We are seeing severe impacts around privacy and the ability to measure any post-device ID kind of fingerprinting world. So, we wanted to put together a five-part series helping advertisers understand the measurement crisis and the different tools and measurement signals available. #1. The first podcast in the series will be the overview of the measurement crisis. #2. The second podcast will be the actual state of last touch and the real value that last touch is bringing you. #3. The third podcast will educate on incrementality testing and how it can be leveraged in a privacy-first world. #4. The fourth one will be the promise of MTA 2. 0 and data clean rooms. So you understand some of the more fringe benefits of tools coming to you that may impact last touch. #5. The last podcast is a summary roadmap to measurement success, helping you, the advertiser, take everything you've been educated on, turn it into action and succeed. OUTLINE: 0:00 New series: State of Measurement in a Privacy-first World introduction 2:24 Intro to the Measurement Crisis in mobile user acquisition (UA) 4:30 Recap on why we have problems attributing installs today 8:17 How incentives exacerbate the measurement problem 11:42 What is the actual impact of IDFA deprecation to UA? 16:43 Andrew believes that incrementality shows that the impact of IDFA may be a perceived rather than actual problem 22:12 Warren's dynamic polling approach, how to make goal based buying work, and overview of IDFA workarounds 31:16 What does Kwalee and other game studios do for UA now? 33:30 How to react to loss of fingerprinting 40:00 What are limitations of MMM or incrementality? 46:35 Who will be impacted most by loss of fingerprinting? 47:40 What does the future state of measurement look like? SUBSCRIBE TO GAMEMAKERS: - Newsletter: https://gamemakers.com/