How mobile’s measurement playbook is solving the web’s fragmentation problem

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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‘Trust becomes the product’: Marketers grapple with Google’s new suite of AI-powered ad agents

First comes innovation, then comes transparency. At least that seems to be Google’s approach as the tech behemoth enters its agentic era.

At Google Marketing Live (GML) yesterday, Google announced a new souped up suite of agentic ad tools backed by its LLM, Gemini. Google plans to roll out more ads in AI Mode in the coming year, including ads with AI explainers and shopping ads with AI-generated product explainers.

Google execs also announced “Ask Advisor,” an agent built with Gemini that works across Google properties. For example, a marketer looking for new customers can prompt Ask Advisor to pull product details, set up the campaign and surface insights from Google Ads and Google Analytics.

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