As iOS 14.5 came into our lives, many attribution questions arose. Information regarding our spend efficiency per network, which was used for optimizing marketing campaigns, is not available anymore. Today, it isn’t easy to make meaningful and accurate decisions on spending ads budget effectively. Every company that works with mobile apps in iOS has felt the dramatic change this version made to the marketing. This session will discuss the challenges with lack of attribution, share ideas and ways to approach the problem, point out ML methods for overcoming this issue, and raise options and methods for evaluating our attribution models with no “ground truth.”