For app marketers, performance measurement often comes with a familiar challenge: the numbers do not always match. An advertiser may review campaign performance in a platform dashboard, compare it with results from a mobile measurement partner (MMP), and then look at internal business intelligence systems only to find different versions of performance. These discrepancies are not new. But as AI and automation take on a greater role in campaign delivery, bidding and budget allocation, the stakes are changing. As automated systems make more optimization decisions, advertisers need confidence that those systems learn from the same conversion…
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