Masters of Privacy Zino Rost van Tonningen: first-party data and LLMs in mobile advertising
Dec 1, 2025
Zino Rost van Tonningen, CEO of TyrAds, brings over a decade of expertise in privacy-first programmatic marketing. He discusses the significance of first-party data in enhancing ad targeting while maintaining user privacy. Zino explores the shift from device IDs to probabilistic attribution and the impact of app store policies on advertising practices. He delves into the role of large language models in creating deeper contextual advertising and emphasizes the necessity of hyper-personalization to stay competitive in the evolving landscape.
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Platform Rules Trump Legal Risks
- Platform policies (App Store, Play Store) often shape mobile ad practices more than privacy laws do.
- Losing store access can kill a business faster than regulatory fines, so publishers follow platform rules closely.
IDs Are Being Phased Out
- Apple and Android removed or reduced device identifiers, disrupting deterministic tracking.
- This pushed the industry toward probabilistic models, aggregated signals, and new store-level attribution methods.
Use First-Party Data Strategically
- Build first-party data capabilities to reduce reliance on third-party IDs and brokers.
- Collect emails/phones with consent and use identity mapping for cross-app deterministic attribution.