My guest on this week’s episode of the podcast is Daniel McCarthy , who is an Associate Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business. The topic of our conversation is a draft paper for which Daniel is a co-author: Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency . I cited this paper in Could ATT be rolled back? , and we unpack the paper’s findings in detail in the episode. Among other things, we discuss: Background on the paper, including its general methodology and principal findings; Why so little academic research has been dedicated to the effects of ATT; The qualities of small business marketing that made it disproportionately susceptible to the restrictions of ATT; How SMBs have adapted to ATT; The consequences of ATT on lower-funnel metrics and how the impact of ATT on upper-funnel metrics might be misleading; The misapprehensions or points of confusion about ATT that are most common; Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: INCRMNTAL . True attribution measures incrementality, always on. Clarisights . Marketing analytics that makes it easy to get answers, iterate fast, and show the impact of your work. Go to clarisights.com/demo to try it out for free. ContextSDK . ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers. Interested in sponsoring the Mobile Dev Memo podcast? Contact Marketecture .
