You don’t know what you don’t know – The true cost of data inaccuracies

Summary

This article highlights critical data discrepancies in mobile marketing, stemming from differences between MMPs and SRNs in attribution models, lookback windows, and event timing. It emphasizes the need for a single source of truth to consolidate data from silos, especially post-SKAdNetwork. Incomplete cost and revenue data, fraud, and mis-attribution further skew ROI.

Solutions include leveraging raw data, data clean rooms, and proper collaboration with MMPs to ensure accurate measurement, optimize ad spend, and avoid wasted budgets.