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"You can A/B test ads pretty easily, and this is quite common. With some degree of statistical certainty, you can tell how one ad performs to another." Nope.

"You can A/B test ads pretty easily, and this is quite common. With some degree of statistical certainty, you can tell how one ad performs to another." Nope. You need a unique id for an AB test AND apple wont give this to you. No company is going to give you a click/tap id. Android might. This is so inaccurate I don't know where to start. Apple has turned off all unique ids that work across an AB test [1] cross platform. You would need on the ground mobile ad experience to know this. https://www.invoca.com/blog/what-is-idfa-and-why-apple-killed-it-everything-marketers-need-to-know https://www.invoca.com/blog/what-is-idfa-and-why-apple-kille...

jameshush 6y ago
For native Android you 100% have access to an Android "device id". I set this up on an Android app we delivered. There's even companies that pay other Android apps to host their code inside the app, co-related that ID to other data available to the web (e.g. IP address, installed fonts, etc) to provide a very good guess of a user's device id via the web. Apple had something similar, but you're right they're starting to turn it off. In my past life in Adtech we noticed the click through rate of users with Android user agents were a lot higher on certain campaigns than iOS users for this reason.