I understand the assumption but don’t know that I agree. Kochava is the only mmp that supports fractional attribution and not reliant on last click. Yet — almost all media sources don’t operate well using those fractional signals despite our support for it.
Having said that — If there was one single thing to point to — it would be the verifiable “traceability” between signal (impressions and clicks ) and originating sources apps and properties. This is what we have been working on and found in our “connecting the dots” efforts and the cheetah findings are the first of what’s been published. More to come.