Read on Twitter
Lots of FUD being dispensed regarding IDFA deprecation. Here's what I think changes in the post-IDFA world: (1/X)
2/ There is no room for MMPs in this new paradigm. Google will launch an analog to SKAdNetwork and attribution will be done at the platform layer. The notion of MMPs as connective tissue between parties is finished.
3/ I doubt that FB and Google have privileged positioning here; I don't think having SDK access to the app provides much value if a user has opted out of tracking. If more apps move to FB login, this is different, but Apple is pushing its own proprietary, privacy-centric auth.
4/ So with that being the case, LaL audiences are likely going away. But AEO and VO campaigns are not: SKAdNetwork allows conversion events to be sent via postback
5/ This likely means that every ad network will now offer AEO- and VO-equivalent campaign strategies, since Apple will handle conversion event posting and there's no reason to withhold that info from networks since the postbacks are anonymous
6/ Re-targeting is going away: there will be no way to re-target a user. SKAdNetwork has a "Redownloaded" parameter that will allow the advertiser to count re-acquisitions from specific campaigns, but I dont see a way forward for explicitly targeting specific users
7/ This also means that mobile DSPs are done. Publishers might know a user's IDFA because that user opted in, and advertisers be able to utilize an existing device graph for targeting, but after enough hardware upgrade cycles, that becomes outdated and useless.
8/ We are at the very early stages of a complete disruption of mobile advertising. It's important in reading the opinion pieces that will be published in the coming months (iOS 14 launches in Sept) to consider what the authors are incentivized to want to happen.
9/ A large proportion of mobile ad tech will simply cease to exist. If an ad tech company is promoting the idea of a future that includes them in it, it's probably just wishful thinking. If they could see the future -- why didn't they see this coming?
10/ Keep in mind that IDFA deprecation was wholly foreseeable. I wrote this "hypothetical: what happens when Apple deprecates IDFA at WWDC 2020?" piece back in February. Deterministic tracking was always on an extinction path. https://mobiledevmemo.com/apocalypse-soon-what-happens-when-the-idfa-is-deprecated/
UPDATE: I wrote a comprehensive guide to the impact of IDFA deprecation on the mobile ecosystem: https://mobiledevmemo.com/mobile-advertising-without-the-idfa-a-comprehensive-overview/
