Firms form alliance to help smooth the transition to a post-IDFA future

App marketing optimisation platform, Liftoff, has launched the Post IDFA Alliance, a partnership of mobile marketing technology companies focused on addressing the concerns of mobile marketers and app publishers in the wake of Apple’s recent update to their IDFA policies. The alliance, which includes Liftoff, Fyber, Chartboost, InMobi, Vungle and Singular, represents a broad spectrum of companies from the mobile advertising industry.

Apple’s upcoming iOS 14 update will give users the choice to block the Identifier for Advertisers (IDFA) at the app level, while requiring the industry to adopt the App Tracking Transparency framework (ATT) and SKAdNetwork to ensure adherence to Apple’s consumer privacy guidelines.

In response to the update, the alliance – representing demand-side platforms, supply-side platforms, and mobile measurement partners – has launched No IDFA? No Problem, a resource for mobile marketers and app publishers to support a seamless transition to the post-IDFA privacy-oriented landscape. Featuring a wealth of videos, articles, case studies, best practices, webinars, and tools, this website arms app publishers and marketers with actionable information to stay competitive in a more privacy-centric mobile advertising environment.

With expertise from supply-side, demand-side, and measurement, we aim to ensure a smooth and successful transition into this new era, with the assurance that marketing can and will continue to be just as effective on iOS in this more privacy-centric manner.”

As marketers and app publishers adapt to this new normal, this group of key mobile marketing companies is also developing new techniques and protocols to maximise the success of its clients, investing in research into alternatives such as “blended LAT traffic,” a precursor of what to expect with the rollout of IDFA opt-in changes.

Apple’s coming policy change is one of the biggest shifts in mobile marketing in recent years, and our community-minded effort gives marketers the tools they need to navigate that shift seamlessly. With expertise from supply-side, demand-side, and measurement, we aim to ensure a smooth and successful transition into this new era, with the assurance that marketing can and will continue to be just as effective on iOS in this more privacy-centric manner.

Dennis Mink, VP Marketing for Liftoff

Fyber, a monetisation platform for mobile publishers:

Co-leading this alliance with our partners is crucial as close collaboration between supply, demand, and measurement is important to help mobile marketers and publishers navigate the uncertainty and challenges of the post-IDFA era. Solutions for privacy-aware advertising, like contextual targeting, make us look forward to a bright, privacy-friendly mobile advertising environment.

Alon Golan, VP Product at Fyber

Vungle, a mobile advertising and app monetisation platform:

As marketers and app publishers prepare to face an IDFA-less future, Vungle is proud to join the Post-IDFA Alliance to develop solutions and drive education around adapting to the new iOS privacy protections. Together, we can help industry stakeholders transition seamlessly to a post-IDFA world, utilising strategies like probabilistic attribution – which algorithmically transforms data inputs into actionable UA intelligence – and contextual targeting, which matches the contextual signals from the app to the ad creative that most effectively drives emotional connection

Martin Price, VP of Product, Vungle

Chartboost, an in-app monetisation and programmatic advertising platform:

It’s important that key industry stakeholders come together to educate and support app publishers and marketers as we navigate Apple’s privacy changes, which affect both buy-side and monetisation initiatives. We are excited to be part of the Post-IDFA Alliance to provide knowledge and resources to help app developers succeed.

Maggie Mesa, SVP Global Supply & Partnerships at Chartboost

Singular, a data-driven mobile marketing attribution platform:

Properly preparing for post-IDFA user acquisition, and doing so quickly, will lead to a significant competitive advantage for marketers. But it’s clear from the current state of industry preparations that many are still scrambling to get their teams and tech ready for the massive shift. That’s why we’re excited to join the Post-IDFA Alliance and work alongside industry-leading partners to provide educational resources that’ll help marketers adapt and ultimately continue to drive growth for their business.

Gadi Eliashiv, CEO and co-founder, Singular

InMobi, a global mobile advertising and marketing platform:

InMobi has always put consumer privacy first and we fully support the spirit of the IDFA changes. That said, we know this is a large shift for the industry and the Post-IDFA Alliance will play a key part in the education required to make this transition seamless. This will ensure that advertisers continue to benefit from mobile in-app opportunities that have consistently provided high ROI. We look forward to collaborating with Liftoff and the members of this alliance and will bring InMobi’s unique mobile expertise leveraging our exchange, DSP and consumer-facing properties to this initiative.

Kunal Nagpal, GM of Publisher Platforms and Exchange at InMobi


If you are interested in joining or contributing to the Post-IDFA alliance email them at