The Importance of Probabilistic Attribution in Small and Medium-Sized Merchants

Greylock general partner Mike Duboe talks with Treat CEO Matt Osman, Fermat CEO Rishabh Jain, and independent analyst, consultant and investor Eric Seufert about the changing world of commerce performance marketing following the passage of ATT. For years, targeted ads meant the mechanisms to grow an ecommerce brand were relatively simple, accessible, and fast-acting. But the passage of Apple's App Tracking Transparency policy in 2021 turned that world on its head. Now, companies have gotten creative about the ways they reach their audience, which has given rise to a class of startups like Treat and Fermat that provide the tooling and platform to develop, test, and iterate marketing campaigns.

You can read a transcript of this conversation here: https://greylock.com/greymatter/the-post-att-world/

Learn more about your ad choices. Visit megaphone.fm/adchoices