AppsFlyer vs Wicked Reports

AppsFlyer's Gil Bouhnick on Cross-Platform Measurement Evolution

In this MarTech Series interview, Gil Bouhnick, Director of Product at AppsFlyer, shares insights on how cross-platform measurement must evolve as customer journeys fragment across devices and channels. He emphasizes the need for unified data views, consistent definitions, and customer-centric measurement. Bouhnick discusses the importance of distinguishing between observed and modeled data due to privacy constraints, and advises against building custom attribution models, favoring vendor solutions and experimentation. He highlights the shift from device-level to customer-level measurement, essential for AI-driven optimization. The interview covers practical advice for early-stage founders on owning first-party data and building privacy-compliant systems. The article includes promotional content about AppsFlyer's capabilities and Bouhnick's background.

• Gil Bouhnick is Director of Product at AppsFlyer.
• The interview is published on MarTech Series on October 14, 2026.
• Bouhnick advises against custom attribution models, favoring vendor solutions.

TikTok Attribution Source Optimization Aligns Measurement and Bidding

TikTok introduces Attribution Source Optimization for app advertisers, allowing them to select their preferred attribution source (e.g., MMP) to inform campaign optimization. This addresses discrepancies between platform and MMP reporting by aligning measurement and bidding signals. Features include support for Adjust, AppsFlyer, Singular, and upcoming integrations with Airbridge, Branch, Kochava, and Tenjin. Alpha testing with iOS gaming app That's My Seat showed an 18% lift in Day 0 tROAS and 15% increase in billing ratio. The move aims to give advertisers more control as AI-driven automation increases, ensuring optimization uses the same conversion signals marketers trust for performance evaluation.

• TikTok launches Attribution Source Optimization for app advertisers.
• Solution available with Adjust, AppsFlyer, and Singular; integrations with Airbridge, Branch, Kochava, and Tenjin in development.
• Alpha test with That's My Seat showed 18% lift in AppsFlyer-reported Day 0 tROAS and 15% increase in billing ratio.

Mobile Mavens Debate Cloud Gaming Future, Ad-Supported Access

The Mobile Mavens, a panel of gaming industry experts, discuss the current state and future of cloud gaming. Key points include that while the technology works, infrastructure limitations like latency and inconsistent connectivity hinder widespread adoption. Experts highlight rising hardware costs as a potential driver, but note that streaming costs and server capacity issues, exacerbated by AI demand, pose challenges. Ad-supported access, as tested by Microsoft and offered by GeForce NOW, is seen as a promising model to subsidize hardware costs and lower entry barriers. Analysts from Ampere estimate the pure-play cloud gaming market at $620M in 2025. The panel debates whether cloud gaming will replace consoles or become a complementary layer, with some seeing usage limits as a sign of economic strain.

• Ampere Analysis estimates the pure-play cloud gaming market at $620M in 2025, about 0.3% of global games spend.
• Microsoft is testing ad-supported access for Xbox cloud gaming and has introduced monthly usage limits for Game Pass subscribers.
• Experts cite rising hardware costs as a potential driver for cloud gaming adoption.

Wicked Reports 2.0 October Release: 6 New Features

New blog posts added: 'The Paid Traffic Truth: YouTube new customers nearly triple in value in 30 days' and 'Wicked Reports 2.0 October Release: 6 New Features'.

Wicked Reports 2.0 October Release: 6 New Features

New in Wicked Reports 2.0 : More credit for the ads that start the journey, not just the ones that finish it.

Seasonality Adjustments Backfire on Black Friday

An analysis by Optmyzr, based on 5,886 Google Ads accounts during Black Friday-Cyber Monday (BFCM) 2024, reveals that advertisers using seasonality adjustments experienced a 34% increase in CPCs and a 15.7% decrease in ROAS, while those who did not saw only a 17% CPC rise and a 5.7% ROAS increase. The pattern held across 2022 and 2023. The study suggests that seasonality adjustments for widely recognized events like Black Friday are counterproductive because Google's Smart Bidding already anticipates the lift, leading to overbidding. Instead, the article recommends using guardrails, such as alerts and policies, and leveraging AI assistants via Optmyzr's MCP for portfolio-wide monitoring and management. It also highlights the importance of clean conversion tracking and adjusting tROAS targets for volume, not seasonality adjustments.

• Optmyzr analyzed 5,886 Google Ads accounts during Black Friday-Cyber Monday 2024.
• Advertisers using seasonality adjustments saw CPCs rise 34% and ROAS fall 15.7%.
• Advertisers without adjustments saw CPCs rise 17% and ROAS rise 5.7%.