Beenen from Singular. We talk about the impact of Apple's IDFA changes, the effectiveness of various measurement methodologies like SSOT, MMM, CAPIs, platform probabilistic approaches, and the potential future developments in Apple's advertising landscape. Key points include the challenges of current iOS mobile measurement, the role of creative testing, the implications of server-to-server data transfers, and the rise of conversion APIs and web-to-app campaigns. Tune in to get expert insights on how iOS game marketing might evolve in the next few years.00:00 Introduction to 2025 iOS Measurement01:01 Current Challenges in iOS Mobile Measurement03:50 Retargeting Strategies and Banner Ads04:40 The Role of SKAdNetwork and AEM05:47 Probabilistic Attribution and Industry Trends09:06 Unified Measurement and Incrementality19:24 Web to App Campaigns and Conversion APIs24:36 Future of iOS Game Marketing in 202527:45 Conclusion and Final Thoughts

On the podcast, I talk with Ashley about what makes Google App campaigns a powerful growth tool, proven optimization strategies, and how lower CPMs aren't always the win they seem to be.Top Takeaways:

This is the potpourri episode: the everything everywhere all at once of growth marketing podcasts. Growth Masterminds host John Koetsier sits down with industry expert Marcus Burke, who brings over 12 years of experience in user acquisition and growth marketing with companies like InnoGames and Blankist, and is now a UA consultant. We dive into the effectiveness of free trials in subscription apps, targeting strategies on major platforms like Meta and LinkedIn, the unexpected power of static ads in digital campaigns, the complexities of ad performance measurement, including Apple's SKAdNetwork, and much more. We also learn tips for optimizing your tech setup for superior campaign results, setting up retargeting strategies, making attribution models work, and creating compelling web funnels to drive engagement and conversions. 00:00 Introduction to Growth Masterminds 00:43 Meet Marcus Burke 04:49 The Impact of Free Trials on Business 10:03 Understanding Meta's Multiple Channels 15:09 The Role of Static Images in Advertising 17:19 The Rise of Web Apps 18:47 Innovative MarTech Solutions 19:33 Web vs. App Onboarding 20:11 Effective Web Funnel Strategies 24:18 Challenges in Attribution and Measurement 30:03 The Future of Attribution 37:31 Optimizing Signal for Better Performance 40:27 Conclusion and Final Thoughts

My guest in this episode of the Mobile Dev Memo podcast is Barak Witkowski, the Chief Product Officer of Appsflyer, a mobile advertising attribution and measurement platform. In our conversation, among other things, Barak and I discuss: The prevailing themes in mobile attribution; How advertisers have adapted to the rapidly evolving privacy landscape, and what separates the most effective advertiser initiatives from those that haven't worked as well; How the media landscape utilized by mobile app advertisers changed over the past few years; How mobile app advertisers should view the web as a potential source of installs; SKAdNetwork's transformation into AdAttributionKit and how should advertisers view that; How AI will play a role in marketing performance measurement. Thanks to the sponsors of this week's episode of the Mobile Dev Memo podcast: INCRMNTAL⁠⁠. True attribution measures incrementality, always on. Rockerbox. Get the clarity your marketing needs and navigate your way to success with Rockerbox. Visit rockerbox.com/maze today to see what it's all about. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

My guest on this episode of the Mobile Dev Memo podcast is David Philippson, the founder and CEO of Dataseat, a privacy-first mobile DSP. As David notes in our conversation, this is the fourth episode of the MDM podcast on which David has appeared, which likely makes him the most recurring guest. David is a wealth of insight into the mobile advertising ecosystem, having founded one of the first MMPs, Ad-X, which was acquired by Criteo in 2013. In this episode, David and I discuss AdAttributionKit, the advertising attribution framework that Apple introduced at WWDC this year and which is mostly -- currently, anyway -- a re-brand of SKAdNetwork. Among other things, we cover: The changes to mobile attribution introduced with AdAttributionKit; The extent to which AdAttributionKit is an attempt to unify attribution across platforms, and what would that conceivably might look like in a few years' time; Whether Meta or Google are any more likely to adopt AdAttributionKit than they were SKAdNetwork; Why Apple made the change that only allows one view-through impression to be open at a time; Apple's long-term vision for attribution; Whether Private Cloud Compute will have a measurement use case at some point; Updated thoughts on the likelihood of Apple deploying its "nuclear option" of IP obfuscation. Thanks to the sponsors of this week's episode of the Mobile Dev Memo podcast: Rockerbox. Get the clarity your marketing needs and navigate your way to success with Rockerbox. Visit rockerbox.com/maze today to see what it's all about. INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

On the podcast: Another Apple WWDC conference is in the books, and as usual, we're excited to dig into everything Apple announced — and what it means for iOS developers and RevenueCat users. This year's announcements covered everything from small quality-of-life enhancements in App Store Connect to the deprecation of some of Apple's oldest in-app payments code.Key Takeaways:

The Daily Business and Finance Show - Tuesday, 11 June 2024 We get our business and finance news from Seeking Alpha and you should too! Subscribe to Seeking Alpha Premium for more in-depth market news and help support this podcast. Free for 14-days! Please click here for more info: Subscribe to Seeking Alpha Premium News Today's headlines: Paramount Global sinks amid reports Shari Redstone ended talks with Skydance Shipping company shares sink on possible slowing of Red Sea hostilities Realty Income raises monthly dividend by 0.2% to $0.263/share AppLovin slides on report Apple replacing SKAdNetwork: report GameStop completes 75M stock sale, raising $2.14B Are AI stocks in a bubble or does the rally have legs? SA analysts weigh in Nvidia's price target raised at Oppenheimer after stock split Celsius Holdings is down more than 25% over the last month, but bulls are as energized as ever Explanations from OpenAI ChatGPT API with proprietary prompts. This podcast provides information only and should not be construed as financial or business advice. This podcast is produced by Klassic Studios Learn more about your ad choices. Visit megaphone.fm/adchoices

WWDC kicked off today and SKAdNetwork is nowhere to be found. Instead, we have App AdAttributionKit and Web AdAttributionKit (say that 3X fast, we dare you!) and not much detail about where SKAN is going. Out guest today, however, thinks that there' won't be a SKAN 5 or a SKAN 6, and that there will just be new AdAttributionKit releases from time to time. And that all the juicy new tech promised for future SKAN versions is actually here ... So ... Join host John Koetsier in this episode of Growth Masterminds as he explores the future of ad attribution and privacy compliance post-WWDC with guest David Phillipson, CEO of DataSeat. They discuss the potential end of SKAdNetwork, the introduction of Apple's App AdAttributionKit and Web AdAttributionKit, and the challenges and implications for the ad tech industry. They delve into the reliability of modeled attribution data from media giants like Google, Meta, and TikTok, and the evolving modeling strategies used to overcome privacy blind spots. Also, David shares his personal journey into ad tech (which is interesting!), lessons from successful entrepreneurs, and the importance of unified measurement in a privacy-focused world. If you're looking to understand the impacts of Apple's recent announcements and the future of ad attribution, this episode is a must-watch (and you know this is absolutely 100% true because ChatGPT wrote this part of the show notes ... but not this sarcastic little note.) 00:00 Introduction and Opening Thoughts 00:16 The Reliability of Ad Attribution Data 00:45 WWDC and Apple's New Releases 01:05 Introducing the Guest: David Phillipson 04:45 Discussion on SKAN and Ad Attribution 07:34 Challenges and Adoption of SKAN 12:49 Future of Ad Attribution and Privacy 18:51 Unified Measurement and Market Trends 29:30 Final Thoughts and Predictions 32:53 Closing Remarks

In this episode of Growth Mastermind, host John Koetsier discusses the challenges of iOS mobile measurement in the era of privacy updates, focusing on the difficulty of distinguishing between organic and paid acquisition and the fragmentation of measurement across different methods: SKAN, IDFA, IDFV, MMP, and more. Guests Evyatar Ram and Kelsey Lee, product and marketing managers, introduce Singular's solution to these challenges: unified measurement. This innovative approach combines SKAdNetwork and tracker data to provide marketers with a single, de-duplicated, and accurate view of user acquisition (UA) activity on iOS, tackling issues like over/under counting and data fragmentation. The solution enhances decision-making by offering comprehensive insights into installs, revenue cohorts, and event tracking without the typical delays or inaccuracies stemming from data fragmentation. Beta testers report significant improvements in campaign performance and attribution accuracy thanks to unified measurement, indicating a strong step forward in resolving iOS attribution woes. 00:00 Navigating the Chaos of iOS Mobile Measurement 01:32 The Fragmentation Problem in iOS Attribution 04:37 Unified Measurement: A Revolutionary Solution 07:18 Beta Testers Validate Unified Measurement's Impact 11:12 Differentiating Unified Measurement from Other Solutions 13:54 The Future of Unified Measurement and Its Evolution 17:29 Closing Thoughts and Future Directions

Every change in the app ecosystem, especially when it comes to tools and solutions introduced by Apple or Google, goes through a cycle - first you get a mix reaction, some people are thrilled, some are shaking their heads and rolling up their eyes, then they learn to adapt to this change - you can complain as much as you want but you aren't in a position to cancel it, you need to adjust your workflow to move forward. So back in 2018, Apple released the SKAdNetwork and ever since it became a hot topic for endless discussions on conferences, chats on Reddit, as well as internal discussions in app marketing agencies, app development teams and so on. Today, we have Pablo to update you with what you need to know about SKAN 4.0 this year. Sponsor This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today! Today's Topics Include: Pablo's background What is Admiral Media What's new in the SKAN 4.0 update Common mistakes marketers made with SKAN 4.0 Admiral Media's approach to SKAN implementation The role of Generative AI at being more efficient with the SKAN 4.0 framework Pablo's wish list for the SKAN framework What Pablo would like to change about mobile tech the most Android or iOS? Leaving his smartphone at home, what features would Pablo miss most? What features he would like to see added to his smartphone? Links and Resources: Pablo Pérez González on LinkedIn Admiral Media website Business Of Apps - connecting the app industry Quotes from Pablo Pérez González: "I have seen so many people reducing is investment in terms of user acquisition budgeting or just pausing completely the use acquisition on iOS devices because they didn't know how SKAN worked, right? So that's definitely something I don't recommend. Because if you proved that those users were working for you before, meaning that they were converting into revenue, then why not still acquiring  iOS  users, right?" "I have been using Generative AI in a few ways. The easiest answer would be it's helpful for Conversion Volume Mapping, right? But my experience says it's not there or it's not at a level I would expect yet." Host Business Of Apps - connecting the app industry since 2012 A message from App Promotion Summit Tickets are available on all of our 2024 summits https://apppromotionsummit.com/ London – 25 Apr 2024 NYC – 27 Jun 2024 San Francisco – 26 Sep 2024 Berlin – 5 Dec 2024

In this episode of Growth Masterminds, host John Koetsier speaks with mobile marketing expert Lucas Moscon. They discuss strategies to drastically increase app revenue through smart ad monetization and subscription plans. Lucas explains how he has quadrupled revenues for several apps using remote configuration logic. They also explore SKAN 4 and the use of OpenAI in generating conversion models and informing monetization strategies. Furthermore, they touch on the changing landscape of measurement platforms and the importance of understanding user psychology and behavior in subscription-based apps. The conversation wraps up with a brief discussion on the intricacies of SKAdNetwork. 00:00 Introduction 00:26 Welcome to Growth Masterminds 00:48 Guest Introduction: Lucas 01:21 Discussion on AdMon and Subscriptions 01:42 Balancing Full-Time Work and Side Projects 02:15 The Importance of AdMon for Subscription Apps 04:42 The Journey of Building AdMon Framework 11:26 Benefits of Implementing AdMon Framework 16:02 Introduction to SKAN 4 16:05 Building a Custom GPT for SKAN 4 25:44 The Impact of Scan Four on Small Developers 28:45 Conclusion and Future Discussions

How do you make SKAN work for retail? Games? IAPs? Finance? Subscriptions? Ad monetization? In this Growth Masterminds we chat with 2 Singular experts who work with hundreds of clients, helping them get their SKAdNetwork models right. We go through SKAN for: Games & apps - admon - IAP - subscription - hypercasual vs mid-core Verticals for apps - retail - fintech - fast food - on-demand - travel - social ... and more!

There's a lot new in the world of SKAdNetwork, even if we're not talking about SKAN 4 or SKAN 5. In this episode of Growth Masterminds, host John Koetsier chats with Singular product manager Omri Barak about everything that's new, including: - the SKAN 4 conversion value reset bug - the state of SKAN - model migration: how to change SKAN models easily & quickly - upgrading to SKAN 4 - SKAN cohorts - modeled revenue - the Google conversion API ... and much more, including what we can expect from Singular in the coming quarter.

Кому подходит подписочная модель монетизации и с какими сложностями можно столкнуться, если ее реализовать в своем приложении? В этом выпуске поговорили с Антоном Сергеевым, Head of Product в Apphud. Раcспросили Антона об особенностях монетизации приложений по подписке, попросили подробно рассказать о ключевых метриках таких продуктов и узнали, как бизнес может расти, анализируя ошибки своих пользователей. Apphud – это аналитическая платформа для роста дохода приложений с ин апп подписками. https://qptr.ru/O0Vc НАВИГАЦИЯ: Привет! - Чем Антон занимался до Apphud и почему перешел в продукт - Про Apphud, какие проблемы решает этот сервис Можно ли заработать на подписках в приложениях под Android - О перспективах подписочной модели монетизации приложений - Что произошло с подписками, когда Visa и MasterCard перестали обслуживать российских клиентов, и как всё работает сейчас - Как поменялось привлечение пользователей с появлением SKAdNetwork и в условиях ограничения монетизации приложений (инструмент Web2App) - Отношение владельцев сторов к крупным и небольшим игрокам - Стандартная воронка приложения с подпиской - Эффективность push-кампаний - Как чужие ошибки могут помочь растить метрики - Необычные и специализированные метрики продуктов - Кастомные версии метрики ARPPU: ARPDAU и ARPAS - Ежедневные отчеты для эффективного маркетинга приложения Appbooster – агентство мобильного маркетинга. Продвигаем приложения, анализируем результаты, помогаем развивать и монетизировать продукты. Сайт: https://appbooster.com/ Telegram: https://t.me/love_mobile YouTube: https://www.youtube.com/@appbooster #monetization #app #subscribe #analysis #analytics #idfa #ios #ios14.5 #SKAdNetwork #apple #att #android

What actually happens when a demand-side platform engages machine learning to boost your bids? We now have less data than ever before about to drive the targeting piece of mobile user acquisition, with very limited access to anything approaching behavioral targeting. In this Growth Masterminds, host John Koetsier chats with Persona.ly direction of machine learning Joseph Iris about targeting, demand-side platforms, and AI. We talk about signals, timing, context, and how SKAdNetwork and Privacy Sandbox are impacting everything. We also talk about what signals are most predictive and most powerful.

Privacy Sandbox is by all accounts more complicated than SKAdNetwork ... even SKAN 4. But Singular says "we will do everything for the UA managers." The bad news is that to make Privacy Sandbox work, you need to set sources, register triggers, get big aggregated reports from upper funnel activities and much smaller lower funnel reports. You need an aggregation server and the ability to decrypt encrypted data. You need to accept the fact that Google will be adding noise to the data to increase privacy. And much more. But the good news is that Singular -- and the adtech ecosystem at large -- will handle almost all of this complexity for you. ALMOST all. In this Growth Masterminds, host John Koetsier chats with Singular chief architect Yuval Carmel and architect Ron Shub. They all dive into Privacy Sandbox on Android and get you the information you need to start thinking about how you'll handle Privacy Sandbox when it gets fully implemented and deployed.

It was late March 2018, a pretty unassuming day. Except this is when Apple launched its SKAdNetwork. I bet back then many people weren't sure what letters in this acronym should and shouldn't be capitalized, let alone what impact this ad network API from Apple will have on the app industry. Five years forward - it is one of the most discussed topics among mobile app marketers, app publishers, ad networks, and Mobile Measurement Partners or just MMPs. In this episode, Eran will tell about what SKAdNetwork 4.0 has brought to the table, how big of a deal it is, and more. Today's Topics Include: What is SKAdNetwork SKAdNetwork 4.0 updates: Crowd Anonymity and Source Identifier Multiple Postbacks Postbacks Delays and Locking Conversion Web-to-app support Conversion Value Decrease How well this recent update addressed advertisers' dreams and hopes What Eran would like to change about the mobile app industry Android or iOS? Eran's first mobile phone Leaving his smartphone at home, what features would Eran miss most? What features Eran would like to see added to his smartphone? Links and Resources: Eran Friedman on LinkedIn Singular Business Of Apps - connecting the app industry Quotes from Eran Friedman: “The challenge was though [with the Crowd Anonymity predecessor], and it leads us to the Crowd Anonymity, it was a very simplified threshold. It was practically impossible to optimize for SKAdNetwork" “There is always room for improvement, generally speaking, SKAdNetwork. 4.0 is still new for us. It's very different from what marketers used to know from IDFA." “I think of changes [for the app industry] that encourage more innovation, interesting opportunities. Like a potential new app ecosystem [from Microsoft]  that may be launched soon." Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

It was late March 2018, a pretty unassuming day. Except this is when Apple launched its SKAdNetwork. I bet back then many people weren't sure what letters in this acronym should and shouldn't be capitalized, let alone what impact this ad network API from Apple will have on the app industry. Five years forward - it is one of the most discussed topics among mobile app marketers, app publishers, ad networks, and Mobile Measurement Partners or just MMPs. In this episode, Eran will tell about what SKAdNetwork 4.0 has brought to the table, how big of a deal it is, and more. Today's Topics Include: What is SKAdNetwork SKAdNetwork 4.0 updates: Crowd Anonymity and Source Identifier Multiple Postbacks Postbacks Delays and Locking Conversion Web-to-app support Conversion Value Decrease How well this recent update addressed advertisers' dreams and hopes What Eran would like to change about the mobile app industry Android or iOS? Eran's first mobile phone Leaving his smartphone at home, what features would Eran miss most? What features Eran would like to see added to his smartphone? Links and Resources: Eran Friedman on LinkedIn Singular Business Of Apps - connecting the app industry Quotes from Eran Friedman: “The challenge was though [with the Crowd Anonymity predecessor], and it leads us to the Crowd Anonymity, it was a very simplified threshold. It was practically impossible to optimize for SKAdNetwork" “There is always room for improvement, generally speaking, SKAdNetwork. 4.0 is still new for us. It's very different from what marketers used to know from IDFA." “I think of changes [for the app industry] that encourage more innovation, interesting opportunities. Like a potential new app ecosystem [from Microsoft]  that may be launched soon." Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

SKAN 4 tools are now live in the Singular dashboard. Clients who want to set up and start testing SKAdNetwork 4 compatible campaigns can now do so live in the Singular dashboard. That means you can now set up conversion details for each postback: postbacks 1, 2, and 3. Both revenue and events models are now available; additional models and mixed conversion models will soon also be live. And good news: this is fully backwards compatible with SKAN 3, so it won't interfere with any ongoing live campaigns.

With probabilistic matching coming to a close soon, marketers must start testing ad campaigns focusing on contextual signals and first-party data. Our co-host, Peggy Anne Salz, reunites with Philip Gontier, Chief Revenue Officer at Smadex and the “Godfather” of mobile advertising, in this episode to learn how the DSP is leading the charge in privacy-centric advertising and landing 500 million daily impressions for their clients. Peggy and Philip also discuss the metric benefits of CTV and how Smadex is already planning optimization campaigns for SKAdNetwork 4.0.  CHAPTER TIMESTAMPS 00:00 - Smadex testing in SKAN 4.0 03:38 - Looking outside the DSP box with CTV 05:54 - What game publishers are missing * * * * * * * * * * * * * * *  ** Let's Connect **

Saadi Muslu is the Head of Content and Product Marketing at Singular. She immigrated to the U.S. when she was 6 years old from Turkey and was the first woman in her family to graduate from college. These experiences, among others,  taught her how to ask a lot of questions, be resourceful, and build relationships with the right people – ultimately fueling her success in the mobile industry. In this Women in Mobile episode, Saadi shares how to overcome impostor syndrome, what makes a good manager, how to attract and hire top talent, and all the reasons she's excited to be working in mobile right now. Singular is a next-gen mobile measurement partner and thought leader in SKAdNetwork. Singular's intelligent SaaS platform enables mobile marketers to unify, analyze and optimize all of their marketing channels through a single dashboard, without any required SDKs. Prior to her role at Singular, Saadi was the Product Marketing Manager at Kenshoo.Questions Saadi Answered in this Episode:How did you get to where you are today?How did you build the confidence to start asking questions and speaking up?How did you transition into a management role?How did you attract top talent and scale your team?What are you most excited about in our industry?Any resources you recommend?Timestamp:1:31 Saadi's story9:00 Overcoming impostor syndrome15:40 Leaning into being new to the industry17:27 What makes a good manager?23:44 Attracting and hiring top talent34:07 Disruption, competitors, and opportunities38:46 More women in mobile marketing43:51 ResourcesQuotes:(8:59-9:17) “I think being a really young immigrant, I learned how to assimilate. The feeling of feeling unfamiliar is familiar to me. I was facing what a lot of young professionals face, which is impostor syndrome.”(11:38-11:58) “One thing that I learned to [help me] overcome the impostor syndrome or my lack of technical background now that I worked in AdTech was letting myself be comfortable in asking questions and being vulnerable by explaining that I don't understand this concept – can you explain it to me? That was really life-changing for me.”(12:48-3:09) “Being comfortable asking questions and being resourceful is a part of being a successful worker and growing professionally. It's not a sign of weakness. Overcoming that mental misunderstanding or that misperception that, ‘Oh asking a lot of questions means I don't know what I'm talking about.' Quite the opposite. Asking a lot of questions means I'm trying to become an expert at this.”Mentioned in this Episode:Saadi Muslu's LinkedinSingularMobile Dev MemoRemerge's BlogThe Mobile Attribution Privacy CoalitionJohn KoetsierElena Madrigal's LinkedInUdi Ledergor's LinkedIn

Eran Friedman, Co-Founder and CTO at Singular, joins Apptivate to talk about what the initial postbacks from SKAdNetwork 4.0 mean for mobile marketers. In this episode, he and host Brian Altman discuss the new features of SKAN 4.0 for mobile advertisers, how to leverage these features, and how to transition from SKAN 3.0 to SKAN 4.0. You'll also learn about FLEDGE and how to prepare for privacy changes with Google's Privacy Sandbox for Android. Singular is a next-gen mobile measurement partner and thought leader on SKAdNetwork. Singular's intelligent SaaS platform enables mobile marketers to unify, analyze and optimize all of their marketing channels through a single dashboard, without any required SDKs. Eran is based in Tel Aviv, Israel. Questions Eran Answered in this Episode:Remind us, what's new with SKAdNetwork 4.0?What postback data are you receiving from SKAN 4.0 and how long have you been receiving it? And is there anything that you can pull from that data that's actionable?In terms of the changes to SKAN 4.0, what would you say excites you the most based on the initial data that you've seen?If you could name one change that SKAN 4.0 has done that advertisers should focus on first, what would that be?Are you currently using SKAN 4.0 to build models that prove ROAS for your customers?What would you advise advertisers on how to best transition to using SKAN 4.0?Have you experienced any challenges or surprises with the initial data from SKAN 4.0?What's your prediction for what to expect in the next versions of SKAdNetwork?What is FLEDGE, and how does it differ from SKAN?How is Singular preparing right now for Android's Privacy Sandbox?What is the best thing advertisers can do to prepare for the impending changes with Google?Timestamp:2:20 What's new with SKAN 4.0?4:04 Initial postback data from SKAN 4.06:43 Use cases for SKAN 4.0 for small and large advertisers11:11 Singular solutions for analyzing your ROAS with SKAN 4.014:56 Transitioning from SKAN 3.0 to SKAN 4.019:10 What advertisers can do to leverage SKAN 4.0 features22:41 Introducing more randomness in longer-window postbacks26:19 Eran's predictions for the future of SKAdNetwork29:00 Google's approach to privacy changes with Privacy Sandbox on Android35:13 Preparing for Andoird Privacy SandboxQuotes:(9:27-9:51) “The feature that's been most discussed and the most exciting for the large-scale advertisers out there is definitely the longer windows and the multiple postbacks. So, the 35-day window you mentioned is a potential game-changer for working with SKAN, especially for the companies who see more of the signal and value of the user after more than 24 hours.”(19:40-19:59) “Technically, you don't need to do anything as an advertiser to start getting SKAN 4.0 postbacks. It's the network that actually has to make a change. The advantage of updating your MMP SDK to support SKAN 4.0 is that you would leverage the features coming from it.”Mentioned in this Episode:Apptivate Episode 141: Tips for Overcoming SKAd Network's 3 Biggest Issues - Eran Friedman (Singular)Eran Friedman's LinkedInSingular

Full show notes and transcript available at https://bit.ly/3WyNusf. 00:15 - Intro 02:25 - Topic 39:12 - Wind down 40:49 - Outro This week Dan and Dara are joined by Luisa to help make sense of the recent SKAdNetwork 4.0 release from Apple. It's a world apart from the web side of things - something that Dan and Dara find out very quickly! Luisa takes them both through what SKAN is, what new features 4.0 brings and the most important differences from web ad measurement to bear in mind. The post #65 Apple rolls out SKAdNetwork 4.0 (with Luisa Del Maschio @ Jellyfish) appeared first on Measurelab.

Every industry has these moments - everybody is chugging along, no drastic changes are on the horizon, and then all of a sudden boom - rules of the game are changed significantly. For the app industry that change was the introduction of the SKAdNetwork by Apple a couple of years ago. For some that was the moment of shock and terror, for some folks who kind of saw it was coming, it was just the moment when it became reality. Today Alex will tell us about SKAdNetwork 4.0 from Apple, Privacy Sandbox from Google, and what subscription app owners should do about it. Today's Topics Include: The state of the app industry app user privacy wise SKAdNetwork. 1.0 - 4.0 history recap SKAdNetwork 4.0 special features Google's Privacy Sandbox for Android Privacy Sandbox highlights What's coming for both SKAdNetwork and Privacy Sandbox One thing that gets Alex the most Android or iOS? Both Alex's  first mobile phone was a small flip-phone What features would Alex miss most? Notes-taking apps - can't live without it. What's missing from mobile app technology? More features to make a smartphone a utility device Links and Resources: Alex Bauer on LinkedIn Branch Business Of Apps - connecting the app industry Quotes from Alex Bauer: “We need strong user privacy protection laws - this is not in a debate by anyone.” “It's really difficult to balance those two extreme objectives [privacy and targeted ads] and the act of trying to find the balance I think is good to drive a lot of innovation.” “I think it solves a few of the key ones that were so significant that they were really blocking even basic implementation of an ad monetization.” Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

Every industry has these moments - everybody is chugging along, no drastic changes are on the horizon, and then all of a sudden boom - rules of the game are changed significantly. For the app industry that change was the introduction of the SKAdNetwork by Apple a couple of years ago. For some that was the moment of shock and terror, for some folks who kind of saw it was coming, it was just the moment when it became reality. Today Alex will tell us about SKAdNetwork 4.0 from Apple, Privacy Sandbox from Google, and what subscription app owners should do about it. Today's Topics Include: The state of the app industry app user privacy wise SKAdNetwork. 1.0 - 4.0 history recap SKAdNetwork 4.0 special features Google's Privacy Sandbox for Android Privacy Sandbox highlights What's coming for both SKAdNetwork and Privacy Sandbox One thing that gets Alex the most Android or iOS? Both Alex's  first mobile phone was a small flip-phone What features would Alex miss most? Notes-taking apps - can't live without it. What's missing from mobile app technology? More features to make a smartphone a utility device Links and Resources: Alex Bauer on LinkedIn Branch Business Of Apps - connecting the app industry Quotes from Alex Bauer: “We need strong user privacy protection laws - this is not in a debate by anyone.” “It's really difficult to balance those two extreme objectives [privacy and targeted ads] and the act of trying to find the balance I think is good to drive a lot of innovation.” “I think it solves a few of the key ones that were so significant that they were really blocking even basic implementation of an ad monetization.” Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

Our guests this week are poof and b33f of EtherOrcs. EtherOrcs is the world's first 100% on-chain NFT game. In EtherOrcs, Orcs and their allies go on raids, pillage villages, explore the unknown, and more. Through the course of the game, players can earn better gear and more NFTs through strategic gameplay built on the Ethereum blockchain. In this week's podcast we dive into the world of web3 indie game development – including EtherOrcs unconventional path to market and what the creators would do differently if they had a second go at things. Poof and b33f chime in with their thoughts on the current web3 game economy and share their insights on different web3 game fundraising models. They also dive into why EtherOrcs has shunned mainstream gamers in favor of going after native web3 gamers. Plus, we discuss the latest news from Apple – including the release of SKAdNetwork 4.0, a change to App Store policy on social media post boosts, and a change in Apple's policy around NFTs. Additionally, we discuss Reddit's continuing submersion into NFTs and how it's impacting the overall marketplace. SOURCES & MORE: https://upptic.com/web3-indie-game-development-etherorcs-app-talk-with-upptic/

Apple just released SKAdNetwork 4, or SKAN 4. In this special episode of Growth Masterminds, Singular CEO Gadi Eliashiv walks us through all the details released so far AND, crucially, what they mean for mobile marketers on iOS. More postbacks - good! More complexity - true. More opportunity - also true. Gadi and host John Koetsier chat about SKAdNetwork version 4's new postbacks, new lockable conversions, new random timer delays for postbacks 2 and 3, and how Apple's crowd anonymity works. They then take questions from a LinkedIn Live audience on what this all means, how it will all work, and how the ecosystem will adjust, adapt, and implement everything in SKAN 4.

This week, the team talks about Microsoft Xbox' plan on having their store on mobile, Snapchat's parent company's uphill battle after IDFA depreciation and the upcoming launch of Age of Empires Mobile. Your hosts Eric Kress, Laura Taranto and Eric Seufert also discuss the launch of Marvel Snap by Second Dinner and dive into the implications of Apple's SKAdNetwork 4.0. --- Send in a voice message: https://anchor.fm/deconstructoroffun/message Support this podcast: https://anchor.fm/deconstructoroffun/support

My guest for this episode is Alex Bauer, the Head of Product and Market Strategy at Branch. On Monday, October 24th, alongside the release of iOS version 16.1, Apple released its long-awaited major update to SKAdNetwork, its privacy-safe app advertising attribution framework for iOS, with SKAdNetwork 4.0. The industry was first made aware of SKAdNetwork 4.0 at WWDC this summer and we only saw public documentation for this fundamental and substantial upgrade to the framework with the release of iOS 16.1. In this episode, Alex and I cover four major topics related to SKAdNetwork 4.0: First, the new timer system that accompanies the two additional attribution windows that have been made available; Second, the ability for advertisers to lock conversion values within those attribution windows; Third, the concept of crowd anonymity that has been introduced to SKAdNetwork and how the four tiers of crowd anonymity regulate the information that is transmitted within postbacks; and Fourth, how ad networks will adapt to SKAdNetwork 4.0, and on what potential timeline. We additionally briefly touch upon fingerprinting and whether or not Apple begins to police that behavior anytime soon.

Eran Friedman is the Co-Founder and CTO at Singular, a next-gen mobile measurement partner and thought leader on SKAdNetwork. In this episode, Eran discusses the three most common issues marketers have with today's SKAdNetwork – conversion models, time delay, and privacy thresholds – and what to do about them. He also highlights what to expect with Apple's improvements in SKAdNetwork 4.0. Singular's intelligent SaaS platform enables mobile marketers to unify, analyze and optimize all of their marketing channels through a single dashboard, without any required SDKs. Eran is based in Tel Aviv, Israel.Questions Eran Answered in this Episode:Why do you think Israel is one of the top markets for innovation in the mobile sector?What makes you all at Singular such a trusted mobile measurement partner?What are the biggest issues we continue to face as an industry as it relates to SKAdNetwork?Walk me through SKAN 4.0.Timestamp:2:08 Israel & mobile innovation4:04 Eran's background9:43 What makes Singular stand apart as an MMP15:10 Pulse of SKAdNetwork19:53 Conversion models with SKAdNetwork24:40 The timer mechanism challenge29:17 Privacy threshold issues with SKAN33:10 Making the most of SKAdNetwork 4.0Quotes:(25:13-25:43) “So today in the current version of SKAdNetwork, for the conversion, everyone started only using 24-hour windows. And for many companies, that's really limiting. For example, in-app purchases for gaming companies: not many users decide to make an in-app purchase in the first 24 hours of the game of course. So again, you're barely going to get anything from SKAN if you're trying to understand your performance, and you're not going to get the Day-7 ROAS that you're used to. That's a problem.”(36:33-36:53) “My guess is for 2023, the industry is going to evolve to look again at D7, maybe D35, ROAS campaigns for SKAdNetwork, which seems hard to imagine at this point. But based on this very limited signal and all the work that we've already done around modeling, I think it's definitely possible.”Mentioned in this Episode:Eran Friedman's LinkedInSingularSingular demo

So you got ridiculously high CPAs on your SKAN campaigns?In today's episode, we break down the reason why this happens, and explain why it might not be a sign of bad performance. Check out this episode to understand why a CPA of $40 pre-ATT can jump to $1000+ post-ATT on SKAN.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/privacy-threshold-high-cpa-skadnetwork/ **Note:Mobile Growth LabWe launched the Mobile Growth Lab where over 60 marketers, executives, product managers, and developers signed up to break the shackles of ATT's performance and measurement losses. While the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

Advertisers are waiting for SKAdNetwork 4.0 - but in the absence of documentation or timelines, the question on everyone's mind is - “when is it gonna drop?” In today's episode, Roman Garbar, Marketing Director at Tenjin reads the tea leaves of Apple's WWDC presentation to tell us when we might expect the change to hit. Check out this short but impactful episode to understand what we're looking at going forward.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/skadnetwork4-0-roman-garbar-tenjin/**Note:Mobile Growth LabWe launched the Mobile Growth Lab this week - over 60 marketers, executives, product managers and developers signed up to break the shackles of ATT's performance and measurement losses. Our first session kicked off on Tuesday - and while the premium and executive editions are closed for registrations, you can get access to the recorded versions of these sessions through our self-serve plan.Check it out here: https://mobilegrowthlab.com/**Get more mobile user acquisition goodies here:http://RocketShipHQ.com

ingular just released Optimized Conversion Models for SKAN. Essentially, it's automated tech that continuously analyzes your SKAdNetwork set-up and tells you if it finds a better model that will get you more accurate data. 30-35% of marketers aren't using the most optimized SKAN conversion models, and in testing Singular has seen cases where a better model provides 60% better data. In this episode of Growth Masterminds host John Koetsier chats with Singular product manager Evyatar Ram about the new feature, how it works, why it's important, and how it can help mobile marketers who are running mobile app growth campaigns for iOS.

Alexey Gusev is a lead performance marketer at Goodgame Studios, a mobile and browser game developer and publisher based in Hamburg, Germany. In this episode, Alexey shares his team's journey to adapt its performance measurement strategies with SKAdNetwork, not only for their range of mobile game titles and genres but for each game. He also gets specific about the differences of working with SKAdNetwork 4.0. Questions Alexey Answered in this Episode:What does it feel like when a new game launches?How long after you launch until you have good KPIs?Have certain titles been difficult to manage with SKAdNetwork?Across your titles, have you tried to create a uniform way of measuring conversion values with SKAN? Do you apply the same logic across all your titles?Is it fair to assume that even if you've built out a great infrastructure for SKAN on hardcore titles you still have fewer insights than you used to two years ago?At what point when you lose that granularity of data do you just look at macro effects and media mix modeling to determine the effectiveness of your overall strategy?What are a few of the major changes to SKAdNetwork that you've recognized?Timestamp:2:02 On launching a new game4:36 Alexey's background8:00 About Goodgame Studios10:28 How Goodgame Studios managed changes with ATT14:32 Why every game needs its own measurement strategy18:00 What determines the profitability19:43 Adapting to SKAdNetwork 4.0Quotes:(14:33-14:43) “What we learned during this whole process is that every title, every game–not even every genre–every game needs to be approached very differently.”(15:12-15:36) “If it's a hyper-casual genre, within 24 hours you have plenty of events. It gets a bit tricker when we're stepping into the mid-core, hardcore genres where just the volume of the events is completely different and the user behavior patterns are way more complex in comparison to the rather straightforward casual user flow. (16:10-16:17) “Given the fact that we don't get as granular information, we try to look at way more information in general.”Mentioned in this Episode:Alexey Gusev's LinkedInGoodgame StudiosBitLife

My guest for this episode of the MDM Podcast is Alex Bauer, the Head of Product and Market Strategy at Branch, the mobile measurement and linking company. We speak about the revelations from Apple's WWDC conference last week that are most important for mobile advertisers: 1) the expansion of Apple's SKAdNetwork measurement framework, 2) Apple's prohibition of aggregated measurement solutions, and 3) Apple's very clear and strident proclamation that Fingerprinting is Never Allowed. This interview assumes quite a bit of knowledge on the part of the listener. For background, see these articles: Dear Apple: These changes will improve SKAdNetwork for advertisers (background on SKAdNetwork) How to scale and optimize marketing spend with SKAdNetwork (background on SKAdNetwork) Apple to Ad Tech: “Fingerprinting is Never Allowed” (overview of Apple's stance on Fingerprinting as stated at WWDC 2022) Is SKAdNetwork 4.0 a turning point for mobile advertising: Privacy with Purpose? (overview of Apple's expansion of SKAdNetwork as revealed at WWDC 2022)

Probabilistic attribution is a “stopgap,” says newly appointed Adjust CEO Simon “Bobby” Dussart. Using it for now is fine, but SKAdNetwork is the future of measurement on iOS – take it or leave it. Also in this episode: Remaining independent under parent company AppLovin.

We have SKAdNetwork from Apple. We have Privacy Sandbox from Google. We have ID5 and Unified ID 2.0 and the IAB's Project Rearc. In short, we have many diverse solutions now competing for the future of marketing measurement. Plus, of course, IPA, or Interoperable Private Attribution from Facebook ... errr ... Meta. What is it? How does it work? Should you be thinking about it? And ... with all these different methodologies, how can marketers actually measure results across the board? Don't we need a United Nations of measurement to make this all make sense? We chat about all these questions with Singular CTO Eran Friedman.

SKAN or SKAdNetwork has a major problem. Less data, less timely data, less granular data ... OK, it has many problems. One particular issue: zeroed-out conversion values because there's simply no revenue data to report. Singular's mixed models for SKAN fixes that, by allowing mobile marketers measure revenue and a combination of other conversion models to ensure that no matter what happens, you get data back. In this episode of Growth Masterminds, we do a deep dive into what the problem is, and how mixed models fixes. In other words, how to make SKAdNetwork ... work.

In this episode of Mobile Growth & Pancakes, Jonathan Fishman (subbing in for Esther Shatz) is joined by Alexey Gusev, Lead Performance Marketing at Goodgame Studios. They discuss the impact of ATT rollout on user acquisition with long-term monetization for games and how to engage with the new advertising landscapes.

00:15 - Introduction and what is currently on our minds, games, and movies. 02:00 - Game of the Year - It Takes Two, Halo Infinite, Return of the Obra Dinn, Doom Eternal 16:30 - The Witcher Prequel Series - "The Witcher Blood Origin" 21:25 - Retrospective of our Year: The Podcast, Speaking engagements on Pocket Gamer Connects, White Nights, Deconstructor of Fun and GameChanger by TikTok 29:13 - Ubisoft - NFT outrage, toxic work environment 35:25 - Xbox All Access: After praising it all year we are jumping in and will report on our experience periodically 49:45 - Retrospective on our 2021 projections: 50:00 - iOS 14 - Doomsday? AppPocalypse? How did the rollout of SKadNetwork impact our business and workflow? 57:55 - Influencer Marketing - Did it grow due to tracking loss on iOS? Collaborations? 01:02:45 - Story Formats - "They will be everywhere!" - Well, are they? 01:14:50 - On-App-Purchase Solutions - Did Facebook Cloud Streaming come through to save us from iOS 14.5++? Twitter: https://twitter.com/MktgRockers Facebook: https://www.facebook.com/MktgRockers Your hosts: David Westerman: https://twitter.com/dwesterman10Linus Otten: https://twitter.com/LinusToGo

Mobile marketers can live with many of the deficiencies of SKAdNetwork: lack of granularity, lack of immediacy, lack of data richness. But they can't live without predictability. Predictability enables confidence in campaigns and massive capital deployment. BUT ... Mobile growth experts have had major challenges making SKAN predictable. As many as 90% of mobile marketers can't get what they need out of SKAdNetwork. In this episode of Growth Masterminds, we chat with Singular CTO Eran Friedman, who has worked with many massive clients on SKAN and iOS campaigns, on how to achieve predictability with SKAdNetwork.

On the podcast I talk with Eric about the value destruction of App Tracking Transparency, the limitations of SKAdNetwork, and how to thrive as an app developer in this new paradigm.My guest today is Eric Seufert. Eric has deep operating experience, having worked in growth and strategy roles at consumer tech companies such as Wooga and Rovio, but he also founded and sold a marketing business intelligence company, Agamemnon, and is an active investor in the mobile gaming and ad tech categories. Eric has a depth and breadth of experience with mobile apps and games that few can match. Over the past year Eric has written extensively about App Tracking Transparency and the future of mobile advertising on his trade blog, Mobile Dev Memo.In this episode, you'll learn: Will Apple's ATT be a net loss for Apple? Can SKAdNetwork be saved, and does Apple want to save it? Is focusing on organic traffic a flawed strategy? What does the future of app install ads look like? Links & Resources Rovio Snapchat Apple's Private Relay Tim Cook Outbrain Taboola AllTrails SubClub AllTrails podcast episode Stitcher Eric Seufert's Links Follow Eric on Twitter Mobile Dev Memo Heracles Freemium Economics: Leveraging Analytics and User Segmentation to Drive Revenue  Eric is on LinkedIn Follow us on Twitter: David Barnard Jacob Eiting RevenueCat Sub Club Episode Transcript00:00:00 David:Hello. I'm your host, David Bernard, and for the first time ever, I'm flying solo today. RevenueCat CEO, Jacob Eiting is busy CEO'ing.My guest today, is Eric Seufert. Having worked in growth and strategy roles at consumer tech companies such as Wooga and Rovio, Eric has a depth and breadth of experience with mobile apps and games that few can match. He also founded and sold marketing business intelligence company Agamemnon, and is an active investor in the mobile gaming and ad tech categories.Over the past year, Eric has written extensively about App Tracking Transparency and the future of mobile advertising on his trade blog, Mobile Dev Memo.On the podcast, I talk with Eric about the value destruction of App Tracking Transparency, the limitations of SKAdNetwork, and how to thrive as an app developer in this new paradigm.Hey Eric, thanks for being on the podcast.00:01:09 Eric:Thank you for having me on the podcast.00:01:11 David:So, we're going to start off with a bit of a dead horse that's been beaten over and over again. Apple's motivation in enacting App Tracking Transparency, but I did want to take kind of a different perspective on it. The most interesting thing to me personally about Apple's motivation with App Tracking Transparency is what it says about what they are going to do in the future.Did they build SKAdNetwork purposely handicapped, or did they not really understand how handicapped it was? Were they really trying to kill Facebook, or was that a kind of a side benefit? I think that their motivations are important, because it forecasts what changes they may or not make moving forward as they start to see the impact.So, I think the first thing I wanted to ask you is, how do you see Apple's reaction and how they perceive ATT to be going, now that we're seeing snap drop 25% after the quarterly earnings report, and see more of the disruption that you and others were predicting, but maybe Apple didn't quite see coming? How do you think Apple sees this going currently? And what does that say about the future of privacy on iOS?00:02:42 Eric:I think Apple's primary motivation was not to capture mobile advertising market share. I don't think that was a primary motivation. I think that's happened, and I think they expected that to happen, but I don't think that was the primary driver of this decision.What I think they wanted to do was, there's kind of like a big picture idea here, and then an immediate consequence idea. I think what Apple did not like, was that they had kind of lost control over content discovery on the iPhone.When the App Store was first launched, that was how you discovered apps. It was through going to the App Store, and some small part search, but then in large part just like the editorial curation that Apple exposes there. That changed over the years, and up until the announcement, or the enactment of of ATT, the way that people discovered apps was through advertising, and primarily Facebook advertising.Apple totally lost control. The content that people interacted with on their phones was not the result of any deliberate decision on Apple's part or some deliberate consideration. It just happened to be whatever could scale ads the best. Whatever companies could scale their ads the most efficiently, that's what people interacted with. That's what became dominant on the platform, and Apple really had no say in that.Short term, narrow aperture view of this, they just wanted to regain control of that. They wanted to be the kingmakers. They wanted to be the tastemakers; the people that decided—the party that decided—what became popular on the iPhone and how the iPhone was used.And I mean, that's, it's, if you've worked in, in gaming, especially, but if you've worked in mobile apps at all and you've ever had to go and, you know, go, go through the whole process of pitching your app to Apple, and pleading for featuring You know, that that's what they want.They, they like to having that control because that allowed them to percolate their new iOS features into the app community through almost horsetrading it's like, you want featuring, We'd be happy to give you featuring, but you've got to integrate X, Y, Z thing into your app.Once you do that, we're happy to feature you. that, that was sort of the, that was the, the, the negotiating process. You know, that that process, even that process itself became less important and less prominent in the life of a developer over the last few years, In 2012 to 2015 that's what you did every time you were launching a new app, or even if you're doing a major update, you flew, you flew to San Francisco, you went to Cupertino, you went into a, conference room at Apple HQ and you pitch somebody.That just stopped being something that people did. Like just people realized that, even if we get featuring, it's not going to be that meaningful for our business, what we really need to be able to nail what we, what we have to do. Our success is dependent on our ability to scale the product with paid advertising, you know, and explicitly, you know, specifically through, through Facebook.So, I think that was the primary motivation to regain that control right now. I think there's a bigger picture idea here. There's a bigger picture motivation or, or like, projection here, which is that, you know, we're, we're moving into a paradigm where, you know, the phone you have, the, the device you have that you consume content with is totally unconstrained, in terms of what it accesses, right?Like, and, and how it accesses content. And that's what that's, that's the sort of, that's the behavioral, norm that, that people are moving into, they just expect their favorite stuff to be available from whatever device they have in their hand, at that moment, as long as it's connected to the internet, they expect to be able to connect to Disney to Hulu, to Netflix, to Facebook, to anything, they use every day.You get to a point where, you know, if you run this gatekeeping platform, like at the App Store or Google play If, if, if users have leapfrogged that paradigm into no, my favorite content is always available. It's, you know, sort of like, it's just, just persistent in the cloud and I should be able to access it however I want at any, at any given point in time.Then you've lost control of that sort of, of that gatekeeper positioning. I feel like what Apple wanted to do they, they, know that that's inevitable. we'll get there, but they wanted to prolong this dominance and the prominence of the App Store in terms of, you know, the consumer relationship, that's the first stop you've got to go through them to get to the content. because then that also, like that also provides them with some leverage over the, over the developer. And I think w w we've I think we've probably accelerated. But, but maybe not, maybe this, maybe this, you know, buys two to three more years of, okay, well, I have an iPhone that means I go through the App Store to get content, right.Or I have an Android. Maybe that means I go through Google play to get to content. And not that like, this is it. Matter what device I'm using, I'm using my Samsung TV or my iPhone and my iPad or my Facebook portal or whatever, or my, my, Amazon, echo. I want to get to the content that I have available to me in a persistent way in the cloud.Right. And so I think that was, that was also the primary motivation, or that was part of the primary motivation, but that was like, sort of like the bigger picture consequence of it.00:08:18 David:Right. I mean, where do you put, Apple's kind of stated motivation of privacy in this hierarchy of, of motivations and, and outcomes because, you know, a lot of people have said, oh, well, Apple was clearly acting anti competitively to favor their own ad business and crush these other ad businesses. It was, you know, primarily driven by the greed to expand their ad revenue.And then I think yours is really interesting as far as like the control, but then of course Apple goes and just in the quarter results recently and has stated over and over again. That it was 100% privacy motivated. do you just not buy that00:08:58 Eric:No, not at all. And I don't, I don't necessarily even think at this moment that consumer privacy, has been benefited or protected as a result of this. Right. And we can get into that in a second, but you know, I've been publishing a lot about, they're still allowing fingerprint and they said they wouldn't, that's in the policy.Right. It's explicit. Like there's no ambiguity there and they're allowing for it. Right. And they're not policing. And they could, because they've done it in the past. And so I think if you want it to be protective of privacy, That would be one of the things that you would prioritize is, preventing that from happening.00:09:33 David:And you don't think that? Not that I mean, diving into fingerprinting real quick, do you think that. It's potentially that they're just delaying the enforcement to kind of smooth some of the disruption that tra App Tracking Transparency has already caused it because them not enforcing it immediately doesn't mean they're not going to enforce it.So, but I find it baffling as well. That they're not. So do you see them enforcing it sooner do you think that this really is an indication that they don't actually care about privacy and that this is not ever going to be enforced?00:10:08 Eric:They can enforce it at some point and like they're there, there wise, like I think kind of a widespread. That in the developer community, that there was going to be a grace period. Right. They would introduce NTT, but they're going to allow for fingerprinting for some amount of time, because, you know, if, if you just, you know, made this very radical change and it was like absolute from day one, the impact would have been even more severe than, than what we saw.So I, there was a belief that there would be a grace period, but you know, we're going on like four months now. Right. And, and the thing is, you know, my, my sense was when, as soon as they, because they, you know, they talked about private relay at WWDC this year, I was like, oh, okay. That's how they do it.Right. Because, and I've talked a bunch about how it would be clunky to police fingerprinting through App Store review the store review process. Right. I talked about that in a piece. I just wrote two weeks ago or last week, and it would be clunky, but they could have introduced us in private relay.I thought that that's what they were going to do. Or at the very least they would roll private relay out. Cause it applies to, you know, safari traffic now. And they would say, look, well, we have to reach parody. Our treatment of the web and or treatment had been app traffic. And so therefore, you know, maybe for whatever technical reason we can't, we can't, obfuscate the IP address of in app traffic, it'd be too expensive or it's a technical challenge that we haven't solved yet.But like, this is the moment, you know, ad tech when you must stop fingerprinting. And I think if they said that, you know, these ad tech companies would, right, because the way that they've sort of implemented this in a lot of these solutions is it's like an option, right? Like they say, you can turn it off if you want.Right. Cause I think that these ad tech companies are surprised. They thought fingerprinting was going to be. More we're policed early on, maybe not on day one, but you'd get like two weeks a month. and so they kind of introduced this as like an optional feature. Right. And then, you know, and they, they presented it as like a, Hey, it's a feature for developers if they want it.And so, you know, it's, it's something that they could switch off and they, they they're ready to switch off. I think. So I think even if, if Apple just sort of like, you know, kind of pantomime those motions, people would stop doing it because, okay. It's, it's actually, you know, it's sort of like actually against policy now versus just before where it was like ignored, but, you know, I, I thought they were gonna introduce in iOS 15 for that reason, or at least again, like, just make the, go through the motions of saying that, that it's, it's not allowed, but, but so just, just back Betsy, it wasn't about like, where does privacy sit in the, in the sort of list of motivations?I think it's probably so my, my, the heart, the hard time that I have with like, reconciling this idea that like, and you hear this a lot, like Apple cares about policy that people say that privacy, Apple cares about product. How could it have Apples on a person Apple. Apple's a corporate structure.There's there's however many employees at Apple. They don't all agree on things. Right. Who and Tim cook is not a dictator. He can't just run the company like that. Apple shareholders, have some control. His board has some control. Right. And so, you know, at least they have influence. And so like, the Apple as a, it can't have is it doesn't have a monolithic opinion about stuff.It's not an entity in its own. Right. I I just don't buy this idea that a company can care about some abstract concept. Right? Like, here's another question for you. Apple makes the Apple watch, It's a health tracker. Does Apple care about your health Do they, are they really concerned? Are they genuinely, you know, invested in your health Or do they want to sell something. so the idea with privacy is okay. It gives us an opportunity to strike a juxtaposition juxtaposition against Android, which you know, has, is, is perceived, I believe, as less privacy-safe but even Android has gone to great lengths or Google has gone to great lengths to bring privacy to the forefront in Android.A lot of it is about informing consumers about their data being accessed, but still there. They've done some things. Right. So anyway, I just, I don't believe that a company, a corporate entity can care about an abstract concept. Right. putting that aside, what does privacy buy them It buys them that juxtaposition, and then it buys them cover, It buys them cover to do all this other stuff. Right. And then to, and then they spin up this big narrative that probably helps us sell iPhones. Because you know what I00:14:07 David:Or future AR glasses 00:14:10 Eric:Exactly 00:14:10 David:Some ways,Positioning themselves, they they care about privacy insofar as it's an incredible marketing tool for them. it, gives them cover for future devices. They become more and more and more and more private. this thing you wear on your wrist biometric sensors and tracking your sleep and everything else, customers are going to feel more comfortable wearing AR glasses that have cameras on.When it's Apple branded, than when it's Facebook branded, there's been backlash with the Ray-Ban, glasses from Facebook. So, yeah, I get, you I, you know, the Apple fanboy in me wants to believe that, you know, Apple you know, wants to do good in the world, but I've, since lost my Apple religion, but I, but I do think to a certain extent that they care about they do care about privacy whether or not any of that's motivated by Goodwill or otherwise it's incredible marketing for them.That being the case, you know, and this is where maybe our opinions diverge, or at least how we interpret some of, of what's been going on. I still am of the opinion, as naive as it may be that that privacy was a primary motivation for them, whether they're altruistic or marketing or, whatever other reasons they have to be to be positioning themselves this way.I still think that that that was primary and, and that, I don't know that they even fully understood or expected some of the. the things that have been happening, I think they thought SKAdNetwork was a better solution than it actually is. I don't know that they expected to see a company like snap that is actually fairly aligned with them, at least, in marketing and public perception as being a more privacy-focused company to see this company that has been reading and talking positively about App Tracking Transparency and see them drop 25% in a single day, because, and then say specifically it's because SKAdNetwork isn't delivering.I still think personally. This has more to do with Apple, not understanding and not listening to the industry, which we've seen for decades, Apple doesn't listen, they're not good at receiving outside feedback on roadmaps, on, on their APIs, on anything else. They think they know what to do.And they think as a product company, they can just build this product bring it to the world. And it's going to be the best thing since sliced bread SKAdNetwork is just another. Yeah. Another example of them trying that approach and then just falling flat on their face. I think this is important because if that is the case and if they really, if the primary motivation really was privacy, then maybe we do see an SKAdNetwork 3.0, that's way better than this current one.After they realized they've destroyed tens of billions of dollars of value, and also potentially handicapped their own platform because as ad efficiency goes down and as apps struggle to gain traction, they lose too. So, yeah, I mean, I guess just, I'd love to hear your kind of response to that. Cause I know we probably disagree on this a bit.00:17:37 Eric:I guess it doesn't really matter. Like it, you know, if we, I don't know, at this point it kind of seems like semantics a little bit. Cause it's like, well, all they care about privacy because privacy is good marketing messages. But my point is like, I don't think they genuinely care whether people's data is being accessed by advertising networks.Right. I don't think they cared about that to the, to the degree that, it didn't impact. It was, it was, it was happening sort of unawares, right? Like, or, you know, that these users were like sort of unawares, once it became, like a, like a sort of social rallying cry around, you know, Facebook and, you know, it's the congressional testimony and you're listening on our devices.And then once it became something that I think that they could, you know, exploit the insured, then maybe they care about it because it is a differentiator for the products and they can help them sell more products. Right. But, but I think so, first of all, so we are on a scanner 3.0, they released 3.0 3.0 is just like a minor improvement.So 3.0 added view through attribution. And I think it added one more thing. And then also with, I was 15, they allowed the post-bacc to be sent directly to the advertiser, not just the networks. I mean, those are improvements, but I don't see them continuing to do. S K I know work. I just, I just don't see that, but I think I do. I do agree. I agree with you that, that they didn't understand how consequential that this would be to the advertising. I think it's an example of like the left hand, not talking to the right hand.Apple is like a super secretive organization, not just to the outside world, right. Internally Apple teams are very secretive. Right. And, you know, I, I don't know that the App Store team was talking to the iTunes team. I, I mean, I don't even really know how that, how, how this sort of corporate structure separates those two teams.But my sense is that like the App Store team, the people that work with developers, Aware of this, like, and I I've been told that I've been told that they learned about it at WWDC two years ago. Right. And then they got up, they had to field a bunch of angry emails and phone calls. Right. you know, I think, there, there wasn't a whole lot of consensus internally around what the impact of this would be.I think the impact was underestimated. And to be honest, I don't think they would have released something if they knew that it was going to wipe out, you know, just a late, a quarter of snaps market cap in a day. Right. I don't think they would have released something if they knew it was going to annihilate a fifth of Zynga's market cap in a day last quarter, you know what I mean?I don't think they, you know, and what we saw with Facebook was that there's like this kind of slow erosion of, of, of market cap, you know, from, from like the all time high, a couple months ago. but you know, th the damage hasn't been just, just in terms of stock price, hasn't been as, as, as severe to Facebook, as it has to some of these other.You know, who weren't really doing the things that Apple wanted, you know, to sort of, to mitigate. Right. So I, I don't think that they fully, you know, first of all, they didn't, you know, workshop this with advertisers. Like I know that to be true, or, or I believe that to be true, unless some people did it in like, you know, deep secret and they've never revealed it, but I don't think they, I don't think that's true because I've talked to a lot of people.No one, no one was consulted about this that I've spoken with. you know, I don't think that they really truly grasped how sort of like fundamental performance advertising was, or is to a lot of these businesses, right. In terms of, they're just, they're, they're sort of, you know, operational success.Right. And so I think, because of that sort of differential between. I think what they thought was going to be the result of this and what the actual result was. You know, I, I feel like that does call into question, you know, not only just the wisdom of this, but you know, how well they can defend it, right.When, you know, against maybe some, some, some lines of inquiry, you know, that, that are, that are sort of like, you know, kind of a more powerful and, sort of socially instrumental than, than ours than mine are then, then app advertisers or app developers. Right.I think they've, they've invited a lot of questions about this through, through, through the severity of the impact that we've witnessed over the last couple of weeks and months.00:21:35 David:And that's where I totally agree with that. And that's been my perception as well. And I talk to folks as well, is that Apple didn't fully understand the implications. And if there were people inside Apple who had a better understanding of what might play out, they didn't have enough of a seat at the table.And that a lot of this was just ivory tower thinking was Apple building ski network thinking, oh, this is going to be a great solution with. Like you said, workshopping it with the people who would actually have to use it. And then, you know, coming up with a better solution. So then, then my question for you is, okay.You know, you were kind of chicken little for a year, the sky is gonna fall. The sky is gonna fall. The sky is gonna fall. I mean, you've been really one of the most vocal people about how big these impacts were going to be. And you had a lot of people in the industry saying, oh, it's not going to be that bad.It's not going to be that bad. Well, now the sky fell. I mean, you know, a public company having 25% of its market value wiped out in a day due to one specific policy from a platform like the sky is falling, you were right. But then so now Apple sees it. They can't, they can't avoid seeing it. What do they do from here?You said, they're not going to make SKAdNetwork better. You know, are they going to not police, fingerprinting to, continue to soften the blow? Like where does it go? That's that's, what's so interesting to me about okay, whatever their motivation, what they do in the future. In reaction to what's actually happening now that we're seeing actual results matters, you know, to, to the tune of hundreds of billions of dollars.And, and one of the things I put in the notes to talk about is a lot of this value that's being destroyed is not accruing to Apple. It's not as if you know, a hundred billion dollars of market cap wiped out of Facebook and Google and snap and other folks, it's not like Apple is actually capturing that because they don't, they don't have the ad inventory.They don't they're, they're not a big player in the space. So, yeah. W where does Apple go from here if they painted themselves in a corner,00:23:38 Eric:Maybe, I mean, I think what I would, you know, if I was an Apple, I'd be worried about, you know, they've got a lot of theirs are, they're already under a lot of scrutiny, right. Like, you know,00:23:47 David:Right.00:23:48 Eric:What did the DOJ, what just three days ago, decided to re reopen the investigation in that, in the Apple, related to, to the way they operate the App Store.I just think it's really tough to, to maintain this line on one front while, you know, you're obviously having to lose ground on, on another front. Right. because as we've seen, like there's just been this steady trickle of them, you know, seeding ground developers or, giving up a lot of, you know, Exclusivity and, and, you know, PR preferential treatment they have with, with apps or operation, right.Like, it just feels like maybe it's maybe it's they felt like, well, that will, it we'll expand one area of that, that preferential treatment while we're sort of like forced to abandon other, areas of preferential treatment. But I don't know that they were, I don't, but that would only make sense if they actually really understood how dramatic the consequences of, of ADT would be, which I don't think they did.You know, I don't know. Maybe they have painted themselves into a corner. I mean, I don't know. So that's the thing about asking, I know work is like the way it was designed. It's got a lot of features that on their own would be smart, you know, tech, progressive privacy, protective, you know, mechanisms.Right. But in combination just renders this thing, like totally. Dysfunctional. And that's the problem because now if they go back and they get rid of any of these given features, so like, or not features, but restrictions, right. So let's say they say, okay, so first of all, I mean, and I'm assuming most people listening are at least familiar with this.I don't want to, I won't, I won't go into the whole thing, you know, description of Muscat network from zero, but let's say they give up on the privacy threshold, which would be weird because there's a privacy threshold for Apple search ads to be fair, but let's say they gave that up. Right. then, then, okay.You move a little bit towards, you know, something that, that is functional and helpful. but you're, you've, you've, you've made a pretty, sort of like very kind of public facing kind of Mia culpa decision, which I don't, you know, or announcement. Right.Which I don't know, that is an Apple's DNA to do that kind of thing.00:25:49 David:And giving up the privacy threshold would actually allow tracking, which is what they're saying, they're trying to prevent. So that's the other problem with giving much ground on some of these things with SKAdNetwork.00:26:01 Eric:Well, it could, it00:26:03 David:And that that's kind of the broader question is like, can S K I network even be saved and, you know, let's say regulators did come in and say, this was completely anti-competitive what's the solution.I mean, if you roll back and give unique identifiers to every app, you're going to have all the same unintended consequences that came with the IDFA. yeah, I mean, that's like four questions rolled into a statement, but, can I ask that network actually be saved while maintaining some level of privacy?00:26:32 Eric:Maybe, but I don't know that you do give up. So I don't, I don't think you totally Naval tracking. If you'd give up the privacy threshold, what you'd enable would be the advertiser would be able to link the specific campaign to an individual user in their data environment. Now, if they chose to share that with a third party, Platform or as platform, I guess that that would be their decision, I don't think by default it would sort of instantly, you know, make that trackable. Right. Cause all you're really doing is adding a little bit more context every post-bacc versus just some, because you already get, I mean, if you get rid of the privacy rest, it, that just means those NOLs go away.Right. And so you're able to get a little, you're able to track, you're able to sort of observe the less frequent, transactions. Right. Or just tell me what it is. If you tell me what it is that I can design around that. Right. But we don't even know if it's dynamic they've, they've apparently changed it like without telling anybody.And so all of a sudden the number of Knoll conversion values exploded. Right? I mean, that's the thing, just make it public because if you do that, then I'm going to say, you know what? Okay, I'm going to design my app, such that like. The people I care about are going to trigger this or not. Right. It's not something that's in its early funnel.It's something that it'll happen. You know, I can build my, I can, I can sort of like Intuit, you know, just through like kind of statistical modeling, what, where I need to place this in order for it to trigger the number of people that satisfies the privacy threshold, such that I get the data that I really need to make decisions.Cause right now you have no idea. And you know, I have no idea where to place that. What, what is that? Unless you just experiment a bunch of times, but, but even then it's, it's the, the broader environments to variable because the, the campaign could go up and down in terms of like DAU or DNA every day, you know what I mean?And then if they change it, then there's like a totally unknown exhaustion is variable there. Right? So it's impossible to tune your app such that you, you say, okay, look, I get it. You're not going to let me have. conversion value if fewer than 25 people did it. Well, I know how much traffic I'm driving through all these campaigns every day.So, so I need to consolidate my campaign, such that each one drives 400 in new, new installs every day, because I know that, you know, an eighth of the installs will trigger that thing, but those will be the users that really care about. Right. And if you did that, then at least I know, and I can design everything around that, but I don't even know.I don't even know if that changes over time relative to the number of installs I'm driving. I don't know if you're changing it on the back end without telling me like, it's just, you can't operate in with that kind of opacity. It's just, it's just not functional. And then you've got the a hundred campaign ID limit, you know, you've got no creative, parameters in the post-bacc like, you just can't do anything with this.00:29:04 David:Yeah. I mean, that's where it does seem like this was designed as an academic exercise. How do we prevent any. Identification of any individual ever from being even remotely possible. And, and it was an academic exercise that they played out. Whereas if they had workshops with the people who actually have to use it and had, thought through the kind of business use cases and you made a valid point earlier, you don't automatically, enable tracking by, reducing the privacy threshold.But I think, you know, Apple She kind of rethink some of the priorities around this so that you get better business metrics, even if one or two people can slip through the cracks of being able to be uniquely identified. And I think the argument there is like, it doesn't matter at scale, like if one person slips through the cracks, Facebook is not going to build technology around finding that person here and there that slips through the cracks because it doesn't matter to their business to find one or two.It matters too to have more data on everyone. So the campaign ID limit the creative ID, like all of these seem very ivory tower thinking that just is not going to play out in the real world. So, a few minutes ago you were saying you don't think Apple will improve SKAdNetwork, but now we're talking about how they could.Where does the rubber meet the road what's going to happen?00:30:31 Eric:I mean, I don't. Cause I mean, the thing is like, you know, we're just kind of riffing right now. Right? I think like if we sat, we sat down with the chocolate or the whiteboard or something, you know, because we, I wrote an article a couple months back, right. It was, it was like right after this was announced and I kind of like, here's some suggestions here's, here's what you can do to make STI work.More helpful and you know, some really smart people in the Mobile Dev Memo, slack pointed out holes in my analysis. They know if you do this, I, I, if we, if we had enough, post-tax going, I could sort of encode the idea of V over enough of the post-tax like, event in a post-tax. I could put like one character from the 90 fee and every single one, I could get the users.So it's, that's why you can only have one post-bac per install, right. Because if you did 50 or so, that makes sense. So, I mean, the thing is like, if I'm just ripping, what I do believe though, is like, you can eat, you can either have the privacy threshold or the random. Right because I need so like ramp the privacy threshold up to a million.I don't care, but let me have real-time install accounting because without that, I can't do anything. Right. If you, if I, if you're off you skating, even the date of installed in that I can't, I can't do in Sauk county. I can't, I can't, I can't, assess the economics of my campaigns because I don't even know when the installs are produced and I can't make changes to campaigns.Right. Without having to shut the whole thing down and wait, and to reuse that, one precious campaign ID within the, within the sort of like constraint of a hundred. Right. So. my sense is that like, if you just solve for that allow that allow real-time install accounting and then do whatever after that you have to do to prevent me from figuring out who those people are.Okay, that's fine. But at least then I know this campaign drove this many installs today. These were the targeting parameters. This was the audience I was reaching. This is how much I spent. Right. And like, even if we just went, cause I don't think you would lose a lot if you just went back. Cause right.You know, the, the frontier that we reached was like, we're in, especially on Facebook, I'm optimizing for value. I'm not demising for ROAS. Right. And that was like the sort of the final form of, of, of mobile advertising measurement is like, I'm telling Facebook, give me 110% ROAS on day seven. If you do that, I don't care how you target, who you target.You know, w how much you see CPI is, is irrelevant. I've got unlimited. You know, from a, from a sort of like practical standpoint on any given day spend as much as you can, but just make sure we'll get a hundred times that was the final form. And I think even if we sort of like retreated from there back to just like CPI, the average LTV of this campaign is X and the average, you know, the CPI was Y and so therefore I'm making money.That would be much less efficient, but still like it's workable right now. What we have is not workable.00:33:10 David:Yeah, well, I think you and I could riff on all this wonky stuff for another couple of hours and, I hope Apple's listening and actually going to make some changes and, listen better now that they're starting to see some of this stuff, but I did, I did want to change gears and kind of start talking through.What this means for developers and specifically, you know, sub club podcasts, what it means for subscription app developers and, and what you were just talking about. I think, I think is actually a really important, topic that not a lot of people fully understand you've written about it in the past, but I think it's still somewhat abstract enough, that I wanted to, to kind of have you describe it in more concrete terms.And that's the fact that with these, you know, day seven ROAS campaigns and value optimization and event optimization campaigns, Facebook with all of its data and AI in incredible targeting efficiency has kind of, in some ways been doing the job of developers. It's been finding. Those unique profiles, user profiles of who's actually going to spend money.Who's actually going to enjoy the app. And, and it's like, in some ways they, they became this really efficient black box of user profiling and understanding users that developers had kind of in the past done. And then maybe now need to get good at again in the future. know, again, you've written about this before, but just describe that process, maybe a little better of, of how amazing Facebook really was at finding the best users for an app.00:34:51 Eric:Well, they were very, you know, as you said, very, very good at it. Right. So, you know, it was based on like an approach that is, was very, simplistic, right? I mean, I just gonna, I'm gonna, if I can observe everything, then I know everything about this user and I can just target most relevant ads to them.Cause I know everything about what they interact with. Right. And I know what they like and you know, it gets to a point where that, that that ability to observe is so pervasive. That I, I do agree like that, that had, gone too far. Like the pendulum has swung too far in that direction.Like it is not, I find it unsavory to think that like, literally everything I do on my phone is observed and instrumented and ingested as a data point by one company. Right. Like that's, I'm uncomfortable with that. So, you know, and, but, but like, I think, you know, to your point, like going, you know, if you go back to when, when UAC was introduced, right.So Google their mobile product UAC is that's they describe it. I think that they themselves describe it as a black box as like a selling point. Right. Because it's like, look. Worried about any of that, you will handle all of this difficult analysis for you. We'll find the best users for you. You don't have to iterate across audience, definitions, or even creative, you know, and do all that experimentation yourself.We'll do that on your behalf with our superior tools. And when they announced it, there was a lot of, you know, disquietude in the, in the developer community. Cause people are like, look, we built this. We want to do it. I don't trust you to do it. I trust you to do it well, but I also trust it to do it to your advantage.Right, right. To pursue your best interest. Not necessarily mine, what I think you'll do. So this is, and this is exactly what these platforms do is they sort of, they take whatever boundary you set or whatever standard you set around efficiency. And they, they reached that. Right. They'll they'll get you to exactly what you say is like the sort of quality threshold or the efficiency threshold for your campaigns to keep spending money, but they won't give you any more than that.Right. So they could blow out your campaigns and get you 400% real ass. but if you told them you only need 110 by day seven, that's what, that's what you're going to get. And if they get you to that 400, then they're going to buy you a bunch of crappy traffic that brings the sort of average down until it hits that one 10.Right. And so, you know, that's, that's the power that they had, which, you know, to be fair, it's like, they were really good at that. And they would probably be, and, and, and them being really good at it. And then, and then present and providing that as a product productizing that and making that available to everyone.Meant that anyone could spin up a Facebook campaign, you know, any, any Shopify retailer, any Shopify merchant, any small time app developer and spend money and grow their product, grow their audience, right. Versus go back to 2012 and like, you know, the best UAA teams won. And, and a lot of times these were like big teams, big companies that raised a lot of money.You know, now, you know, it is way more egalitarian to open it up to anybody. And, you know, the small shop owner, in, I don't know, the middle of Kentucky or whatever could, could have access to this world-class machine learning infrastructure to grow their business. Right. And then they only really had to compete on the quality of their product and not the quality of their user acquisition infrastructure.So in a way it was, I mean, it was a giant gift to these SMBs and, and if the proof is in the pudding, look at Facebook's advertiser mix, 10 million advertisers, vast majority SMBs, right? 10 million average. Right. Think about any company that has 10 million customers, that's just an absurd scale. Right?And these are people spending, you know, in aggregate tons of money on Facebook. So like, it made sense, but, but, you know, there was a lot of pushback when UAC announced that. Cause developers said, look, we, that was our competitive advantage. Like, well, should it be, if we go back to basics and everybody has access to the same quality of infrastructure and the same quality of like, sort of like, you know, marketing tools and then you can be on the basis of your product.00:38:49 David:So then are we kind of going back to that world? I mean, after I think transparency is going to degrade, Facebook's targeting efficiency because they're not going to have that pervasive tracking where they know everything that's going on on your smartphone. So, so where do we go from, from here as far as, you know, what developers need to be thinking about?And, and I forget exactly when you were at this post, but, but I really appreciated you. You kind of talked through some, some tactics even around. developers needing to get better at capturing intent about potentially kind of bifurcating experience in the app is that we're we're developers should be headed of, okay.Now Facebook can't bring me the perfect user for my app as it exists today. and instead developers need to get back to the basics of understanding their user base and kind of building out those user profiles and understanding who they should be going after. Is it, is that where we're headed?00:39:48 Eric:I think so. I mean, I think we talked about this last time I was on this podcast, but like, you know, so when I wrote my book, Freeman, economics, I mean, this was like 2013. Right. And so this AEO didn't exist yet. You know, VO was didn't exist yet. This was, you bought installed. Right. And the idea of freemium or my sort of thesis with freemium is that like, it gives you the ultimate power to personalize.And so you need some minimum scale because you need a minimum amount of people to experiment with in order to make, you know, some small percentage of people that do monetize meaningful to you. but in order to do that, you need like a sort of like very large surface area for experimentation, right?You need a lot of content to be able to test against people and make sure that, you expose to them the exact perfect thing that they want. And in order to do that, you eat a lot. And so what ended up happening was that idea of flip. And it, and it became less about doing that in the product and more about doing that with the creative, right.And allowing Facebook to do that with four year on your behalf with the creative, then they found the perfect user and you need to do any personalization in the app because they probably the perfect user just make the app for the perfect user, that individual profile, that one profile. Perfect. You make that app, Facebook will find those people through like mass, you know, wide-scale experimentation with creative.Well, now it's flipped again. And so, you know, when someone comes into your app, you don't know who they are. You don't know how qualified they are, because the targeting has been degraded to the, to the point where, you know, th th there's, there's not a whole lot of, of sort of like operatory, you know, relevancy that you can Intuit there.And so you've got to parse that out from their behavior, show them something, see how they react to it. If they react positively to it, show them more of that. And if they don't show them more. And, and that kind of personalization though. I mean, it was very powerful and I talked and that's, I wrote a whole book about it, but it's hard to do.You need a big team, you need data infrastructure, you need that's, that's the thing. And then you revert back to like, well, only big developers can do this. Right. And so you've kind of just edged out the small guy. you know, the developers that are just like a couple of people and they got to just whiff, or they, they got to take a flyer on some idea, and they better hope that it works right.Versus being able to kind of iterate into that and provide one app that gives like personalized experiences to sort of everybody that comes through.00:41:56 David:Yeah. So then those, I mean, what would your advice be today knowing that you can't just, you know, throw a hundred grand at Facebook and let them figure out your perfect user? How, you know, if you're, if you're building an app today from scratch, or let's say you're at 20 or $30,000 in MRR and you want to make that leap and really grow, what do you do?00:42:18 Eric:Well, I think so. I mean, in that post, I mean the one thing that is, you know, it's a worthwhile exercise, but it is trying to instrument these, these signals with the conversion values for SKAdNetwork. Now, the problem with that was, you know, going into this before NTT was launched and, you know, I worked, you know, I worked with some companies to do this and it's like a data science exercise, right?You just, you, you run these, you know, you go back and you have like, kind of look back models and you find out what the commonality was amongst people that ended up being good users. And you try to surface that in the app and you encode that as a signal for a scanner. The problem is going into that exercise.You're thinking that sci network was like a good faith solution. it made sense, but now we realize, well, we don't even know when they're going to te when they're going to, how many of these we need to trigger before they even start reporting them to us. Right. And so like, it's like, okay, well, that's not really an option.You know, I think the other thing is, you know, you approach this as more of like a product marketing, you know, project and just trying to figure out who your audience is right here. And that's like, going back to basics, that's saying, okay, like, what are the demo features of the groups that like this type of product and that's what I have to target against.Right. And then just, and then trying to get, you know, cause you can't do mass creative testing anymore, at least on an iOS. And so, you know, trying to work out some pipeline of like, we try concepts on Android where we can still do kind of mass testing and then we promote the, the conceptual winners to iOS, but then we've got, you know, fewer, various success there.So we've got to kind of adapt that for the iOS environment. Like it's just, you lose a lot of, there's very lossy that each time you, you sort of transfer some sort of component of understanding from a totally separate platform. To iOS and then from iOS to like different environments to, to other environments on iOS, you just, you lose signal there, you lose precision.So I mean, it's it's, but that's it right. And then, you know, trying to get away. So I think another thing is that, you know, you talk to some of these companies and Facebook had become like kind of a drug for them. I mean, it's just like they were addicted to it. and it was just so easy to only use Facebook, right?Because you could accomplish everything you want it to, but you know, that's a classic, you know, sort of, that, that that's a classic sort of blunder from, from just a commercial perspective. You never want to be totally dependent on another platform. You know, now Facebook didn't make this decision.Apple did, but, you know, nonetheless, you know, your sort of devastated by it, right. Because of that dependency. So I think the other piece of this is just trying to, is doing, doing the work you should've done a long time ago, which is diversify your traffic mix. Right. And that's actually kind of difficult because Facebook, again, they did all that creative exploration for you.You know, they have such a broad user base that you could find all these different groups in scale, right at to, to scale like these even niche audiences, niche, look, any, any sort of like niche for X strategy game. You find enough people to build out, a big da you base and that's not true.I don't the other platforms. Right. And you got to really nail the form factor for those like snap is totally different. Like the way to approach the app is totally different. The Facebook, the way to approach tick talks to even snap, right? The way to approach Outbrain, Taboola totally different than any of those.You know, the way to approach YouTube is even different. Like every, all these, these are very, you know, particular, unique, channels and, and, and the way that the ads are are exposed in the products is different across them. And so you've to, you've got, gotta go through the work and the investment it's, you're investing in a data and, and, and sort of institutional knowledge.And all was never went through that exercise because it's like, I can just00:45:46 David:Right.00:45:46 Eric:Spend more Facebook.00:45:47 David:Yeah. And, where do you think organics fall into this mix? I know, like we talked to all trails on the, on the episode before that I said, not only are they a unicorn app, likely evaluation, but in, in their success with organics, I mean, there are apps that just find incredible success with that, right.Kind of search optimization or finding that right niche that really drives organic installs. Where do you think the average app should be placing organic and how much focus should they be putting on trying to get some of this free attention and build, you know, user generated content and links and things like that.00:46:35 Eric:I mean, do it to the extent that you can. I mean, why not? you know, I, I don't think you've got to choose one of the other, right. I mean, you should be ideally maximizing the effect of both of these strategies, but I will say one thing it's that you always have to turn on paid UI, right. You've always got to turn on paid marketing.There's varying, you know, sort of, timelines, you know, over which you have to confront that reality, but it is reality. You've always got to turn it on and like, I've done enough, like advisory for like private equity funds and just big companies that are looking to buy other companies.And it's always, the reason they bring me on is because I'm going to say, we could triple this business. If you did paid UA, right. We could cut Drupal this, like how, how, how much, how much bigger could this get? Right. And you know what I mean? Like, there's always a point where they've capped out. They never developed this, you know, expertise.Internally, right. It never became like domain knowledge that they possessed. And for that reason, there been a lot of false starts. Cause it's like, well, we can always sort of lean back on organic and it's going to take time to spin up paid and they bring someone in. And within two months they haven't really materially improve the business and they spend a bunch of money.So they get fired or, you know, they get the budget cut and they quit. And then they do that three more times and then they realize we're stalled out in growth. and no one wants to come work to be our CMO because like, it's pretty obvious that they're not gonna be. You know, the full freedom and the only way to sort of like break out of that cycle is to have the company get acquired right by a private equity fund is going to say, yeah, we're going to bring in a CMO and you know, these management's kind of gone and, or they're gone, but, or they can stay with it to play ball with the new, you know, the new execs and, and we're just gonna spin up paid marketing and that's, and that's how we grow this asset and that's how we make our money.So I've just been on enough of those deals where you always turn on page away. If you, even, if you, even, if you think you never will, it happens, you know, outside of your, approval.00:48:28 David:Yeah. I didn't mean to phrase the question anyway, that made it a black or white that you had to choose one over the other. And actually I was, I was trying to, to, to kind of, throw a softball at you, because I think your, your thinking on this, is great in that the sooner you do spin up some level of paid marketing, the sooner you, you can understand the different audiences that are going to be coming into the app.And, and that's something that you've talked a lot about that I think is really fascinating. Yeah. If you can find a good organic channel, go for it and bring traffic in, but know that when you spin up ads, those that traffic is going to look different. They're going to convert different. They're going to be interested in different things.And if you, yeah, I'm stealing your, your kind of playbook here. So yeah. Tell me why you think. even if you do have a very successful organic channel and maybe that's the strategy, you kind of get from 10 K a month to a hundred, 300 K a month. But to get from there to the millions a month, you're going to have to spin it up.So what's the playbook for, for kind of building that expertise in house. And when do you start, when do you have to start ramping it up?00:49:43 Eric:So thank you for reminding me of my thoughts here. so, so the idea, the idea there is like, organic's never going to be the ultimate scale channel, right? Like it's gonna, it's gonna, it's, it's gonna, you're gonna reach some sort of asymptote with growth there and it's gonna flatten out and probably at, you know, if you kind of close your eyes and you pictured your app at like the sort of greatest potential, right?Th this sort of like greatest sort of like intrinsic potential paid is 80% of daily, you know, new users, right. Or 60 or whatever, but it's a majority. And so if you've only. You know, grown via, you know, just sort of like organic traction and organic like magnetism, and you've, you've gone through like many sort of cycles of app or product iteration to sort of optimize the product for that group of people that do look distinct that will look distinct from people that have responded to some kind of stimulus, right.And have some sort of intent, sort of like, you know, driving their, their adoption of your product, then you've optimized for the group. That's that at the greatest potential scale of your, of your product is in minority. Right. And what you really want to do is you want to optimize the product for the majority, the, where all the growth, where the growth can be, right.And so that, you know, if you delay layering in pay traffic and you, and you delay, then you delay understanding what they want out of your product. And the sooner you bring that in the sooner you can sort of, Optimize the product for them, the more efficient your pay traction will be, and you'll get an organic halo effect from that.Right. And so like, it's like, well, the sooner that you do that, the faster that you sort of reach that, that sort of, you reached that potential on the organic side. So it's more about like, are you thinking about like how, I mean, an exercise that I always love to do is it's just like pause and think about like, what would success look like?And for most apps, success looks like, yeah, we're spending a ton of money on paid you way. And there's a lot of organic too, because that's just a function of being a successful app that a lot of people know about, but, but we're spending a ton on UI. That's a good thing. That's not a bad thing. It's a great thing.And so, but, but the majority of our users came in through paid UA and so we've optimized the app for them. and so we've, we've, we've made the economics better over time. And then the other piece is like in a, talked about this a lot too. It's like, you've got to change it. Over the life cycle of your app.It, because you know, a lot of times what you see as, you know, you see an app that's new they've got like explosive growth, right? And you look at the, just like a kind of stacked, a bar chart of the cohorts by age. And it's like, well, on any given day, the vast majority of users are new or they're less than a month old.Right. And then like you go, you fast forward two years or three years, and a really good app, that'll be flipped because you've, you've retained people. The vast majority of people that use your product every day are old. I mean, in terms of like when they adopted your product, because it's sticky because it's retentive, right.And that's a, that's a great place to be. But that, that you've got to change the way that you think about product optimization at that point. Like when you're going through the product iteration process, like, well, you're not optimizing for the newbies anymore because there's way fewer than you got to keep the old timers involved and engaged and.Right. Cause, you know, that's just where the vast majority of your revenue is coming from. Right. And, and, you know, and, and at that point you've probably reached, you know, some proportion of your Tam. And so you might not even be doing new user acquisition as such anymore. You might be doing a lot of retargeting re-engagement.And so it's just like, you gotta be very conscious of like the life cycle of the app, what the, what the user base looks like in terms of composition by age and like all that kind of stuff. And it just, it just takes a lot of consideration and it's it's, you know, and if you get to any point where like any of those, any of those distributions is skewed to an extreme, to an extreme one direction or the other, you probably got a problem.Like if you're all organic, you're not you leaving money on the table. If you're all old timers, when you're not growing anymore, if you're all 00:53:39 David:Right, 00:53:39 Eric:Retaining enough. Right. It's like all these different levers that you got to pull to make sure that you hit the optimal sort of combination.00:53:45 David:Yeah. That's great stuff. I love the way you put that too. I think there is some level of magical thinking that if I have just the right app, I never have to do marketing, marketing is a dirty word. Spending money on marketing is. It is wasteful or only companies with bad products have to do marketing and that's just not true.What's especially funny. a lot of these folks or indie developers who hold up Apple to be the end, all be-all Apple spends tens of billions of dollars on marketing, Apple measures that marketing while at the same time, you know, enacting ATT. App Tracking Transparency So it is funny that dichotomy of, and the magical thinking of I shouldn't have to pay for users.My product should be good enough it, really is just magical thinking. ultimately, spending money on marketing is a good thing. Not a bad thing. I love that perspective.00:54:39 Eric:Yeah, my, we had a Halloween party for my son and his classmates he's, he's very young and he was, he like, he did this thing where, you know, he wanted to be two things for Halloween. So they had like a, you know, a parade of their school. And then, we had, you know, we just had Halloween day country competing and stuff anyway, so he wanted to be a dinosaur.And then he decided he wanted to be a vampire for the Halloween day. so we had to get him a second costume. He was a vampire and a, and we're having this party and someone was like, oh, you look like such a scary vampire. I was like, I work in digital advertising.I'll show you what a vampire. looks like, It's this idea about digital advertising. Oh man. It's, so disgusting. it's crass gross. You have to spend money to acquire users That's that's that's that's so, vulgar, but in reality, you're leaving money on the table.If you could be doing it and you're not00:55:35 David:Right. 00:55:36 Eric:That's not good. 00:55:37 David:Yeah, totally. So, so, that, that's actually a great place to wrap up. Like where, where do we go from here? So ATT App Tracking Transparency is what it is. We don't know what Apple's going to do. We hope they make things better, but, what is the future of, of app install ads? What is the future of, of marketing your app successfully?00:55:57 Eric:It's funny because I, have been the biggest, crypto skeptic since day one. I remember people were telling me about Bitcoin in 2011 and I was like, this is a joke. Like, this is a, there's no need for this. There's no use case for this. I still feel that way, but it's gotten to a point where I feel like it's actually inculcating new behaviors where this is just.Crypto in general is probably the thing that introduces us to these ideas. it's like an imperfect way to implement them, but it makes us think about them. then there's going to be a solution that follows The structure of crypto. that is, is actually the better way to, to, to implement these ideas.But I've worked with a number of web 3.0 gaming companies. Right. And, and their challenge is that they can't be on the App Store. they're running like web properties. how do you promote that? And, the thing is if you're running it on the web, you can access it from your mobile device.I can access these games from my device It's just not on the App Store. if you get one of these that blows up, you get the halo of web 3.0 games. You get the, hit game that, creates the space for this category to thrive.Then. Maybe it just becomes, you know, acknowledged that yeah, we can go through the App Store if we want specific types of games, but if we want these other types of games, we just go straight to the browser. my big question is why did Apple do privacy really in the first place? maybe it was to actually route everything through the App Store, That would be the cynical conspiratorial take. It's that they want to prevent your access to the open web or they want to gatekeep it. so they're going to decide what you're able to access. But anyway, There are a lot of web 3.0 companies thinking about this right now.They can't go to the App Store, So there's no app install ads for them. It's all web-based. and, and also, you know, they've done a great loves Web 3.0 companies have done a great job of fostering community-driven marketing, Getting a discord server with 20,000 or 100,000 people in it.And That's where you advertise. you never have to pay for anything. now that's a first-mover thing. And I think that declines as more people enter the space. There are just, you know, there's just too many of these, these sort of games to, to sort of rely on that.But a lot of companies are thinking about that right now. How do we drive people to the web to do acquisition? Right. A lot of, you know, as, you know, a lot of, subscription companies, have been doing that for a long time, There are well-worn strategies for doing this. And they've been monetizing that way for a long time too.They haven't been screaming about it. But they've been doing it. now that, well, okay, now that's probably, that's, that's a policy that's allowed to, you're allowed to do that. Apple blesses. Well, they don't, they, anyway, they say we can't stop you. Maybe the consequence of this whole thing is that it just moves people into the browser. there's the web 3.0 piece of it, which, who knows maybe that is a dud. Maybe it's a gigantic category. I'm not convinced either way yet, but you've got people that are saying I'm going to set up web shops I made the point that like, look, I don't think that, you know, there's, there's, there are systematic reasons why that probably doesn't become a mass-scale solution.A lot of people are doing that anyway. A lot of games are doing that anyway. That's the other dirty little. secret A lot of gaming companies were sending emails saying, Hey, you know what, don't buy these IAPs in the app. Be

 iOS 14.5. If you aren't in the app marketing industry, this version number of the Apple's mobile operating system won't tell about the whole drama associated with it. It is just what the Settings app on your iPhone suggested you to update your smartphone with. That's it.  But if your job is to promote mobile apps, I bet you've been following the fallout of its release by Apple this spring real close.  In this episode Guido sheds light on what's going on with App Retargeting, iOS versus Android ad campaigns shift, IDFA and more. Today's Topics Include: ✔️Guido started his career as a Search Engine Optimization specialist in a small but vibrant and dynamic Argentinian tech community ✔️ Jampp, part of the Affle company, is a programmatic advertising platform used by the most ambitious companies to accelerate their mobile businesses. ✔️ The update on what's going with app retargeting, after Apple's introduction of its ATT (App Tracking Transparency) framework early on this year. ✔️ Reality check on the current status of IDFA - are people really rejecting app tracking in messes as many people afraid they will a few months ago? ✔️ With all recent updates what's coming up next for the mobile app industry? ✔️On which side of the Android & iOS duopoly Guido is? iOS on his iPhone 12 Pro ✔️ What apps would Guido miss the most if he leaves the smartphone home. Google Maps ✔️ What hardware / software features Guido is waiting for? Augmented Reality tech Links and Resources: Guido Crego Linkedin profile. Jampp website. Jampp iOS 14 resources section. Quotes from Guido Crego: "Argentina is actually a pretty interesting place for tech, although the internal market is small, a lot of successful companies in Latin Americas are started from Argentina. The reality is when it comes to the split per operating system, it changes a lot depending on the region mostly because, as you may know, different markets and different countries in the world will have different penetration of operating systems. In places like Latin America they are really big on Android and iOS is not that big. The reality is we are all learning, advertisers are learning how to do it, DSPs are learning how to do it and MMPs are learning how to do it (work with SKADnetwork efficiently)" Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

This week we have a special episode where we partnered with multiple industry expert panelists to discuss the iOS 15 update from all different perspectives in an extremely informative webinar. We dig into the features and restrictions that are coming online and we touch on various topics including the data we are starting to see on the iOS 15 update, the implication of raw postbacks for the SKAdNetwork coming available, and key takeaways on how to adapt in the new iOS 15 ecosystems. Plus, MoPub announces it is being acquired by AppLovin, outage shakes Facebook, and some key points from Facebook whistleblower's testimonies on Capitol Hill.

A big change that's coming to SKAdNetwork with iOS 15 is one that's under-the-hood - and it's significant because it addresses a big shortcoming of SKAdNetwork right now by allowing apples-to-apples comparison between all networks - including Facebook, Google and other SANs.In today's episode we explain the mechanics of how things work now, how they've shifted from the way they used to - and why it is a huge deal for advertisers.Highlights

The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical.Today we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit.Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He's run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic.KEY HIGHLIGHTS

First-party data? Content fortresses? Incrementality? 2020 was crazy for everyone. 2021 is crazier for mobile marketers, who are facing complete disruption in how they keep score, measure success, and report on growth. Attribution's not gone, but it is changing. You still get some last-click data in iOS with SKAdNetwork, and of course on Android, but it's less clear, less direct, and -- for Android -- probably not long-lived. What other data do you have to measure the impact of your marketing? That exactly what we chat about with Tinuiti's Liz Emery ... possibly the smartest agency-based marketer. We chat about iOS 14.5, Android 12, Facebook AMM (advanced mobile measurement) deprecation, opportunities, media mix modeling, incrementality, first-party data, mergers & acquisitions, and much, much more. We end with this: what will remain true in marketing ... regardless of technology, data, and regulation changes? 0:00 Everything is broken 1:49 Attribution + more data 5:04 In-app analytics for marketers 6:28 Historical data for marketers 8:28 Flight to Android? 10:39 Facebook Advanced Mobile Measurement (AMM) 14:02 Android app set ID and more 16:19 First party data 18:12 Mergers & acquisitions & content fortresses 22:06 Owned media, lifecycle marketing, social 23:52 Agencies and mobile marketing 27:37 Liz rocks

Apple's privacy thresholds in SKAdNetwork have been obfuscating conversion values - and preventing advertisers from getting an accurate read on performance, especially on Facebook. Facebook recommended ensuring that you hit at least 128 installs a day per campaign so you can overcome Apple's privacy thresholds.Will hitting the 128 install daily threshold solve your problems? How does this privacy threshold apply to channels other than Facebook - ad networks and SANs?We try to answer these questions in this episode, based on what we are observing.Key highlights

Join your hosts, Adam and Piyush, with very special guests Inna Ushakova (Co-Founder and CEO of Sclarr) and Richard Palmer (Principal Software Engineer at King), as they unpack the latest in mobile ad fraud. Okay, okay, it's the elephant in the room that no one really wants to admit is happening, but with over $3bn estimated to be exposed to the bots, the techno scammers, and the ad fraudsters in 2020, it's a very real issue. Find out what ad fraud actually looks like, how it has evolved in recent years, how SKAdNetwork is affected, and how the industry tackles this huge issue.

Many mobile marketers are less than happy with Apple's new iOS 14.5 and SKAdNetwork, Apple's privacy-safe mobile advertising attribution framework. But developers and publishers of kids' apps are not among them. In fact, SKAdNetwork might just be the best thing that's happened to kids' apps. Now, as Kidoz co-CEO Eldad Ben Tora says, marketers can actually do user acquisition at scale for kids' apps. And publishers can monetize safely via ads. In this podcast ... 0:00 Intro 0:44 Kids' apps market size 5:17 What is Kidoz? 11:38 User acquisition for kids apps 15:01 Marketing to kids vs parents 17:38 Monetization of kids' apps 23:06 Integration with Singular 25:00 Why focus on kids?

In this third and final episode of ATT, One Month In, I speak with Alex Bauer of Branch about the iOS 14.6 adoption rate curve, why it's unfortunate that misleading opt-in rate measurements proliferated throughout the mainstream media so quickly after the release of iOS 14.5, device fingerprinting and whether or for how long Apple will tolerate it, and Apple's PR campaign around ATT. The previous episodes in the series are: Episode 1: ATT, one month in: privacy thresholds with Rich Jones of Dataseat (ep. 1 of 3) Episode 2: ATT, one month in: SKAdNetwork standards with Paul Bowen of AlgoLift (ep. 2 of 3) In conjunction with the podcast series, I am offering a 20% discount on my iOS 14: How to prevail in Q2 2021 course which can be accessed with the code MDM_4325_OMI_20PCT or through this link. The discount will only be available through June 4th, 2021. As always, the Mobile Dev Memo podcast is available on: Apple Podcasts Spotify Google Podcasts

This is the second episode of ATT, One Month In, which is a podcast series that aims to provide advertisers with an overview of ATT's impact on mobile ecosystem as it takes root. The first episode in the series can be found here: ATT, one month in: privacy thresholds with Rich Jones of Dataseat (ep. 1 of 3) In this episode, I speak with Paul Bowen, the GM of AlgoLift, a mobile marketing analytics and campaign automation company that was acquired by Vungle last year. We discuss SKAdNetwork conversion value standards, the conversion value window, and why and for how long fingerprinting will be tolerated.

Highly specific or customized SKAdNetwork conversion schemas can be relevant and useful - primarily because these are a good indicator of eventual LTVs of users. However there are aspects of these custom schemas that definitely need to be thought through for them to be relevant - some of which considerations we talk through in this mini-episode.Check out the show notes here:https://mobileuseracquisitionshow.com/episode/how-to-make-compound-synthetic-conversion-value-schemas-work-in-skadnetwork-ios14/Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog

Rick Webb digs into some less commonly discussed issues with Apple’s new tracking rules, including how they fail to provision for GDPR and how SKAdNetwork doesn’t let app marketers credit multiple sources for a conversion.

Liz Emery is the Senior Director of Mobile and Ad Tech Solutions at Tinuiti, the largest independent performance marketing agency across Google, Amazon, Facebook, and beyond. She oversees their mobile executions on strategy, ASO, including A/B testing through all of their user acquisition channels as well as lifecycle email marketing.Questions Liz Answered in this Episode:When Apple announced the data privacy changes that were coming with iOS14, what was your reaction to that?In your opinion, what are the forces driving these changes?How are your clients feeling about this, and are you see a large disparity in how clients are dealing with these changes?Is there any advantage to the “waiting and seeing” approach?What are the proactive marketers doing to set themselves up for success in this new paradigm?Why do you feel that SkAdNetwork won’t be enough to give you the attribution that you’re looking for?What is a conversion value schema? How are smart marketers putting up their conversion value schema?Timestamp:2:35 Liz’s background5:18 What is Tinuiti?7:29 Why Liz enjoys the agency life10:07 The reaction to Apple’s announcement12:45 The fear is real14:50 Proactive strategies to be prepared20:23 SkAdNetwork & data privacy changes22:09 Conversion value schema28:00 Our role as marketers with the new normalQuotes:(12:07-12:15) “I think the four forces at work are people, regulations, and browser and device-level changes, all driven by government and big tech.”(16:58-17:15) “I don’t think you have to be like, ‘Oh, my core media strategy is wrong. Everything I’ve been doing for the last couple of years is wrong. I need to stop spending x, y, z.’ That’s not what I’m saying. You do need to keep spending with those consistent channels, but just be cognizant that the kind of targeting and the results you’re going to get are going to shift.”Mentioned in this Episode:Liz Emery’s LinkedInTinuitiTinuiti’s Privacy Hub

After IDFA's deterministic paradise, SKAdNetwork and the move to probabilistic targeting can feel like fumbling in the dark—and like we are stepping back in time. In today's episode, we talk about the mechanics of how lookalike and post-install event optimization used to look, in order to understand exactly what will be changing, and more importantly what impact that change will have. In spite of these changes, we will have lookalikes - and we will have optimization for post install events. In this episode we talk about how these will look going forward.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-will-lookalikes-and-post-install-event-optimization-work-under-att-skadnetwork/ **Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

What happens under the hood of SKAdNetwork? Sure, there is the timer and there are the conversion values - but what is changing under the hood, and what does it mean to you as a marketer or publisher?In today's interview, David Phillipson takes us through the process of attribution on SKAdNetwork, and how it differs from our existing paradigm(and where it remains the same). He talks through the lifecycle of a bid in an SKAdNetwork paradigm, how publishers can become SKAdNetwork compatible, and how the bidding logic is set to be dramatically different going forward. This is a fantastic episode for insights into SKAdNetwork, and much more besides. Absolutely unmissable!KEY HIGHLIGHTS

Paul Bowen, the GM at AlgoLift, has 20 years of experience in digital advertising and among the folks we look to for his expertise on SKAdNetwork.In our conversation today, Paul breaks down the various ways in which developers need to think about measurement for SKAdNetwork. He touches upon the complexities and limitations of the conversion value framework - and how it might be used along with IDFV based data to infer probabilistically the value or LTVs of users or campaigns. This is an episode with quite a few technical details and nuances, and we strongly recommend listening to it carefully to absorb all the wisdom Paul has shared. Enjoy!KEY HIGHLIGHTS

In this episode, we interview Vivian Watt, a product manager at Kochava who has been working intensely with teams to prepare for SKAdNetwork and the forthcoming changes with iOS 14. Visit https://www.kochava.com/skadnetwork-solutions/ to learn more about what you need to do to be prepared.

Este es nuestro primer episodio experimental de Mobile User Acquisition Show en Español. Hoy vamos a hablar sobre cómo los anunciantes de páginas web pueden adaptarse a los cambios en la política de privacidad de Apple para iOS 14.En los episodios anteriores en Inglés, hemos hablado sobre el impacto de esta política para las aplicaciones - principalmente porque el IDFA será menos efectivo. Todo el sistema de atribución estará bajo los parámetros del sistema de Apple llamado SKAdNetwork.En este episodio, vamos a hablar sobre el impacto de esta politica en los sitios web - a traves del IDFA y las cookies.Check out the show notes here: https://mobileuseracquisitionshow.com/episode/como-los-anunciantes-web-pueden-adaptarse-a-los-cambios-en-la-politica-de-privacidad-de-apple-para-ios-14/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

In today's episode we will cover the mechanics of how conversion values get incremented in SKAdNetwork. This was one of the open questions from my session at the App Promotion Summit on How to implement SKAdNetwork in a Post-IDFA World. We couldn't dive into this in detail in the main session - so I promised to cover this in a podcast episode - here it is! (Note: this is a 101 episode as it delves into some fundamental concepts that folks at the session asked for clarity on - so if you're conversant with these fundamentals, please feel free to skip this.)KEY HIGHLIGHTS

Our guests today are Brian Krebs and Anthony Cross. Brian is the founder and CEO of MetricWorks, and Anthony formerly at Big Fish Games. In today's conversation they offer very interesting perspectives on why SKAdNetwork isn't enough - and what it needs to be supplemented by in order for mobile measurement to truly reflect the value of marketing efforts.In today's conversation, we reflect on why measurement in a world where marketing is influenced by multiple variables has no clear and easy answers - certainly none seemingly as simple as the solutions that deterministic measurement offered. The solution then is to embrace the multiple variables involved - and use an approach that is a mix of SKAdNetwork, econometric modeling and intelligent experimentation.Key highlights:

Kevin Bravo is among the few people we know who have pulled SKAdNetwork apart to study how it works.In our conversation today, Kevin talks offers a minute understanding of literally the bits and bytes of how to make use of SKAdNetwork conversion values to offer as much insight as possible within the limited capabilities of iOS 14  . As changes are imminent, app developers are going to have to tap into their creativity and past user activity data to be able design solutions that are uniquely suited to the conversion value framework within their apps. KEY HIGHLIGHTS

Our guest today is Gadi Elisahiv, co-founder and CEO at Singular. Gadi is among the folks who has been deeply involved in conversations about IDFA deprecation - and what the world can look like post iOS 14. Today we talk about what might happen to MMPs - and how we might work with SKAdNetwork in a post-IDFA world.Key Highlights:

The dust has settled on the apocalypse. It's clear that the post-IDFA world is here to stay. Marketing isn't going away, mobile apps aren't going away - however we need a new way to operate in the new post-IDFA paradigm. This session offers a playbook - and outlines some of our key recommendations for adapting your mobile marketing strategy. We offer concrete examples, outline exactly how things will be different - and describe what you need to do to adapt.Key Highlights: ⚙️How does SKAdNetwork work?⚖️How is conversion tracking different with SKAdNetwork vs. MMPs?

Q1 2018 Paid Media Benchmark Report: https://www.adstage.io/resources/q1-2018-ppc-benchmark-report/ Facebook Suspends Some 200 Apps in Data-Abuse Investigation Following the Cambridge Analytica scandal, Facebook has suspended some 200 apps for suspected misuse of users' information. Mark Zuckerberg said that Facebook would continue to examine tens of thousands of apps that collected large amounts of user data. Twitter Announces Global Change To Algorithm Twitter will now use behavioral signals -- how users react to a tweet -- to assess if an account is “adding to or detracting from conversations.” For example, if an account tweets at multiple other users with the same message, and all of those accounts either block or mute the sender, Twitter will recognize that the account's behavior is bothersome. Snapchat Starts Showing Six-Second Ads That Viewers Can't Skip Voluntary ad viewing no more. The first forced-view ads, meaning they can't be skipped, started popping up on Snapchat this week. The new ads only appear in Shows, the professionally produced, episodic series from Snapchat's media partners. Amazon Tests Ad Tool That Rivals Google, Criteo The new tool will let merchants selling on Amazon purchase spots that will follow shoppers around the web and retarget them with ads. Currently, merchants can only buy ads on Amazon, so the new tool will give them a much wider reach. Is Apple Angling To Cut Out App Attribution Vendors? In late March, Apple quietly released SKAdNetwork, an API that allows advertisers to directly attribute installs from the App Store. This move could cause third-party attribution providers to become obsolete. Introducing Dynamic Ads for Lead Generation Facebook's new dynamic ads for lead generation allow advertisers to direct prospective car buyers to submit their information through a native form in the ad unit (pre-filled with the person's information). --- Send in a voice message: https://anchor.fm/the-ppc-show-podcast/message