Author: Seb Joseph

Maya Raichoora built her career on short videos that teach people to visualize — the technique she credits with getting her walking again after years in hospital.

The videos took her Instagram past 600,00 followers and led Nike to make her its first mental fitness trainer in 2024. Now, she runs an event for her following every month and expects that to carry the next stage of her career. “I do think the future is going to be in real life,” she said at an event last week hosted by MKTG Sports + Entertainment and Rising Ballers on the future of creator marketing in sports. 

Raichoora is already putting that into practice. She’s moving her followers off Instagram, the platform that built her audience, and into a monthly event she believes will outlast anything she posts. 

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For app marketers, performance measurement often comes with a familiar challenge: the numbers do not always match.

An advertiser may review campaign performance in a platform dashboard, compare it with results from a mobile measurement partner (MMP), and then look at internal business intelligence systems only to find different versions of performance. These discrepancies are not new. But as AI and automation take on a greater role in campaign delivery, bidding and budget allocation, the stakes are changing.

As automated systems make more optimization decisions, advertisers need confidence that those systems learn from the same conversion signals they trust to evaluate performance. Increasingly, the challenge is not simply measuring more. It is aligning measurement and optimization around an advertiser’s chosen source of truth.

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