Ep. 72 Tracking the Future: Oren Kaniel on Mobile Attribution, Privacy & Persistence

In this episode, Oren Kaniel, CEO and co-founder of AppsFlyer, shares insights into the evolution of mobile attribution and marketing analytics over the past 14 years. He discusses the initial gap in the market that led to the creation of AppsFlyer, the pivotal moments that validated their approach, and the challenges faced in navigating user privacy regulations. Oren emphasizes the importance of passion and persistence in entrepreneurship, highlighting how these qualities have driven him and his team to innovate and adapt in a rapidly changing industry.

Takeaways

Oren Kaniel co-founded AppsFlyer to address a gap in mobile attribution.

The mobile app ecosystem lacked measurement tools, leading to ineffective marketing strategies.

The 'aha moment' for AppsFlyer came when they revealed the inefficacy of ad clicks and impressions.

Privacy regulations have significantly impacted data collection and attribution methods.

Oren emphasizes the importance of passion in driving innovation and overcoming challenges.

The mobile marketing landscape is evolving towards multi-channel solutions.

AppsFlyer has become a leader in privacy-enhancing technologies for measurement.

The company faced initial skepticism from investors about the viability of mobile attribution.

Oren's journey reflects the importance of resilience in entrepreneurship.

The future of mobile marketing will focus on privacy-preserving measurement solutions.

Chapters

00:00 The Birth of AppsFlyer

05:11 Identifying Market Gaps

10:58 The Aha Moment in Attribution

14:50 Navigating Privacy Regulations

20:03 The Future of Mobile Marketing

25:04 Passion and Persistence in Entrepreneurship

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