When it comes to complex techniques like media mix modeling, the field is awash with false promises about the benefits that AI can offer.
The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.
Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.
Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.
Probabilistic attribution is a “stopgap,” says newly appointed Adjust CEO Simon “Bobby” Dussart. Using it for now is fine, but SKAdNetwork is the future of measurement on iOS – take it or leave it. Also in this episode: Remaining independent under parent company AppLovin.
