The Mobile vs Web User Acquisition: What Nobody's Talking About

AppsFlyer just took attribution off mobile and put it on the open web, and it might be the biggest unlock D2C web shops have seen yet. Josh Chandley talks with Adam Smart, Global Director of Product for Gaming at AppsFlyer, about the company's new web attribution product and its bigger bet on becoming a "Modern Marketing Cloud" spanning web, PlayStation, Xbox, and Oculus. Topics Covered: • AppsFlyer's new web attribution product • The shift from MMP to Modern Marketing Cloud • Why D2C web shops are the biggest day one unlock • Mobile UA mindset vs web UA mindset • Fraud and accountability on mobile vs web • Connecting web attribution to in-app ad networks CHAPTERS: 00:19 Why Web Attribution Matters 00:33 Modern Marketing Cloud Vision 03:28 Web vs Mobile Measurement Basics 03:59 Neutral Attribution and ROAS Truth 05:59 Why Launch Web Now 08:13 D2C Web Shops and Growth 11:49 Day One Studio Changes 13:38 Mobile vs Web Mindsets 15:15 Accountability and Fraud Reality 17:37 Connecting Web and In App Ads 19:54 Modern Marketing Cloud Explained 23:42 Future of UA with AI 28:32 AI Agents and Automation in Outlier 29:30 Wrap Up and Where to Learn More