Adjust chief technology officer Paul Muller had a warning for attendees at our recent GamesBeat Summit 2017 event when it comes the future of user acquisition and attribution — or advertising to get users and figuring out where they are coming from.
Adjust helps mobile game and app developers figure out who among the ad networks is responsible for driving users to their app.
Muller noted that “data is the new oil,” but clients are often giving away data rather than treating it as something really valuable.For instance, Adjust found that the top 200 apps share their raw data for all users with 10 partners. Many apps even share revenue events, such as in-app purchases, with data networks.
“That’s a problem because many times you share your data with advertising networks that have a severe conflict of interest when managing your data,” Muller said. “Sure, they can monetize it…
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