The Impact of Device ID-Based Identity Resolution on Measurement and Effectiveness of Digital Advertising: Implications of Apple’s App Tracking Transparency Framework

Authors: Varun Chivukula

DOI: https://doi.org/10.5281/zenodo.14607779

Short DOI: https://doi.org/g8xxqm

Country: USA

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Abstract: Device ID-based identity resolution has been a cornerstone of digital advertising, enabling precise targeting and measurement. However, recent developments, including Apple’s App Tracking Transparency (ATT) framework, have fundamentally altered the ecosystem, challenging advertisers and publishers to adapt. This article explores the role of device ID-based identity resolution in digital advertising, evaluates its impact on campaign measurement and effectiveness, and examines the consequences of Apple’s ATT changes. Through detailed simulations, technical analyses, and visual representations, this study underscores the implications of these changes and highlights emerging strategies. The discussion includes at least ten references to recent research, industry reports, and empirical studies, providing a comprehensive perspective on this paradigm shift.

Keywords: Apple App Transparency (ATT), Identifiers for Advertisers (IDFA), Google Advertising ID (GAID), Return on Ad spend (ROAS)

Paper Id: 231974

Published On: 2023-07-05

Published In: Volume 11, Issue 4, July-August 2023

Cite This: The Impact of Device ID-Based Identity Resolution on Measurement and Effectiveness of Digital Advertising: Implications of Apple’s App Tracking Transparency Framework - Varun Chivukula - IJIRMPS Volume 11, Issue 4, July-August 2023. DOI 10.5281/zenodo.14607779

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