The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway)

from twenty ten to twenty twenty, we had the golden years of deterministic matching where Yeah, it was very easy to run an ad. And understand with precision Who installed the app? maybe you didn't know their name but you actually would know their IDF A and you could tie that to their P I I.

You can't do that anymore. So what that means is like These ad networks are becoming more complex, sophisticated, and interesting. Right at the same time that it's harder for marketers to really understand how they're spending money. And and so I like I'm

I'm paying a lot of attention to like how marketers make decisions. With probabilistic data because most of the work that I'm doing now is actually saying well Given that we don't have determinist data about a per certain audience or where somebody came from.

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