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Campaign Editorial
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Overcoming ‘signal loss’ in a privacy-first world

Campaign Editorial
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"Privacy compliance may have bound our feet, but our hands are free. There are privacy-friendly ways to model data. And thanks to a new tool in the arsenal, AI, those models can be accurate enough to serve our need for targeting," AppsFlyer's Paul Wright says.

Paul Wright, General Manager for Western Europe and MENAT at AppsFlyer discusses options of playing to a privacy-conscious audience.

Marketing professionals live in ‘interesting times’. In the mobile space, Apple’s App Tracking Transparency (ATT) framework presents a significant challenge by limiting the visibility of user data for marketers, often leading to what is known as “signal loss” — a reduction in the data signals that once guided campaign optimisation.

Experience-builders — marketers focused on crafting seamless user journeys — did the best they could. Worldwide, as of the first quarter of 2024, 84


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Tags:AIapp developersapp trackingapp tracking transparencyAppsFlyerArtificial IntelligenceATT frameworkattributioncampaign optimisationChromeChrome Privacy SandboxCookiesdata modelingdata signalsenriched-engagement typesFirefoxfunnelgaming developersLTV lifetime-value datamarketingmobileopt out rateopt-in ratePerformancePrivacyprivacy complianceSafarisignal losssignalsSKAN

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