Ran Avrahamy, Chief Marketing Officer, AppsFlyer
Web marketers have spent years building performance measurement on a foundation that is increasingly hard to trust. Cookies are unreliable, platform self-reporting is contradictory and AI-generated discovery is eating into observable traffic. And the signals that once made the web feel legible — referral paths, session data, conversion events — are becoming fragmented.
None of this is new to anyone who has run mobile campaigns.
Mobile developed a measurement discipline that web marketers increasingly need: independent attribution, structured conversion signals, server-side postbacks and feedback loops that support in-flight optimization across fragmented platforms. The web is larger and has a more mature ecosystem of platforms and point solutions, so mobile got to the harder measurement problem first.
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