December 6, 2022
Data published by advertising firm Bango reveals that nearly two-thirds, or 65%, of all app developers, are looking for new ways to advertise their products to the masses.

Naturally, two things come into mind: why is there a need for change, and what direction is everyone headed towards? Well, these two and a general sense of elation that people are attempting to move away from third-party cookies and whatnot. More accurately, much of this rising concern from app developers comes as a response to third-party cookies being phased out by Google, and Apple deciding that IDFAs are no longer the way to go. In non-jargon speak, the essential barebones upon which much of the ad revenue app developers earned either have been or are being stripped away, leaving them scrambling for other options to explore; and fast, since it’s not like being an app developer leaves everyone with a lot of banks to fall upon as a backup.

To be fair, the fact that IDFAs and cookies are being rolled back is a good thing more than anything else; these are concepts and technological aspects of the internet that heavily exploit users, siphoning personal and sensitive data whether or not consent was provided in the first place. I don’t care whether or not Variety magazine won’t use my current location in any nefarious manner, why do I have to share such information in the first place? At any rate, Apple decided to take the (ahem) high road and phased out IDFAs (ID for Advertisers) in an attempt to appeal to more and more security conscious its key demographic. Google, on the other hand, may have decided on putting an end to cookies but is also exploring other avenues to generate revenue via advertising at the expense of users. More of the same either way, so it’s not like we’re winning here.

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I do feel bad for app developers since they’re not the individuals responsible for monetization being such a mess in the first place. We have the likes of Facebook, Google, and big tech, in general, to blame for such a state. Instead, developers spent hours upon hours working on their craft and forcing it to fit monetization brackets that were established by such large companies that ultimately decide to discontinue them entirely. So much effort is wasted, and no one’s a step closer to figuring out new options.

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