RECEIPT #ERIC-S
JAN 10, 2024
PREDICTION BY
Eric Seufert“[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.
ORIGINAL SOURCE
mobiledevmemo.com