If I was an equity analyst participating in earnings calls with ad platforms and advertisers, these are the pointed questions Id be asking management about ad measurement after IDFA deprecation: (1/X)

2/ To advertisers: whats your specific plan to migrate your measurement away from device-level identifiers, and how many people can you staff on that project, given that this is coming in September?

3/ Are you completely dependent on 3rd party ad tech vendors for measurement?

4/ How much of your revenue is directly attributable to programmatic advertising, especially retargeting?

5/ If your ad spend becomes 20% less efficient across the board, how could you address / rectify that?

6/ To ad platforms: How much of your revenue is attributable to your ability to identify people who are likely to monetize through deterministic profiling via device identifiers?

7/ What other data points do you have to use in profiling users absent device identifiers? Are they as accurate as device identifiers, and can you validate that thru eg. test results?

8/ Do you think Apple will allow SSO if a user has opted out of ad tracking? Fingerprinting? If yes to either, what leads you to believe that?

9/ What percentage of your revenue is attributable to retargeting campaigns? Do you believe that you can continue to run retargeting campaigns with other data eg hashed email, phone number at similar efficiency?

10/ What percentage of your revenue is attributable to mobile app advertising vs mobile web?