SOBRE ESTE EPISÓDIO
AppsFlyer can now measure earned and paid activity across AI engines like ChatGPT and Claude — the next frontier in mobile and omnichannel measurement.
Peggy Anne Salz talks to AppsFlyer's Lex Nakad at DMEXCO about measuring AI search, attribution, and what actually converts.
Many marketers know AppsFlyer from fifteen years of mobile measurement. Late last year it announced a move beyond mobile into omnichannel — and at DMEXCO, GM EMEA West Lex Nakad explains the next step: measuring both earned and paid across AI discovery engines, with the same deduplicated, neutral data marketers already rely on. Because an experimental AI budget stays experimental until you can prove it drove a sale.
In this episode you'll learn:
- What AppsFlyer's AI-measurement announcement covers (earned + paid, across AI engines)
- Why AI search can't reach the standard media plan without measurement
- The move from clicks to "did it convert to a transaction?"
- How AI discovery shows up as another channel and signal on the dashboard
- Why early movers win this window — the way they did with TikTok and Reddit
- The one metric Lex won't replace: customer lifetime value
Guest:
Lex (Alexia) Nakad — General Manager, EMEA West, AppsFlyer
LinkedIn: https://www.linkedin.com/in/alexia-nakad/
Connect with AppsFlyer: https://www.appsflyer.com · YouTube: https://www.youtube.com/c/appsflyer
If you work in UA, growth or monetization, subscribe to MobileGroove for more conversations with the people shaping mobile marketing.
⏱ CHAPTERS
0:00 Why measurement is the story at DMEXCO
0:20 Lex's path to AppsFlyer, six months in
1:21 The announcement: measuring AI discovery, earned and paid
2:53 The real question — did it drive a sale?
5:40 The first-mover window: early TikTok, early Reddit
6:03 Agents, native ads and the next discovery UX
6:59 The one metric you can't ignore: LTV
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TRANSCRIÇÃO 🔗
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If you're an automotive company, maybe you want to book test drives.
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If you're a travel company, you want someone to book a holiday.
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I think for us it is an evolution of where we're at today.
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We have always measured very much in the mobile space.
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We've now moved to web.
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So we wouldn't be talking about changes an…
