The MMP after IDFA: what still binds an install
Probabilistic matching did not vanish. It got quieter, and easier to over-trust.
Notes
Writing from the desk
Short essays used in class. They assume you already have an MMP login and a reason to distrust it.
Geo-holdouts for grocery apps that actually ship
A Yorkshire test that survived legal review and a stubborn media agency.
SKAN ladders are an operations problem
Bit budgets fail in the same week product ships a new paywall, unless someone owns the map.
Privacy Sandbox numbers will not save a broken app join
Chrome aggregation is not a substitute for an event taxonomy you still have not named.