The Signal Economy Goes Live: AI, Attribution, and the Whole Journey at MAU 2026

As presenting sponsor of MAU 2026 in Las Vegas once again, AppsFlyer took the stage across four sessions that mapped where modern marketing is heading, and showed up alongside the partners and brands already building toward it.

The throughline: AI has removed building as the constraint on growth. Creative is infinite, campaigns launch in minutes, but human attention hasn’t grown. The marketers who win now are the ones with the cleanest signal layer feeding every decision — and that signal can no longer stop at the edge of mobile.

Top takeaways:

• Mobile-grade measurement is extending to web. The proven mobile measurement playbook, built over a decade, is now extending to web as a first-class citizen of the same growth infrastructure. It’s the foundation of full cross-platform measurement.
• Clean signal is now existential. The agents you build optimize toward whatever truth they’re given, so fragmented signal doesn’t just mislead you, it gets scaled across the whole business automatically.
• Attribution alone isn’t the whole story. The most sophisticated teams triangulate: last-touch to start, incrementality for causal contribution, full-funnel to widen the lens.
• Retention has overtaken acquisition as the headline. Creator-led, always-on, comment-engaged programs are the new shape of subscriber growth.

Whether you’re closing the gap between your app and web business, rethinking acquisition and retention, or rebuilding your measurement stack for an AI-driven era, these four conversations are full of tactics you can take back to your team.