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The mobile app space remains a silo, thanks to the unique logic of installs and post-install engagement. But that will inevitably change as cross-device identity and omnichannel measurement take hold.

Our guest on the podcast this week, Tune CEO Peter Hamilton, positioned his company early on in the mobile attribution niche. Now he's looking ahead to a future when app-tracking tools are merged into large marketing technology platforms.

"ExactTarget's not just going to lie down and let this happen without them," he says. "We've always thought there needs to be these independent platforms that are ultimately the ones that help police the supply and operate on behalf of the demand."

The only problem: Independent measurement remains an unrealized dream – and one that's not at all guaranteed. After all, marketers for the most part trust Google Analytics.

"The way things are going, it's a less likely dream," Hamilton says. "If one of the large publishers can provide it free, and their brand of measurement can be trusted, then it's going to be a difficult competition for those that need to charge for that software."

Also in this episode: Mobile fraud, Hamilton's stint with the Seattle Opera and lessons learned after Tune lost its Facebook certification.