Marketecture Podcast: Episode 113 Summary
Title: In-app Measurement with Brian Quinn of AppsFlyer, Plus Lots of M&A News
Release Date: March 7, 2025
Hosted by: Ari Paparo and Eric Franchi, Marketecture Media, Inc.

1. Introduction to AppsFlyer with Brian Quinn [02:56 - 03:13]

In this episode, Ari Paparo and Eric Franchi welcome Brian Quinn, President and GM of AppsFlyer, a leader in the mobile attribution space. AppsFlyer provides a comprehensive suite of tools—including measurement, attribution, deep linking, fraud detection, cost reporting, and clean rooms—to assist app developers and marketers in growing their mobile businesses. With a global presence, AppsFlyer boasts a 65% market share in the mobile app marketplace and is the third most deployed SDK after Facebook and Google.

Quote:
Brian Quinn [03:13]: “We’re the market leader in the mobile attribution space, building tools to help mobile teams grow their business.”

2. The Evolution of Mobile Measurement Post-Apple ATT [04:11 - 06:07]

The discussion shifts to the impact of Apple’s App Tracking Transparency (ATT) on the mobile measurement landscape. Brian Quinn explains that while the Mobile Measurement Partner (MMP) market remains robust, Apple’s ATT framework has significantly fragmented data flows. Before ATT, deterministic data with 100% identifiers was standard. Post-ATT, marketers face challenges managing consented IDFA and GAID data, Apple Search Ads, and probabilistic data, necessitating advanced data science and modeling for unified measurement.

Quote:
Brian Quinn [05:45]: “Ad Attribution Kit has plateaued in adoption. It’s still an important signal, but by no means is it all-encompassing.”

3. Fingerprinting vs. Probabilistic Modeling [10:36 - 13:20]

The conversation delves into the contentious topic of fingerprinting in mobile attribution. Quinn distinguishes between unethical fingerprinting—creating persistent IDs without user consent—and legitimate probabilistic modeling, which uses publicly available data to predict user behavior without tracking individual identities. AppsFlyer does not support fingerprinting, aligning with privacy regulations like GDPR and CCPA.

Quote:
Brian Quinn [12:43]: “Probabilistic modeling is a critical piece of measurement methodology and it's widely used.”

4. Apple Search Ads and Industry Fairness [13:20 - 15:16]

Quinn addresses Apple's expansion into search ads within the App Store, noting that while Apple Search Ads have grown significantly, they raise concerns about transparency and fairness since Apple self-reports attribution data. AppsFlyer positions itself as an independent measurement company to provide unbiased insights, contrasting with Apple's self-reported metrics.

Quote:
Brian Quinn [14:43]: “For the mobile app economy to grow and be trusted, it needs an independent, unbiased referee.”

5. Controversies Surrounding Applovin [19:25 - 21:16]

The hosts discuss recent controversies involving Applovin, particularly allegations of sideloading—that advertisers’ apps download automatically without user consent. Quinn clarifies that preloading is a standard industry practice where apps are pre-installed by OEMs during device setup. He emphasizes that AppsFlyer views Applovin’s acquisition of Adjust, a measurement company, as a conflict of interest, potentially undermining industry trust in unbiased measurement.

Quote:
Brian Quinn [21:16]: “It’s a conflict of interest to have a media company own a third-party measurement tool.”

6. Google’s Antitrust Hearing and Its Impact [23:03 - 24:20]

As Google faces antitrust scrutiny, Quinn discusses potential outcomes, such as the separation of ad technology from major media companies to enhance competition. While the immediate impact on the mobile app ecosystem remains unclear, independent ad stacks are generally seen as beneficial for providing more choices to consumers and advertisers.

Quote:
Brian Quinn [23:40]: “Independent ad stacks give more choice to consumers and more choice to advertisers.”

7. Major Mergers and Acquisitions (M&A) News [24:34 - 48:52]

a. Publicis Acquires Lotamy [25:09 - 28:15]

Publicis made headlines by acquiring Lotamy, a pioneer in Data Management Platforms (DMP). Founded in 2006, Lotamy transitioned from a data broker to facilitating identity transactions. This acquisition strengthens Publicis’s data capabilities, especially in Europe and Asia, enhancing their global footprint.

Quote:
Eric Franchi [27:28]: “Publicis acquiring Lotamy is like the deal of the century. It’s so important.”

b. T-Mobile Acquires Bliss [28:03 - 31:05]

T-Mobile announced the acquisition of Bliss, a European Demand-Side Platform (DSP), for $175 million. Bliss specializes in location-based, non-cookie-dependent advertising, aligning with T-Mobile’s investment in digital out-of-home (DOOH) advertising. The combined entities are expected to generate over $1 billion in annual revenue.

Quote:
Eric Franchi [29:15]: “Bliss aligns with my vision for the future of DSPs—integrated testing, integrated measurement, and entirely location-based.”

c. Viant Acquires Locker [31:21 - 34:43]

Viant expanded its identity capabilities by acquiring Locker, a company focused on identity bridging and email resolution. This move enhances Viant’s identity graph and strengthens its position in the data-driven advertising landscape.

Quote:
Eric Franchi [33:58]: “Viant acquiring Locker bolsters their identity graph, making it more robust.”

d. Management Buyout of RGA from IPG [34:43 - 35:54]

RGA, a renowned creative agency under IPG, successfully completed a management buyout, becoming an independent entity backed by private equity. This transition is anticipated to invigorate RGA’s creative endeavors and strategic direction.

8. Amazon Launches Complete TV [35:54 - 38:11]

Amazon introduced Complete TV, a unified platform for managing both linear and streaming TV ad buys. This tool integrates Amazon’s marketing cloud with TV advertising, enhancing ROI and performance measurement in connected TV (CTV) campaigns. The platform positions Amazon as a formidable player in the DSP market, challenging established entities like MediaOcean and Trade Desk.

Quote:
Brian Quinn [38:11]: “This can really accelerate the whole CTV space by driving more efficiency and effective media planning.”

9. Mountain’s IPO and Creative Agency Landscape [35:54 - 48:52]

The hosts discuss Mountain’s upcoming IPO, highlighting its pivot from acquiring creative agencies to focusing on AI-driven advertising solutions. Ryan Reynolds, Chief Creative Officer, is noted for his role in merging creative capabilities with advanced attribution technologies. The shift reflects the rapid advancements in AI, enabling swift creative generation and interactive consumer experiences.

Quote:
Ari Paparo [44:15]: “Using AI, what you can create in 30 seconds is mind-blowing compared to manual creative processes.”

10. Closing Remarks and Community Highlights [48:52 - End]

Ari and Eric wrap up the episode by acknowledging industry veterans and promoting the Marketecture Media community. They emphasize the importance of staying informed through the Marketecture TV website, newsletter, and Slack community.

Final Quote:
Eric Franchi [48:45]: “Your favorite podcasting thanks for listening to the Marketecture Podcast. New episodes come out every Friday.”

Key Takeaways:

• AppsFlyer’s Leadership: As a dominant player in mobile attribution, AppsFlyer navigates the complex landscape shaped by Apple’s ATT, emphasizing the shift towards data science and probabilistic modeling.

• Industry Fairness and Transparency: The acquisition of measurement companies by media conglomerates like Applovin poses challenges to unbiased industry measurements, with AppsFlyer advocating for independent oversight.

• Significant M&A Activity: The year 2025 has seen strategic acquisitions, including Publicis’s purchase of Lotamy and T-Mobile’s acquisition of Bliss, reflecting the industry's focus on data capabilities and location-based advertising.

• Amazon’s Expansion into TV Advertising: With the launch of Complete TV, Amazon is set to revolutionize the CTV advertising space, leveraging its vast data and inventory to compete with established DSPs.

• AI’s Impact on Creative Advertising: Mountain’s transition to AI-driven solutions underscores the rapid technological advancements transforming creative processes in advertising.

This episode provides a comprehensive overview of the current state and future directions of in-app measurement, the evolving ad tech landscape, and significant M&A activities shaping the advertising and marketing industries.