258. Unlocking Attribution with TikTok and AppsFlyer

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