On this week's episode of the podcast, I am joined by Olivia Kory, the CMO of Haus, to discuss the recent $1BN investment in AppsFlyer by Meta, Google, Unity, and Moloco, and the shifting landscape of mobile measurement it portends. We explore the strategic motivations behind major ad platforms banding together to ensure measurement neutrality and how the industry is moving toward more sophisticated incrementality models. Among other things, we discuss:
Why a consortium of major ad platforms decided to invest in a major mobile measurement partner at this time
How the tension between platform-owned measurement tools and independent third-party services will influence advertiser trust moving forward
Whether the failure of Apple’s SKAdNetwork to provide actionable insights has forced the industry back toward traditional attribution
If the entry of private equity into the measurement space changes the long-term incentives for data neutrality and transparency
What the rise of connected television as a performance channel reveals about the limitations of current mobile measurement frameworks
When advertisers should prioritize long-term incrementality testing over the immediate gratification of last-click attribution data in their dashboards
Whether the consolidation of ad tech assets under single entities creates a conflict of interest that ultimately hurts performance
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