The Measurement Company Kochava Released Friday with a Deterministic Attribution Method for Advertising on the mobile web.
Essentially, GM Grant Cohen said: Through his interview, Kochava can now associate his mobile web cookies with his mobile device IDs, in order to permanently track the action of A given user in an advertisement inserted into a mobile browser leading to an installation or other application-based activity.
"Stay in our ways." Previously, he said, the attribution of the company "had to stay in our tracks".
In other words, the activity of users in a mobile application can be tracked via a mobile device ID – that is, via the ID Apple IDFA (Identity for Advertisers) or Android GAID (Google Advertising ID) of the device. They are generally not available for tracking mobile web ads and are considered "deterministic" because the identifier is used to accurately and definitively identify the device.
Thus, in this "way", Kochava can follow -app ad activity.
On the mobile web, an ad followed by Kochava can generate a cookie from Kochava's own domain. Cookies have a limit, in that they can only be read by the domains that drop them. When a user clicks on an ad followed by Kochava in a mobile web browser, the link in that ad generates a hidden web page kochava.com/something via a redirect, often in the background.
This Kochava domain removes a first part. cookie in the web browser, which can then be read by Kochava. The clicked link then continues to its ad-defined destination, such as another web page or application.
Kochava was able to track the user's interaction with advertising in web browsers or with advertising in applications. – The separate "ways".
Crossing the "ways". The problem, says Cohen, is when there is an announcement of a mobile webpage to an application, such as an application store for an install application. That is when the "lanes" are crossed.
For example, a mobile web page ad for Hilton hotels that leads to a trip planner in a Hilton application, but the user does not yet have the Hilton application. .
If the Hilton application needs to be downloaded from an app store, Kochava loses the view of the user once it is launched on the Apple App Store or the Google Play Store. In the first case, says Cohen, Apple provides virtually no information on the referral link, and in the second, Google only provides the main domain, such as "cnn.com".
It is difficult to determine definitively from a domain if an ad delivered on cnn.com/sports for a given user resulted in the installation of this application.
To create a probabilistic or probable match, Kochava creates a "digital fingerprint" composed of several unique parameters that are: available in the web ad, including the IP address, l & # 39; user agent (which includes the device model but not the ID) and a time stamp.
But that does not conclusively determine that the user A saw this ad on the mobile web and then downloaded the Hilton app because it does not permanently connect the web user to the user of the application.
Or the opposite: an ad in an application to a web page. In this case, Kochava had the mobile device identifier of the integrated advertising to the application, but it was impossible to match the browser user to that of the application, even if a cookie belonging to the first part had already been deleted in the browser and was still in progress. active.
Cookie corresponding to the device number. What's new, Cohen said, is that Kochava now matches that cookie to the mobile device ID, so when he sees that user's mobile browser, he'll be able to assign a Final ID of the mobile device.
In other In other words, web activity can now be effectively identified by a mobile device identifier.
"Previously, there was no way to deterministically assign mobile web advertisements to application installations,"
There is some reservations
This correspondence can only occur if the user clicked on an ad in a browser and went to install an application or later clicked on an ad in an application. , Kochava has deleted a cookie of first level, has the device identifier and can connect both.
The follow-up between cookie-and-device-ID only occurs the second time that Kochava sees this user because it is this is what happens for the first time by actively depositing a cookie and lining up the match.
Finally, the first The bile cookie is usually only good for 30 days, in most cases, after which it evaporates e and the user can no longer be seen on the mobile web.
Cohen stated that Kochava was now seeking to match his first-party cookie / mobile device ID with the proprietary cookies of other providers, who could be "younger" during the life of 30 days and allow a match to continue beyond 30 days.
I asked him why. , if Kochava already had the mobile device ID for ads built into the application and already generated a proprietary cookie, it took so long to match it.
"A technical feat to make it work" as well as a "attribution provider" of scale ", such as Kochava.
"I am convinced that we will be copied," he said.
Why you should care. Tracking users on the mobile web has become a major problem for marketers, given Apple's and Android's objections against third-party cookies.
Matching an original cookie with a device identifier links a temporary browser tracker to a persistent device ID and, at least within 30 days , can be a sure way to match actions against the broadcast of specific advertisements.
As Cohen suggests, expect to see more attribution companies and advertising followers linking transitional elements. Mobile web cookies to stable mobile device credentials.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the Author
Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and directed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.