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  • Owner arrested by wildlife authorities as illegal pet lion escapes in Lahore

    Owner arrested by wildlife authorities as illegal pet lion escapes in Lahore

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    A man was arrested in Lahore for keeping an African lion illegally without a licence after the big cat escaped and ventured into a residential neighbourhood, said wildlife officials on Friday.

    The Punjab Wildlife Department, with assistance from local police, carried out the arrest in the Shah Di Khoi area. The lion has since been safely relocated to a secure wildlife facility.

    The escape, which occurred a day earlier, caused widespread panic and led to injuries to at least three residents, according to authorities. All victims received medical assistance and are in stable condition.

    Lahore Deputy Chief Wildlife Officer Adnan Work confirmed that the individual had not obtained the required permit and had failed to meet safety regulations.

    “Keeping wild animals in residential areas poses serious risks and strict action will be taken against such individuals,” he said.

    The Wildlife Department has filed a case under the Punjab Wildlife (Protection, Preservation, Conservation and Management) Act. Officials said unauthorised possession of dangerous wild animals is a non-bailable offence, carrying a penalty of up to seven years in prison and a fine of Rs5 million.

    Senior Minister for Information and Environment Maryam Aurangzeb condemned the incident and announced a province-wide crackdown on illegal private ownership of exotic animals.

    “We cannot allow anyone to jeopardise human lives. Enforcement of wildlife laws is a core part of Chief Minister Maryam Nawaz’s environmental protection agenda, and no leniency will be shown,” she said in a statement.

    Authorities have urged the public to report illegal possession of lions, tigers, or other exotic wildlife by calling the Wildlife Helpline at 1107.

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  • David Nicholls: ‘I’m nervous to admit it but I struggled with Jane Austen’ | David Nicholls

    David Nicholls: ‘I’m nervous to admit it but I struggled with Jane Austen’ | David Nicholls

    My earliest reading memory
    The Very Hungry Caterpillar. There wasn’t much to read – the prose is what’s now called “spare” – but I vividly remember the pleasure of poking a finger through the holes punched in the page. And that final twist!

    My favourite book growing up
    I was a fanatical member of the Puffin Club at school, and so many of those books embedded themselves in me; E Nesbit’s Dragons, Narnia, of course, the Molesworth books, which I barely understood and found hysterical. But my favourite were Tove Jansson’s Moomins, particularly the chilly later books, with their very particular melancholy. Other books seemed to be reaching for laughter or excitement, but there was a pleasure in all that sadness and solitude.

    The book that changed me as a teenager
    Great Expectations was my first “proper classic” and I was tremendously pleased with myself for getting through it, and startled, too, by how familiar the characters felt. The foolishness, the passionate friendships, the empty aspiration and unrequited love, it all made perfect sense to me, even across 120 years.

    The book that made me want to be a writer
    I’m not sure if I ever dared voice that ambition, even to myself, but I remember laughing hysterically at Sue Townsend’s The Secret Diary of Adrian Mole Aged 13 3/4, and thinking what an achievement that would be, to make a reader laugh with marks on a page. In many ways, the early 80s was a golden age of comic writing but so much of it had a rather rather self-satisfied Oxbridge tone. Suddenly, here was an authentic working-class voice, writing with an almost supernatural such precision and insight into the teenage boy’s mindset. I loved it and, as with Great Expectations, turned the pages thinking “How does the author know?

    The book or author I came back to
    I’m a little nervous to admit this but I used to struggle with Jane Austen, recognising her subtlety and brilliance but finding that ironic tone a little relentless and, despite many attempts, never making it to the end. But in lockdown I picked up Persuasion and finally, after 40 years of trying, something fell into place.

    The book I reread
    If I ever find myself stuck or jaded, I pick up Marilynne Robinson’s Housekeeping. The prose is just perfect, that atmosphere of a water-logged small town so vivid. There’s a warmth and generosity of spirit, particularly in the character of Aunt Sylvie, I find incredibly moving. I feel sure that it’s one of the very best American novels.

    The book I could never read again
    I’ve been lucky enough to adapt several of my favourite novels for the screen, but the process is prolonged, intricate and exhausting. The patient never survives the operation and I struggle to imagine the circumstances in which I would ever pick up Far from the Madding Crowd again.

    The book I discovered later in life
    I’m so pleased that Helen Garner is getting the praise and attention she deserves. I love her wonderfully frank and spiky diaries and nonfiction but there are two very different novels of hers that I think about all the time. The Spare Room is a tough, unsentimental book about the demands and limits of friendship. The Children’s Bach is wildly different, a spare, moving portrait of a loving family falling apart. Those final pages!

    The book I am currently reading
    I tend to read two books at a time, one fiction and one nonfiction. Yiyun Li’s memoir, Things in Nature Merely Grow, is extraordinarily wise, thoughtful and affecting, and the best case I can think of for the power of the written word. Alongside that, I’m reading the wonderful The Country Girls, my first Edna O’Brien but not my last.

    My comfort read
    Anita Brookner. There are no big narrative surprises – someone will inevitably be disappointed in a west London mansion block – but she’s a great prose stylist, often very funny and sharp and undoubtedly underrated.

    You Are Here by David Nicholls is published in paperback by Sceptre. To support the Guardian order your copy at guardianbookshop.com. Delivery charges may apply.

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  • Speed Up Your iPhone and Clear Your Cache Before iOS 26 Drops

    Speed Up Your iPhone and Clear Your Cache Before iOS 26 Drops

    The next generation of iPhone software, iOS 26, is expected to drop this fall. There are a lot of exciting new updates to be on the lookout for, including the new Liquid Glass design. But if you’re looking to upgrade your iPhone user experience in the meantime, clearing your browser cache is one important kind of digital maintenance.

    Tech Tips

    Clearing your cache gives Safari and other web browsers a clean slate. It can improve performance, free up space and help fix annoying bugs like slow page loads or broken links. It’s not an entire system overhaul, but it can help keep things moving while you’re scrolling online. If it’s been a while since you gave your iPhone’s browser a reset, here’s how to clear your cache and give your device a quick refresh.

    Your browser cache is kind of like a digital mini fridge. Whether you use Chrome, Safari, Firefox or another browser, the cache stores page elements locally to speed up your next visit. It’s great for grabbing a digital snack or drink without having to trek all the way to the kitchen — at least, until the mini fridge gets overstocked with expired food, which in this analogy is outdated page elements. 

    Clearing your cache is the equivalent of cleaning out that mini fridge. You’ll have to restock it (your first visit after you clear your iPhone cache might be a bit slower), but once you do, you’ll have a better experience than before.

    What happens when you clear your cache?

    Clearing your cache usually involves clearing website cookies, too. Cookies work similarly to browser caches, except they store information about user data, rather than data on the website itself. Clearing your cookies gives you a chance to reset those preferences, which could improve your browsing experience. Note that clearing your cache and cookies will log you out of sites, which means you’ll have to log into them again and reset any preferences. The up-front investment of that time can lead to a smoother experience down the road and it can be a useful fix if you’ve recently changed settings that aren’t being applied properly.

    Here are step-by-step guides on how to clear your iPhone’s cache, depending on the browser you prefer.

    How to clear your iPhone cache in Safari

    Safari is the default browser on iPhones and you can clear your Safari cache in a few short steps. Starting with iOS 11, following this process will affect all devices signed in to your iCloud account. As a result, all of your devices’ caches will be cleared and you’ll need to sign in to everything the next time you use them. Here’s what to do.

    1. Open the Settings app on your iPhone.

    2. Select Apps > Safari.

    3. Scroll down to History and Website Data and choose Clear History and Website Data.

    4. Choose Clear History and Data in the pop-up box — you can choose anywhere from the last hour to all history.

    Then you’re set!

    Cache clearing prompt in Safari

    Screenshot by Adam Benjamin/CNET

    How to clear your iPhone cache in Chrome

    Chrome is another popular browser for iPhone users. Google has simplified the process for clearing your Chrome cache, making it much faster to clear your data.

    1. Open the Chrome app.

    2. Select the three dots in the bottom right to open more options.

    3. Swipe over to Settings in the top menu bar. 

    4. Scroll down and tap Privacy and security.

    5. Tap Delete browsing data to open another menu. Select the intended time range at the top of the menu (anywhere from Last 15 minutes to All time). Make sure that Cookies and Site Data are checked, along with Cached Images and Files. Finally, hit Delete data at the bottom of the screen.

    Data deletion prompt in Chrome

    Screenshot by Adam Benjamin/CNET

    How to clear your iPhone cache in Firefox

    If you’re a Firefox devotee, don’t worry. Clearing the cache on your iPhone is straightforward. Just follow these steps. 

    1. Press the hamburger menu in the bottom right corner to open options.

    2. Choose Settings at the bottom of the menu.

    3. Select Data Management in the Privacy section.

    4. To clear everything, choose Web Site Data at the top of the menu and then Clear All Web Site Data. Alternatively, you can choose to clear just your browsing history, cache, cookies, offline web data, tracking protection or offline files.

    Data clearing prompt in Firefox

    Screenshot by Adam Benjamin/CNET

    How often do I need to clear my cache?

    Most people only need to clear their caches once every month or two. That’s generally the point when your browser will build up a cache large enough to start slowing things down. If you frequent a large number of sites, you should err on the side of clearing your cache more often.


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  • ‘They made me feel I could do something with my life’: indie music legends pick their favourite Oasis songs | Oasis

    ‘They made me feel I could do something with my life’: indie music legends pick their favourite Oasis songs | Oasis

    Jim Reid, the Jesus and Mary Chain: Rock ’n’ Roll Star

    There are a lot of similarities between us and Oasis: two brothers in the band, Creation Records, working-class kids, guitar band, etc. In the mid-90s, we couldn’t get arrested and had to watch their meteoric rise, but I couldn’t dislike the great music. Rock ’n’ Roll Star was on a compilation tape on the ill-fated US tour when we broke up. We’d had a punch-up on stage at the House of Blues in Los Angeles and back in my hotel room we were hanging around with a bunch of druggies. I was thinking “Where did it all go wrong?” when this song came on. I knew I’d remember that moment for the rest of my life. To me, Rock ’n’ Roll Star is like Johnny Rotten singing with Slade. It’s punk rock, but in 1994. I love the self-belief: Noel [Gallagher] wrote it before he was a rock’n’roll star but knew it was gonna happen. The difference between the Mary Chain and Oasis is that when we reformed we’d buried the hatchet a good few years before we got back together. I’m not sure if they have, but it used to amaze people how William [Reid] and I could be screaming with hatred at each other in the studio, then 10 minutes later it would be: “Do you want a cup of tea?”

    Johnny Marr: The Hindu Times

    It may come as a surprise to people that I’ve chosen this song, but I think it’s a great example of Oasis doing the thing they do so well. Even though the chorus hook is “And I get so high I just can’t feel it” – a classic Oasis line that only Noel could come up with and Liam could pull off – the melodic hook that makes it so definitive is the bit that follows: “In and out my brain / Running through my vein / You’re my sunshine, you’re my rain.” A “post-chorus chorus” is something that Noel does often and I’ve never heard in other people’s songs. When they recorded The Hindu Times in Olympic Studios, I told Noel I it was really good and he kind of shrugged. The next thing, it was No 1. At about the same time I watched from the side of the stage as they played it at the Manchester Apollo. I couldn’t work out if what I was seeing was a band totally at one with their audience or so elevated that they were on another plane. It was both, and I thought to myself, “This is what rock’n’roll means.”

    Amy Macdonald: Acquiesce

    I’m not proud of this, but I broke the news of the Oasis split. I was on the same bill as them in Paris [in 2009] and being young and naive I took it on myself to tell my Twitter followers what had happened [“Oasis cancelled again with one minute to stage time! Liam smashed Noel’s guitar, huuuge fight”]. By the time we got to the hotel it was headline news all over the world. My brother and his friends had spent all their money to come over to see them and were devastated. It felt like the end of an era. When I’d started going out with my sisters, pretending I was 18, I’d heard Acquiesce in an indie club called the Attic [in Glasgow] and I’ve listened to it ever since. When I hear it now, I always picture a massive crowd singing the words back at the band: it captures that feeling of being at a concert and everyone feeling united.

    Jon McClure, Reverend and the Makers: Rockin’ Chair

    Oasis started everything for me. Two brothers of Irish origin scrap like fuck: that was me and my brother. A few years later me and Chris [brother] ended up having a scrap in their dressing room at Wembley in front of Noel and Kate Moss and all these A-listers. It was as if life had gone full circle. The other side of Oasis that people miss is the quiet, sad, loner aspect to Noel’s writing. It’s in Talk Tonight, Going Nowhere, Underneath the Sky, Half the World Away … and Rockin’ Chair is probably the best example. “I’m older than I wish to be / This town holds no more for me” is Noel, in his bedroom, hating where he’s living and fed up with his life. I totally get that and when Noel gets in that mood he’s one of the best songwriters ever. The reunion feels like your mam and dad getting back together. People have moaned about dynamic pricing and such, but in very divisive times they’re gonna make millions of people very happy.

    Jehnny Beth: Live Forever

    Live Forever sounds so at odds with it’s time: 1994. I find it incredible that someone could wrap a “fuck you” inside a song so openly positive. In the wreckage left behind by Thatcher’s Britain and the shadow of Kurt Cobain’s pain, Noel wrote an insolent, unapologetic love letter of self-belief from a place of nothing to lose, against a generation of moaners who have everything and still find reasons to complain. The song is written to step over the corpses of the past, unearthing the flag of romance others have tried to bury. It’s a lesson in (working) class. The kind of optimism they summon is believable because it’s not polished or corporate. It’s radical. They’re not promising a future, they’re daring you to want one.

    Devendra Banhart: Acquiesce

    Acquiesce features Liam and Noel singing, which is unusual, but for me this song almost reads like a Bhajan – a [Hindu] devotional song – or a Khajana, where the lyric will be sung and the audience will sing it back. “I don’t know what it is that makes me feel alive / I don’t know how to wake the things that sleep inside / I only wanna see the light that shines behind your eyes” … that’s deep and questioning. Then the chorus: “Because we need each other / We believe in one another / And I know we’re going to uncover / What’s sleeping in our soul.” Even aged 13 I realised that what was being communicated was similar to the mystical and devotional poetry that I was surrounded by growing up [in Venezuela] with parents who were yogis. Oasis have been pigeonholed as working-class lads, but they sing about a deep spiritual longing, very similar to what was in those ancient books.

    Michael Head: Don’t Look Back in Anger

    I said hello to Noel in passing when he was working as a roadie for Inspiral Carpets, but then when I heard Oasis’s music it just blew me away. When I was young, we had a transistor radio that all the hits came out of: the Beatles, the Stones and so on. Years later I was standing in a garage near my mum’s when Don’t Look Back in Anger came on their little radio and stopped me dead in my tracks like when I was a kid. Noel sort of reversed the David Bowie song, Look Back in Anger, to say “look forward”. I love that attitude.

    Badly Drawn Boy: Supersonic

    My brother Simon – who passed away in 2021 – was a massive influence on me and I remember us seeing a picture of Liam in the 90s and thinking “Who’s that guy?” Soon afterwards, Oasis changed the landscape of Manchester. Suddenly every night there were lads on stage trying to be the next Oasis. When I stood on the balcony at the Hacienda for the launch of Definitely Maybe, I thought Liam caught my eye. In fact, he was looking up at [the Lemonheads’] Evan Dando, who was standing next to me, but I’d always come away from Oasis gigs feeling I could do something with my life. Supersonic is about that: “I need to be myself / I can’t be no one else …” The line “I’m feeling supersonic / Give me gin and tonic” epitomises the swagger they had. When I was in London recording my debut album, Liam swaggered into the Met Bar. It was the first time we’d met, but we ended up in a room with 10 lads on a stag do playing guitars and singing songs. There was a panic at the time because Liam had gone “missing”, but all the time he was with me.

    Luke Pritchard, the Kooks: She’s Electric

    When my dad died, he left me his Les Paul guitar. Noel played one, too, and when I was 15 I got it out from under Mum’s bed, took it to school and learned Roll With It. Oasis were my gateway into rock’n’roll, and lately the Kooks have covered She’s Electric. The lyrics are like a conversation with a friend but through the medium of this beautiful, transportive song, sung with such meaning. We’ve supported Noel and Liam separately and I don’t think I’ve been as nervous in my life. When something’s that deeply embedded, you become the teenager again.

    Fran Healy, Travis: Digsy’s Dinner

    When I was at art school in Glasgow everything appealed to me about Oasis – working-class guys who’d got signed after a gig in King Tut’s Wah Wah Hut – and once I heard Live Forever I was deeply in love with them. Then suddenly we were touring and spending a lot of time with them. On stage, Liam was very “don’t you fuck with me”, but off stage he was a lovely guy. That thousand-yard stare on stage is a cover for doing one of the most vulnerable things a person can do: getting up there and singing. Digsy’s Dinner is Oasis at their most unvarnished. It’s aspirational: he’s singing about being in a bad situation but “What a life it could be / If you could come to mine for tea … We’ll have lasagne”. The simple beauty of that speaks to me, and I love the way the melody explodes when it gets to “These could be the best days of our lives”. It’s an odd song and the runt of the Definitely Maybe litter for some people, but for me it’s got everything.

    Snail Mail (Lindsey Erin Jordan): Stand By Me

    Stand By Me is the first Oasis song I became obsessed with. It still gives me full body chills listening to it. All the pieces just seem to fit together perfectly and simply, but it takes so much skill to be able to do that. I never knew that the opening line, “Made a meal and threw it up on Sunday”, was about Noel giving himself food poisoning [after his mother told him to “cook yourself a proper Sunday dinner” when he moved to London] but melodically the song changed my life. Their songs are so well done that they kinda sneak into your head. Even now when I’m writing songs I think: “Oh, is that a touch of Oasis?” I find them impossible not to borrow from in some way.

    Pierce Callaghan, Gurriers: Slide Away

    My dad had an Oasis live CD in the car when I was 13 and from then on they were my favourite band: massive melodies and a real drive to the songs. Gurriers – a Dublin word for “unruly young men” – fits with how rough and ready Oasis were at the time, like the story about them getting arrested on the ferry [to the Netherlands] for fighting. Definitely Maybe is full of attitude, but Slide Away has always made me emotional. The whole feeling is wanting to connect with someone, and if it’s just us against the world we’ll figure it out … but once you realise it’s written in the context of a break up [Noel and first fiancee Louise Jones] it’s gut-wrenching. There’s a bit in the Oasis: Supersonic documentary about a woman and her brother who spent the weekend watching them at Knebworth and singing along together, then he died a few months later. That’s always stuck with me: how so many of our relationships with friends or family are bound up by music.

    Liam and Noel Gallagher (right) in 1994. Photograph: Kevin Cummins/Getty Images

    Total Tommy (Jess Holt): Champagne Supernova

    Champagne Supernova was one of the first things I learned to play on guitar. It’s a masterpiece in the way it’s put together: a classic structure, then another part and then another, like a double bridge. Lyrically, it’s reflective and then has that almost tongue-in-cheek “Someday you will find me beneath a champagne supernova …” bit. It’s just beautiful.

    Juliette Jackson, The Big Moon: Wonderwall

    Oasis songs always sound as if they have been written in minutes but are like everything you’ve ever heard and loved before, mixed together. I’ve no idea what a Wonderwall is, but for me this song has soundtracked iconic arms-round-shoulders moments at the end of family weddings and school discos. It sums up that universal experience we have with music, and taught a generation (including myself) how to play guitar and that songs can be basic and instinctive and still feel huge and meaningful. Every guitarist will have a relationship to the opening chords of Wonderwall – whether they love it or hate it, they will know how to play it.

    Luke Spiller, the Struts: Roll With It

    When I was 18 or 19, I was a cleaner at a rest home and would roam around with headphones on, soaking up the first three Oasis albums. When Adam [Slack, guitar] and I started playing we used to do Acquiesce, Rock ’n’ Roll Star and Cigarettes & Alcohol, which we’ve played in the Struts many times. Roll With It is my quintessential go-to Oasis song. Lyrically and sonically it encapsulates what they’re about. It starts off quietly then hits you with this Chieftain tank of a groove. This was the song in the infamous chart battle with Blur’s Country House and kinda says “You’re either with us or against us”. They lost the battle [Roll With It reached No 2] but won the war in terms of subsequent popularity. To me, the way they chose Roll With It knowing they had Wonderwall or Don’t Look Back in Anger in the locker is incredibly brave and brilliantly cocky.

    Princess Superstar: Champagne Supernova

    In the 90s, New York was a melting pot of music and, however unlikely it may seem, Britpop felt like an intense wave that reached the city. Even in the hip-hop scene we were obsessed with Oasis. Two gorgeous brothers, quintessentially British, punching each other – and they made amazing pop music. What’s not to love? To me they felt like a new version of the Beatles, Stones and Led Zeppelin albums my dad used to play, but filtered through the rich history of Manchester music such as the Stone Roses and Happy Mondays. Champagne Supernova just makes me feel good inside in ways I can’t explain. I don’t get high now, but back then we loved to sing “Where were you when we were getting high?” as we were doing just that.

    Sonya Aurora Madan, Echobelly: Rock ’n’ Roll Star

    We went to France with Oasis when we were both starting off, which was pretty wild. They were at the centre of a media storm and made sure they lived up to it, although they were really nice guys. In 1994, Echobelly and Oasis were playing New York clubs and went to each other’s gigs. I remember standing right at the front when Liam smiled at me, and Rock ’n’ Roll Star just epitomises the energy of that moment, and those times. Who joins a band and doesn’t want to be a rock’n’roll star?

    Oasis make their long-awaited comeback at Cardiff’s Principality Stadium on 4 and 5 July, then tour.

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  • Dollar holds firm as Trump’s tax bill and trade pressure shake global markets





    Dollar holds firm as Trump’s tax bill and trade pressure shake global markets – Daily Times






























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  • India’s SEBI Temporarily Bars Jane Street From Accessing Its Securities Market

    India’s SEBI Temporarily Bars Jane Street From Accessing Its Securities Market

    India has temporarily barred Jane Street Group LLC from accessing the local securities market for alleged index manipulation, dealing a severe hit to the US firm that made $4.3 billion in trading gains there in more than two years.

    The Securities and Exchange Board of India said it would seize 48.4 billion rupees ($570 million) from Jane Street, which it claimed is the total amount of “unlawful gains” made by the firm, according to a 105-page interim order by Ananth Narayan, a board member at the regulator, on its website. Jane Street said it disputes the findings.

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  • China spares major cognac makers from EU brandy dumping duties – Reuters

    1. China spares major cognac makers from EU brandy dumping duties  Reuters
    2. China issues final ruling on EU brandy probe, to impose duties up to 34.9%  Forexlive | Forex News, Technical Analysis & Trading Tools
    3. It’s ‘crunch week’ for China Cognac tariffs  The Drinks Business
    4. China Exempts Major EU Brandy Makers From Anti-Dumping Duty  MSN
    5. China to impose duties of up to 34.9% on EU brandy, starting July 5  MarketScreener

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  • India Reblocks instagram accounts of Pakistani celebrities amid controversy

    India Reblocks instagram accounts of Pakistani celebrities amid controversy





    India Reblocks instagram accounts of Pakistani celebrities amid controversy – Daily Times


































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  • Psychosis in a Complex Medical Landscape: Diagnostic Challenges Posed by Systemic Lupus Erythematosus, Antiphospholipid Syndrome, Breast Cancer, and Temporal Lobe Resection

    Psychosis in a Complex Medical Landscape: Diagnostic Challenges Posed by Systemic Lupus Erythematosus, Antiphospholipid Syndrome, Breast Cancer, and Temporal Lobe Resection


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  • 47% of app marketing budgets generate only 7% of value

    47% of app marketing budgets generate only 7% of value

    New data from mobile measurement platform Kochava reveals that artificial intelligence is exposing massive flaws in how app marketers measure success, with nearly half of marketing budgets generating only 7% of actual value. The analysis also shows Apple Search Ads receiving up to 75% more credit than it deserves while other channels are systematically undervalued by billions of dollars.

    The findings, presented by Kochava’s Gary Danks at App Promotion Summit London 2025, show that traditional last-touch attribution is creating industry-wide budget misallocation that’s costing companies millions in wasted ad spend.

    The $500-per-conversion problem hiding in plain sight

    Marketing Mix Modeling (MMM), the AI-powered statistical method that’s rapidly replacing last-click attribution, is revealing uncomfortable truths about where app marketing dollars actually work. Analysis of 16 of Kochava’s North American clients showed that in one case, 47% of a marketing budget generated only 7% of actual value.

    “Between point B and point C, you’ve spent $2,000 just to acquire four more new orders. That’s a CPA of $500 for those last few conversions,” Danks explained, walking through real client data that showed how traditional measurement systems miss these efficiency cliffs entirely.

    The problem isn’t just academic. When a UK eCommerce client with a $550,000 monthly budget followed MMM recommendations to reallocate spend without increasing total investment, their cost per acquisition dropped 33% within weeks.

    Bottom-funnel channels systematically over-credited

    The most striking revelation involves Apple Search Ads, which appears 75% less influential under MMM analysis compared to last-touch attribution. The reason? ASA typically serves as the final touchpoint before app installation, artificially inflating its apparent value.

    “ASA often gets credit for users who are already on their way. I like to describe it as the movie theater poster. You see it on the way, but your decision was already made before you got to the App Store,” Danks said.

    Meanwhile, platforms like Meta, TikTok, and AppLovin are being systematically undervalued by traditional attribution, revealing what Danks calls “a massive opportunity for marketers.”

    The pattern holds across both iOS and Android, with Google facing similar over-attribution due to its control of both the Play Store and search results.

    MMM for app growth in 2025

    Source: App Promotion Summit

    AI is transforming measurement from diagnostic to prescriptive

    What separates MMM from traditional incrementality testing is its predictive power. While legacy attribution tells you what happened, AI-powered MMM models answer three critical questions: what’s adding incremental value, when do returns start dropping off, and where should you invest next.

    “It’s not just retrospective insight, it’s a roadmap based on your KPIs,” Danks emphasized. “Whether you’re optimizing CPA or ROAS or another goal, MMM tells you exactly how much to spend in each channel to maximize efficiency.”

    The technology builds cost curves for each marketing channel, using machine learning to analyze historical spend and performance data. This reveals the exact moment when additional investment stops delivering proportional returns — information that’s invisible to traditional attribution methods.

    The measurement revolution accelerates

    The shift toward MMM represents more than just better math; it’s part of the broader AI transformation of marketing operations. As privacy regulations continue restricting traditional tracking methods, companies are turning to statistical modeling that doesn’t rely on individual user tracking.

    “We’re measuring influence, not just what happened last,” Danks explained. “The question to ask yourself is: do you want to be investing in influence, or do you want to be investing in the final touchpoint?”

    For an industry that spends billions annually on user acquisition, the implications are staggering. If traditional attribution is systematically misallocating budget across major platforms, the collective waste could represent hundreds of millions in annual overspend on bottom-funnel channels alone.

    Sometimes the most transformative change isn’t spending more, it’s spending smarter.

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