Our guest today is David Philippson, CEO of DataSeat, which offers in-house programmatic capabilities and a custom bidding algorithm to app advertisers. David earlier founded one of the first MMPs, Ad-X Tracking, which they sold to Criteo in 2013. We’re excited to host David because he’s seen the evolution of tracking on mobile from the very early days. He’s had a ringside view into the forces that have driven change over the years that have ultimately led us to the impending IDFA deprecation. Today we explore this history - and look at what lies ahead for mobile marketers.Key Highlights:1️⃣When was the first time there was a need for having some accountability for mobile marketing dollars?🤷🏻‍♀️How did marketers attribute performance prior to MMPs?🤔What were the original user acquisition channels?⚡️What was the dynamic that led to the rise of MMPs?☝🏽What is fingerprinting?👀What was the ‘Safari pop’ - and why did this happen?🌏The need for a universal SDK and a common methodology to attribute and de-dupe.🙋🏽‍♂️What was UDID?🌪The period of No Man’s Land -- there was neither UDID nor IDFA. 💫How the No Man’s Land period actually created opportunities for in-house attribution.🔄Very few people knew how to reset the IDFA.📲What was the purpose and function of limit ad tracking? 📍How LAT led to advertisers targeting those users even more aggressively.⬇️What LAT users can become much less valuable post iOS 14.❎How nearly all user acquisition and nearly all campaigns are a form of retargeting⚖️Behavioral vs contextual bidding -- what will prevail post IDFA?🔒What does it take to achieve performance with contextual targeting?💭Which advertisers will be affected by the changes the most?💢How will hypercasual be impacted?Check out the full transcript and show notes here:https://mobileuseracquisitionshow.com/episode/a-brief-history-of-device-identification-with-david-philippson/**Get more mobile user acquisition goodies here:http://RocketShipHQ.comhttp://RocketShipHQ.com/blog**Check out our podcast featuring inside stories of how technology evolves and grows:http://HowThingsGrow.co

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