Debsena Chakraborty, VP Business Development MENA, mFilterIt on why the move towards RAAS in app marketing might not be the correct measure.
The RAAS business model is on the rise, and many businesses use it today. However, recently, many app owners have moved towards this model to avoid possible internal backlash and show short-term growth. Today’s KPIs are no longer limited to easy goals like installs and events (as per attribution platforms) but have now moved on to hard events that match backend numbers. With the high volume of fraud, advertisers are using KPI-based payout structures to safeguard themselves. RAAS g
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