Our guest today is David Philippson, CEO of DataSeat, which offers in-house programmatic capabilities and a custom bidding algorithm to app advertisers. David earlier founded one of the first MMPs, Ad-X Tracking, which they sold to Criteo in 2013.

We’re excited to host David because he’s seen the evolution of tracking on mobile from the very early days. He’s had a ringside view into the forces that have driven change over the years that have ultimately led us to the impending IDFA deprecation. Today we explore this history - and look at what lies ahead for mobile marketers.

Key Highlights:
1️⃣When was the first time there was a need for having some accountability for mobile marketing dollars?

🤷🏻‍♀️How did marketers attribute performance prior to MMPs?

🤔What were the original user acquisition channels?

⚡️What was the dynamic that led to the rise of MMPs?

☝🏽What is fingerprinting?

👀What was the ‘Safari pop’ - and why did this happen?

🌏The need for a universal SDK and a common methodology to attribute and de-dupe.

🙋🏽‍♂️What was UDID?

🌪The period of No Man’s Land -- there was neither UDID nor IDFA.

💫How the No Man’s Land period actually created opportunities for in-house attribution.

🔄Very few people knew how to reset the IDFA.

📲What was the purpose and function of limit ad tracking?

📍How LAT led to advertisers targeting those users even more aggressively.

⬇️What LAT users can become much less valuable post iOS 14.

❎How nearly all user acquisition and nearly all campaigns are a form of retargeting

⚖️Behavioral vs contextual bidding -- what will prevail post IDFA?

🔒What does it take to achieve performance with contextual targeting?

💭Which advertisers will be affected by the changes the most?

💢How will hypercasual be impacted?

Check out the full transcript and show notes here:
https://mobileuseracquisitionshow.com/episode/a-brief-history-of-device-identification-with-david-philippson/

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