Change provides opportunity for those who are able to adjust quickly and effectively. Apple’s change to the IDFA in iOS 14 will allow many app publishers to thrive in ways that they were unable to before.
There are exceptions. If your app attracts niche audiences, it might need a hyper-targeted ad strategy to drive growth. If your app revenue relies exclusively on “whale targeting,” or reaching high-LTV users, Apple’s changes might pose real challenges to tried and tested strategies.
Yet there are a number of app categories that stand to benefit from IDFA changes. Let’s make some educated guesses about which ones could get a boost from Apple’s policy changes.
