#222: App marketing success in the privacy-centric era with Nicoline Strøm-Jensen, Head of Program Management at Adjust

Last year, we celebrated the 15th anniversary of the App Store and Google Play. If you’ve been part of the app industry for all these years, you saw the sea of change in app marketing.
We all remember the exponential growth of both stores, and the moment when they hit the ceiling. We witnessed the rise of freemium and subscription models, the introduction of app store optimization, and the burst on the scene of Pokémon Go, for Christ’s sake.

And then all of a sudden, it turned out that for all these years the industry had been missing one crucial component - the app user’s privacy. So, it’s been more than three years since Apple introduced its ATT framework, and, of course, GDPR fundamentally changed user data collection and digital advertising.

Today, we have Nicoline to talk about what it takes to achieve app marketing success in the privacy-centric era.

• Nicoline Strøm-Jensen's bio
• The biggest obstacles for app marketers in the privacy-first landscape
• Effective strategies for measuring and optimizing ad campaigns in today's privacy-focused environment
• Emerging strategies tools and strategies to stay competitive and compliant
• Android or iOS?
• Leaving her smartphone at home, what features would Nicoline miss most?
• What features she would like to see added to her smartphone?

• Nicoline Strøm-Jensen on LinkedIn
• Adjust website
• Business Of Apps - connecting the app industry

"So, the first thing I want to point out is that I often use the term “signal loss” as a buzzword in this field when discussing privacy-first approaches. So signal loss is what makes and has been making marketers the most nervous because in practical terms, this references device identifiers and device identifiers were the key granularity of data that marketers prior to the push for new privacy focus was what they used to efficiently target their user segments with personalized ads and promos. But even as an aspect of that and higher level was just to understand where their marketing dollars were bringing in the best return."

"And over the past three years, the industry has been working together. And this is something that I've talked about in different conferences or just with clients. That's one aspect that I have enjoyed. When I entered this industry, it was rather competitive and, you know, then we had this moment of, okay - we got to work together. We've got these different components and we're not going to be able to all see success without that collaboration. And so, going from that, the conversations that I have with clients are first and foremost, all right, I'm sorry, but we have to let go of the past."

Business Of Apps - connecting the app industry since 2012