Ep 188: From ATT to AdAttributionKit: The latest in attribution

Here is the mobile marketing roundup you’ve been waiting for. Industry mover, Roy Yanai, the VP of Product at AppsFlyer, spells out what happened three years ago when Apple shook the mobile app ecosystem with its privacy policy, App Tracking Transparency (better known as ATT), and what has followed in its wake. How are opt-in rates trending? How does the Protected Audience API work? What does Apple’s new AdAttributionKit change? Learn the answers to all these questions and much more in this episode.

AppsFlyer is a mobile attribution platform that helps mobile marketers measure the performance of their campaigns. Roy Yanai has been with AppsFlyer for seven years and lives in Tel Aviv.

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• What is AppsFlyer and what do you do for them?
• Can you define ATT for our listeners?
• How can mobile marketers increase user opt-in rates?
• Why do you think opt-in rates are increasing?
• What have you seen on the ad spend side since these shifts?
• Can you talk about Remerge and AppsFlyer’s test of the Protected Audience API (formerly known as Fledge)?
• How do you see Apple’s new AdAttributionKit changing marketing – especially with re-engagement?
• How do you keep up with everything?
• What should product managers be testing?
• Can you define media mix modeling and how you’re thinking about it at AppsFlyer?
• How does AppsFlyer think about privacy?

• 0:38 Intro to AppsFlyer and Roy
• 1:38 Defining App Tracking Transparency (ATT)
• 5:20 Opt-in rates since the launch of ATT
• 6:00 Why is opting-in catching on?
• 7:30 Effects on ad spend
• 8:54 Google’s solutions to its depreciation of GAIDs
• 10:02 How does the Protected Audience API work?
• 11:28 What does AdAttributionKit change?
• 12:50 Roy’s secrets to staying on top of the latest changes
• 13:55 What should you be testing?
• 15:15 Why AppsFlyer?
• 17:15 How to break the ceiling in your career
• 19:49 What is Roy excited about?
• 21:50 Media mixed modeling defined
• 27:38 AppsFlyer’s approach to privacy
• 29:13 How to spend a weekend in Tel Aviv

(5:20) “We’ve seen surprising results. Opt-in rates since ATT started around 20% but have gone up over time. I think this has gone up to around 40% consent across the app ecosystem.”

(10:15-10:46) “In the end, the idea behind the Protected Audiences API is that we can manage cohorts of users that you would want to perhaps re-engage later on the device. So every user can be registered within their own device to different cohorts, which can later be accessed by targeting ad networks on different publishers – and all of it without sharing a single identifier across the web.”

(11:46-12:18) “Apple only took care of measurement, which is SKAN 4.0. AdAttributionKit is just an advancement of the measurement use cases. There is no remarketing solution by iOS. One can only hope. And actually, they did introduce retargeting measurement with AdAttributionKit, which might give us a little bit of hope that retargeting tools are to follow.”