Here are two things that both Apple and Facebook have clarified over the past few weeks with respect to advertising restrictions coming to iOS14 when ATT is made mandatory (1/X):
2/ One misconception is that advertisers will simply be able to pipe user-indexed conversion events back to Facebook via the conversions API to avoid campaign-level data aggregation. Facebook has plainly stated that it will not allow for this facebook.com/business/help/…
3/ The second is that fingerprinting -- sorry, "probabilistic attribution" -- exists as a simple workaround to ATT that will allow advertisers to glean dependable user-level conversion and attribution signals. Apple made its stance on fingerprinting even more explicit this week
4/ David Philippson, CEO of DataSeat, wrote an enormously informative post on @MobileDevMemo a few weeks ago about why fingerprinting isnt a viable conversion / install attribution strategy in the post-ATT environment mobiledevmemo.com/fingerprinting…
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An abundance of information released today related to iOS 14 / ATT / SKAdNetwork. Attempting to consolidate it all in a thread (1/X):
2/ Apple released the iOS 14.5 beta, which disables developer access to the IDFA by default (meaning: mandatory ATT). The beta released today likely means the March-ish timeline for public release is valid
3/ Apple updated the SKAdNetwork documentation. SKAdNetwork 2.2 is released with iOS 14.5 and includes a new parameter that allows for view-through attribution developer.apple.com/documentation/…
Apple seems to be privileging its own ad network with its new privacy guidelines: on January 6, it published documentation for a new attribution API for Apple Search Ads that contains more functional granularity than SKAdNetwork (1/X)
2/ The new API is called the Apple Ads Attribution API. It "attribute(s) app download campaigns that originate from the App Store, Apple News, or Stocks on iOS devices" developer.apple.com/documentation/…
3/ The payload contains the kind of data an advertiser would use to optimize ad campaign performance: click date for cohorting, creative ID, etc.
eComm and D2C will be acutely impaired by the ATT opt-in mechanic coming to iOS (rumored made mandatory in March). ATT doesnt exclusively impact app advertisers, & in fact may disproportionately damage eComm and D2C. Some thoughts on how those advertisers should prepare (1/X)
2/ In the @MobileDevMemo 2020 mobile advertising predictions post, I posit that D2C ad spend may drop by as much as 50% in Q2 2020. FB revealed in December that app-to-web campaigns will be governed by ATT opt in, severely limiting campaign efficiency mobiledevmemo.com/2021-predictio…
3/ FB had only previously discussed ATT in terms of app campaign relevance. This new revelation likely stemmed from further instructions from Apple following FB's initial guidance mobiledevmemo.com/understanding-…
Facebook -- having taken out full-page ads in the NYT, Washington Post, and WSJ -- is generally seen as the primary victim of the new app privacy controls coming in iOS14. But Google is perhaps even more vulnerable to ATT. Why has Google remained silent? (1/X)
2/ First, background: here's a high-level overview of how ATT / IDFA deprecation impacts advertisers and ad networks, and why this whole ordeal has put advertisers and ad networks into a state of panic: mobiledevmemo.com/app-tracking-t…
3/ Google is equally as susceptible to harm from ATT as Facebook. Google's UAC product -- esp its tROAS and tCPA campaign objectives -- relies as much on IDFA-indexed monetization and engagement data as FB's mobile product does. But Google has one big weakness wrt ATT: YouTube
Perhaps the most contentious aspect of user acquisition strategy is the payback window -- and the decision to extend it. Often, extending the payback window is seen as an easy way to scale spend, but doing that is fraught. I'll explain why (1/X)
2/ First, I've written at length about payback windows and why recoup timelines should be dictated by cash flow concerns. In this post I propose a framework for marketing
P&L management using LTV and ROAS windows mobiledevmemo.com/ltv-roas-marke…
3/ When a marketing team reaches a point of stasis with spend -- or, more commonly, when spend begins to decline at a CAC that is acceptable to it -- it is tempting to simply extend the payback window to allow for an increase in budget quantmar.com/255/What-point…