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Eric Seufert Profile picture
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1 Feb, 7 tweets, 3 min read
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/…
4/ Apple updated its documentation for Private Click Management, hinting at a forthcoming web-to-app attribution method
5/ Facebook began testing the ATT prompt in its app (including content that is exposed prior to the ATT prompt being exposed which attempts to convince the user to opt into ATT) adexchanger.com/privacy/facebo…
6/ Google announced an advertiser webinar related to iOS 14 / ATT on February 3: adsonair.withgoogle.com/events/helping…
7/ Not totally related, but I published a piece today on @MobileDevMemo about Apple's new ASA reporting API and how it includes more granularity than SKAdNetwork postbacks mobiledevmemo.com/apple-privileg…

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More from @eric_seufert

Eric Seufert Profile picture
2 Feb
In an alternate universe...(1/X) Image
2/ This kind of wording isn't actually foreign to iOS
3/ Why I think giving customers real choice means explaining what they lose if ads cannot be personalized to them mobiledevmemo.com/att-does-not-r…
Read 4 tweets
Eric Seufert Profile picture
31 Jan
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/… Image
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 Image
Read 4 tweets
Eric Seufert Profile picture
28 Jan
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.
Read 8 tweets
Eric Seufert Profile picture
9 Jan
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-…
Read 11 tweets
Eric Seufert Profile picture
29 Dec 20
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
Read 15 tweets
Eric Seufert Profile picture
2 Oct 20
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…
Read 10 tweets

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