Mark Twain as soon as stated (however not precisely): “Studies of my dying have been vastly exaggerated.”

An identical sentiment could be utilized to cellular measurement companions (MMPs) following Apple’s rollout of its AppTrackingTransparency framework final 12 months.

It was laborious to think about how MMPs may survive shedding entry to the device-level information that enables them to attribute app installs. Certain, the IDFA may nonetheless be used for advert monitoring and measurement with permission, however solely a subset of individuals would really decide in to that.

And but, the MMPs aren’t dying; they’re thriving. Roughly a 12 months in the past, AppLovin spent $1 billion to purchase app attribution firm Modify. And, simply final month, cellular measurement platform Department raised $300 million at a $4 billion valuation.

How … is that this taking place?

The reply, says Alex Bauer, head of product advertising and market technique at Department, is easy: evolution and innovation. Department, for instance, rebuilt all of its information integrations that relied on IDFAs and helps SKAdNetwork-based attribution.

“The MMP area is just not lifeless, however the strategy of delivering the outcomes, the measurement, the measurement product – that’s changing into extra commoditized,” Bauer says on this week’s episode of AdExchanger Talks.

In different phrases, quite than inflicting the demise of MMPs, Apple’s adjustments triggered a wave of innovation out of necessity amongst entrepreneurs and their companions.

“I don’t suppose any app marketer is planning to surrender,” Bauer says. “Because of these adjustments, they’re simply getting extra progressive about how they do the advertising for his or her apps. It’s not solely paid promoting anymore.”

Additionally on this episode: What’s up with the China Promoting ID, the distinction between fingerprinting and probabilistic attribution, a deep dive on the Android Privateness Sandbox and what it’s prefer to develop up in a log cabin.