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Whitepapers
Dive deeper with our white papers, where we investigate and explain the advertising industry, marketing measurement, attribution, analytics and other industry insights.
Updated Oct 25, 2025
It's Coming!
The move taken by Apple to deprecate the IDFA won them a lot of positive consumer...
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Updated Aug 26, 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 Aug 26, 2025
How To Produce Advertising That Sells
Now that we know that the tracking and measurement world...
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Updated Aug 26, 2025
Truly Unbiased Measurement
Incrementality measurement is a method marketers use to understand the value of their...
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Updated Oct 26, 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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