We’ve entered the post-IDFA world, and targeting will never be the same. The number of users who opt-in to share their identifier for advertising purposes is stagnant, so we’re back to pay and spray. The only way to be more precise without blowing more budget is to look beyond identifier-based solutions and seek ways to enrich data with contextual signals. In episode #444, our host Peggy Anne Salz catches up with Ionut Ciobotaru, Chief Product Officer at the Verve Group, a privacy-first omnichannel ad platform for advertisers and publishers. Ionut shares the latest data (and some surprises) around adoption rates of iOS versions 14.5+, IDFA opt-in rates, and the fluctuation of eCPMs by the operating system on Verve Group’s mobile exchange. He also deep dives into ATOM, a new on-device mobile audience activation technology that turns signals, including device data, app metadata, and how consumers interact with ads on their smartphones to help marketers sharpen their targeting and improve performance.