“trying to work out some pipeline of like we try concepts on android where we can still do kind of mass testing and then we promote the the conceptual winners to ios but then we've got you know fewer variants success there so we've got to kind of adapt that for the ios environment”

Test Creative Concepts on Android at Scale, Then Promote Winners to iOS

Post-ATT, mass creative testing on iOS is severely degraded — no closed attribution loop. Android retains granular tracking, making it the right place to test creative concepts at scale. Winners then get adapted for iOS where you run fewer, more validated variants. It's lossy signal transfer but the most practical workaround available.