There’s a popular way of showing the growth of mobile by charting the growth of app stores. The only problem is the growth of mobile, from a marketer’s perspective, might be inhibited by the growth of app stores.
There are a few ad networks such as Millennial Media, Fiksu, Tapad and others that have created a software-development kit that gets implemented into your clients app to measure downloads. This information in isolation is OK because it only measures the individual partner’s performance. For a larger plan, which has more than one mobile ad network on it, it isn’t great.
At The Media Kitchen, we work a lot with our strategy and analytics team (also part of KBS+P), and they have created correlation models that measure the impact of each media vehicle on each other when at different weight levels. These models have been our secret sauce but as a digital native. These should not need to exist in the digital world when everything should be directly measurable.
It’s frustrating because the Internet has been down this path. Closed ecosystems don’t allow for innovation to cross into their walls without much kicking or screaming. We shouldn’t have to be reliant on correlation models, which is what I’d expect to use for an offline plan. In the best case, I’d like to see app stores open up their ecosystem, specifically Apple.
In a world of transparency, API’s, platforms and ecosystems, closed app store models aren’t the future but a return to the past.
Darren Herman is chief digital media officer at The Media Kitchen, the media-buying arm of Kirshenbaum Bond Senecal + Partners. Follow him @dherman76.
More in Media
Inside Bloomberg Media’s survival guide for the AI era
The business news publisher has yet to sign a content licensing deal with an AI company, but it did recently implement a new AI-powered on-site search engine.
Media Briefing: Overheard at the Digiday Publishing Summit, September 2025 Google search edition
Media execs aired their grievances about Google referral traffic and their souring relationship with platform during the Digiday Publishing Summit.
How EssentiallySports’ creator program benefits both sides of the equation
Over the past year, sports news publication EssentiallySports has employed creators to make in-house video and editorial content around major tentpole sporting events — and thus far, the experiment has paid off.