رونوشت کامل AppsFlyer Can Now Measure Sales From ChatGPT & Claude

to be able to measure it. 00:02:04.000 --> 00:02:04.319 Yes. 00:02:04.560 --> 00:02:22.719 What we're announcing is actually the ability to measure both earned and paid across a lot of the AI engines, whether that be chat, Claude, but if you're a marketer, you get the same benefit that you always had with AppFly, which is the deduplicated neutral measurement, the ability to optimize based on the signals that pass through that. 00:02:23.039 --> 00:02:29.039 But now new channel and new discovery path so you can continue to optimize and grow and understand what's working and what's not. 00:02:29.280 --> 00:02:31.360 And I think that's really so timely. 00:02:31.520 --> 00:02:34.240 I have had publishers on mobile groove. 00:02:34.479 --> 00:02:37.120 I pose the question A year from now, what do you want to do? 00:02:37.199 --> 00:02:40.000 Do you want to be by more users, by more consumers? 00:02:40.400 --> 00:02:47.360 Or do you want to be found recommended and put in front of consumers through an AI bot? 00:02:47.439 --> 00:02:49.520 And they're like, we want bot traffic. 00:02:49.919 --> 00:02:51.680 And I thought that was so intriguing. 00:02:51.919 --> 00:02:55.280 When you measure this, what metrics are we looking at? 00:02:55.759 --> 00:03:04.159 I think most marketers are ultimately trying to answer one very simple question is did I my investment or my marketing deliver a sale, a purchase? 00:03:04.400 --> 00:03:12.639 So I think where marketers ultimately want to get to is being able to understand, did that as a new search and discovery channel convert to a transaction, right? 00:03:13.199 --> 00:03:16.000 That doesn't mean every campaign needs to be the same, right? 00:03:16.240 --> 00:03:19.199 You have differing campaigns across what you're trying to achieve. 00:03:19.439 --> 00:03:22.000 If you're an automotive company, maybe you want to book test drives. 00:03:22.159 --> 00:03:28.000 If you're a travel company, you want someone to book a holiday or upsell the hotel along with the the airline. 00:03:28.080 --> 00:03:30.879 If you're a retailer, you want someone to purchase in your store. 00:03:31.120 --> 00:03:36.560 So being able to measure this gives brands the ability to choose the KPI that they want to measure. 00:03:36.879 --> 00:03:40.719 Ultimately also allows them to get to the point where they can understand, did it convert? 00:03:40.800 --> 00:03:42.080 And did I drive a sale? 00:03:42.560 --> 00:03:46.319 So I think we'll see the purchase continue to be even more and more prominent. 00:03:46.719 --> 00:03:48.159 Transactions, you've done that before. 00:03:48.319 --> 00:03:52.960 Is that what we're looking at when we think about this type of discovery and this type of advertising? 00:03:53.280 --> 00:03:56.000 I think for us it is an evolution of where we're at today. 00:03:56.240 --> 00:03:59.120 We have always measured very much in the mobile space. 00:03:59.280 --> 00:04:00.639 We've now moved to web. 00:04:00.879 --> 00:04:05.840 We are now looking at how do we bring our offline transactional data into that equation as it stands today? 00:04:06.240 --> 00:04:10.240 This just appears in another channel on that dashboard or through a signal. 00:04:10.400 --> 00:04:16.240 And so we don't believe it's going to be quite difficult for advertisers to be able to adopt and understand this. 00:04:16.399 --> 00:04:16.560 Yeah. 00:04:16.720 --> 00:04:20.720 How do I ensure that I have visibility if I'm thinking of a more over-owned? 00:04:20.959 --> 00:04:21.120 Yeah. 00:04:21.279 --> 00:04:23.279 How do I understand from a paid perspective? 00:04:23.439 --> 00:04:28.480 Did my actual creative or offer or all those elements work as a part of those pieces? 00:04:28.800 --> 00:04:29.759 You spoke about this earlier. 00:04:29.920 --> 00:04:36.800 You can go from CTV to mobile to where being able to understand the flow of which order that happens changes the conversion path and channel. 00:04:36.879 --> 00:04:39.680 So from an appslide perspective, we see it as an evolution. 00:04:39.839 --> 00:04:44.959 You need to help guide our marketers through these results on how to tweak all those elements through the process. 00:04:45.279 --> 00:04:46.639 So you have a creative report. 00:04:47.439 --> 00:04:49.519 What does I think for this channel look like? 00:04:49.759 --> 00:04:51.279 I would say maybe halfway in between. 00:04:51.519 --> 00:04:59.439 If you think about it as another channel, we understand kind of how to optimize through the process, what points I want to be able to optimize on, what signals. 00:04:59.600 --> 00:05:13.120 Um, but being able to understand maybe something works a little bit more effectively in this search and discovery that hasn't worked on maybe traditional search or traditional paid media, whether you're doing it across Meta, Google, and and any other kind of network, is something that will need to understand. 00:05:13.360 --> 00:05:15.120 So I don't think the playbook is set. 00:05:15.279 --> 00:05:17.040 I don't think the playbook is ever set. 00:05:17.120 --> 00:05:28.160 But that's also very exciting because there are many brands that can pioneer, there can many brands that can be first movers and drive this advantage and use it to their you know to like the very, very early days of TikTok, you know. 00:05:28.480 --> 00:05:31.920 You know, a little bit of maybe Reddit was very, you know, very cool and very hot. 00:05:32.079 --> 00:05:32.399 Still is. 00:05:32.560 --> 00:05:32.720 Yep. 00:05:32.959 --> 00:05:39.120 But if you missed out entirely on that one, you might be able to get in on this one because small and mid-sized publishers. 00:05:39.360 --> 00:05:43.839 This is not only about AEO, and it's also the journey. 00:05:44.240 --> 00:05:48.560 Um just want to get to one last question here. 00:05:48.800 --> 00:05:51.120 Let's talk about the experience itself. 00:05:51.360 --> 00:05:59.759 How do we get to a point that we're not going to

get back into the trap of basically producing great conversion? 00:05:59.920 --> 00:06:01.759 I think it's still very much a learning process. 00:06:02.160 --> 00:06:05.360 I think we are kind of grappling with two things starting to converge. 00:06:05.519 --> 00:06:10.720 If you think about media in a very traditional sense, we are using very standard formats and creatives. 00:06:10.879 --> 00:06:15.920 Even when you're kind of working with ChatGPT, you know, it's very much that recommendation based on those coming in. 00:06:16.160 --> 00:06:19.920 But if you think about future, you know, you have the whole agentic space coming in. 00:06:20.079 --> 00:06:20.319 Yes. 00:06:20.560 --> 00:06:22.560 Is it going to be powered by agents? 00:06:22.720 --> 00:06:28.000 I think the way that they reflect on it is I remember when we started the programmatic advertising space, right? 00:06:28.079 --> 00:06:34.000 And we had all these display banners like plastered everywhere, takeovers, and it's quite a confronting experience. 00:06:34.160 --> 00:06:34.480 Yes. 00:06:34.720 --> 00:06:40.480 And then we saw this inflow of kind of native advertising, which made it feel a lot more harmonious. 00:06:40.639 --> 00:06:43.439 It didn't feel like something was in your face as a consumer. 00:06:43.759 --> 00:06:47.360 And I think that's the process we're going to see through these discovery channels as well. 00:06:47.439 --> 00:06:55.439 And it's going to be understanding the outcomes that will allow to be able to allow us to be able to tweak how this user experience happens over time. 00:06:55.759 --> 00:07:00.879 I love to sort of sum it up and say, all right, and finish the sentence for me. 00:07:01.199 --> 00:07:04.720 Because we are now in the AI discovery era. 00:07:04.879 --> 00:07:05.199 Yeah. 00:07:05.360 --> 00:07:07.839 So the age of agents, that is where we are. 00:07:08.079 --> 00:07:14.480 And the one metric marketers can no longer ignore is customer lifetime value. 00:07:14.720 --> 00:07:15.519 Oh, we're back to that. 00:07:15.680 --> 00:07:15.839 Yeah. 00:07:15.920 --> 00:07:17.680 I think we ever think comes back to that. 00:07:18.480 --> 00:07:20.480 What I don't want to do is create a new mixed metric. 00:07:20.639 --> 00:07:21.839 I think we have so many. 00:07:22.240 --> 00:07:32.480 We're so good at that, but I think it just deals down to the customer, the value that you provide, the relationship that you have, and how you as a brand, you know, work to maximize that. 00:07:32.560 --> 00:07:35.600 That is why we have media and marketing investment at the end of the day. 00:07:35.839 --> 00:07:36.319 Excellent. 00:07:36.480 --> 00:07:38.000 That's also why we have interviews. 00:07:38.079 --> 00:07:39.360 We have a bit of a relationship. 00:07:39.439 --> 00:07:41.680 And I look forward to continuing the conversation with you like that. 00:07:44.079 --> 00:07:45.680 And what a time to join. 00:07:46.000 --> 00:07:46.560 Very excited. 00:07:46.800 --> 00:07:47.600 Thank you, Veggy. 00:07:47.680 --> 00:07:48.879 Thank you for your time today.