Biased attribution is a term used to describe a measurement platform that has a conflict of interest or have an upside when it comes to attributing traffic, installs and conversions. For example if a measurement network like Facebook or Google are also the source of traffic to a Brand they can be considered biased - they provide both the installs and the measurement of those installs. While these platforms actually provide great insights into new users acquisition, conversion and ROI on their specific platform, it is best practice to also use a third party unbiased attribution provider in addition to the measurement provided by the network.
All biased attribution providers and platforms understand the need for unbiased attribution and have formed third party measurement partnerships that allow third parties to report and attribute traffic, installs and conversions driven by that network.
Some notable measurement programs:
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