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In this episode of the Marketing x Analytics Podcast, host Alex Sofronas chats with Nicoline Strøm-Jensen from Adjust. They discuss Adjust's role as a mobile measurement partner, focusing on mobile attribution and evolving industry needs. Nicoline explains SCAN, Apple's privacy-centric attribution method, and its impact on personalization and advertising strategies. They also explore the future of AI in marketing, the complexities of tracking return on ad spend (ROAS), and the challenge of understanding word-of-mouth influence in a privacy-aware digital landscape.

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