AppsFlyer Discusses Evolving Cross-Platform Measurement Amid Privacy and AI Shifts
· 1h ago · Originally reported by MarTech Series
AppsFlyer's Director of Product, Gil Bouhnick, shares insights on how measurement strategies are adapting as customer journeys span multiple devices and channels. He highlights the growing importance of privacy, attribution, incrementality, and AI in helping marketers understand and drive growth.
Why it matters
As consumers interact with brands across various platforms, accurate measurement is crucial for marketers to allocate budgets effectively and respect privacy regulations.
Explain it like I’m new here
It's like trying to follow a friend through a maze with lots of doors—marketers need better maps to see where people go, while also respecting their privacy.
Read the original at MarTech Series
Terms in this story
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
Incrementality
Incrementality is the extra result, such as sales, installs or visits, caused by advertising that would not have happened without it, usually measured by comparing exposed and unexposed groups.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
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