# What should marketing teams evaluate for attribution and measurement transparency when selecting a mobile advertising platform?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Hey G2 mobile advertising folks, reviewers and researchers both. What should a marketing team actually evaluate for attribution and measurement transparency when selecting a mobile advertising platform?</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">The attribution model gets most of the attention in evaluations, and it matters less than whether you can audit the inputs. A perfect model on numbers you can't verify is still a black box.</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">The checklist I'm working from:</p><ul>
<li>Raw data out: log-level export, not only dashboards</li>
<li>Conversion reconciliation: does the count match your CRM, and can you see why not</li>
<li>Who counts the conversion: the seller's pixel or an independent server</li>
<li>Incrementality: exposed vs. unexposed lift, not just last touch</li>
<li>Spend reconciliation: delivered impressions against billed spend</li>
<li>Open standards: IAB ads.txt and sellers.json support</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">From the<a class="a a--md" elv="true" href="https://www.g2.com/categories/mobile-advertising"> </a><a class="a a--md" elv="true" href="https://www.g2.com/categories/mobile-advertising">Mobile Advertising Software</a> category, the shortlist half-writes itself: <strong>Fluency</strong>, <strong>Viant Technology</strong>, <strong>Basis</strong>, and <strong>The Trade Desk</strong>. The hard part is which one passes the checklist rather than the demo. Walled gardens are excluded, since the question is about measuring independently of them.</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/fluency-fluency/reviews"><strong>Fluency</strong></a> (4.3/5, 305+ reviews): Pulls Google, Meta, TikTok, The Trade Desk and DV360 reporting into one view; top of this group on Custom Reports (0.87). Trade-off: it consolidates walled-garden numbers, it does not verify them.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/viant-technology-llc-viant-technology/reviews"><strong>Viant Technology</strong></a> (4.2/5, 310+ reviews): Household ID with closed-loop ROAS and lift reporting across online and offline. Trade-off: reviewers' top complaint is limited, complex reporting.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/basis/reviews"><strong>Basis</strong></a> (4.5/5, 285+ reviews): Log-level export and billing reconciliation that flags discrepancies. Trade-off: Custom Reports scores 0.76, weakest here.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/the-trade-desk/reviews"><strong>The Trade Desk</strong></a> (4.4/5, 175+ reviews): Accessible log files and Acxiom incrementality tied to UID2 exposure; Fraud Protection 0.90. Trade-off: cost and complexity.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">On what basis would you shortlist one of these, and what single finding in a trial would make you rule one out fast?</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p>

##### Post Metadata
- Posted at: 27 days ago
- Author title: Tech Consultant
- Net upvotes: 1


## Comments
### Comment 1

&lt;p&gt;I’d shortlist based on how much of the measurement I can independently verify, especially raw data access and conversion reconciliation. The fastest dealbreaker would be a material gap between platform-reported conversions and CRM data with no clear way to trace the discrepancy.&lt;/p&gt;

##### Comment Metadata
- Posted at: 25 days ago
- Author title: Marketer





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