Unbiased measurement: A north star for mobile and app marketers in 2024

Ran Avrahamy, CMO of AppsFlyer, on why brand and marketing teams must prioritize trust to succeed in a rapidly-changing ecosystem.

After spending the other week in Las Vegas for one of the premier mobile marketing industry events, MAU, I was struck by a few things when it comes to marketers’ challenges at the moment. 

While there has been speculation on the efficacy of AI for marketing and other industries, mobile marketers and creatives are all-in on the technology. There was a comment from MobilityWare’s VP of marketing, Zach Pond, who said that “this version of AI is the best you’ve used in your life but is the worst you’ll use for the rest of your life.” Putting this in perspective was helpful for many marketers who might want or expect more from the nascent technology.

Marketers continue to prioritize a number of key issues pertaining to privacy technology within their tech stack. For years there has been a countdown to the beginning of cookie deprecation on Google Chrome and other browsers. As these changes become reality, marketers have been grappling with how to combat even more signal loss. 

The issue came up early and often, in content onstage at the event, in the hallways and more formal conversations. Marketers are seeking ways to better understand insights from customers, and tap into more from advertising entities (publishers, retailers, and more) that have first-party data.

Beyond that, new channels for data collaboration have taken hold in mobile marketing similar to digital – retail and commerce media came up repeatedly as a priority for brands in 2024. 

The potential is immense, and yet, represents another piece of a tech stack, or a new vendor to work with. Marketers shared their frustrations with so many aspects of their tech stacks not working together, or with the way that they integrated into their systems. 

This highlighted a trend that has been troubling the industry – martech and adtech companies who aren’t quite “trustworthy” with customer data. Whether this is because they are utilizing this data to build out other products of theirs, if they are acting as data brokers, or because they are not privacy-first at their core, there should be a prioritization to leave the customers’ data (or in this case, the brands’ data) alone without using it to benefit the tech vendor.

For brands and marketing teams, selecting vendors that are truly unbiased and independent for their marketing technology stack is perhaps more important than ever, providing decision-makers with the peace of mind – and competitive advantage – to make the most of their data. As the marketing landscape evolves and becomes increasingly complex, competing interests inevitably arise. It is essential that technology vendors remain laser-focused representing the interests of brands and marketing teams.

Data is currency: Protecting it preserves your competitive edge

In the digital realm, and throughout the advertising and marketing world, data reigns supreme. Whether first-party data is coined the “new oil” or “hottest currency” is not the point – we all know what intrinsic value this data holds. Marketers hold a treasure trove of user information, and its protection is, or should be, non-negotiable. 

Components of marketers’ tech stacks, whether they are data clean room providers, measurement partners, a CRM or email service provider, should always have customers’ best interests at heart. Privacy regulations demand it, and users deserve it.

But there’s more at stake. Ensuring that your company’s data remains untainted by indirect use from competitors or biased pieces of the ecosystem is crucial. Imagine playing a high-stakes game with both media companies and measurement platforms under the same business umbrella — a risky gamble. The potential for conflict of interest looms large.

The trust factor in the privacy era

Trust is the bedrock of any relationship, and in the privacy-driven landscape, it’s paramount. However, privacy regulations have led to data minimization, compromising the completeness of raw data. We’ve seen industry leaders like Apple and Google make first-party data more paramount through ATT and cookie deprecation in the meantime.

Filling these gaps is akin to solving a complex puzzle, and misinterpretation risks abound. Even with solid solutions like media mix modeling, we’re left with fragmented data sources — no single source of truth. In 2024, achieving confidence in data accuracy is no easy feat. Trust hinges on having an unbiased partner who can navigate this intricate terrain together with you.

Independence and unbiasedness: The true partnership

In the age of AI, signal loss, and a push for first-party data, a measurement partner and the rest of your tech stack must be more than a mere service provider. They must be a true growth partner—one you fully trust. 

Independence and unbiasedness redefine the meaning of partnership. You should not have to worry about having a partner who is using your data to enrich other aspects of their business. Your measurement partner should be the beacon of accuracy and integrity, providing you with the capabilities to untangle the complexities of data with confidence and precision.

Trust, independence, and unbiasedness are the cornerstones of a successful tech stack partnership. In 2024, when data is king and privacy shapes the landscape, a measurement partner must be more than one that offers a service; they must be your compass in uncharted waters.