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
