Performance Marketing in a Post-IDFA World — Eric Seufert, Mobile Dev Memo

In this week’s episode, we asked mobile marketing expert Eric Seufert for his take on upcoming privacy changes in iOS 14 and why the post-IDFA world presents a huge opportunity for mobile app developers. In this episode, you’ll hear about: (1:07) Managing user acquisition at Rovio; freemium app dynamics at scale. (6:30) Why it’s hard to determine the effect of a specific ad channel; holdout testing. (9:10) The difference between mobile and traditional advertising: response time; Pepsi Super Bowl ads. (22:10) Why Eric doesn’t like the term “user acquisition.” (31:00) Why post-IDFA is more work for advertisers but provides a bigger opportunity. (37:43) How App Store changes have shaped the entire mobile app market; Top Charts. (44:25) Prediction: SKAdNetwork changes will most likely go into effect this January.