Mobile Marketers Pivot Away From Paid Media After Apple Upends Industry

Traditional mobile advertising has become more expensive and less effective since Apple’s privacy changes

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Apple upended the mobile advertising ecosystem when it implemented its App Tracking Transparency framework last April, wiping out the mobile identifiers brands use to target their ads and measure the impact of their marketing spend.

Now, many mobile marketers who have traditionally relied on mobile media to encourage installs of apps and spending on those properties are relying less on paid advertising on mobile altogether.

Instead, marketers are leaning more on email marketing, affiliate and content marketing and even diversifying to other mediums like connected TV, digital out of home and audio for mobile outcomes, four industry sources told Adweek.



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