AppsFlyerBeyond walled gardens: one view to maximize retail media performance
Summary
Retail media networks (RMNs) have excelled in onsite advertising but struggle with offsite expansion due to measurement fragmentation, unclear attribution, and double-counting. A leading marketplace example shows 60% mobile and 40% web conversions, with separate reports from Meta and Google forcing manual consolidation. AppsFlyer's Data Collaboration Platform (DCP) tackles this by integrating mobile and web data, using user-level engagement and last-touch attribution with deduplication across onsite and offsite channels.
Web conversions are validated by click ID and timestamp, ensuring each conversion is shared only once. This unified view allows RMNs to optimize spending, eliminate guesswork, and confidently scale offsite efforts. Actionable takeaways: provide a single source of truth, implement smart deduplication, simplify reporting, and measure across all channels.
Clear measurement unlocks offsite potential for RMNs.
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