Predictive marketing in the age of user privacy

On April 26, 2021, Apple enforced ATT, marking a new user-privacy-centric era in online advertising.
To adapt, predictive analytics emerges as a solution, predicting user lifetime value (pLTV) without relying on IDFA or user identity.
By analyzing early engagement signals like tutorial completion, retention, and ad exposure, it clusters users by potential value.
This approach, developed by AppsFlyer since 2019, fits SKAdNetwork's limitations, using only 24-hour measurement and one conversion value.
Advertisers can make faster decisions on campaign optimization while respecting privacy, stepping away from traditional tracking.