Liftoff, a global mobile app marketing optimisation platform, announced the launch of the Post-IDFA Alliance. Liftoff is joined by other mobile marketing technology companies like Fyber, Chartboost, InMobi, Vungle and Singular.

The iniative aims to prepare mobile marketers and app publishers for the IDFA-less future of the mobile advertising industry.

To that end, the Alliance members have set up a new resource called “No IDFA? No Problem.” It features videos, articles, case studies, best practices, webinars, and tools, designed to help app publishers and marketers stay competitive in a more privacy-centric mobile advertising environment.

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Apple's coming policy change is one of the biggest shifts in mobile marketing in recent years, and our community-minded effort gives marketers the tools they need to navigate that shift seamlessly. With expertise from supply-side, demand-side, and measurement, we aim to ensure a smooth and successful transition into this new era, with the assurance that marketing can and will continue to be just as effective on iOS in this more privacy-centric manner.

Dennis Mink

VP Marketing for Liftoff

The members of the Alliance are also developing new techniques and protocols to help their clients navigate Apple’s privacy changes.

Together, we can help industry stakeholders transition seamlessly to a post-IDFA world, utilising strategies like probabilistic attribution – which algorithmically transforms data inputs into actionable UA intelligence – and contextual targeting, which matches the contextual signals from the app to the ad creative that most effectively drives emotional connection.

Martin Price

VP of Product, Vungle