The short version

Eric Seufert predicted on January 3, 2024: “In 2024, I expect more mobile advertisers to lean into probabilistic attribution and modeled measurement solutions outside of SKAN, despite the ecosystem’s continued uncertainty.” Verdict: Called it. Industry coverage and vendor reports from 2024-2025 indicate a clear trend of increased adoption of probabilistic and modeled measurement solutions by mobile advertisers, particularly due to…

Prediction by

Eric Seufert

On January 3, 2024

“In 2024, I expect more mobile advertisers to lean into probabilistic attribution and modeled measurement solutions outside of SKAN, despite the ecosystem’s continued uncertainty.”

Follow-up

Industry coverage and vendor reports from 2024-2025 indicate a clear trend of increased adoption of probabilistic and modeled measurement solutions by mobile advertisers, particularly due to privacy constraints and SKAdNetwork limitations. This aligns with the prediction.

From the High Caliber AI network — see the AI for PR module in the course.