As of October 2021, Apple drove 58% of all iPhone app downloads resulting from an ad, compared with just 17% a year prior, according to data from mobile attribution platform Branch provided to the Financial Times. This has raised concerns about the anti-competitive nature of ATT.

Meanwhile, linear TV ad spending will grow in 2021 and 2022 as part of a post-pandemic rebound, but it will start to trend downward in 2023. Barring a dramatic and unforeseen turnaround, we don’t expect linear TV to return to growth. It is a medium whose peak days are behind it. Targeting and attribution are keys to addressable advertising.

Marketplace trends that will impact buyer needs and expectations. How B2B buying group behavior requires improved attribution models. The ways AI is bridging the gap from attracting and engaging leads to buying groups. PRESENTERS. Jozi Hall is a product marketing manager at Salesforce. As a bookseller turned salesperson turned marketer, she believes in the importance of storytelling.

In addition to Google’s deprecation plans, we can expect to see the following trends in the next 18 to 24 months:. Continued industry consolidation, especially among ad tech intermediaries: This trend will result in a “rich get richer” scenario where vendors with significant scale will absorb competitors and aggregate market share.

StoreKit Ad Network, or SKAdNetwork, is Apple’s privacy-friendly attribution framework. Like the Identifier for Advertisers (IDFA), it uses a deterministic attribution model to provide conversion data for app installs. Unlike the IDFA, it aggregates that data before sharing it with advertisers, ensuring that no user- or device-level identifiers are passed along.

In this Meet the Analyst Webinar, Geoff Ramsey, co-founder of eMarketer and chief evangelist of Insider Intelligence, will share trends and data to help answer these critical questions and the existential choice brands are facing in this changing environment. Jeff Green, co-founder and CEO of The Trade Desk will share his unique perspective.

That trend appears to have stopped for the moment, at least among games. AppsFlyer, a mobile analytics and attribution platform, reported that the share of games using a hybrid model dropped 8% between Q2 2019 and Q2 2020, with all game categories showing a dip except for “hardcore” games (battle or fantasy games geared toward intense gamers).

As the lines continue to blur between digital and physical channels, retailers will need to master both to entice consumers to continue to return to their brand. Here are five trends they should keep an eye on.

As loss of data fidelity wreaks havoc on post-click conversions, Amazon’s closed-loop attribution offers an attractive alternative. The format is effective at expanding the potential audience of brand buyers and moving in-market shoppers through the funnel to conversion. Amazon DSP.

“As uncertainty over programmatic took hold among advertisers, we initially saw a trend toward investment in [private] marketplaces, where there is less dependency on cookies,” said Emma Delserieys, director of customer success and attribution for EMEA at Nielsen.

Trend No. 7: iOS 14 Makes First 24 Hours After Install More Important. iOS 14 brings several changes for mobile advertisers, the biggest of which is the increased importance of SKAdNetwork, the attribution tool for installs Apple introduced in 2018.

Attribution. One of the most tantalizing prospects of injecting lower-funnel metrics into TV advertising is the potential for attribution, particularly on the CTV side.

Article: Inside walled gardens: The long-standing challenge of ad measurement and attribution.

Retail media advertising is the next big trend in digital advertising, driven by the surge in ecommerce spending and brands’ desire to target consumers close to the point of purchase.

“Two trends have combined to make subscriptions a more attractive model: privacy and consumption behavior,” said Yoram Wurmser, eMarketer principal analyst at Insider Intelligence. Limitations on the collection and use of user data, such as those stipulated by the California Consumer Privacy Act (CCPA), make it harder for apps to conduct personalized advertising and attribution.

Meanwhile, performance-based campaigns will help them increase their visibility and boost sales on the digital shelf—all while being able to measure the real-time impact on sales with closed-loop attribution. The formats that marketers choose to use will ultimately boil down to what their goals are with retail media advertising.

That’s good news for those companies, but advertisers themselves face a challenging year ahead: As cookies exit stage right, measurement and attribution will take a hit. These advertising challenges will force marketers to reinvest in first-party data and their owned marketing channels in 2021. Two other trends to watch are borne directly out of 2020.

Attribution platform AppsFlyer reported that in-app marketing boosted marketing in gaming apps in the second half of March, resulting in a 50% increase in in-app gaming revenues between mid-March and May 4. Not sure if your company subscribes? You can find out here.

In this Meet the Analyst Webinar, Nicole Perrin, eMarketer principal analyst at Insider Intelligence, examined the biggest challenges in ad measurement and revenue attribution today, and how marketers are confronting them.

“The trend has only accelerated during the pandemic as ecommerce accounts for a higher percentage of most brands’ and retailers’ sales. While Amazon has already proven itself as an ad platform, the next wave of ecommerce power players is now making more aggressive moves in the space.”.