Core Insights - The overseas mobile game marketing environment has shifted to a "low visibility era," where ad spending continues but attribution has become increasingly unclear [1][2][4] - The iOS privacy policy changes have led to a decline in user-level tracking, making attribution a complex issue that affects decision-making and efficiency in scaling overseas mobile games [1][4][5] Group 1: Market Trends - The global mobile advertising market is projected to reach approximately $277.7 billion in 2024, with an expected growth to $319.5 billion in 2025, indicating continued investment in mobile advertising despite privacy concerns [2] - The challenges faced by mobile marketing teams include limited access to first-party data (30% of respondents) and insufficient attribution accuracy (26.5% of respondents), highlighting the growing pain points in the current privacy-focused environment [5] Group 2: Attribution Challenges - Traditional attribution methods rely heavily on user-level data, which has become less effective due to stricter privacy regulations and user consent issues [7] - Many teams are experiencing discrepancies in performance metrics across different systems, leading to a reliance on historical experience rather than clear, verifiable conclusions [4][7] Group 3: Shifts in Attribution Strategy - The industry is shifting focus from user-level identification to creative-level attribution, emphasizing the importance of compliant and stable data that directly informs marketing decisions [8][10] - Over 61% of marketing teams are increasing creative testing frequency in response to heightened competition, while 54% are prioritizing the collection of first-party data [10] Group 4: Innovative Solutions - Audiencelab exemplifies a new approach to attribution that does not depend on user-level identifiers, instead utilizing a combination of Web Tracking and SDK to achieve stable attribution measurement [13] - This creative-level attribution framework allows for accurate attribution of installs to specific creatives and ad networks, achieving a reported accuracy of 95%, significantly higher than traditional methods in the iOS environment [13][17] Group 5: Conclusion - The evolution of attribution logic in overseas mobile game marketing emphasizes the need to identify which creatives generate value, marking a potential competitive advantage in a landscape where user-level tracking is no longer viable [18]