Mobile measurement Archives | AdExchanger

With Privacy Top Of Mind, The Future Of Targeting Could Be In Mobile’s Hands

AdExchanger Guest Columnist — Thu, 25 Jan 2024 05:35:49 +0000

Each time the calendar turns over, the ad industry dusts off its arguments for what could finally make this year “the year of mobile.” As someone who’s worked in mobile marketing for more than 15 years, I’ve yet to see the channel truly have its moment. But the push for more privacy-compliant ad targeting, combined […]

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All Mathed Out; No Need For An iOS SOS?

AdExchanger — Thu, 02 Mar 2023 05:03:04 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tough Math MediaMath came to the end of its decade-long venture capital tether last year when it sold a stake to PE firm Searchlight Capital, wiping out the equity of its founders, early investors and employees. It’s a bitter outcome, reports Insider in […]

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Branch Just Bought A First-Party Data Platform For App Developers

Allison Schiff — Wed, 31 Aug 2022 13:30:09 +0000

Mobile measurement provider Branch is expanding its offering with the acquisition of a first-party data platform. On Wednesday, Branch bought AdLibertas, a data platform that helps developers gather and analyze their first-party data in one place. Think of AdLibertas as a bit like Amplitude, but specifically tailored for mobile apps and mobile marketers. Although the […]

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AdExplainer: Meet SKAdNetwork 4.0, Apple’s Updated Attribution API That’s No Longer ‘Actively Painful’ To Use

Allison Schiff — Mon, 13 Jun 2022 05:00:50 +0000

Fourth time’s the charm? Although Apple held off on dropping any ad tech industry-shaking privacy news at its 2022 Worldwide Developers Conference in early June, it did publish documentation about the next version of SKAdNetwork – we’re up to 4.0 now – which includes a handful of new features that developers and mobile measurement providers have […]

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Guess What? MMPs Aren’t Dead, With Branch’s Alex Bauer

Allison Schiff — Tue, 15 Mar 2022 10:00:30 +0000

Mark Twain once said (but not exactly): “Reports of my death have been greatly exaggerated.” A similar sentiment can be applied to mobile measurement partners (MMPs) following Apple’s rollout of its AppTrackingTransparency framework last year. It was hard to imagine how MMPs could survive losing access to the device-level data that allows them to attribute […]

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Living Under Apple’s Thumb, With AppsFlyer CEO Oren Kaniel

Allison Schiff — Tue, 11 Jan 2022 11:00:46 +0000

To say that 2021 was a weird and stressful year for the mobile app measurement ecosystem is an understatement. But it’s not like privacy as a concern only came on the scene last year with the release of iOS 14.5 and the requirement from Apple to request permission before collecting a user’s IDFA. “Privacy is […]

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Adjust’s CEO On Rolling With Platform Privacy Changes And Staying Neutral Under AppLovin

Allison Schiff — Fri, 03 Dec 2021 05:35:18 +0000

The recent bonanza of mobile M&A has more to do with the maturity of the market than it does with any defensive measures related to Apple’s new privacy features, according to Paul Müller, CEO and co-founder of mobile measurement company Adjust. Müller knows a little something about M&A. He sold his company for roughly $1 […]

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Apple Hasn’t Cracked Down On Fingerprinting On IOS 14 Yet, But That Other Shoe Is Gonna Drop

Allison Schiff — Wed, 02 Jun 2021 14:16:52 +0000

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Allison Schiff, senior editor at AdExchanger. It’s part of a series of perspectives from AdExchanger’s editorial team. Apple hasn’t been transparent about much to do with its new privacy framework for […]

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Attribution Players Risk Apple’s Wrath During ATT ‘Grace Period’; MDC-Stagwell Merger Hits Snag

AdExchanger — Fri, 28 May 2021 04:03:53 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Grace (Period) Under Fire Everyone knows that fingerprinting on iOS 14 is about as kosher as a strip of bacon on a piece of gefilte fish … right? Although Apple’s AppTrackingTransparency framework explicitly prohibits the use of fingerprinting, some of the largest mobile measurement […]

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6 Burning Questions About Apple’s ATT Privacy Framework

Allison Schiff — Thu, 20 May 2021 16:26:58 +0000

AppTrackingTransparency enforcement officially began in late April. But advertisers, publishers and mobile ad tech vendors are still grappling with a lot of head scratchers – and the dust is far from settled. Until the release of iOS 14.5 last month, among the biggest unknowns consuming the mobile ad ecosystem was the agita-inducing question of timing […]

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