Mobile apps solved measurement's hardest problems first, developing signal governance and attribution rigor under the tightest privacy constraints that no other channel has matched. As web, CTV, and retail media face those same challenges, that mobile playbook is the one every channel needs. This session reveals how AppsFlyer is applying its proven measurement standard to web for the first time, delivering enterprise-grade attribution with deduplication, configurable lookback windows, and optimization-grade postbacks. Because native apps generate the highest-fidelity identity signals in the stack, they become the connective tissue that unifies measurement everywhere.