Programmatic DSPs vs self-attributing networks: who controls the attribution truth
The difference isn't reach, it's who marks the install as theirs.
Self-attributing networks (Meta, Google, TikTok, AppLovin)
— ✓ Rich in-platform optimization, they see their own funnel
— ✗ They claim attribution and you trust their math, prone to over-claiming overlap
Programmatic DSPs (Moloco, Liftoff, Bigabid)
— ✓ MMP is the neutral referee, cleaner cross-channel dedupe
— ✓ Transparent bid-level logs for fraud and supply-path audits
— ✗ Smaller scale than the walled gardens, more hands-on management
Let SANs run for scale but distrust their self-reported attribution, validate against MMP and incrementality. Use DSPs where you want auditable, MMP-refereed numbers and supply transparency.
Verdict: SANs for scale with skepticism, DSPs when you need a neutral attribution referee.
Best for: buyers reconciling inflated walled-garden claims against reality.
In-App Bench
@InAppBench
Programmatic DSPs vs self-attributing networks: who controls the attribution truth
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