The short version

Allison Schiff predicted on April 26, 2021: “Apple's ATT prompt is going to be a bloodbath for the mobile ad ecosystem — opt-in rates will crater into the teens and Facebook's targeting moat will partially collapse.” Verdict: Called it. Validated: opt-in rates settled around 25%, Meta took ~$10B 2022 revenue hit, mobile attribution rebuilt around SKAdNetwork and probabilistic modeling.

Prediction by

Allison Schiff

On April 26, 2021

“Apple's ATT prompt is going to be a bloodbath for the mobile ad ecosystem — opt-in rates will crater into the teens and Facebook's targeting moat will partially collapse.”

Follow-up

Validated: opt-in rates settled around 25%, Meta took ~$10B 2022 revenue hit, mobile attribution rebuilt around SKAdNetwork and probabilistic modeling.

From the High Caliber AI network — see the AI for PR module in the course.