I gave the below presentation at Google’s AppSummit this past Thursday, June 21st in Dublin, Ireland. The first portion of the presentation contains a broad overview of the current state of the app economy (mostly as it relates to marketing), but the last “tactic” of the three goes deeper into a topic that I have been writing and speaking about for the past few months: that app developers will need to be more cognizant of the effects of non-attributable traffic — and be able to model the revenue impact of those effects — going forward as the media landscape shifts more and more toward in-context video.