Growth Masterminds: mobile growth podcast

Can you fingerprint users in iOS 14? Or, in other words, use probabilistic attribution?

There’s been a ton of questions about this. Some vendors have said yes, and in fact there are some circumstances where fingerprinting is OK. But Apple has said fingerprinting is not OK in cases where people have not granted tracking permission.

So what’s OK, and what’s not?

We’re chatting with Eran Friedman, CTO of Singular, who’s been working with SKAdNetwork for the past six to nine months

What is App Tracking Transparency? When do you need to use it? Can you measure marketing effectiveness without it? How can you ensure you are ATT compliant?

Welcome to Growth Masterminds, with John Koetsier

There are a ton of questions about iOS 14 and Apple’s new IDFA rules, and ATT is at the heart of them. Today we are going to ask Singular CTO Eran Friedman all of them :-)

If you’re a marketer who is wondering how to navigate the new privacy-safe reality in Apple environments, Mixtiles is a good company to look to for insight:

 - Super-fast growth over the past few years

 - Hot D2C (direct to consumer) category

 - Heavily focused on iOS

 - Overwhelmingly multi-channel and multi-platform user journeys

 - Not dependent on IDFA

In this episode of Growth Masterminds, we chat with Mixtiles co-founder Eytan Levit, who shares his insight on mobile marketing now.

Singular CTO Eran Friedman talks about challenges with SKAdNetwork: getting enough supply side data, and ensuring you hit privacy thresholds to get data not just in number of total instals, but also total installs for each of several key parameters ...

In other words ... it’s about much more than getting, or not getting, the IDFA.

How do you get from Hello World to Clash of Clans?

Marketing analytics help you grow, but there’s different needs at different stages of development ... from just starting out ... to having a global big-money winner.

To dive into how those needs change over time, we’re chatting with Claire Rozain.

She leads UA at Product Madness, and has been at Match, Mappy, and multiple other brands before. And she's managed marketing from bare-bones in-the-garage all the way up to the biggest brands and the largest scale.

ROAS is perhaps the most foundational KPI in mobile marketing. The big question for 2021 is: can you still calculate ROAS in iOS 14?

“First and foremost, I think we should recognize that there is still … IDFA, because users might opt-in,” says Singular VP of product Alon Nafta. “But if we go to SKAdNetwork — which let’s assume is the common case — it’s not like you don’t have anything. The SKAdNetwork framework does give you a few elements that if used correctly ... advertisers can expect to get something sensible.”

Short version: yes.

Slightly longer version: there are some challenges.

True ROI calculation requires complete data. You've got data on your In-app purchase, of course. But most mobile publishers also have ad monetization data. The question is: how do you get all of it together … match it up … and figure out true ROI based on your actual cost of user acquisition?

To get more details, we’re chatting with Lisi Gardiner, Senior Product Manager for Analytics for Singular. And we'd better be fast: we're keeping her from weekend pizza and wine.

Every marketer would love to have a single source of truth. With iOS 14, SKAdNetwork is yet another source of marketing data to add to the long list.

In this episode of Growth Masterminds, we chat with Singular's director of product marketing Saadi Muslu, who shares what Singular is doing to integrate this new data source with all the others.

One of the things Saadi mentions is the Mobile Attribution Privacy Group, a Slack group dedicated to plotting a privacy-safe path through all the new mobile attribution minefields. She also invites all listeners to join it.

Here's the link:
https://join.slack.com/t/mapworkinggroup/shared_invite/zt-9vlvhtzn-bqUVQ1zn3o1UorDNIodvZg

What does fraud look like in iOS 14 with SK ad network?

In this episode of Growth Masterminds we chat with Yonatan Komornik, the head of fraud prevention at Singular. You might think that since Apple cryptographically signs every install that is attributed via SKAdNetwork that iOS 14 could be fraud-free, but there are at least 3 ways fraudsters can still cheat app install advertisers.

We chat about each one, and then how to solve them ...

How do you manage, monitor, and optimize conversions in iOS 14 with SKAdNetwork?

Welcome to a special version of Growth Masterminds. Today, we're chatting with Ron Koenigsberg, the chief architect at Singular 

Our topic: customized conversions in iOS 14. In brief, we're talking about how to optimize for growth with SKAdNetwork by implementing Singular's smart conversion management.