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A Debate on Standards: Setting Standards to Fight Attribution Fraud

AppLift
AppLift

A crucial cornerstone of modern-day performance marketing is measurement. For mobile marketers, measuring the effectiveness of the campaigns is critical as it can help to connect the dots and gain insights into user events such as app install or in-app behavior to understand the user journey with the ad. The lack of standards in mobile attribution results in an uneven measurement of who should be attributed with which conversion. Furthermore, the impact of fraud on attribution (and user acquisition in general) cannot be ignored. To continue our insightful webinar series on standards in mobile attribution, we are joined this time around by Grant Simmons (Head of Client Analytics @ Kochava) to analyze how setting standards in attribution can help overcome the problem of mobile ad fraud.

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A Debate on Standards: Setting Standards to Fight Attribution Fraud
What Well Cover Today 2 端 What are the challenges facing the industry currently and how are lack of standards helping nourish those problems? 端 Fraud vs. Attribution Fraud. 端 What would need to happen for Multi-Touch Attribution to be adopted? 端 Is Blockchain here to solve the problems of attribution?
3 What is Performance Marketing Attribution?
4 Fraud vs. Attribution Fraud
5 How do we seriously fight the phenomena of Attribution Fraud?
6 Is CPI the right price point for the advertiser?
7 What would need to happen for Multi-Touch Attribution to be adopted?
Understanding Multi-Touch Attribution It all starts with influencer reporting Multi-touch analysis is performed on the outputs of your influencer reporting From the multi-touch analysis there are recommendations to be made using: Configurable attribution Fractional attribution
INFLUENCER REPORTING Install attribution is awarded to the last click before an install. Kochava introduced Influencer Reporting to shed light on the other ads the user clicked on. Influencer reporting is critical to understanding the true impact of your campaigns. Unlimited data retention (exclusive to Kochava) unlocks year-over- year trends to fuel future decisions Influencer reporting provides the groundwork for Fractional Attribution.
MULTI-TOUCH ANALYSIS Better understand the interaction between all your attributed marketing efforts Visualize overlap among the networks Quantify the amount a network influences vs. claims attribution Stack rank quality by network Identify underperforming traffic sources at the site ID level Understand the impact of reach vs. frequency Custom Configuration: Why use it and how to take action? Obtain the mean time to install by network Expand or contract device ID and/or fingerprint windows on a per network or per tracker basis Self-Attributing Networks (SAN) False Claims Receive recommendations for managing SAN overclaims
CONFIGURABLE ATTRIBUTION Configurable attribution is one of the most powerful tools at an advertisers disposal and Kochava offers the most robust controls available Including: SAN claims View-Through Attribution Tracker Level Configuration Fingerprint Equalizer Fractional Attribution Install Reprocessing Multi-Touch Reporting KOCHAVA | 11
FRACTIONAL ATTRIBUTION Fractional Attribution empowers advertisers to define weighted value to different partners based on their attribution position. Fractional settings are available for both impressions and clicks. The defined weights are available via reporting to give additional context to a simple Influencer analysis. Additionally, Kochava appends fractional credit to postbacks for companies with the ability to receive and ingest. This data is often used by advertisers to initiate drawbacks on media spend.
FUTURE STATE OF THE INDUSTRY The infrastructure for multi-touch attribution exists within Kochava, but not the broader industry. The industry is moving toward multi-touch attribution wherein each network receives a postback for each install including the percentage for which they are responsible. The challenge with multi-touch attribution is that it requires networks willingness to both: Accept partial credit as well as build the tech to ingest the additional data on postback.
14 The Walled Gardens of Self Attribution
15 Blockchain: Bringing Order to the Chaos
BLOCKCHAIN IN DIGITAL ADVERTISING TO D AY S M A RK ETPLA CE I S CO M PLEX A N D D Y SFU N CTI O N A L
REVOLUTIONIZING DIGITAL ADVERTISING STA BI LI TY | EFFI CI EN CY | SECU RI TY | TRA N SPA REN CY
18 Thanks For Listening! Any Questions?
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Selected Partners: www.AppLift.com

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A Debate on Standards: Setting Standards to Fight Attribution Fraud

  • 2. What Well Cover Today 2 端 What are the challenges facing the industry currently and how are lack of standards helping nourish those problems? 端 Fraud vs. Attribution Fraud. 端 What would need to happen for Multi-Touch Attribution to be adopted? 端 Is Blockchain here to solve the problems of attribution?
  • 5. 5 How do we seriously fight the phenomena of Attribution Fraud?
  • 6. 6 Is CPI the right price point for the advertiser?
  • 7. 7 What would need to happen for Multi-Touch Attribution to be adopted?
  • 8. Understanding Multi-Touch Attribution It all starts with influencer reporting Multi-touch analysis is performed on the outputs of your influencer reporting From the multi-touch analysis there are recommendations to be made using: Configurable attribution Fractional attribution
  • 9. INFLUENCER REPORTING Install attribution is awarded to the last click before an install. Kochava introduced Influencer Reporting to shed light on the other ads the user clicked on. Influencer reporting is critical to understanding the true impact of your campaigns. Unlimited data retention (exclusive to Kochava) unlocks year-over- year trends to fuel future decisions Influencer reporting provides the groundwork for Fractional Attribution.
  • 10. MULTI-TOUCH ANALYSIS Better understand the interaction between all your attributed marketing efforts Visualize overlap among the networks Quantify the amount a network influences vs. claims attribution Stack rank quality by network Identify underperforming traffic sources at the site ID level Understand the impact of reach vs. frequency Custom Configuration: Why use it and how to take action? Obtain the mean time to install by network Expand or contract device ID and/or fingerprint windows on a per network or per tracker basis Self-Attributing Networks (SAN) False Claims Receive recommendations for managing SAN overclaims
  • 11. CONFIGURABLE ATTRIBUTION Configurable attribution is one of the most powerful tools at an advertisers disposal and Kochava offers the most robust controls available Including: SAN claims View-Through Attribution Tracker Level Configuration Fingerprint Equalizer Fractional Attribution Install Reprocessing Multi-Touch Reporting KOCHAVA | 11
  • 12. FRACTIONAL ATTRIBUTION Fractional Attribution empowers advertisers to define weighted value to different partners based on their attribution position. Fractional settings are available for both impressions and clicks. The defined weights are available via reporting to give additional context to a simple Influencer analysis. Additionally, Kochava appends fractional credit to postbacks for companies with the ability to receive and ingest. This data is often used by advertisers to initiate drawbacks on media spend.
  • 13. FUTURE STATE OF THE INDUSTRY The infrastructure for multi-touch attribution exists within Kochava, but not the broader industry. The industry is moving toward multi-touch attribution wherein each network receives a postback for each install including the percentage for which they are responsible. The challenge with multi-touch attribution is that it requires networks willingness to both: Accept partial credit as well as build the tech to ingest the additional data on postback.
  • 14. 14 The Walled Gardens of Self Attribution
  • 16. BLOCKCHAIN IN DIGITAL ADVERTISING TO D AY S M A RK ETPLA CE I S CO M PLEX A N D D Y SFU N CTI O N A L
  • 17. REVOLUTIONIZING DIGITAL ADVERTISING STA BI LI TY | EFFI CI EN CY | SECU RI TY | TRA N SPA REN CY
  • 19. 19