Apple is most likely using ATT strategically to strengthen its market power, with respect to operating the app store. Because of this, Eric expects that ATT policy will be enforced to the maximum extent.

Apple strengthens its market power

SKAdNetwork doesn't include parameters that are necessary for optimizing ad campaigns and that wouldn't reduce privacy protections. One example is the absence of a creative ID, which wouldn’t help attributing a specific user to a campaign yet is critical to advertisers (as Apple knows since there is a creative ID in the new Apple Ads attribution - AdServices).

No creative ID in SKAdNetwork

Ad platforms use to do the filtering and provide qualified users. With less qualified users, the product will need to segment users into buckets and optimize the experience of these buckets to better monetize. It will need to go beyond early stage offers and content recommendation.

Product to do the audience filtering

<div dir="ltr">
					Posted on March 1, 2021 by Eric Benjamin Seufert
				</div><figure><img width="775" height="436" src="https://mobiledevmemo.com/wp-content/uploads/2020/08/ios14-1024x576.jpg" alt="" srcset="https://mobiledevmemo.com/wp-content/uploads/2020/08/ios14-1024x576.jpg 1024w, https://mobiledevmemo.com/wp-content/uploads/2020/08/ios14-300x169.jpg 300w, https://mobiledevmemo.com/wp-content/uploads/2020/08/ios14-768x432.jpg 768w, https://mobiledevmemo.com/wp-content/uploads/2020/08/ios14-1536x864.jpg 1536w, https://mobiledevmemo.com/wp-content/uploads/2020/08/ios14-scaled.jpg 2048w"></figure>UPDATE: I have recorded the presentation that was delivered in the Clubhouse room and released it as a podcast, which can be found on Spotify below:The Mobile Dev Memo podcast is available on:—This week, I am running an experiment: in lieu of my regular Monday column, I will be giving a presentation on Clubhouse titled <a href="https://www.joinclubhouse.com/event/xqa65eDd" rel="noopener" dir="ltr">iOS 14, Privacy, and the Future of Digital Advertising</a>. What: Presentation, <a href="https://www.joinclubhouse.com/event/xqa65eDd" rel="noopener" dir="ltr">iOS 14, Privacy, and the Future of Digital Advertising</a> When: Monday, March 1st, 5pm Pacific / 7pm Central / 8pm EasternThe presentation will provide background on Apple’s soon-to-be-enforced App Tracking Transparency privacy policy, provide reasoning for Apple’s potential motivations in formulating the policy, explain how the policy will impact mobile marketers — across both app marketing campaigns and mobile web campaigns — and explain how ATT fits into the broader privacy reforms that are changing the digital advertising landscape. The presentation will run for 30 minutes, and I’ll open the room to a 30-minute Q&amp;A and discussion afterward.I have no expectations about how many people will attend this presentation; I might end up speaking to 10 people. But given Clubhouse’s reach and the degree to which this topic — especially the Facebook vs. Apple lens through which it is being viewed by the media — has become a popular talking point, I think it makes sense to use the platform to provide analysis on the subject.

iOS 14, Privacy, and the Future of Digital Advertising. Mobile marketing and advertising, freemium monetization strategy, and marketing science. Mobile Dev

marketingandsales

Marketing & Sales

technologyandthefuture

Technology & The Future

UPDATE: I have recorded the presentation that was delivered in the Clubhouse room and released it as a podcast, which can be found on Spotify below:

The Mobile Dev Memo podcast is available on:

This week, I am running an experiment: in lieu of my regular Monday column, I will be giving a presentation on Clubhouse titled <a dir="ltr" href="https://www.joinclubhouse.com/event/xqa65eDd" rel="noopener">iOS 14, Privacy, and the Future of Digital Advertising </a>.

What: Presentation, <a dir="ltr" href="https://www.joinclubhouse.com/event/xqa65eDd" rel="noopener">iOS 14, Privacy, and the Future of Digital Advertising </a> When: Monday, March 1st, 5pm Pacific / 7pm Central / 8pm Eastern

The presentation will provide background on Apple’s soon-to-be-enforced App Tracking Transparency privacy policy, provide reasoning for Apple’s potential motivations in formulating the policy, explain how the policy will impact mobile marketers — across both app marketing campaigns and mobile web campaigns — and explain how ATT fits into the broader privacy reforms that are changing the digital advertising landscape. The presentation will run for 30 minutes, and I’ll open the room to a 30-minute Q&amp;A and discussion afterward.

I have no expectations about how many people will attend this presentation; I might end up speaking to 10 people. But given Clubhouse’s reach and the degree to which this topic — especially the Facebook vs. Apple lens through which it is being viewed by the media — has become a popular talking point, I think it makes sense to use the platform to provide analysis on the subject.

iOS 14, Privacy, and the Future of Digital Advertising

Apple strengthens its market power

No creative ID in SKAdNetwork

Product to do the audience filtering

Sylvain Gauchet's ideas are part of this journey:

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