[DisjointedHunt]

If you’re familiar with the mobile advertising landscape, on device identifiers are either OS-provided and deterministic or are computed through a “signature” or “fingerprint” based on unique signals the app has access to.

This move is one where either of those will be removed/made universal so there is no way to identify uniquely, one user from another when they perform actions outside your app or for many scenarios within it as well (such as clicking on an ad that takes them to the app)

Lots of advertising companies (predominantly Facebook) have made an industry standard out of selling ads based on THEIR interpretations of users actions across apps and time leading to a conversion. For example, a 7day “click through conversion” means , if your ad is shown to a user through Facebook on any of their apps or partner apps with the Facebook ad network sdk, and a subsequent conversion occurs in the next 7 day window, that user is counted as 100% credit to Facebook.

Is this logical? Nope.

Advertisers pay for the nice looking metrics they can stick in a PowerPoint and be done with it.

Now, Facebook can’t use their “eye of Sauron” to put out numbers such as these and need to compete with companies such as google and Pinterest and Reddit and snap for where users are looking for things, not just “snipe” the attribution at the last minute when they know the user is about to pull the trigger and buy.