e4m-Apptrove roundtable to explore the shift towards probabilistic attribution models

The exchange4media Group is set to host the exclusive e4m-Apptrove custom roundtable on September 26 in Mumbai. The session will bring together industry leaders and experts to address one of the most pressing challenges in modern marketing. With consumers frequently switching between smartphones, tablets, and desktops, the need for accurate cross-device attribution has become important now than ever before.

Driving the theme ‘The Attribution Puzzle: How to Measure Mobile Campaign Performance Accurately Across Devices’, the session is set to explore the complexities of fragmented user journeys, highlighting how traditional attribution models often fall short in capturing the complete picture. The session unpacks the complexities of cross-device tracking, from fragmented user journeys to the limitations of traditional attribution methods.

The speakers at the roundtable will explore the shift towards probabilistic attribution models and the growing significance of Apple’s SKAdNetwork for iOS, highlighting how privacy the first policies are reshaping measurement strategies.

Attendees will gain practical insights and best practices to maintain attribution accuracy from integrating multiple data sources to leveraging advanced analytics while staying compliant in a privacy-conscious environment.

During the discussion, the experts will share insights on how user journeys span devices & why traditional models fall short, key differences, pros & cons, and real-world applications, the rise of SKAdNetwork for iOS and Apple’s privacy framework, latest updates, and measurement limitations, navigating GDPR, CCPA, and platform changes without losing performance insights, leveraging multiple data sources and analytics tools, using conversion modelling to fill tracking gaps and balancing accuracy with privacy and user trust, how better measurement drives smarter budgets and ROI and more.

Our speakers include:

• Manmeet Singh, Head of Growth - Performance Marketing & Strategic Initiatives, Kissht
• Paritosh Malondkar, Assistant Vice President Marketing, Zype
• Harshit Shah, Assistant Vice President Marketing, Waaree
• Harsh Raj Singh, AVP & Head Growth Marketing, Cityflo
• Harsh Mishra, Sr Director, Head of Marketing - Hopscotch
• Siddharth Thakkar, Co-Founder & CMO, Trackk 
• Sonal Keshari, Performance Marketing Lead, Nuvama Wealth
• Amit Bhandare, Head of Marketing and Corporate Communications, Yes Securities  
• Udit Verma, Co-Founder and CMO, Apptrove