InMobi partners with fellow mobile martech companies for Post-IDFA Alliance

Paige Murphy
By Paige Murphy | 22 February 2021
Richard O'Sullivan

Marketing cloud InMobi 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, Vungle, Singular and InMobi, represents a broad spectrum of companies in 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 videos, articles, case studies, best practices, webinars, and tools, the website provides app publishers and marketers with actionable information to stay competitive in a more privacy-centric mobile advertising environment.

“InMobi has always put consumer privacy first and fully supports the spirit of the IDFA changes," InMobi vice president, Australia and New Zealand, Richard O’Sullivan says.

"Being a big shift for iOS-heavy markets like Australia and New Zealand, the Post-IDFA Alliance will play a key part in educating marketers and enabling a seamless transition. More importantly, this will ensure that marketers continue to drive high impact and ROI from their mobile marketing.

“We look forward to bringing InMobi’s unique mobile programmatic expertise to this initiative and drive marketing success for advertisers through this alliance.”

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