By Kate Minogue, Marketing Science Lead, Facebook Gaming, EMEA at Meta
Over two years ago, in a bid to focus on consumer privacy, Apple announced their plans to introduce App Tracking Transparency (ATT). Its arrival, among other changes, would give cookies and id-based attribution a shelf life --changing the way mobile advertising ids are used and, as a result, causing mammoth disruption to usual marketing practices.
Long-rumored, when the announcement was officially made, advertising and adjacent engineering teams scrambled to unpack and understand the SKAdnetwork and Conversion Schema components of ATT. They invested into being “ready” for their arrival, but for a lot of companies, this is where they stopped.
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