Mobile Attribution

The report found that ad fraud in the UAE fell 46% on iOS and 23% on Android, but fraudsters are increasingly shifting activity to organic traffic and other less-monitored channels.

Roberto Andrès Louback talks about building brand trust through consistency, avoiding attribution errors by separating correlation from causation, and how AI models and agents are transforming creative optimisation and marketing experimentation.

As platform fees rise and acquisition costs climb, subscription apps are moving conversion upstream. The results are hard to ignore.

The report highlights rising user consent, growing iOS ad spend, and the effectiveness of consent-driven marketing approaches.