Mobile Gaming Measurement in 2026: What's Actually Working?

In this PocketGamer.biz episode, host Peggy Anne Salz sits down with Martzel de Domingo, Head of Global Media and UA at Ubisoft, to unpack the tricks and traps marketers need to watch as measurement evolves and last-click attribution stops telling the full story.Martzel also shares how Ubisoft approaches measurement for large mobile IP launches like Rainbow Six Mobile and The Division Resurgence, balancing performance, brand, creators and CTV across the funnel.You’ll learn: Why CPI and ROAS alone fall short, and how Ubisoft measures growth more holistically by factoring in incrementality, organics, K-factor and the true impact of multi-channel campaigns What rebuilding a privacy-first measurement stack looks like in practice, from navigating regulation to working with fewer but higher-quality signals Where AI and automation add real value today, including creative production, modelling support and MMM inputs, and where human judgment still matters most The non-negotiables of a modern growth stack, including strong LTV foundations, incrementality testing and independent frameworks that help teams make confident decisions beyond attribution** Let's Connect **👉🏻 X - https://x.com/pgbiz 👉🏻 LinkedIn Group - https://www.linkedin.com/showcase/pocketgamer-biz/?originalSubdomain=uk 👉🏻 Facebook - https://www.facebook.com/PGbiz👉🏻 Website - https://www.pocketgamer.biz Check out more world-class speakers sharing their insights and expertise at one of our events. You can find details of our next event here - https://www.pgconnects.com/next-event