Our Thinking

Apple Search Ads (ASA) has quickly become one of the most important channels for UA marketing. We’ve seen our clients increase their spending on ASA by over 100% in just the past..

Discover how an experienced UA team used Always-on Incremental Measurement (AIM) to increase scale.

After a number of years in the UA fraud space, I’ve come to recognise a well defined set of repeating personas when speaking with UA marketers. By understanding them, we gain..

Everybody, at some point, is ‘guilty’ of seeing only what they want to see. We'll miss something that's staring us right in the face if it means our life is easier by not seeing..

In this series, we debunk some of the most common myths that help convince marketers they don't have an app marketing fraud problem. No matter what buying metric you use (CPI,..

Ad fraud isn’t news to the digital advertising industry. It’s spent the past couple of years at the forefront of the conversation, but there’s another type of fraud that no one..

Apple’s SKAdNetwork is here, and from my perspective, someone who has worked in the mobile UA space for almost ten years, the whole thing is fairly confusing. There are plenty of..

In this series, we debunk some of the most common myths which help convince marketers they don't have an app marketing fraud problem. No matter what buying metric you use (CPI,..

IDFA is dead – will it take the online ad market with it? Apple are about to kill IDFA – and people are panicking about a reckoning for online ads. How will this change the UA..