🧬 A day in the life of an SKAdNetwork bid - with David Philippson, CEO and founder of Dataseat 📅

The Mobile User Acquisition Show

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3y ago 36:20

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What happens under the hood of SKAdNetwork?
Sure, there is the timer and there are the conversion values - but what is changing under the hood, and what does it mean to you as a marketer or publisher?
In today’s interview, David Phillipson takes us through the process of attribution on SKAdNetwork, and how it differs from our existing paradigm(and where it remains the same). He talks through the lifecycle of a bid in an SKAdNetwork paradigm, how publishers can become SKAdNetwork compatible, and how the bidding logic is set to be dramatically different going forward.
This is a fantastic episode for insights into SKAdNetwork, and much more besides. Absolutely unmissable!
KEY HIGHLIGHTS
🔧 How the attribution is going to change under-the-hood
🎬 The journey of value starts with the bid request
⌛ Then and now: what has changed with the bid request
🖋️ Why every DSP has to have a unique signature
2️⃣ Tale of two SKAdNetwork variables
🙃 We will still have last touch attribution
⏲️ Delay in the SKAdNetwork timer is detrimental to advertising
🦴 The anatomy of a postback
🎁 Attribution data is stored on the device
👍 MMPs will still have value; it’ll be different
🔍 Why granular postback data is important
🔙 There is a precedent for aggregate reporting
🙋 What is info.plist
🌸 How info.plist is central to attribution
3️⃣ 3 things publishers need to become SKAdNetwork compatible
🧐 The questions to ask when trialling a DSP
🏝️ No man’s land: The current state of attribution
🦋 What has changed in the bid request logic
🌐 How the web can provide a template for mobile marketing
🐝 Why cross pollination of data couldn’t happen on the web
🏆 Who has the most data used to win
🦸🏻‍♂️ The move towards privacy is a good one
🔭 The unexplored potential of mobile web
🌁 How to estimate your mobile web results without precise attribution
Check out the show notes here: https://mobileuseracquisitionshow.com/episode/a-day-in-the-life-of-an-skadnetwork-bid-with-david-philippson-ceo-and-founder-of-dataseat/
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