It’s been a big week in mobile marketing. Over 600,000 people read my article on Forbes about Apple crippling the IDFA, and then I did a webinar with Gadi Eliashiv, the CEO of Singular.
(Singular is a mobile measurement company; I do some consulting for them.)
Briefly, the IDFA, a device identifier that the mobile marketing ecosystem uses on the iOS ecosystem, is essentially going away. It’s become opt-in with such scary-sounding language that a vanishingly small percentage of people will choose to say yes.
And that impacts virtually every space in mobile marketing:
- User tracking
- Marketing measurement
- Ad targeting
- Ad monetization
- Programmatic advertising: DSPs, Exchanges, SSPs
- Device Graphs
We kicked off a webinar essentially right after WWDC, delivered it today, and had over 1,200 registrations and almost 800 actual live in-person attendees. Those are both hugely impressive numbers … I’ve done scores if not hundreds of webinars, and the only one with bigger numbers was with Google, and Google helped promote it. Also impressive: the percentage of attendees to registrants. For most webinars, it’s about 33%.
The webinar is over, but it will be available on-demand shortly.