We realize that as an advertiser, you are facing a great deal of uncertainty due to Appleâ€™s announcement about iOS14 and IDFA.Â First, as the provider of the leading UA automation & LTV prediction engine for mobile gaming, we want to reassure you that weâ€™re here to help. For almost 12 months, weâ€™ve been planning in the background for the upcoming deprecation of device IDs including the IDFA. While this change is a seismic shift for the entire industry including advertisers, publishers, networks, MMPs, and analytics and automation platforms like ours, we see this as an opportunity to not only continue providing our current value, but expanding that even more. Second, part of this expanded value that weâ€™ll provide will be based on fixing the issues caused by the last touch attribution model, which the mobile industry adopted long ago and continued to accommodate till present day.
For those not familiar with the above diagram or the implications of Appleâ€™s announcement, letâ€™s recap. Once iOS device IDs disappear to a large extent toward the end of this year, it will no longer be possible to attribute post-install activity including revenue directly to a campaign or publisher app. That means that important metrics like retention, DAUs, LTV, and ROAS will be impossible to evaluate at the campaign or publisher app levels. We are working on “top-down” solutions that algorithmically attribute post-install activity to campaigns/publisher apps so that our platform (UA Command Center) continues to work and deliver value to you without disruption.
Not only will UA Command Center continue to provide accurate LTV predictions and robust optimization algorithms, the solutions that power the algorithmic attribution of post-install activity will also allow us to “fix” the many problems with last touch attribution. In the last touch attribution model, 100% of user activity is attributed to the network that got the last touch just before the user installed the advertiser app. Even though it is very easy to understand, this is often highly misleading and rarely aligns with advertiser value.Â
We have been and still are in talks with all of the major industry players to ensure proper alignment and the long-term design and success of our solution. We look forward to sharing more information shortly about our solution. Of course, we are very much in alignment with Apple’s move toward greater personal data privacy and are excited about the opportunities it presents.
As part of our ongoing effort to gather feedback from as many perceptive voices in the industry, we invite you to connect with us to ensure that your concerns are addressed and you have a chance to shape the design of our solution.