— Topic —
2 receipts tracked • 100% industry hit rate
— Filed —
RECEIPT #ARI-PA
FEB 02, 2026
PREDICTION BY
Ari Paparo“Experimentation and advanced modeling are replacing traditional attribution as cookies disappear.”
FOLLOW-UP
Marketers have increasingly adopted incrementality testing, geo-lift experiments, and ML-based models in place of cookie-dependent multi-touch attribution. This matches the direction Paparo described, reflecting an ongoing shift.
ORIGINAL SOURCE
www.youtube.comRECEIPT #ERIC-B
JAN 03, 2024
PREDICTION BY
Eric Benjamin Seufert“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.
ORIGINAL SOURCE
Mobile Dev Memo