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Articles
Articles and opinion pieces on all things advertising, marketing measurement, analytics and other industry insights. In this section you can also find company and team updates.
Updated May 21, 2025
Allow Tracking
App developers had the past 8 months since announcement to release, to go through the five stages of grief.
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by Maor Sadra Updated Mar 25, 2024
How To Produce Advertising That Sells
Now that we know that the tracking and measurement world...
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Updated Apr 27, 2023
Truly Unbiased Measurement
Incrementality measurement is a method marketers use to understand the value of their...
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Updated May 21, 2025
The POST IDFA Mat(c)h Problem
That opt-in popup is a thorn in the mobile advertising industry. Asking Users if they want to be tracked is probably the most sarcastic way to ask permission to do anything.
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by Maor Sadra Updated May 21, 2025
Last Touch , Media Mix, Incrementality - What’s The Difference ?
The three different methodologies are not “better” or “worse”...
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