The short version

Eric Seufert predicted on January 10, 2024: “[ATT] has structurally changed how mobile games grow and monetize, and there will be no reversion to the pre-ATT equilibrium via some new identifier or quick policy rollback in 2024.” Verdict: Called it. Apple did not introduce a new device-wide deterministic advertising identifier, and ATT remained in force through 2024-2025. There was no…

Prediction by

Eric Seufert

On January 10, 2024

“[ATT] has structurally changed how mobile games grow and monetize, and there will be no reversion to the pre-ATT equilibrium via some new identifier or quick policy rollback in 2024.”

Follow-up

Apple did not introduce a new device-wide deterministic advertising identifier, and ATT remained in force through 2024-2025. There was no ATT rollback. Mobile gaming companies continued to adjust to a more constrained performance marketing environment, rather than a return to pre-ATT economics.

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