Beyond IDFA - The Publisher Viewpoint
summary
Argues that ATT/IDFA makes precise user-level targeting far harder so UA teams shift to probabilistic models and aggregate signals, using SKAdNetwork conversion values (and their six-bit limits) to tune campaigns. Recommends testing multiple conversion-value schemas, relying more on contextual signals and broader-audience creative, and exploring underused channels (radio, influencer, TV) because source-level performance only appears above Apple’s source-level thresholds. Bottom-line: ship a better game, instrument what data remains, and iterate UA as a BI problem.
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chapters (15)
- 0:00Intro
- 0:32Who are you
- 1:33Success Factors
- 4:38Marketing and User Acquisition Tools
- 7:00What Will Change
- 8:58Player Behavior Change
- 11:10Winners and Losers
- 13:13Diversity and Innovation
- 15:57Revenue
- 18:19Short Term vs Long Term
- 21:20Adaptation
- 23:07Sourcebid
- 24:17Site ID
- 25:42Privacy
- 27:50Conclusion
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