AppsFlyer’s Ran Avrahamy outlines mobile measurement playbook for web fragmentation — offers marketers new solutions.

Context

AppsFlyer’s Chief Marketing Officer, Ran Avrahamy, has proposed a mobile measurement playbook to address the web’s growing fragmentation problem. Web marketers have struggled with unreliable cookies, contradictory platform self-reporting, and AI-generated discovery eating into observable traffic. Marketers seeking reliable performance measurement strategies should take note.