Why Marketers Need Mobile Attribution More Than Ever

WEBINAR - MARCH 29, 2017

MASTERING MOBILE ATTRIBUTION KATANA | KOCHAVA

EXPERT KNOWLEDGE

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JAMES BENOITANDREAS ROELLKATANA | EXECUTIVE CHAIRMAN - PRESENTER KOCHAVA | MANAGER OF TECHNICAL PARTNERSHIP - PRESENTER

Katana provides next generaAon digital media soluAons via innovaAons in data modeling and adverAsing technologies.

We combine advanced audience data models with highly sophisRcated technology infrastructure to run smarter paid media campaigns.

Unlock media poten@al with smart campaigns

Our catalog of campaign packages provide marketers and agencies the ability to reach audiences in unprecedented ways.

Smarter digital adver@sing, smarter results

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Why Katana?

Quick facts

• Founded in 2012 (privately funded) • 18 Proprietary Ad Technologies • 68 Data Partnerships

DATA POINTS PROCESSED MONTHLY

1.34 BILLIONUNIQUE COOKIES PROCESSED MONTHLY

60 MILLION

AND OVER 2,000 CAMPAIGNS LAUNCHED IN Q4 2016

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Recognition Where We Are

HQ: San Diego, California

Kiev, UkraineWashington, DC

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Who is Katana?

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CAMPAIGN INTELLIGENCE PLATFORM

CLIENT DATA - CRM - POS - WEB - ADVERTISING - SOCIAL

EXCLUSIVE KATANA DATA Largest real-Ome audience data for:

- AcOve Sports Events - Higher EducaOon - AutomoOve ownership - Voter registraOon - Concert goers - Home ownership - Clothing - CosmeOcs & Jewelry - TaYoos - Many others

DATA PARTNERSHIPS

Cu]ng edge campaign soluRons not found anywhere else.

Audience DMP Performance Connectors Mul@-DSP Setup

So what’s the outcome?

and 54 more

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Katana’s Technology Framework

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Campaigns Katana has built an ever growing list of campaign execuAons that fit easily into a marketer’s or agency’s media plans. We customize each package to meet your needs or objecAves.

Services Looking to have us provide you with custom end-to-end media plans and solu8ons?

Katana can be your digital media partner of choice. Our strategic media team will help in strategy, audience data idenAficaAon, tracking setup, creaAve execuAons and buying opAmizaAon for all digital channels on an ongoing basis.

OUR EXECUTIONS • Auto-Trigger • High Intent Audience • CRM Cycler • Cross-device • Search Keyword • Image NaOve • SemanOc Context • ProgrammaOc TV • PinPoint

• Household • Company • Video NaOve • Geo PaYern • Audience Stream • Offline Visits • Database Match • True Video • Facebook Performance • TV Extension

Our SoluOons

6COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED. 6MOBILE ATTRIBUTION

WHAT IS MOBILE ATTRIBUTION? In the mobile arena, attribution is defined as the measurement of click and impression signals from ads the are served on the web or in-app. Essentially, it's the matching or attribution of engagements with an ad unit to an app install, or some post-install activity that's being measured.

How does Kochava approach mobile aYribuOon?

COPYRIGHT © 2017 KATANA. ALL RIGHTS RESERVED.

Kochava is an unbiased, third party independent mobile aZribu@on provider or aZribu@on pla[orm for connected devices (meaning that Kochava doesn’t play a part in the actual ad serving) - unlike Facebook or Google.

This separaAon from the actual ad dollars is extremely important in providing an unbiased view into who the righUul winner of aVribuAon is.

When cookies are not available, there are 3 main methods to aZribute credit using different iden@fiers.

Google Play Referrer ID matching FingerprinAng

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Who should use mobile aYribuOon placorms?

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If you plan to do any amount of user acquisi@on or have any amount of ad spent to put behind your product, aZribu@on should be the first thing you're thinking about. Mobile aVribuAon plaUorms allow you to opAmize your expense to make sure you’re geZng the most out of every dollar spent.

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More than 60% of online adults in the U.S. use at least two devices every day, and almost one-quarter use three devices.

Only 49% of marketers have implemented a mobile analyAcs soluAon.

More than 40% of online adults someAmes start an acAvity on one device only to finish it on another.

The State of Mobile AZribu@on

Source: CMO by Adobe

Common Mobile AYribuOon Approaches


Gaming is at the forefront of sophisAcaAon, focused on re-engaging users and maintaining engagement over Ame

Gaming might procure the most ‘purchase events’ if we’re talking about free-to-play games. In-App Events: tutorial compleAon, Facebook registraAon, achievement unlocked, level passed

Travel In-App Events: hotel/flight packages viewed or searched, wish-list items, registraAon, iniAated checkout, hotel/flight packages booked or login

eCommerce is sophisAcated in running engagement campaigns to measure a defined set of post-app install acAvity

In commerce or travel, you may be talking about users that come back Ame and Ame again to make purchases. According to a PayPal-Ipsus research study, mCommerce is growing at 3X the rate of eCommerce. Sessions on shopping apps on iOS and Android devices are increasing by 174% YoY. In-App Events: product viewed, product added to cart, registraAon, product purchases, login

There are varying levels of sophis@ca@on in the way that companies or players in different ver@cals have evolved to use the data they have access to when using a mobile aZribu@on pla[orm. Depending on the ver@cal-specific industry, engagement metrics measured will vary. For example:

Basic In-App Events Install Conversion Rate Revenue Average Revenue Per User (APRU) Number of purchases

Mobile aZribu@on is not just about measuring acquired users - it’s about engagement, acquisi@on and engagement campaigns in units that are in parallel of one another.

Engagement isn't something marketers should think about ajer six months has gone by and they’ve acquired 20,000 users.

With so many apps on the market, it’s important to think about the different insights mobile measurement offers. For example, a brand focused solely on acquisiAon might appear successful upon first glance at the aVribuAon data. Once analyzed, mobile measurement can tell a different story, conveying poor user interacAon, lifeAme usage or a significant drop-off between channels.

The LifeOme Value of Mobile AYribuOon


Successful Channels/Sources For App-Install Campaigns


Facebook is largely regarded as the highest quality source because: Of its ability to granularly target Amount of data available

When it comes to app launches: TradiAonally, a brand should want to gain high quality users. However, depending on the verAcal, we have seen various strategies executed.

In the gaming verAcal, some brands have approached their app launch with strong incenAvized campaigns, which isn’t normally an approach taken to aggregate high quality users. However, this strategy drives app store rankings, which subsequently increases organic lij with placement in the top 10 or 20 posiAon in the app store. Any @me you can increase your organic numbers, you're ‘winning.’ These are free users who generally have high intent because they're self-discovering the app.

Other Ames, a methodical mix of a variety of different sources, such as video, display or intersAAal, is the most successful approach.

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NOTE: When it comes to measurement plaUorms, Kochava has a robust data model in terms of what they have visibility into. While a measurement plaUorm might not have visibility into the type of campaign, it can draw conclusions by looking at the conversion rates of an incenAvized campaigns versus a non-incenAvized campaign, for example.

AZribu@on shouldn’t be thought of as ‘one size fits all’ since not all pla[orms are exactly the same.

There have been some changes over Ame with specific idenAfiers, such as IDSA on iOS, and Google ad ID on Android.

The biggest advancement has been the ability to process data in real @me, which gives customers control over how the aVribuAon waterfall behaves.

Improved configurability to have finite control over lookback windows, fingerprints and fallback.

An extension of this evolu@on is with real @me fraud and real @me traffic verifica@on. Customers can now introduce parameters by which their traffic is actually processed in real @me.


Advancements to Technology for Mobile AYribuOon

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FingerprinOng: What to Know

Fingerprin@ng is a device recogni@on and iden@fica@on method that leverages public parameters, such as device names, types, versions, IP addresses, pla[orms and/or carrier. These variables are then used to create a digital fingerprint ID that logically matches specific device aZributes.

Fall-back method: Since fingerprinAng uses a probabilisAc model, it’s only used when determinisAc idenAfiers, such as Google Play Referrer or other device idenAfiers aren’t available for aVribuAon.

Highly accurate in short term: The bigger the gap between a click and an install, the greater the chance that the user has Ame to change their fingerprint. The aVribuAon window is usually short (within 24 hours.) In app install campaigns, the majority of clicks, installs and iniAal app opens happen within 1-2 hours.

Used primarily for iOS: The referrer method isn’t available for iOS, so fingerprinAng is used more ojen on Apple devices.

Anonymous: User fingerprints are privacy compliant.

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We advise taking a scien@fic approach when conduc@ng analysis in order to understand what's happening by ad network or by site. We recommend analyzing these sub levels, such as publisher ID, and adjusAng seZngs to opAmize for the way a mobile aVribuAon engine is performing for your brand, based on what you’ve observed in the data.


ConsideraOons For Different AYribuOon Providers

Marketers should be concerned with real @me. Why?

Many integrated partners, whether it’s a publisher, ad network or demand-side plaUorm, rely on a signal that comes from Kochava’s real-Ame mobile aVribuAon plaUorm to inform their system that aVribuAon was awarded.

It is extremely important that a system maintains real Ame status, so that all sources are noAfied in the moment when aVribuAon's been awarded. This ensures that if you have a really strong source, it's not impeded by data delays, or post-back delays. If you're buying at scale, this is crucial because a lot of money can be wasted in a very short amount of Ame if there are interrupAons to those signals.

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Tips to Get Started With Mobile AYribuOon

Ensure the pla[orm your brand uses is in real @me.

In terms of mode, evaluate SDK (aZribu@on analy@cs tools that track the sources of your mobile app paid installs or post-install paid events) load, and consider adding another third party indicator to that.

Understand the different avenues of integra@on.

Plan out the KPI’s for your app or product, taking into account which type of events your brand wants to measure.

Know your tool set and product so that you can run effec@vely at scale.

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Kochava integrates with Snapchat in a self-aVribuAon network. If a marketer is using Kochava’s plaUorm and has configured a Snapchat campaign in Kochava’s dashboard, then they are effecAvely prompAng the mobile aVribuAon system to send all conversions to Snapchat. Snapchat’s API then responds, informing Kochava whether or not it is claiming credit for a parAcular conversion.

This is funcAonally the same integraAon as Facebook or TwiVer, but Snapchat has a large publisher source with rich sets of audience informaAon that can be used to target. Lots of marketers are taking advantage of this integraAon since acAons on Snapchat are now measurable.

Kochava X Snapchat: Audience Match API Partner


Enriched Data For Improved TargeOng

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SophisAcated marketers interested in enriched data sets have the mentality to overlay third party sources onto their own first party data. Kochava, for example, has a data marketplace product that is more or less comprised of data aggregated from integrated partners.

This serves as a discovery mechanism for adverAsers to go in and build out an audience segment that they may be interested in finding. Then, adverAsers can actually make contact with the partners that represent those inventory sources so that they can find the audience that they’re ajer without sharing house files.

Kochava maintains integra@ons with a variety of other analy@cs and data pla[orms, such as The Trade Desk.

Marketers can export audience segments directly from Kochava into a plaUorm like The Trade Desk to do look-alike modeling.

In Conclusion


Ensure your mobile aZribu@on provider is in real @me.

There is no ‘one size fits all’ approach for mobile aZribu@on.

Plan out which KPI’s your brand is interested in measuring and measure what you can with whichever aVribuAon tools are appropriate and available.

Acquire the highest quality users, and then maximize the value of exis@ng ones.

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Why Marketers Need Mobile Attribution More Than Ever