# The Post-ATT World

Page: https://stenobird.com/podcast/greymatter/the-post-att-world
Text version: https://stenobird.com/podcast/greymatter/the-post-att-world.md
Podcast: [Greymatter](https://stenobird.com/podcast/greymatter)
Published: 2023-04-04T17:22:00+00:00
Episode link: https://pdst.fm/e/traffic.megaphone.fm/GRL8673385619.mp3?updated=1680629721
Audio file: https://pdst.fm/e/traffic.megaphone.fm/GRL8673385619.mp3?updated=1680629721
Processing state: processed
JSON: https://stenobird.com/v1/public/podcasts/greymatter/episodes/the-post-att-world
Duration seconds: 3339

## Resource

Apple's App Tracking Transparency (ATT) fundamentally broke the traditional performance marketing model by destroying third-party cookie tracking. This discussion explores how brands are navigating this new era through probabilistic measurement, first-party data activation, and generative AI for creative scale.

## Highlights
- Main idea: The death of third-party cookies has shifted the marketing focus from precise individual targeting to broad audience triangulation and first-party data
- Practical takeaway: Brands should audit internal workflows for AI integration to improve operating velocity and protect EBITDA margins against rising CAC
- Failure mode: Relying on a single 'source of truth' for attribution is no longer viable; success now requires using multiple probabilistic measurement techniques
- Opportunity: Retail Media Networks (RMNs) are becoming powerful because they allow brands to leverage high-intent, first-party audience data without needing complex ad tech
- Technological shift: Generative AI is moving beyond simple content creation into the 'ideation phase,' helping designers identify which visual patterns correlate with specific demographics

## Topics

App Tracking Transparency, Performance Marketing, Retail Media Networks, Generative AI, E-commerce Attribution, First-party Data, Ad Tech, Customer Acquisition Cost

## Chapters
- 1:00 — The New Era of Ad Tech: Introduction to the guests and the impact of privacy-centric changes on e-commerce growth.
- 5:10 — The Death of the Cookie: Analyzing the 'whack-a-mole' era of privacy updates, from Safari's cookie blocking to Apple's ATT.
- 13:40 — The End of Single-Source Truth: How advertisers are using triangulation and new measurement techniques to replace lost tracking data.
- 22:10 — The Rise of Retail Media Networks: Discussing how marketplaces and retailers are monetizing first-party audience data through programmatic partnerships.
- 30:20 — Creative Innovation via Content: Using unique storefronts and creator-led content to drive conversion in a fragmented landscape.
- 34:30 — Generative AI in the Workflow: How AI is transforming the ideation and execution phases of ad creative and designer workflows.
- 38:50 — Pattern Recognition and Targeting: Using AI to correlate visual elements in ads with specific demographic performance patterns.

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## Transcript

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