Kochava (www.kochava.com), the mobile attribution analytics and optimization company, today announced Audience Attribution, a whole new way for advertisers to understand their customers’ behavior across devices and platforms. Audience Attribution gives mobile advertisers the power of cross-device attribution and targeting to reveal incremental attribution lift, all while maintaining the high standard of security and privacy, which has been a cornerstone of the Kochava system since its founding.
Most attribution models use a single-device identifier to represent a person who is served an ad. In today’s reality of heavy multi-screen, multi-platform usage, users are not accurately represented by a single-device ID. Kochava created the audience attribution model to overcome this limitation.
With Audience Attribution advertisers can, for the first time, view and correctly attribute installs to ads served on one device that also drive incremental installs across various devices in a household. This audience-specific data allows advertisers to attribute the whole household, exposing the real reach of an ad, versus a single attributed user and several “organic” installs. With Audience Attribution, installs that were historically considered “organic” will now be accurately attributed as a result of an originating advertisement.
“Savvy advertisers know their mobile ad is reaching more than just the person who installs, or is impacting more devices than the one that converts, but up until now they had no way to measure that influence,” said Charles Manning, Kochava CEO. “That all changes with Audience Attribution. We’re essentially exposing a whole new segment of influence-based installs that were falsely attributed as organic, and new KPIs, like household LTV, are all of a sudden a reality.”
Kochava’s Audience Attribution is achieved through the combination of Kochava IdentityLink and Proximity Identification. Together these methods create the industry’s first true audience attribution solution.
Kochava developed a feature called IdentityLink, which allows Kochava customers to associate an internal identifier with a Kochava device ID to manage their audience in unprecedented ways. By associating an internal customer identifier with a Kochava device ID, advertisers can correlate attribution and analytics information within Kochava to the customer’s behavior on different devices and platforms, as well as cross-compare data from internal or 3rd-party business intelligence tools in a meaningful way. IdentityLink gives advertisers actionable intelligence on all of their behavioral user data, regardless of where it exists, delivering a unified picture for more effective targeting, re-targeting, and optimization.
The Kochava Data Science team developed proprietary algorithms to deliver Proximity Identification, the grouping of people and their multiple devices based on location. Proximity Identification was created to deliver new insights into how users interact and influence one another. This is an important step in the evolution of mobile marketing toward helping the advertiser understand the complete path to purchase and the real impact of their user acquisition campaigns. Proximity Identification can be used for deeper levels of targeting to increase ad spend ROI by identifying the primary influencer in a household, or reduce wasted ad spend through negative targeting. For example, once a Netflix user is attributed, Netflix can avoid wasting money targeting other household devices, knowing that the app will be downloaded onto the other devices “organically” and the user ID will be shared. Conversely, an advertiser can spend more to acquire a primary influencer knowing that they drive higher than average
“organic” lift within that household.
When it comes to security and privacy, Kochava has a proven track record of industry-leading standards and practices to facilitate policy-driven privacy. All data within Kochava is secure, private, and completely siloed. Advertiser data is never leveraged in aggregate or shared with other customers. Kochava firmly believes advertisers’ data is their data.
Kochava offers a unique, holistic and unbiased approach to mobile attribution analytics and optimization. Via its award-winning mobile attribution platform, Kochava provides mobile advertisers with precise, audience-specific, real-time visualization of campaign data that spans from initial launch through conversion and lifetime value (LTV) reporting, including comprehensive post-install event tracking. Kochava’s tools enable customers to turn their data into actionable information. With over 1,200 publisher and network integrations including Facebook, Twitter, Google and Pandora, Kochava is trusted globally by the largest brands in mobile gaming, commerce, news and media. For more information visit www.kochava.com.