Ep. 111 What the Data Shows About App Retargeting’s Viability

We’re kicking off 2022 by sharing an episode from The Business of Apps Podcast, featuring Remerge’s General Manager of the Americas, Patrick Eichmann. Patrick joins host Artyom Dogtiev to recap the release of Apple’s ATT framework last spring and how many thought app retargeting was doomed. Patrick also presents data on why retargeting remains a viable option for brands right now.

Patrick Eichmann is responsible for all revenue operations, including sales, account management and ad operations, in North and South America for Remerge. He is based in New York City.

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• What is Remerge? And what is app retargeting in general?
• How is app retargeting still possible with iOS 14 and iOS15?
• What’s the business case for advertisers to still run app retargeting campaigns?
• Can you give some examples of verticals and companies that are using app retargeting right now?
• Android or iOS?
• What features would you miss most?
• What’s missing from mobile app tech?

• 2:27 Patrick’s background
• 4:05 Remerge & app retargeting
• 6:05 What the data is showing
• 9:05 The case for app retargeting today
• 11:24 Who’s using app retargeting right now?
• 15:13 What’s ahead for Remerge
• 17:25 Get to know Patrick

(6:29-6:48) “We’ve developed a dashboard that provided a view into what was happening from an operating system adoption rate perspective. And then also a view into what was happening with the inventory itself. Meaning, how many impressions were out there that had IDs—the IDFA appended to it, how many didn’t?”

(8:40-8:54) “That’s roughly 30 billion requests a day that are coming through that have an ID associated with it. So, it may not be what it once was, but that’s still a pretty sizable chunk of inventory that you can still extract value from.”

(9:14-9:22) “With Android, it’s still intact. There may be changes that happen in the future but that makes up the lion share of available inventories now.”