With #AppleATT, the ROI of targeted ads is lower relative to the cost of investing in the game--so Mobile Dev Memo predicts more investment in in-game content (so the player can "personalize" their experience by exploring the game)

Interesting implications for #endSurveillanceCapitalism—if tech+regs drive down the ROI for advertising in other product categories, does that tend to drive up investment in improving products?

Mobile games vs ATT makes a good economics lab to understand this imho

(There is a direct mail adage: "list, offer, package" -- to sell stuff with a direct ad, optimize the targeting first, then the actual offer, then the creative. So if, as a user turning on #AppleATT you can reduce the ROI of the seller's preferred "list" option, you get them to make you a better offer. Thank you for listening to "online shopping with Niccolo Machiavelli" and don't forget to tune in next week)