Last Click Attribution
Last click attribution is an attribution tracking model where an app installed by a mobile user is attributed to the publisher generating the last click.
The model has become insufficient because it became open to mobile ad fraudsters because of its technical barriers. Today, fraudsters manipulate the last click easily with mobile ad fraud methods including click injection and click spamming. Multi touch attribution has become much more reliable for mobile advertisers to prevent fraud.
Get Featured On Mobile Marketing Reads!
We help companies in the mobile marketing ecosystem to reach a qualified, engaged audience for branding, thought leadership,and lead-generation.
LATEST MOBILE MARKETING NEWS
in Deals and IPOs, News2025 in Review: Top AdTech M&A Deals That Shaped the Industry
2025 proved to be a defining year for consolidation, strategic growth, and capital deployment across mobile marketing, ad tech, retail media, and AI-driven engagement platforms. From major buyouts and acquisitions to standout funding rounds that signaled investor confidence, the industry experienced an active 12 months of transformative dealmaking. Below, we break down the top deals […] More
- in News, Trends & Reports
UK games market records strongest growth since 2020 as mobile spending lifts 2025 revenue to £5.4bn
UK consumer spending on video games rose to £5.4 billion in 2025, marking a 7.4% year-on-year increase and the strongest annual growth the sector has seen since the pandemic-driven surge of 2020, according to new figures from the Entertainment Retailers Association (ERA). Data compiled by ERA using sources including NielsenIQ/GfK Entertainment, Omdia, and GSD/IFSE shows […] More
CES 2026: Roblox introduces new Homepage ad format and broadens programmatic buying
Roblox used CES 2026 to outline the next phase of its advertising strategy, unveiling a new homepage ad format and announcing expanded programmatic partnerships aimed at brands seeking to reach Gen Z and Gen Alpha audiences through interactive environments. The company introduced a premium Homepage Feature, a CPM-based ad placement positioned at Roblox’s main entry […] More
