That’s why Branch created Predictive Aggregate Measurement (PAM) — a breakthrough attribution framework that restores essential performance signals in a way that is fully privacy-aligned and sustainable for the long term. PAM for Publishers brings this tool to the partners that need it most: Ad Networks, DSPs and SSPs.

Why PAM for Publishers matters

PAM for Publishers enables Branch to pass the Click_ID parameter to demand-side platforms (DSPs), ad networks, and supply-side platforms (SSPs). This might sound simple, but the impact is significant:

• Better performance outcomes — Networks receive cleaner, more consistent signals to fuel real-time bidding (RTB) and machine learning models. This reduces wasted spend and drives stronger ROI.
• Clearer data visibility — Advertisers gain the transparency they need to evaluate which campaigns and partners are truly delivering results.
• Higher attribution accuracy on iOS — All while remaining fully aligned with Apple’s privacy policies.
  

For networks, this means confidence in model training and bidding strategies. For advertisers, it means unlocking more effective optimizations and improving campaign efficiency, even under strict privacy limitations.

How PAM for Publishers works

Instead of trying to capture user-level identifiers, PAM focuses on privacy-safe predictive signals that can be shared at scale. By passing Click_ID to our network partners, Branch ensures that:

• Partners can connect clicks with outcomes reliably, without accessing PII.
• Machine learning models get the structured data they need to improve over time.
• Attribution results are cleaner, reducing the noise that often hampers iOS measurement.

The result is an attribution system that protects privacy and empowers performance — a balance many advertisers have struggled to achieve. We’re encouraging all ad networks, DSPs, and supply-side platforms (SSPs) to adopt PAM for Publishers. In fact, it will soon become the default setting for all new Branch customers and partners.

Getting started

Activating PAM for Publishers is simple and requires no custom integration:

Branch Dashboard → Ad Partner Settings → Postback Config → PAM for Publishers toggle ON

That’s it. With just a few clicks, performance signals begin flowing, and both advertisers and networks can start seeing improvements in attribution and optimization.

Best practices for activation

• Test before scaling spend: Establish a baseline for iOS campaign performance, then compare results after enabling PAM.
• Monitor attribution lift: Pay attention to improvements in install accuracy, conversion rates, and downstream engagement.
• Optimize accordingly: Use the cleaner signals to adjust bidding strategies, budgets, and creative placements in near real time.
• Collaborate with partners: Encourage your DSPs, SSPs, and ad networks to adopt PAM to maximize ecosystem-wide benefits.

What partners are saying

Ecosystem adoption is already underway, and early results have been encouraging. Perform[cb], a leading performance media agency and long-standing Branch partner, has seen measurable gains with PAM:

“Branch has consistently led the way in privacy-first innovation, and PAM for Publishers is a perfect example. By restoring key performance signals in a privacy-compliant way, they’ve empowered our team to optimize more strategically — driving stronger attribution, smarter bidding, and real outcomes for our clients. It’s been a pivotal unlock for scaling iOS performance in today’s evolving ecosystem.”
— Matt Lord, Chief Strategy Officer, Perform[cb]

Looking ahead

PAM for Publishers is more than a feature — it’s a durable methodology for attribution on iOS. By restoring critical predictive signals in a privacy-safe framework, Branch has created a solution that:

• Minimizes noise in measurement
• Improves the reliability of cohort-based analysis
• Provides networks with sustainable inputs for RTB optimization
• Gives advertisers a clear, compliant way to scale performance

As privacy requirements continue to evolve, PAM for Publishers will serve as a long-term foundation for accurate, ethical, and effective measurement — ensuring that publishers, networks, and advertisers can keep growing with confidence.

For full implementation details, visit our PAM documentation.

Brett Orlanski, Business Development & Partnerships, North America

The post Introducing PAM for Publishers: Smarter iOS Attribution, Privacy-First appeared first on Branch.