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.
App of the Week: