Brutally Honest #198: UA in the Post-IDFA World

This document, "Brutally Honest #198," serves as an introduction to a newsletter focused on user acquisition (UA) strategies in the post-IDFA (Identifier for Advertisers) mobile advertising landscape. The primary purpose is to highlight evolving creative trends, specifically in playable ads, within mobile games and applications. The author emphasizes the increasing importance of these trends due to the rise of platforms like Applovin and increased spending on SDK networks.

The document references a linked "Playable Ads Trends in Mobile Games & Apps - December 2025" report, which is presented as a monthly review of top-performing playable ads. While the full content of that linked report is not provided, its existence indicates a focus on recent, actionable data regarding creative performance. The scope of the analysis appears to be global, targeting the mobile gaming and app industry.

A key takeaway is the acknowledgment that there is "no silver bullet" for creative testing, implying that effective strategies vary based on factors such as scale, team structure, and the volume of creatives produced. The document itself is a free preview, with the full content and detailed insights reserved for paid subscribers, suggesting a business model centered on providing expert analysis and trends to a professional audience in the mobile UA space.