Measurement and analytics

Mobile measurement partner (MMP) and end-to-end app marketing analytics suite spanning six named products: Measure (mobile, web, CTV, PC and console attribution), Analyze (Datascape, AI-powered analytics and reporting), Engage (deep linking via TrueLink), Recommend (AI-driven, next-generation measurement), Automate (marketing operations automation), and Protect (mobile ad fraud prevention). Positioned by AppLovin at acquisition as continuing to operate as an independent, distinctly branded subsidiary, though it now sits inside AppLovin's corporate structure alongside AppLovin's own advertising and game-publishing businesses.

Independent mobile measurement partner (MMP) and marketing analytics cloud spanning four suites: Measurement (mobile, web, CTV and PC/console attribution, incrementality, fraud protection, creative and product analytics), Deep Linking (web-to-app, QR-to-app, email/text/referral/social-to-app, deferred deep linking), Data Collaboration (data management, audience activation, retail media measurement, data clean room), and Agentic AI (Agent Hub, MCP, AI Assistant).

Omnichannel measurement and attribution platform combining mobile measurement partner (MMP) services with marketing mix modeling, deep linking, fraud prevention, and a Supply Performance System for publishers (Atlas Performance). Vendor-stated: processes 10+ billion events daily across mobile, web, CTV, out-of-home and offline channels within a single attribution engine, and offers Free App Analytics for early-stage apps alongside its full paid platform.

Cross-media audience measurement platform unifying TV, streaming, digital and audio audience data into one currency-grade view. Sits alongside Nielsen's broader solution set: Media planning (audience segmentation, market intelligence, scenario planning), Marketing optimization (marketing outcomes, sports and games measurement), and Gracenote content metadata (audio, sports and video metadata, contextual video data).

The process of assigning credit for a conversion or business outcome to one or more marketing interactions.

The rules used to determine how conversion credit is distributed across marketing interactions.

The sequence of marketing interactions that occurred before a conversion.

An experiment that compares advertising exposure and outcomes across defined geographic areas, typically holding some regions out as a control.

A measurement approach that isolates the additional (incremental) outcome caused specifically by an ad campaign, versus what would have happened anyway without it.

A controlled experiment designed to determine whether advertising generated outcomes that would not otherwise have occurred.

An attribution model that assigns conversion credit to the final recorded click before conversion.

An approach that distributes conversion credit across multiple marketing interactions.

Distortion caused when the people exposed to advertising differ systematically from those who are not exposed.

ChatGPT Ads went live across Southeast Asia and Taiwan this week with all five holding companies signed on and a $1 billion run rate behind it. The popular read is that measurement isn't ready. The more useful read is that measurement exists, and every number in it comes from OpenAI or its commercial partners.

Apple just launched its first foldable phone, the iPhone Duo, with the same saturating, unskippable marketing push it's used for four decades, nine days into a new CEO's tenure, with no change of approach at all. That's not a famous brand being oddly insecure. It's a precise distinction most casual observers miss between two entirely different kinds of memory.

Enterprise framework for governing attribution, journey analysis, conversion credit, incrementality, counterfactual design, causal interpretation, quality assurance, decision ownership, and investment action across Display & Video 360.

Enterprise framework for extracting, validating, interpreting, communicating, governing, and improving reporting from Display & Video 360.

Enterprise operating framework for measurement design, Floodlight governance, attribution, reconciliation, reporting, experiments, incrementality, privacy, and measurement QA in Display & Video 360.

Enterprise framework for designing, implementing, validating, governing, interpreting, and improving measurement across Meta advertising activity.

Govern how Meta conversion credit, customer journeys, causal impact, and commercial value are defined, reconciled, tested, reported, and used for investment decisions.

Govern how Meta signal sources, event quality, customer identifiers, matching, deduplication, consent, identity coverage, data access, diagnostics, and downstream business outcomes are designed, validated, monitored, improved, and audited.

Govern how Meta campaign data is validated, interpreted, converted into business insights, communicated to stakeholders, and translated into accountable action.