As mandatory campaign automation and channel black-boxing sweeps through the online marketing industry, marketers find themselves with fewer and fewer sources for key campaign data. This holds especially true for anything at the user level, where privacy concerns and by-design obfuscation are now a common occurrence.
To see an example of this trend, you need not look farther than the latest WWDC, Apple’s developer conference. There, the developer of iOS announced that starting with the upcoming iOS 14 release, IDFA sharing will live behind a mandatory permission screen, essentially ending the practice of reliance on this unique identifier for online marketing.
This shift, while celebrated by users as a transparency-forward measure, created a lot of uncertainty in the mobile user acquisition, online marketing, and advertising industries. It also highlighted, yet again, how established paradigms in this field can become deprecated overnight, with very little early warning.
But online marketing will endure, it always does. It’s up to us to find how we’ll make the most of this shift, and others that will surely follow. We need to prepare for a future where user-level data is more difficult to obtain—or, which is even worse, less reliable.
What kind of data is missing today, and what will disappear next? How will the industry shift as a result of changes such as the new IDFA policy, and what can we still do about it?
We’re tackling all these questions and more in this in-depth session, as part of our Future of UA series.