In this new episode of the Mobile Dev Memo podcast, I’m talking to Maor Sadra, CEO of INCRMNTAL, On a probabilistic attribution for mobile advertising and why bad incentives prevent advertisers from rejecting it. We also talk about Media Mix’s models and Facebook’s efforts to drive Robyn’s adoption, its open source measurement product, and post-ATT advertising budget diversification.
As always, the Mobile Dev Memo podcast is available at:
Mobile fingerprinting is a pretty controversial topic right now. I have Write about God practice At length, however, it is worth noting that my general thesis regarding the provision of a fingerprint by Apple has so far been proven incorrect. I believed that Apple would monitor the use of device parameters for installation reference purposes – because Apple has made it very clear that using such parameters contradicts ATT policy – but so far, it has not. And given the amount of time that has passed since the introduction of the ATT, it does not appear to be Apple desire Police the practice of attributing probabilistic installation using device parameters (read: fingerprint), at least using the mechanisms available to it, as I describe here.
The recent earnings season has given stock analysts the opportunity to ask technology CEOs about the long-term viability of probabilistic attribution using device parameters. But, to the best of my knowledge, no one has. Does Apple really care about fingerprints? Maybe it’s not – Fingerprint does not allow the “flow of events”, as I called the conversion viewing process to build user profiles, so it is possible that Apple continues to look the other way when advertising technology providers perform this.