Understanding Attribution: Insights into Media Mix and Incremental Testing

Mishka Kaktoff is joined by Steve Lockwood from TikTok and Roy Yanai from AppsFlyer, who share their extensive insights on evolving attribution techniques, overcoming challenges in the privacy landscape, and future-proofing measurement strategies. 

This episode is packed with valuable information that can help improve your campaign performance, game design, and overall marketing outcomes. 

Chapters:

00:00 Understanding Mobile Marketing Attribution

01:11 Guest Introductions

04:11 Evolution of Attribution

07:40 Challenges in Attribution

08:59 TikTok's Role in Attribution

12:12 Debate on Last Click Attribution

18:02 Incremental Testing and Media Mix Modeling

31:29 Questioning the Truth in Marketing

32:35 The Evolution of Attribution Methods

33:28 Advertiser Perspectives on Ad Networks

35:07 The Importance of Views in Advertising

36:57 TikTok's Unique Role in Advertising

42:44 Future-Proofing Measurement Strategies

45:28 The Role of Privacy in Measurement

56:06 Success Stories in Attribution

01:01:57 Future Trends in Measurement

01:08:38 Closing Remarks and Final Thoughts