Lessons Learned About Audiences and Outcomes In the Privacy-Forward Era Beet.TV [Video]

CANNES — As the mobile advertising industry grapples with signal loss, the two dominant ecosystems are taking markedly different approaches, says Jon Hudson, SVP of Global Sales at Digital Turbine, in this video interview with Beet.TV.

While Apple’s iOS operates as a closed system, Google’s Android is more open and flexible for partners. This has led to a longer timeline for changes as Google considers feedback from major players, he says.

Hudson was interviewed by Jon Watts, MD, CIMM, at Global Leadership Summit: Data, Identity & Measurement, a Beet.TV Leadership Series at Cannes Lions 2024.

In response to the loss of identifiers like Apple’s IDFA, brands and agencies have had to adopt varying strategies. Some leverage first-party data, while others rely on probabilistic modeling or hybrid approaches.

“The sweet spot for brands is ultimately if they can combine both of those things,” Hudson says. “They might come to the party with their own data of some sort, but then also looking for the vendors out there that have something truly unique on the data …