Posts tagged with: growth
3 posts
Mobile Attribution in 2026: Beyond the MMP
Before App Tracking Transparency (2021), Mobile Measurement Partners (MMPs) operated with deterministic precision. The IDFA allowed for a direct connection between an ad impression, an install, and an in-app event, making MMPs the "single source of truth". Post-ATT, with IDFA opt-in rates hovering between 15-30%, that model collapsed. MMPs migrated to probabilistic attribution using IP addresses, timestamps, and device characteristics to make "educated guesses". Meanwhile, SKAN (SKAdNetwork) offers deterministic but aggregated data, often with 24-48 hour delays that hinder daily optimization. The result: The "Big Five" dominant MMPs (AppsFlyer, Adjust, Branch, Kochava, Singular) now primarily display what ad networks send them. Real attribution is now performed by Meta, TikTok, and Google using their own proprietary models.
ChatGPT Ads: The Rise of Answer Engine Marketing (AEM)
The launch of ads in ChatGPT marks the transition from Search Engine Marketing (SEM) to Answer Engine Marketing (AEM). This shift will impact performance measurement, especially in Latin America, where deployment is expected by late 2026. Success will depend on brands' ability to become the suggested answer, prioritizing semantic influence over traditional click bidding.
The click tax: The trap of Retail Media fragmentation in LATAM
If you are a mass consumption brand in Latin America, you are not buying advertising; you are paying a "data toll" to each retailer separately. Retail Media is the great promise of the decade, but the lack of standards is creating a black hole in marketing budgets. This post analyzes why your reports from Mercado Ads and Rappi are never going to match and how to avoid being charged three times for the same sale.
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AMBASSADORS.
Zenda in the world.
EUROPE
Julián Iglesias Bello
US & LATAM
Julian Chadwick