Discrepancies are nothing new to the digital advertising marketplace, so why are they such a concern for mobile campaigns in particular? As the digital advertising industry has matured, standards have been created and adopted, vendor offerings and tracking have become more consistent, the internet has become faster and more stable and as a result the difference between two parties’ counts has decreased to an acceptable percentage (most of the time).
The mobile ecosystem is not quite there, yet. Sometimes you will experience a close 5% difference while other times you many see a shockingly high difference of over 50%. Why such a variance? An array of devices, operation systems and versions, applications and even new behaviors are now part of the mix. Not to mention . . .
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