View-Through Attribution
View-through attribution (VTA) is based on ad impressions instead of ad clicks in order to attribute an install or an event. Understanding the effectiveness of impression based campaigns and using it with click data within a given attribution window helps to understand the quality of impressions.
Measuring view-through attribution to support click events helps mobile advertisers avoid click-based mobile ad fraud types. It is also a powerful tool to let advertisers measure the performance of mobile advertising campaigns.
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Apple introduces subscription retention offers to help app developers reduce cancellations
Apple has introduced a new subscription retention feature that allows app developers to display personalized messages and promotional offers when users attempt to cancel their subscriptions. The feature, called Retention Messaging, is now available for auto-renewable subscriptions, giving developers an opportunity to reach subscribers before they complete the cancellation process. The rollout follows Apple’s earlier […] More
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Apple to require 18+ App Store ratings for dating apps and AI romantic companions
Apple is introducing new App Store age rating requirements that will assign a minimum 18+ rating to dating apps and virtual companion apps featuring romantic or sexual interactions. The changes will take effect on November 16 and require developers to disclose whether their apps include dating, relationship or real-world location-sharing features. Under the updated age […] More
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in Deals and IPOs, NewsAffle to acquire Perion for $420 million to expand global adtech business
India-based advertising technology company Affle has entered into a definitive agreement to acquire Perion in an all-cash transaction valued at approximately $420 million, combining Affle’s mobile performance advertising operations with Perion’s capabilities across retail media, connected TV (CTV) and digital out-of-home (DOOH) advertising. The agreement will see Affle’s Israel-based subsidiary, Affle 3iL, acquire all outstanding […] More