Post-IDFA Alliance: A New Era for Android and iOS Advertising

Post-IDFA Alliance: A New Era for Android and iOS Advertising

The recent changes in Apple’s iOS 14, specifically the implementation of the App Tracking Transparency framework and the deprecation of the Identifier for Advertisers (IDFA), have sent shockwaves throughout the mobile advertising industry. In response to these changes, a group of leading mobile advertising companies has formed the Post-IDFA Alliance, a collaborative effort aimed at finding innovative solutions to the challenges posed by the new privacy measures. This article explores the implications of the Post-IDFA Alliance for Android and iOS advertising, highlighting the potential benefits and challenges it presents.

1. The Rise of the Post-IDFA Alliance

The Post-IDFA Alliance is a consortium of industry leaders, including major players like Google, Facebook, and Twitter, as well as smaller ad tech companies like Kochava and Singular. The alliance aims to address the limitations imposed by Apple’s privacy measures and find alternative ways to measure and attribute mobile advertising campaigns effectively. By pooling their resources and expertise, these companies hope to develop new methodologies that respect user privacy while still enabling effective advertising.

One of the key objectives of the Post-IDFA Alliance is to create a standardized framework for post-IDFA measurement. This framework would allow advertisers to measure campaign performance across different platforms and devices, ensuring accurate attribution and optimization. By working together, alliance members can leverage their collective knowledge and data to develop robust solutions that benefit the entire industry.

2. The Impact on Android Advertising

While Apple’s privacy changes primarily affect iOS devices, the Post-IDFA Alliance has broader implications for the entire mobile advertising ecosystem, including Android. As advertisers increasingly shift their focus to Android devices, it becomes crucial to establish a unified approach to measurement and attribution across both platforms.

The alliance’s efforts can help bridge the gap between Android and iOS advertising by creating a common set of standards and methodologies. This would enable advertisers to compare campaign performance and optimize their strategies across platforms, ultimately driving better results and ROI.

3. Challenges and Opportunities for iOS Advertising

For iOS advertisers, the Post-IDFA Alliance presents both challenges and opportunities. The removal of IDFA means that advertisers will have limited access to user-level data for targeting and measurement. However, the alliance’s collaborative efforts can help mitigate these challenges by developing privacy-centric solutions that provide advertisers with valuable insights while respecting user privacy.

One potential solution being explored by the alliance is probabilistic modeling. This approach uses statistical algorithms to estimate user behavior and preferences based on limited data inputs. By leveraging aggregated data sets and machine learning techniques, advertisers can still gain valuable insights into user behavior without relying on individual user-level data.

4. The Future of Mobile Advertising

The formation of the Post-IDFA Alliance marks a significant turning point in the mobile advertising industry. It signals a collective effort to adapt to the changing privacy landscape and find innovative solutions that balance user privacy with effective advertising.

As the alliance continues to develop its framework and methodologies, it is essential for industry stakeholders to actively participate and contribute to the ongoing discussions. Collaboration between advertisers, ad tech companies, and platforms is crucial to ensure that the solutions developed by the alliance are practical, scalable, and effective.


The Post-IDFA Alliance represents a new era for Android and iOS advertising, driven by collaboration and innovation. By working together, industry leaders are striving to overcome the challenges posed by Apple’s privacy measures and develop privacy-centric solutions that benefit both advertisers and users. As the alliance progresses, it is crucial for the industry to embrace these changes and actively contribute to shaping the future of mobile advertising.

Milo John

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