Skip to content

ITT 2.0: Adikteev's Incrementality Measurement for the ID-less Era


ITT 2.0 enables advertisers to measure iOS incrementality across both IDFA and IDFA-less users, with a native DSP workflow and a pre-bid methodology designed to reduce measurement bias.



ITT Illustration bounce

 

a guide to ios measurement's reset button 

iOS changed the game. IDFA is mostly gone. Your old measurement playbook is obsolete. Most advertisers are stuck measuring only the fraction of their audience they can still track.

That's why we created ITT 2.0. A guide for performance teams who want incrementality measurement that actually works in a privacy-first world. Here's what you'll find inside.

 

 

Why your
ios measurement
is broken


Traditional incrementality testing breaks when IDFA disappears. The methodology, the audience assumptions, and the way you calculate lift.

In this guide, we break down what happens when IDFA isn't available and how Adikteev approaches iOS measurement in 2026.

 

Build tests that 
don't lie


Measurement bias kills most incrementality tests. When you're not careful about test setup, auction dynamics and optimisation pressure distort your results.

The guide covers the principles Adikteev uses to reduce bias and build comparable audiences. Including how pre-bid methodology and Adaptive ID work together to measure across both IDFA and IDFA-less users.

 

the results


Across Adikteev iOS campaigns in Q1 2026:

Uplift Results: Control vs Test   
table1
Result: A positive lift was observed across Adikteev iOS campaigns in Q1, 2026

LOIC

"The future of iOS measurement is not about relying on the users we can still identify. It's about measuring impact across the full audience advertisers actually reach."

Loic Anton

Chief Product Officer @Adikteev

 


What we’ll cover: 


Adikteev-ok  Key differences between mobile UA and retargeting ad creatives

Adikteev-ok  Similarities and differences in ad creative testing strategies for UA vs retargeting campaigns

Adikteev-ok  Best practices in segmenting, targeting and creative messaging to existing users to keep them engaged and spending in your app

Adikteev-ok  Evaluating the effectiveness of creative in the new privacy landscape

Featured speakers:

Profile picture-Peggy-2
MG_logo_with_strap (2)
Peggy Anne Salz
Content Marketing Strategist
Peggy Anne Salz is recognized as one of the leading experts shaping the mobile world. As a writer, analyst, consultant, in-demand online talent and founder of MobileGroove — a top 50 ranked destination providing strategic content marketing to the global mobile industry and mentoring and consulting to tech start-ups — Peggy produces webinars, podcasts, and video shows to educate marketers on the latest mobile and app trends, customer engagement and experience, and how brands and businesses can grow sustainably through values-driven marketing.
Profile picture-Cameron
Logo_adikteev_H (Blue)-1
Cameron Thom
Head of New Business Lines
Cameron is Adikteev’s Chief Revenue Officer for New Business Lines. He joined Adikteev 5 years ago as Director of Sales for SaaS Products. Before Adikteev, he had worked as an Account Executive for Liftoff. Based in San Francisco, he leads all revenue efforts for Adikteev’s suite of mobile marketing tools including Churn Prediction, Cross Promotion, and User Acquisition intelligence tools.
Profile picture-Arnaud
Logo_adikteev_H (Blue)-1
Arnaud Capitaine
Lead Data Scientist
As the lead data scientist at Adikteev, Arnaud is responsible for developing and enhancing our churn model, improving our existing conversion rate model, and designing new approaches to real-time bidding (RTB) strategies. With a strong background in statistical analysis and machine learning techniques, he keeps the Adikteev machine running by delivering actionable recommendations and driving data science innovation.

RESERVE YOUR SPOT NOW!