Season 7, Episode 21: The AppsFlyer investment and the new dynamics of mobile attribution (with Olivia Kory)

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 Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast: - ⁠⁠INCRMNTAL⁠⁠⁠. True attribution measures incrementality, always on. - Xsolla⁠. With the Xsolla Web Shop, you can create a direct storefront, cut fees down to as low as 5%, and keep players engaged with bundles, rewards, and analytics. - ⁠Branch⁠. Branch is an AI-powered MMP, connecting every paid, owned, and organic touchpoint so growth teams can see exactly where to put their dollars to bring users in the door and keep them coming back Interested in sponsoring the Mobile Dev Memo podcast? Contact [Mobile Dev Memo advertising](mailto:advertising@mobiledevmemo.com). The Mobile Dev Memo podcast is available on: - Spotify - YouTube - Apple Podcasts