Thriving in the App-ocalypse
summary
Privacy changes push idfa opt-ins to about 20%, so teams shift spend to Android, probabilistic SKAdNetwork modeling and server-side signals, plus SDKs (Firebase, MMP) to feed algorithms. They run channel-specific creatives, heavy localization and event-promoted bursts, and layer purchase behavior targeting and lookalikes on top of value optimization. A case with Bango Audiences shows concrete lifts versus Facebook AAA: roughly 95% ROAS uplift, 37% lower CPA and 34% lower cost per unique purchaser.
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