Our guest this week is Eran Friedman, CTO of Singular who leads us on a whirlwind summary of all things iOS 14.5, ATT and SKAN.
We deep dive into what exactly the AppTransparency Framework (ATT) and SKAdNetwork (SKAN) frameworks are, and how they are changing the mobile marketing ecosystem. We talk about opt-in rates for user tracking, privacy threshold granularity and discuss various configurations of SKAN conversion models. We also touch on the role of mixed media modeling, and how predictive LTV is becoming increasingly important for understanding campaign success and as a lever for granular optimization.
Guest:
Eran Friedman, CTO at Singular
References:
ATT Enforcement starts April 26th – Apple
Microsoft to test Xbox cloud gaming on PCs, Apple mobile devices
Rovio SKAdNetwork case study
App of the Week:
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