The Shift From Single Truth To Several Signals Post-IDFA

October 28, 2020

With the deprecation of IDFA, there will be a shift from a single truth to several signals. We explore this topic in our Conversations With UA Leaders series with Anthony Cross, former VP of UA, Data Science and Product Management at Big Fish Games.  Thank you again Anthony for sharing your keen observations and analysis with us.  Today, we still live comfortably in a world with a single truth, namely, last touch (deterministic, IDFA-matching-based attribution). However, post-IDFA, we will see several signals including SKAdNetwork.  Should you implement SKAdNetwork?  Will there be other signals layered on top of that?  Watch the video below for Anthony’s suggestions and let us know your thoughts:

Our measurement solution is built for operating in the uncertain post-IDFA era that you will face.  Here are the key benefits for marketers:

  1. Free – We invite you to test drive our accurate, cutting edge algorithms with your data for free. The observed mean accuracy of our algorithms is 97%.
  2. Future-proof – It is privacy-centric due to its reliance only on daily aggregated data. No device-level data is required. Our necessary data inputs will never be restricted.
  3. Comprehensive – Our solution measures all marketing including traditionally non-attributable spend like influencer and TV.  It also unveils interactions between multiple media sources.
  4. Incremental – This is the cherry on top since our solution is focused on incrementality in terms of uplift over other marketing activity and organic demand. It avoids the problems inherent in last touch attribution that gravely misalign measurement and true value.

What should you do today to prepare for IDFA deprecation:

  1. Test SKAdNetwork early.
  2. Register for a test drive to test our incremental measurement solution for free while you still have precious time prior to IDFA deprecation.
  3. Compare your results from parallel testing multiple measurement solutions and develop your strategy for utilizing those multiple signals.
  4. Do you want to start building your long term measurement strategy after the lights are already out and the risk to your business is critical? Of course not. Prepare for IDFA deprecation now so you are thriving while your competition is floundering. We can help you do that.

We look forward to your questions and to making the future of your measurement brighter!

Got questions for MetricWorks? We have answers.

Related Posts

What Is Incrementality?

What Is Incrementality?

How do you know if your mobile marketing is effective? Well, the best way to ensure that is by adopting incremental measurement. View our SlideShare below to get a better understanding of incrementality.  We'd love to hear your feedback.  Schedule a demo or submit...

Fingerprinting is dead. What’s your next move?

Fingerprinting is dead. What’s your next move?

I've seen some folks contend that even though Apple's latest language is more clear than ever, the phrase "uniquely identifying" means that fingerprinting must be 100% accurate to result in a ban.Such an interpretation is only possible if you ignore the preceding...

Work as if the date [for iOS14] is tomorrow.

Work as if the date [for iOS14] is tomorrow.

This was one of the key take-aways from an informative webinar hosted today by Tinuiti, with guests from Liftoff and AppsFlyer.  As Liz Emery, Snr. Director of Mobile Strategy at Tinuiti put it, "We work as if the date [for iOS14] is tomorrow".  The urgency cannot be...

Share This