Affise Launches New Technology to measure Advertising Results
Affise launched a new type of attribution chain technology to measure mobile advertising attribution without the previously required user device identifier for advertisers (IDFA). The removal of the IDFA results from Apple’s App Tracking Transparency (ATT) roll-out.
Initially expected in summer 2020 and later moved to 2021, the iOS14.5 release introduced the ATT policy, which from the moment of roll-out requires every app to get explicit permission from users to access their IDFA. In practical terms, requiring user opt-in eliminates the large part of data vital for end-user identification. Attribution platforms can no longer store and pass user information to an advertiser and back.
These terms leave advertisers with an insufficient amount of data to measure campaign performance and evaluate the efficiency of mobile ads. This could likely affect the efficiency of targeted ads…