There are two advances that we see taking on greater importance in a world without user-level identifiers: incrementality-based solutions and predictive analytics.
With access to user-level data, marketers have traditionally been able to “match” a desired action (ad click, impression etc.) with a conversion. But as we move away from user-level data, this will become harder to do, and we'll see an increased focus on measuring incremental lift. This will allow marketers to understand the real impact of their investments, by uncovering which conversions are a result of marketing efforts, and which would have happened organically. Incrementality-based solutions use test and control groups to isolate many affected variables, and help marketers optimise accordingly.
Predictive analytics will be particularly useful for any mobile marketer focused on iOS, but not exclusively so. Following Apple’s update to iOS 14.5, which has essentially depreciated the identifier known as IDFA, the company presented its SKAdNetwork framework. Within this framework, marketers have a very short window in which to measure campaign performance and make decisions: 24-72 hours. Predictive technologies will enable marketers to leverage early signs of engagement generated within this initial window, and predict long-term campaign performance accordingly.
Both of these solutions are game-changing advances that will be powerful tools in any marketer’s arsenal.