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Oct 24 • 4 tweets • 2 min read
Apple has update its App Store guidelines to require that social media post “boosts” be purchased as IAPs, entitling Apple to 30% of that advertising revenue. This is new as of iOS 16.1, which was released today
Source: developer.apple.com/news/?id=xk8d7…
H/t @hakosam on the @mobiledevmemo Slack.
mobiledevmemo.com/apple-to-devel…

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More from @eric_seufert

Eric Seufert Profile picture
Oct 24
Trenchant insights as usual in today's @stratechery update related to $SNAP earnings. When asked a very pointed question on the call about the company's plan to re-tool its ad platform in response to ATT, Spiegel repeatedly cited macro factors. (1/X) stratechery.com/2022/snap-earn… Image
2/ ATT is not merely the elephant in the room at this point: it's the mainstage show at the circus. Netflix beat; Omnicom beat. Where's the broad pullback in digital advertising & consumer discretionary spending? The macro narrative is difficult to defend. mobiledevmemo.com/snap-misses-on…
3/ ATT had a blast radius, and certain categories of hub-and-spoke ad platforms and direct response advertisers sit at the center of it. Netflix and Spotify have established brands & are not wholly dependent on direct response ad spend for growth. mobiledevmemo.com/spotifys-q2-re…
Read 4 tweets
Eric Seufert Profile picture
Oct 23
Most Downloaded, not “Top.” Virality can abate quickly. Clubhouse was close to the Top Downloaded position at one point. So was Dubsmash. And Meerkat.
2/ Related: mobiledevmemo.com/dubsmash-a-cas…
3/ Related: mobiledevmemo.com/what-does-trac…
Read 4 tweets
Eric Seufert Profile picture
Oct 18
Remember the story of the young woman being targeted with ads for baby clothes before she knew she was pregnant? Facebook tracked her purchasing history & predicted her pregnancy. Apple's ATT policy prevents this.

Just kidding. The story was about coupons from Target. (1/X)
2/ The story wasn't verified & might be apocryphal. But ATT doesn't prevent retailers from aggregating customer transaction data & targeting relevant ads with it. In fact, ATT has catalyzed the mass proliferation of retail media networks to do just that. mobiledevmemo.com/everything-is-… Image
3/ Last week, Albertsons and Kroger announced their intention to merge. The combined company would own more stores than Walmart, and Walmart's ad network did $2.1BN in revenue last year. Is the advertising opportunity the impetus for the merger? mobiledevmemo.com/kroger-and-alb…
Read 7 tweets
Eric Seufert Profile picture
Aug 22
As digital advertising measurement becomes less granular and deterministic, marketing teams predictably re-align around three different growth strategies, all of which are either difficult-to-impossible or impractical for start-ups to employ: (1/X)
2/ One: Invest into brand-building and top-of-funnel recognition. This only yields value at some minimal level of awareness, and getting there is expensive. Also, as I propose here, brand marketing growth strategies are non-optimal for digital products mobiledevmemo.com/understanding-…
3/ Two: Build probabilistic advertising measurement systems. These teams are expensive to carry and, critically, these systems can't help in product/market fit discovery, only scaling products that have already proved that.
Read 5 tweets
Eric Seufert Profile picture
Aug 15
Very salient and penetrating analysis from @benthompson in today's Stratechery daily update. Ben includes in the update a link to an article that questions the impact of ATT: I wanted to address some of the points made within (1/X)
2/ One problem is characterizing Q3 2021 as "a full quarter after ATT’s public debut." This is not really true. ATT didn't reach majority scale--that is, activated on >50% of iPhones--until July 2021 (Q3). I discuss the chronology in this interview w/ Ben stratechery.com/2022/an-interv…
3/ It's also disingenuous to reference Snap's Q3 2021 results here without mentioning that, in those earnings, 1) Snap missed expectations, 2) Snap guided down for Q4, and 3) Snap's stock price dropped by nearly 25% after the print as a result cnbc.com/2021/10/21/sna…
Read 23 tweets
Eric Seufert Profile picture
Aug 4
APPLE ROBBED THE MOB'S BANK: How Apple's App Tracking Transparency (ATT) policy blew up the digital advertising ecosystem, bolstering its ads business while positioning itself as a champion of consumer privacy. A masterclass in corporate strategy. (1/X)
mobiledevmemo.com/apple-robbed-t…
2/ Last year, I characterized ATT as a bank robbery: Apple used privacy as a competitive vector to steal advertising market share from Facebook. Facebook has no recourse: it is perceived as so disreputable and unsavory that no one is willing to defend it mobiledevmemo.com/apple-robbed-t… Image
3/ Some background on ATT: in 2017, I posited that Facebook's platform ambitions put it on a collision course with Apple. FB continuously pushed Apple policy boundaries and attempted to obviate the gatekeeping mechanism of the App Store. mobiledevmemo.com/coming-war-app…
Read 22 tweets

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