Why media mix modeling is becoming essential for predictive ROAS measurement

Gary Danks, GM, AIM by Kochava For years, app marketers have leaned heavily on last-touch attribution as the foundation of their measurement strategy. It’s fast, familiar and baked into most performance workflows. But as privacy regulations expand, identifiers disappear and user journeys grow more nonlinear, last-touch attribution’s blind spots are becoming impossible to ignore…
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