Tenjin: Privacy-first changes have shifted mobile marketing into a zombified state
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A year after Apple shook up mobile advertising, companies are still in a “zombified” state when it comes to effectively finding mobile users through advertising, Tenjin and Growth FullStack said in a report today.
The release comes ahead of Apple’s latest Worldwide Developers Conference (WWDC) happening as a virtual event today.
A year ago, Apple prioritized privacy over targeted advertising by making changes to how users opted in with the Identifier for Advertisers (IDFA). The result was fewer people agreed to be tracked and that made it harder to target them with ads.
Mobile games advertisers felt the impact of Apple’s privacy-first changes most keenly of all. They were more convinced that mobile marketing became more difficult in 2021 (gaming 68% vs 43% non-gaming), more likely to shift budget to Android (63% vs 48%), and use attribution methods such as probabilistic attribution or fingerprinting (91% vs 70%).
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The companies released their initial findings in March and now they have a full white paper available. Tenjin is a mobile measurement platform for indie and mid-sized mobile game publishers, while Growth FullStack is a platform powering custom business intelligence for mobile advertisers.
With billions of people shopping, socializing, scrolling and, of course, gaming on mobile for up to a third of their waking moments, it’s hardly
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