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There will be fewer companies able to afford ads to drive installs for their apps. IDFA trades privacy for market efficiency. It's used by ad networks to allow

There will be fewer companies able to afford ads to drive installs for their apps. IDFA trades privacy for market efficiency. It's used by ad networks to allow me to optimize for either the cheapest or most valuable installs, and validate that my marketing spend is actually driving these behaviors with an acceptable ROI. Without it, ad networks will be much less effective and it will cost developers at least 2x to drive the same number of installs. IDFA has obvious privacy flaws, but Apple is making a mistake by crippling it without offering a privacy-safe alternative (and several of those have been proposed by the industry).

reaperducer 6y ago
So... we get less low-quality, hardly works, just barely passes the App Store rules crapware, and less privacy worries? Sounds like a win-win.
coldcode 6y ago
Driving installs is a giant business that also needs to die. At a previous employer we took one small app we had maybe at #150 in travel in the App Store. We paid $10K to some app install driver company as a test. I watched as people in countries we did no business in downloaded the app in droves and pushed it to #1 in travel in 24hrs - then the money ran out and we were back at #150 in a couple of days. The company that we were sold to by our parent company did the same thing on a regular basis and kept their main app in the top 5 for years. Not sure if they do it today (this was 6+ years ago). I wish Apple would find a way to stop these artificial App Store hacks (maybe they have I no longer pay much attention since our app's downloads do not affect our business).
gingerlime 6y ago
> without offering a privacy-safe alternative (and several of those have been proposed by the industry). Do you have any examples/links? genuinely curious
- marketingtech 6y ago
  Here are the working proposals for the privacy-safe replacements for 3rd-party cookies on web. This conversation has been happening in public for over a year. Mobile will likely follow similar solutions, but Apple accelerated the timeline of IDFA deprecation and caught the industry off guard. https://github.com/w3c/web-advertising https://github.com/w3c/web-advertising

reaperducer 6y ago

So... we get less low-quality, hardly works, just barely passes the App Store rules crapware, and less privacy worries? Sounds like a win-win.

coldcode 6y ago

Driving installs is a giant business that also needs to die. At a previous employer we took one small app we had maybe at #150 in travel in the App Store. We paid $10K to some app install driver company as a test. I watched as people in countries we did no business in downloaded the app in droves and pushed it to #1 in travel in 24hrs - then the money ran out and we were back at #150 in a couple of days. The company that we were sold to by our parent company did the same thing on a regular basis and kept their main app in the top 5 for years. Not sure if they do it today (this was 6+ years ago). I wish Apple would find a way to stop these artificial App Store hacks (maybe they have I no longer pay much attention since our app's downloads do not affect our business).

gingerlime 6y ago

> without offering a privacy-safe alternative (and several of those have been proposed by the industry). Do you have any examples/links? genuinely curious

marketingtech 6y ago
Here are the working proposals for the privacy-safe replacements for 3rd-party cookies on web. This conversation has been happening in public for over a year. Mobile will likely follow similar solutions, but Apple accelerated the timeline of IDFA deprecation and caught the industry off guard. https://github.com/w3c/web-advertising https://github.com/w3c/web-advertising