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Text Content

Latest Issue Archives
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An occasional, hand-picked roundup of the
most interesting news in mobile.

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ISSUE 48  DECEMBER 3RD 2022


COMMENT

OpenAI released their new ChatGPT chatbot this week, and there are a lot of
impressive examples floating around already.

I'm still thinking through practical tie-ins to mobile app growth (though I
highly recommend trying the prompt write a love song to SKAdNetwork 4.0), but
generative AI is clearly paradigm-shifting technology. If you have ideas, hit
reply — I'd love to hear them!

--------------------------------------------------------------------------------

Back in more mobile-related topics, can you spare 10 minutes to help our team
with the 2022 Mobile Growth survey? We're looking to answer questions like:

 * What are the major challenges in mobile growth today, and how will we
   overcome them?
 * What are the best strategies for acquiring and retaining app users?
 * What are the most important lessons learned from the best mobile campaigns of
   the year?

Once you fill it out, you'll be among the first to get the report and we'll send
you a gift from the Branch team!

Alex Bauer


SPOTLIGHT


HOW IS THE SKADNETWORK 4.0 ROLLOUT GOING?

The bad news is that so far, there's no live SKAdNetwork 4.0 traffic flowing
through the pipes. But the good news is that at least your MMP most likely isn't
going to be the blocker:

 * Singular: new SDK is available; other updates coming soon.
 * Adjust: new SDK is ready; other updates expected in early 2023.
 * Branch: updated SDK, dashboard reports, and configuration tools are all ready
   to go.
 * AppsFlyer: no announcements yet.
 * Kochava: no announcements yet.

If you're excited about the potential of SKAN 4.0, now is the time to go tell
your ad network partners that support is important!


INTERESTING READS


IS GOOGLE GETTING WORSE?

The always-excellent Freakonomics Radio explores this question. While things
start out sounding rather anti-Google (it is a mass-media podcast, after all),
the conclusions become a lot more nuanced as the episode continues.

In interesting related news: last week, for the first time, Google published a
comprehensive list of all the systems that feed into search ranking decisions.

freakonomics.com

--------------------------------------------------------------------------------


HOW SPOTIFY’S WRAPPED CAMPAIGN FOR 2022 CAME TOGETHER

Spotify Wrapped: arguably the most reliably viral marketing campaign of our age
(honestly, if you haven't come across at least one Wrapped share this week, are
you even in mobile growth?)

Here's a neat look at the design work involved in grabbing the world’s
attention.

itsnicethat.com

--------------------------------------------------------------------------------


LOSE-LOSE

Thesis of the article: AppTrackingTransparency reduced the quality (and
therefore the profitability) of digital advertising, ad networks increased the
quantity of ads to compensate, and now everyone — including most end users — is
more annoyed and worse off than before.

I find this thesis convincing. But it is not antithetical to also believe that
improved user privacy protections are a net good in the world.

mobiledevmemo.com


INDUSTRY BUZZ


GOOGLE'S PRIVACY SANDBOX IS COMING TO ANDROID

Google has been trying to build momentum for this all year, but I get the sense
that most people still aren't taking it seriously yet.

You should. This is our opportunity to make sure Android doesn't suffer the same
lose-lose outcome described in the article immediately above.

digiday.com


WALLED GARDENS


A NEW DELUGE OF ATTENTION ON THE APP STORE TAX

Readers of this newsletter will already be very familiar with the ongoing saga
of app store commision rates. But that's not the case for the general public,
and this week brought a new round of high-profile piling on, all via Twitter
within the space of about 72 hours:

> "Did you know Apple puts a secret 30% tax on everything you buy through their
> App Store?" — Elon Musk
> 
> "Four years ago, we filed a complaint detailing @Apple’s anticompetitive
> practices […] So how much longer will we look away from this threat to the
> future of the internet? How many more consumers will be denied choice? There’s
> been a lot of talk. Talk is helpful but we need action." — Daniel Ek
> 
> "You might have noticed you can't send NFTs on Coinbase Wallet iOS anymore.
> This is because Apple blocked our last app release until we disabled the
> feature." — Coinbase
> 
> "If they can lawfully add a 30% Apple Tax to all NFT transactions, then they
> can lawfully add a 30% Apple Tax to all online banking and stock trading
> transactions. The App Store monopoly is seizing control of the American
> economy. Apple must be stopped!" — Tim Sweeney

Of course, most of this isn't just specific to just iOS — Apple is just a
higher-profile target than Google for this topic. And while none of these tweets
will be enough to make Apple reconsider anything, they've certainly raised the
stakes even further.


PRIVACY & SECURITY


APPLE SENDS DSID WITH IPHONE ANALYTICS DATA, TESTS SHOW

We all know Apple has decided to build a brand around privacy. We also know
'privacy' means different things to different people, and the definition Apple
uses is relatively nuanced in ways that your typical consumer is unlikely to
understand.

Here we have an example of how that makes it difficult for Apple to do even
standard product analytics without twisting themselves into messaging knots. In
this case, I’m sure everything Apple says is technically true…but that won’t be
a defense in the court of public opinion.

gizmodo.com

--------------------------------------------------------------------------------


APP TRACKING PROTECTION BETA NOW OPEN TO ALL ANDROID USERS

Speaking of privacy and definitions, here's another example of how things can go
off the rails.

DuckDuckGo has been testing their VPN-based App Tracking Protection solution on
Android since last year, and now it's available to everyone.

The issue is that the reports from this feature are being taken as fact, when
they're actually just programmatically-generated heuristics.

In other words, this is bad, misleading data, but DuckDuckGo hasn't provided any
way for anyone to provide corrections.

spreadprivacy.com

--------------------------------------------------------------------------------


APPLE ICLOUD'S PRIVATE RELAY ENABLES $65M AD FRAUD SCAM

A new study finds Apple's iCloud Private Relay is being exploited for a massive
ad fraud scam despite promises of "built-in fraud protection."

This is coming from a vendor selling ad fraud protection, so it should probably
be taken with a grain of salt…but the attack vector makes sense to me as
described. Maybe this is part of why iCloud Private Relay is still in beta,
after almost a year and a half…

gizmodo.com


TIPS & TECHNIQUES


APP STORE SCREENSHOTS: OUR BEST OPTIMIZATION TIPS

Here's a useful recap of best practices for app store screenshots (I had no idea
only 9% of users scroll through them!)

appsflyer.com


DATA


2022 HOLIDAY SHOPPING TRENDS & INSIGHTS REPORT

Lots of interesting stats, including that mobile is responsible for 44% of
overall revenue.

adobe.com


THE ENCORE


"WHEN YOU DOWNLOAD A NEW APP"

This is painfully hilarious parody…but it's also not wrong.

tiktok.com


PODCAST


LEADING A WINNING DIGITAL TRANSFORMATION STRATEGY IN THE BANKING SECTOR

Experience Transformation Leader at Citizens Bank: Deepak Nair

In this episode of How I Grew This, Deepak Nair joins Mada Seghete to discuss
how banks can drive digital transformation and innovation strategies and deliver
a best-in-class digital experience to customers.

Deepak is the Experience Transformation Leader at Citizens Bank and is
responsible for managing enterprise transformation journeys that produce
exceptional customer experience while reducing operational costs. He has
twenty-plus years of experience in digital, marketing, CX, communications, and
analytics and has been nominated for being one of the most influential industry
contributors by the San Francisco Charter of Digital Analytics Association.

howigrewthis.com


WHO’S HIRING?

 * Uber | Performance Marketing Manager, Global Lifecycle Marketing — San
   Francisco, CA
 * Babbel | Growth Lead, Babbel Live — New York, NY
 * hims & hers | Senior CRM Manager — Remote (US)

--------------------------------------------------------------------------------

Do you have a mobile growth role you’d like to share with the community?
Just fill out this form — it’s free!

 * Previous Issue October 29th 2022
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 * Next Issue December 17th 2022

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