About
Technical depth. Strategic perspective.
I'm an independent mobile measurement consultant with deep, hands-on experience across MMP platforms, attribution logic, and the teams trying to use measurement data to make real decisions.
Platform Experience
Background
I've spent years working at the intersection of mobile marketing, measurement infrastructure, and business strategy - including a significant period inside AppsFlyer, working directly with advertisers, agencies, and platform partners across multiple markets and verticals.
That experience gave me a deep, practical understanding of how MMP platforms work under the hood, how attribution decisions get made, and where measurement setups consistently go wrong - regardless of company size or sophistication.
How I think about measurement
Measurement is only useful if it changes how people make decisions. Most of the time, the gap isn't in the technology - it's in the alignment between platform configuration and real business logic.
My job is to close that gap: reviewing how your MMP is set up, how attribution logic reflects your user journey, how data flows between teams, and whether the reports your team trusts are actually trustworthy.
Why this consultancy
I built MMPGuru because measurement expertise shouldn't be locked inside vendor account teams, enterprise consultancies, or buried inside internal headcount decisions. Teams deserve access to independent, clear, and practically focused guidance.
I work with a small number of clients at a time - deliberately. Every engagement gets focused attention, not junior handoff or templated output.
Speaking at an industry conference
"The gap is rarely in the platform. It's in the alignment between configuration and the way the business actually operates."
Shay Ben Tolila
Independent
No vendor bias, no quota. Pure advisory with your business goals as the only agenda.
Hands-on
Deep platform knowledge built from years inside the ecosystem — not just strategic frameworks.
Business-first
Measurement exists to support decisions. Every recommendation is grounded in that principle.
Want to understand if there's a fit?
A 30-minute conversation is usually enough to know. No commitment, no sales pitch.