Dataseat (Now part of Verve)’s Post

Growth Gems #109  is out 💎 Get bite-size growth insights on PRIVACY, DATA, and PAID ACQUISITION. Those #growthgems were shared by David Philippson (CEO at Dataseat (Now part of Verve Group) and Eric Seufert (Analyst & Investor). They covered Apple's privacy manifest list, MMPs x SKAN, privacy sandbox, and programmatic on mobile web 👉 https://lnkd.in/dHry8MqJ #mobilemarketing

What happened between Facebook and Apple is no less than a plot for another movie like The Social Network. I came across this video yesterday ( https://lnkd.in/gTaFskns ) from Varun Mayya and team which tries to dramatize the ATT story. A must watch for every Apple user. Good job done, if we ignore one or two things. (It says $600b net loss which is in the context total market value, not the actual revenue) It made me ponder for a while… The Apple Vs Facebook (Meta) war has changed the course of the online advertising industry over the last a few years. While it gave the biggest shock to Facebook, the impact is clearly seen at every level in the industry. Ad platforms, advertisers, and publishers, all are impacted. Ad platform – Less effective targeting tools Advertisers – Less bang for the bucks as the targeting accuracy declined Publishers – Lesser revenue from contextual ads. Personalised ads gave better revenue. This entire exercise has made the end-users the happiest. "What happens on your iPhone, stays on your iPhone." I can ask the apps not to track, and I should feel safer like never before. Right? Wrong. It’s a myth. Nothing changes for me, you, or any other Apple user.  What’s changed is – Facebook does not have your data, now Apple has. So yes, Apple has replaced Facebook as the centralized tracker to be specific. And, that was the very point of all this. Have you ever seen a prompt for tracking in Apple’s own app? You won’t, because it applies to apps that collect third party data. Your data is first party data for Apple. Hence, ATT Privacy Framework does not apply to Apple. And soon, Apple Search Ads became a thing. Apple's ads revenue was $1b in 2020, $3.7 in 2021, $4.7 in 2022 and it’s expected to reach $13.73 in 2027. Well played, Apple. #apple #att #digitaladvertising

Google & Apple are taking bigger roles in determining how marketing, advertising, and measurement work. From Google, this set of software and standards includes Privacy Sandbox on Web and Privacy Sandbox on Android, with: - SDK Runtime - Topics API - Protected Audiences API - Attribution Reporting API ... plus, Google's new IP Protection. From Apple, this includes: - Intelligent Tracking Prevention (ITP) - App Tracking Transparency (ATT) - Privacy Manifests - SKAdNetwork - Private Click Measurement (PCM) - Private Relay Essentially we’re seeing the emergence of separate but related suites of software, standards, frameworks, and requirements from the tech giants. The goal: increased privacy, while enabling marketing measurement. Check out all the details, including how measurement partners like Singular are helping marketers navigate all this change, right here: https://lnkd.in/gZe_9FJj

Google & Apple are taking bigger roles in determining how marketing, advertising, and measurement work. From Google, this set of software and standards includes Privacy Sandbox on Web and Privacy Sandbox on Android, with: - SDK Runtime - Topics API - Protected Audiences API - Attribution Reporting API ... plus, Google's new IP Protection. From Apple, this includes: - Intelligent Tracking Prevention (ITP) - App Tracking Transparency (ATT) - Privacy Manifests - SKAdNetwork - Private Click Measurement (PCM) - Private Relay Essentially we’re seeing the emergence of separate but related suites of software, standards, frameworks, and requirements from the tech giants. The goal: increased privacy, while enabling marketing measurement. Check out all the details, including how measurement partners like Singular are helping marketers navigate all this change, right here: https://lnkd.in/gZe_9FJj

Google & Apple are taking bigger roles in determining how marketing, advertising, and measurement work. From Google, this set of software and standards includes Privacy Sandbox on Web and Privacy Sandbox on Android, with: - SDK Runtime - Topics API - Protected Audiences API - Attribution Reporting API ... plus, Google's new IP Protection. From Apple, this includes: - Intelligent Tracking Prevention (ITP) - App Tracking Transparency (ATT) - Privacy Manifests - SKAdNetwork - Private Click Measurement (PCM) - Private Relay Essentially we’re seeing the emergence of separate but related suites of software, standards, frameworks, and requirements from the tech giants. The goal: increased privacy, while enabling marketing measurement. Check out all the details, including how measurement partners like Singular are helping marketers navigate all this change, right here: https://lnkd.in/gZe_9FJj

This really isn't surprising. Anyone remotely familiar with Google's slow pace of feature releases (and the underlying complexity of not just DV360 but the entire inter-connected GMP stack) likely isn't surprised that fully-baked Privacy Sandbox features haven't magically appeared in the DV360 UI. Reason no. 838 why most people have under-estimated the complexity of what's going on. Developing the thing in Chrome is only part of the battle. It now has to be engineered into everything else, which won't be easy given that "everything else" is very, very, very cookie-based and user-ID-based and runs on entirely different principles and logic. Tough job for product managers and engineers to untangle all that.

Google & Apple are taking bigger roles in determining how marketing, advertising, and measurement work. From Google, this set of software and standards includes Privacy Sandbox on Web and Privacy Sandbox on Android, with: - SDK Runtime - Topics API - Protected Audiences API - Attribution Reporting API ... plus, Google's new IP Protection. From Apple, this includes: - Intelligent Tracking Prevention (ITP) - App Tracking Transparency (ATT) - Privacy Manifests - SKAdNetwork - Private Click Measurement (PCM) - Private Relay Essentially we’re seeing the emergence of separate but related suites of software, standards, frameworks, and requirements from the tech giants. The goal: increased privacy, while enabling marketing measurement. Check out all the details, including how measurement partners like Singular are helping marketers navigate all this change, right here: https://lnkd.in/gZe_9FJj

Google & Apple are taking bigger roles in determining how marketing, advertising, and measurement work. From Google, this set of software and standards includes Privacy Sandbox on Web and Privacy Sandbox on Android, with: - SDK Runtime - Topics API - Protected Audiences API - Attribution Reporting API ... plus, Google's new IP Protection. From Apple, this includes: - Intelligent Tracking Prevention (ITP) - App Tracking Transparency (ATT) - Privacy Manifests - SKAdNetwork - Private Click Measurement (PCM) - Private Relay Essentially we’re seeing the emergence of separate but related suites of software, standards, frameworks, and requirements from the tech giants. The goal: increased privacy, while enabling marketing measurement. Check out all the details, including how measurement partners like Singular are helping marketers navigate all this change, right here: https://lnkd.in/gFzXicSE

🚀 The future of user acquisition is here! Singular's John Koetsier dives into the key differences between Google's Privacy Sandbox and Apple's SKAN, and what it means for marketers 👇 🌐 Why Google & Apple’s privacy updates matter: With these changes, marketers must navigate a landscape where granular data is less accessible, challenging traditional user acquisition methods. ⚖️ The differences between Google and Apple's privacy changes: Apple prioritizes maximum privacy for its users even if it means less detailed insights for advertisers. Google aims more for a middle ground, providing useful data for marketers while enhancing user privacy. 📈 Marketers & privacy: As mobile measurement becomes more complex, marketers must leverage multiple data points for marketing measurements to remain effective. Stay up-to-date with Apple & Google's new privacy standards: https://lnkd.in/eNhsvKHn #AppStoreOptimization #ASO #MobileMarketing #AppMarketing #PrivacySandbox #SKAdNetwork #Apple #Google

Common knowledge now that Digital ads are losing their efficacy as platforms and legislators make it harder to track consumers. Here’s what this means for marketers: 1. Own that reality I always tell my team they have to imagine privacy is absolute, and figure out how to measure our clients’ performance and ROI regardless. Financial literacy is becoming increasingly important on the media side. 2. The return of closed-loop marketplaces More and more we’re seeing platforms create their own marketplaces (IG, TikTok shops, etc). This has positives (1:1 tracking) and negatives (lowers switching costs for the consumer). Make them a part—but not the whole—of your strategy. 3. Embrace new/organic channels There’s a growing emphasis on “community”, for example. The word itself is difficult to define, let alone measure in practice. I tend to think of community as people caring about your products, and what you have to say. Which matters more and more in a world where traditional marketing channels are dying. Figure out which organic channels matter to you and what kind of communities you want to build. Experiment. Today’s most successful brands are honest about the changing environment and comfortable thinking outside the box. I chat more about this with Alexandra Greifeld and Jackson Corey in the video below. Watch and drop a comment. #advertising #digitalmarketing #privacy #ATT https://lnkd.in/gYJZ5TV6