Faster Than The Speed Of Change

01 Jul, 2022

When brands respect privacy, and provide exceptional experiences, they create deeper, more rewarding relationships with their customers. Paul Wright, Managing Director, UK, France, Turkey & Middle East at AppsFlyer discusses how the industry gets there.

We’re only just mid way through the year but we’ve already got a top contender for one of the best adverts: a floating, multi-coloured QR code bouncing on our screens. Yes, we’re talking about Coinbase’s Super Bowl ad. 

The beauty of the ad was how it seamlessly bridged the gap between offline and online. People scanned the QR code and were taken to a landing page which redirected both new and existing customers to the relevant offer. 

This advert drove more than 20 million users to its site in 60 seconds. Downloads increased by 300%. Coinbase shot up to second place in the App Store charts. 

Not bad, and a perfect example of how brands are rethinking advertising for a mobile-first audience. 

But while mobile is being embraced by companies of all sizes, and across all verticals, advertisers have also had to adapt to growing concerns from consumers around how their data is being used.

And let’s be honest, these concerns haven’t come out of nowhere. From the very beginning, the mobile industry has been addicted to user-level data. But despite what many outside of the industry might think, we’ve never wanted user-level data for the sake of user-level data. 

We’ve wanted to create exceptional experiences. Bring context to campaigns. Optimise and measure them. And while user-level data made that happen, it’s come at a cost. 

As a result, our industry is undergoing a paradigm shift. Evolving privacy regulations have made the collection and sharing of data more challenging, and rightfully so. The right to privacy is being returned to users, offering them a choice as to how their data is used, who uses it, and when. 

There’s no doubt that this has presented challenges for an industry that has relied on user-level data to do so much. But it’s been a welcome wake up call, and a reminder that we don’t really need user-level data. We just need the actionable insights that allow us to keep delivering the experiences our customers know and love. 

Is this possible? Can privacy and user experience co-exist? We believe they can and we’re working with more than 12,000 brands to make it a reality and accelerate a privacy-first world. 

How? By enabling an ecosystem where everyone can bring their data together and collaborate without having to share any user level or raw data with one another. By creating solutions that maintain the great value and customer experience currently enabled by cookies, identifiers, and other user-level data, but without the privacy concerns. 

To this end, we recently launched AppsFlyer Data Clean Room which allows secure collaboration between brands and the various industry players they work with. Think of it as a Switzerland for data. Brands can define their own business logic, compliance and data governance, to ensure that sensitive, user-level data is kept safe and private - exactly how it should be. 

As a result, brands will still be able to accurately calculate campaign KPIs, all while preserving customer privacy and delivering experiences consumers know and love.

Some people thought that privacy would mean the end of mobile measurement solutions. But in the last 3 years we’ve seen the opposite. We’re more mission critical than ever for our customers. 

When brands respect privacy, and provide exceptional experiences, they create deeper, more rewarding relationships with their customers. And at the end of the day, they’re the people that really matter.  After all, everyone should have a right to privacy, and it’s on us as an industry to help make this a reality.

Tammy Ben-David, Solutions Architect at Apps Flyer will be speaking on the DigiAds Stage at 11:55 am on 5 July. Have a look at the agenda here