At WWDC this year Apple essentially killed the IDFA, the identifier for advertisers. It’s not completely gone … but it’s now opt-in with a big scary warning.

Now we’re wondering … will this kill modern mobile marketing as we know it?

In this episode of TechFirst with John Koetsier, we chat with Eric Seufert former VP of User Acquisition for Rovio. He runs Mobile Dev Memo, QuantMar.com, and is a consultant.

What we chat about:

Is this a mobile marketing apocalypse?

Attribution

Look-alike audiences

AEO and VO: Facebook

tROAS: Google

Retargeting

Ad-based monetization

Segmentation & cohorts

LTV modeling

Fingerprinting

Facebook & Google

Ad networks

SSPs

DSPs