UnityAddressing Addressability: Adapting Your Mobile Programmatic Strategy
Summary
The article discusses how privacy changes such as Apple's ATT and Chrome's cookie deprecation are making user addressability harder for mobile marketers. It provides tips for adaptation: embrace first-party data, collaborate on alternative ID solutions, and optimize in-app advertising where 90% of mobile time is spent and most supply remains addressable. For non-addressable users, marketers can leverage contextual, demographic, and device information.
The key is building a comprehensive mobile strategy to ensure growth in this evolving landscape.
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