Interesting Reads
How to launch a consumer app
Eric Seufert has published a masterclass on navigating the different phases of the app growth lifecycle. If you read only one article from this week's newsletter, it should probably be this one.
Industry Buzz
Here are Apple's 30 required reason APIs: you got some 'splaining to do (and maybe 1 challenge)
If you've forgotten what the Required Reason APIs are, here's a refresher from back in June, right after Apple announced them the week of WWDC:
Required Reason APIs. A limited selection of iOS functionality that could potentially be used for fingerprinting, for which an “allowed reason” for usage must be declared in the Privacy Manifest file. (Note that “API” in this context means things like accessing disk space, not service APIs the way we typically think of them in the world of mobile marketing).
Apple has now published the list, and it mostly consists of what you'd expect: APIs that could be used for persistent, app-to-app fingerprinting.
One thing this list probably won't do? Conclusively put an end to 'probabilistic matching' for ad attribution, because that never relied on these APIs in the first place.
But don't let yourself be fooled, because that was never the point of Required Reason APIs. Apple will still get rid of 'probabilistic matching' via a different mechanism: the new, required disclosure of Tracking Domains:
Tracking Domains. Internet domains that an app or SDK connects to that engage in “tracking” (activity related to advertising and data brokers). These must be declared in the Privacy Manifest file, and network requests to these domains will fail until the user gives ATT consent.
Walled Gardens
‘The everything app’: why Elon Musk wants X to be a WeChat for the west
Super apps are a big deal in many places, but there has never been one in Europe or North America.
Elon Musk has wanted to change that for years, but in most western markets, consumers are already well-trained: go to the app stores when they want something new, and make do with mobile web as an acceptable 'next best option' everywhere else. That paradigm may simply be too well-established at this point to insert another layer of abstraction in the middle.
Privacy & Security
Safari 17 Beta: UTM tracking parameters problem
An engineer has taken the time to actually test which URL parameters are stripped by Safari 17. And no, UTMs are not on the list.
For a more thorough overview of Apple's new Link Tracking Protection functionality, I found this summary quite helpful.
Tips & Techniques
The ultimate guide to Google app campaigns
Perhaps it's an embarrassment of riches to have two masterclass-level articles in one newsletter, but this one from Thomas Petit is too good not to share.
UX
Invisible Details of Interaction Design
A detailed exploration (with many beautiful animated examples) of the little UX niceties in mobile that we take for granted.
Podcast
Navigating the Growth Curve
Chief Growth Officer of Babylist: Lee Anne Grant
Lee Anne Grant joins Mada Seghete to discuss the growth and marketing strategy of Babylist, the leading digital destination for growing families. Lee Anne also shares insights on the website's founding, growth, and marketing channels, including their focus on search, social, and affiliates.
SKAdNetwork was announced over a year ago and released last October. But the excitement isn't over yet.
Let's catch up on the latest:
What can we take away from all this? A few things:
Three years post-ATT, it's still a brave new world out there!
Alex Bauer