Ever since Apple dropped its iOS 14 bombshell final June, builders have been scratching their heads, operating in circles, doing nothing and doing their finest to organize.
But it surely’s been an enormous problem, primarily as a result of “there may be little or no settled science,” says Eric Seufert, a media strategist/voice of purpose and editor of Cell Dev Memo, which has turn out to be a must-read for the cellular developer group, particularly since Apple made its IDFA announcement final yr.
One of many predominant causes builders have been so confused about how one can proceed is due to the sluggish (and incomplete) drip of knowledge coming from Apple about its AppTrackingTransparency (ATT) framework.
Apple’s inaction making a repository of knowledge to assist builders by implementation and implications has allowed “ambiguity to fester,” Eric says. “And it’s exhausting.”
However ATT isn’t essentially the harbinger of doom and gloom that some painting it as.
“It’s simply going to essentially change the way in which issues are measured and the way in which that advert focusing on is finished,” Eric says. “I’ve at all times mentioned that is actually simply an infrastructure concern … there are mitigating methods for this, nevertheless it additionally unlocks entire new strategies of measurement which are actually thrilling – a whole lot of precise advertising and marketing science which you can apply to this downside.”
And hey, there are additionally many different attention-grabbing cellular developments on the boil, together with cellular consolidation, as evidenced by Digital Turbine’s recent acquisition of AdColony for $400 billion; high-profile public filings, resembling AppLovin – which itself simply bought Adjust for $1 billion; and cellular gaming as a seemingly unstoppable juggernaut since COVID hit.
“Gaming as a sector has perhaps by no means, definitely not in my expertise, been extra engaging to funding,” Eric mentioned. “You’re seeing, and never simply on the IPO stage, a whole lot of enthusiasm for these firms – but in addition on the seed stage and the A stage. [There is] only a ton of curiosity in, and big valuations for, gaming firms.”