{
 "reconciliation": {
  "Meta Ads Manager / App Events API": {
   "clock": "Ads Manager: impression or click time, not install time (Meta flags this as a cause of gaps with MMP reports)",
   "attribution_window": "App-install ad sets optimize on a 1-day click (1-day view optional); iOS app-event and value campaigns use a 1-day or 7-day click; Ads Manager shows 28-day click only as a comparison; the legacy App Events API endpoint counts clicks within 30 days"
  },
  "TikTok Ads Manager (SAN)": {
   "attribution_window": "Click-through: 1, 7, 14 or 28 days; view-through: off, 1 or 7 days; engaged view-through (6s+ watched) for app campaigns: 1 or 7 days"
  },
  "Apple AdServices / Apple Ads Attribution API": {
   "event_definition": "Apple Ads app-download campaigns on the App Store (search results, search tab, Today tab, product pages)",
   "attribution_window": "Tap within 30 days; view within 24 hours (view-through since March 2025); no attribution for age/gender-targeted campaigns from Sept 2026"
  },
  "Google Ads (Data-Driven Attribution)": {
   "identity_or_aggregation_basis": "Multi-touch statistical credit across the observed conversion path; the default for most conversion actions and available at any volume; Google recommends 200 conversions and 2,000 interactions in 30 days"
  }
 },
 "policy_status_contains": {
  "Louisiana": {
   "rollout_status": "enacted; not yet in force",
   "effective": "Act 185 (signed 15 May 2026) repealed the 2025 law on signature; new app-store duties from 2027-07-01",
   "implementation_evidence": "Official Act text (FX2-S18)"
  },
  "Utah": {
   "rollout_status": "enacted; delayed (only harmed minors or parents may sue)",
   "effective": "2027-05-06 (HB 498, signed 2026-03-18; state enforcement removed)"
  },
  "Declared Age Range": {
   "rollout_status": "live",
   "version_or_sdk": "iOS/iPadOS/macOS 26.0+ (age-check method from 26.2; regulatory features from 26.4)",
   "implementation_evidence": "Apple documentation JSON (FX2-S19)"
  },
  "Kochava": {
   "effective": "2026-06-25 (stipulated order entered, Dkt. 138; FTC posted 2026-06-26)",
   "rollout_status": "live: stipulated order entered 2026-06-25",
   "supported_functions": "Bars sale, licensing, transfer or disclosure of sensitive location data; narrow exception needs a direct consumer relationship, express consent and a requested service; defendants neither admit nor deny",
   "implementation_evidence": "Entered court order (OA2-S01); FTC timeline item (OA2-S02)",
   "source_ids": [
    "KL-S19",
    "OA2-S01",
    "OA2-S02"
   ]
  },
  "Apple EU business terms": {
   "announced": "2026-08-18",
   "effective": "2026-10-01 (after the cutoff)",
   "rollout_status": "announced; not in force at cutoff",
   "supported_functions": "App Store: 26% via Apple IAP, 20% other in-app payment, 15% link-out within seven days; reduced rates for small businesses and year-two subscriptions; 5% core technology commission only for apps distributed outside the App Store. At the cutoff, the opt-in Alternative Terms Addendum (17%/10% + 3% payment fee, EUR 0.50 per first annual install above 1m) applied",
   "implementation_evidence": "Apple EU support page (GH-S03); Alternative Terms Addendum (OA2-S03)",
   "source_ids": [
    "KL-S32",
    "GH-S03",
    "OA2-S03"
   ]
  },
  "Texas App Store": {
   "rollout_status": "live: in force after the 5th Cir. stayed the district court's injunctions (28 May 2026 administratively; 4 Jun 2026 pending appeal); argued 4 Aug 2026; no merits ruling at cutoff",
   "source_ids": [
    "KL-S36",
    "KL-S24"
   ]
  },
  "DMA Article 6(8)": {
   "announced": "2022-09-14 (adopted); published in the Official Journal 2022-10-12",
   "effective": "in force 2022-11-01; applies from 2023-05-02 (Art. 54); each gatekeeper must comply within six months of designation (Art. 3(10))",
   "rollout_status": "live"
  },
  "DMA Article 6(10)": {
   "announced": "2022-09-14 (adopted); published in the Official Journal 2022-10-12",
   "effective": "in force 2022-11-01; applies from 2023-05-02 (Art. 54); each gatekeeper must comply within six months of designation (Art. 3(10))",
   "rollout_status": "live"
  }
 },
 "studies": {
  "Estimating the Value of Offsite Data to Advertisers on Meta": {
   "year": "2025 (Marketing Science; 2022 draft superseded)",
   "sponsor": "Meta: two of four co-authors were Meta staff at the time; Meta could review for proprietary data but had no right to restrict publication on the results; experiment run on Meta's platform",
   "sample": "More than 70,000 advertisers; one-week randomized experiment, fall 2021",
   "headline_result": "Median cost per incremental customer rises from $38.16 to $49.93 (+31%) under the median loss of offsite-data effectiveness (published version; the 2022 draft reported $43.88 to $60.19)",
   "source_id": "OA3-S02"
  },
  "Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple's App Tracking Transparency": {
   "sponsor": "Academic funding (MSI, UCLA, LEC); revenue panel from Grips Intelligence, a firm a co-author works with",
   "sample": "Opt-in panels from an anonymous ad-analytics provider and Grips Intelligence; benchmarked against Kantar Vivvix, Shopify and SimilarWeb",
   "headline_result": "36.6% CTR fall for conversion- vs click-optimized Meta campaigns; 8-40% relative revenue decline for more exposed firms (range spans two exposure measures: Meta dependence and iOS dependence), concentrated among smaller firms"
  },
  "Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement": {
   "headline_result": "Median RCT lift 29%/18%/5% (upper/mid/lower funnel); median lifts estimated without control groups 83%/58%/24% (DML) and 173%/176%/64% (SPSM); median absolute gap RCT vs DML 115/103/57 points",
   "sample": "563 US Facebook experiments (Nov 2019 to Mar 2020) giving 663 test-and-control pairs; ~38 billion impressions"
  },
  "Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment": {
   "headline_result": "OLS return on paid search 4,173% without controls and 1,632% with region and day fixed effects, against -63% from the geo experiment switching off non-brand search in about 30% of DMAs for 60 days"
  }
 },
 "systems": {
  "Statsig": {
   "parent_org": "Statsig, LLC (acquired by OpenAI, 2025); Amplitude holds its customer contracts, trade name and a non-exclusive technology licence (May 2026)",
   "ownership_status": "see parent_org"
  },
  "Adjust": {
   "incrementality_product": "InSight (sold as an Adjust Growth Solution): compares the app with synthetic control groups built from other apps, so the baseline is modelled, not randomized (OA4-S01)"
  },
  "Singular": {
   "incrementality_product": "Audience Incrementality: holds back a control group from an audience; the FAQ does not say the split is random (OA4-S02)"
  }
 },
 "benchmark": {
  "Meta Advantage+ App Campaigns": {
   "transparency": "Placement is a reporting breakdown at surface level (for example Feed or Audience Network); no breakdown by publisher app described. Setup targeting limited to OS, country and language; some limits sit in account settings.",
   "control": "Self-serve UI plus Marketing API that creates and edits campaigns, including app-promotion objectives; no placement selection.",
   "source_ids": [
    "V3-S05",
    "V3-S06",
    "FX1-S23",
    "OA1-S06",
    "RS-S128",
    "RS-S129",
    "RS-S130"
   ],
   "objectives": "Install and app-event optimization documented, including a minimum-ROAS bid strategy in the Marketing API.",
   "os_measurement": "SKAdNetwork campaigns and Aggregated Event Measurement documented; SKAdNetwork 4 and AdAttributionKit specifics not found in the documents read."
  },
  "Google App Campaigns (incl. AI Max)": {
   "transparency": "App campaigns placement report names apps and publishers, websites and videos, with impressions only; Google-owned inventory grouped; low-volume placements folded into 'Total: other'. No results by placement.",
   "source_ids": [
    "V3-S03",
    "V3-S07",
    "V3-S11",
    "OA1-S01"
   ]
  },
  "TikTok App Campaigns / Smart+": {
   "objectives": "Smart+ documents install (MAI), in-app event (AEO) and value (VBO) goals, with VBO Android-only in Smart+; standard app campaigns offer VBO on Android and iOS.",
   "source_ids": [
    "V3-S01",
    "V3-S08",
    "V3-S09",
    "OA1-S12",
    "OA1-S13"
   ]
  },
  "Amazon DSP (app promotion)": {
   "control": "Self-serve and managed service (managed requires $50,000 minimum spend); DSP Campaign Management API documents campaign creation and bid and budget changes.",
   "objectives": "Events manager (February 2024) documents CPI, CPA and ROAS optimization for Android and Fire devices; a closed iOS test using SKAdNetwork is described only by AppsFlyer (third party, September 2026).",
   "source_ids": [
    "V3-S04",
    "V3-S10",
    "V3-S13",
    "OA1-S16",
    "OA1-S17"
   ]
  },
  "Apple Ads (Apple Search Ads)": {
   "objectives": "Max cost-per-tap bidding or Maximize Conversions toward a target cost per tap-through install, with optional CPA caps; no post-install event or value optimization documented.",
   "transparency": "Four named placements (Today tab, Search tab, search results, product pages) reported per campaign and ad, plus keyword and search-term reporting and negative keywords.",
   "source_ids": [
    "V3-S02",
    "V3-S12",
    "RS-S146",
    "RS-S149",
    "RS-S150"
   ]
  }
 }
}