Liftoff(Vungle)Why Android Re-Engagement Matters, Now More Than Ever
Summary
The elimination of device ID collection on iOS and Android creates uncertainty for mobile marketers' data reliability. Deterministic data and device IDs remain crucial for audience targeting and re-engagement campaigns before becoming unavailable. While iOS restricts re-engagement via SKAdNetwork, Android still permits device identifier use, though Google's Privacy Sandbox will remove GAID access in 2024.
Re-engagement campaigns leverage device IDs, inactivity windows, and deep links to target churned users, driving retention and revenue by identifying inactive users likely to re-engage through frictionless ad experiences.
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