AdTechGod Pod Episode 72 Summary: "Tracking the Future: Oren Canyol on Mobile Attribution, Privacy & Persistence"

In Episode 72 of the AdTechGod Pod, host Ad Tech God engages in an insightful conversation with Oren Canyol, the CEO and co-founder of AppsFlyer, a leading mobile attribution and marketing analytics platform. Released on April 1, 2025, this episode delves deep into the evolution of mobile attribution, the challenges posed by privacy regulations, and the future trajectory of advertising technology.

1. Founding of AppsFlyer: Identifying a Market Gap

Oren Canyol shares the inception story of AppsFlyer, highlighting the 14-year journey that began around mid-2011. Despite his background in software engineering, Oren recognized a critical gap in the mobile application ecosystem: the lack of effective attribution and measurement tools for app developers.

Oren Canyol [02:45]: "Attribution is really needed for mobile applications... everything that been working for mobile didn't really work for mobile applications. So it just didn't make sense to us."

Oren and his co-founder, Reshef, embarked on creating a solution that would empower app developers to understand user acquisition costs, lifetime value, and the origins of their users without relying on traditional cookie-based methods.

2. Overcoming Initial Challenges and the Aha Moment

Launching a new technology in a nascent market was fraught with skepticism. Investors and industry peers questioned the viability of mobile attribution, with some dismissing it as an unnecessary feature.

Oren Canyol [05:55]: "People didn't understand what we're doing. People understand how come something like that doesn't exist? Or people told us this is impossible."

The breakthrough came when a ride-sharing app in the UK partnered with AppsFlyer. Despite numerous clicks and impressions from various ad networks, the app saw no actual rider installs. This revelation underscored the prevalence of "junk traffic" and validated the necessity for accurate attribution.

Oren Canyol [08:00]: "We saw clicks coming from Asia, from Indonesia... they were paying for junk and they didn't even know that it doesn't deliver real users to the app."

This pivotal moment not only affirmed AppsFlyer's mission but also ignited a flywheel effect that propelled the company's growth and solidified its role in the mobile attribution landscape.

3. Navigating Privacy Regulations and Enhancing Data Security

As the digital landscape evolved, so did privacy concerns and regulations. Oren discusses how AppsFlyer proactively addressed these challenges, especially with the introduction of Apple's App Tracking Transparency (ATT) in iOS 14.

Oren Canyol [13:13]: "Privacy was always close to mind for us... we've been investing heavily in privacy and security."

AppsFlyer diversified its offerings to include privacy-preserving technologies, data clean rooms, and collaboration platforms that ensure user data is handled with the utmost security. The company's commitment to privacy not only complied with regulations like GDPR and ATT but also positioned it as a leader in ethical data practices.

Oren Canyol [16:28]: "We reinvented so many things around how we do things and the way we collaborate with the platforms and our app developers."

4. The Future of AdTech: Omnichannel Measurement and Cross-Device Solutions

Looking ahead, Oren envisions a future where omnichannel measurement becomes paramount. With consumers interacting across multiple screens—smartphones, connected televisions (CTV), tablets, and more—understanding the customer journey in a multi-device environment is crucial.

Oren Canyol [18:31]: "Omnichannel measurement is instrumental to really understand the customer journey... the triggers can come from CTV and the action can take on the phone."

AppsFlyer is heavily investing in solutions that bridge the gap between different devices and platforms, ensuring comprehensive attribution that spans across the entire consumer ecosystem. This strategic focus aims to provide advertisers with a holistic view of their campaigns, enhancing both measurement accuracy and marketing effectiveness.

5. Personal Motivation and Resilience: Building Through Adversity

Throughout the conversation, Oren emphasizes his unwavering passion and resilience as key drivers behind AppsFlyer's sustained innovation and success. Reflecting on the early days filled with rejection and doubt, he acknowledges how these challenges fueled his determination.

Oren Canyol [26:50]: "In every meeting that they told me, hey, Oren, this is bullshit... They give me more fuel to show them."

His candid recounting of past frustrations with investors and skeptics underscores a pivotal entrepreneurial trait: using adversity as motivation to persevere and excel.

Oren Canyol [27:34]: "Determination is a huge journey by some kind of a passion or some inner fire that... really gives you more power."

This mindset not only propelled AppsFlyer through turbulent times but also fostered a company culture centered around innovation, collaboration, and commitment to the ecosystem.

6. Conclusion: Insights and Final Thoughts

As the episode wraps up, Oren reflects on the journey of AppsFlyer, emphasizing the importance of adaptability and customer-centricity in navigating the ever-evolving AdTech landscape. His insights offer valuable lessons for entrepreneurs and industry professionals alike, highlighting the significance of measurable impact, ethical data practices, and continuous innovation.

Oren Canyol [21:59]: "I'm just a passionate person... thinking about the things that never going to change and what is the most important thing in life and how to enjoy this journey."

Oren's narrative is a testament to the transformative power of vision, resilience, and passion in shaping the future of advertising technology.

Key Takeaways:

• Identification of Market Gaps: Recognizing unmet needs in mobile attribution was crucial for AppsFlyer's inception.

• Overcoming Skepticism: Persistent innovation and real-world validation helped build credibility in a doubting market.

• Commitment to Privacy: Proactive adaptation to privacy regulations ensured AppsFlyer's relevance and trustworthiness.

• Future-Oriented Solutions: Emphasis on omnichannel and cross-device attribution positions AppsFlyer for continued leadership.

• Entrepreneurial Resilience: Personal passion and determination were instrumental in navigating challenges and driving success.

This episode offers a comprehensive look into the evolving dynamics of mobile attribution, the balancing act between data measurement and privacy, and the relentless drive required to succeed in the competitive AdTech industry. Whether you're an industry veteran or a newcomer, Oren Canyol's insights provide valuable perspectives on building a sustainable and impactful technology company.