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1、Apples privacy changes one year on:The good,the bad and the solutionsAs we are a few weeks from the first anniversary of Apples AppTrackingTransparency(ATT)launching,and with Google now beginning to share Androids mobile privacy plans,it seems like a good time to take stock of ATTs impact on perform

2、ance advertising.02ContentsThe Good 3The Bad 4Measurement 6Optimal Conversion Value and Conversion Window Setup 6Privacy Thresholds 7Deduplication 8Targeting 9Behavioral Targeting and Frequency 9 Capping Became More Difficult Testing on iOS is More Limited 10The Solutions 10Choosing the Optimal Conv

3、ersion Value and Conversion Window Setup 12Modeling and a Mindset Shift 16Privacy Threshold Analysis 17Using 1 Bit of your Conversion Value for Deduplication 17Test on Android and Flip to iOS 18Evolve Targeting 18Conclusion 20About Appsumer 2 1About InMobi 2203The GoodWhile there was a lot of panic

4、and concern about the future of mobile advertising prior to the launch of ATT,it seems safe to say that the sky hasnt fallen and mobile advertising continues to exist.Weve even seen a few silver linings with ATT:The majority of the ecosystem was readyDespite concerns that the ecosystem wasnt prepare

5、d,the numbers show that the vast majority of the industry from publishers to advertisers to demand and supply-side ad tech partners has stepped up and updated their systems to be compatible,particularly with Apples privacy-compliant measurement option SKAdNetwork(SKAN).Opt-in rates werent irrelevant

6、 Consumers are actually opting in to share their IDFA(Identifier for Advertisers,which is Apples device-level identifier)at higher rates than many expected.Opt-in rates vary depending on source but generally theyre over 20%not as low as the sub-10%some predicted;as a result modeling is possible.This