The Kochava award platform released its first rank among the top 20 mobile ad networks, The Traffic Index that it plans to put in available quarterly. [Free; registration required.]
In order, his 20 best networks are:
How was the ranking determined? The ranking is based on four ad measures that drive application installations, which Kochava measures and attributes primarily to credits.
This is signal clarity, fraud, quality and correlation (the statistical relationship between clicks and conversions) reported by networks. Kochava integrates with approximately 3,000 mobile ad networks.
Signal clarity is the data for clicks, impressions, and publications. Grant Simmons, head of customer analytics, explained that networks sometimes only report clicks, for example, and that they are less clear about the associated data, such as the ## 147 ## 39; Device ID, Creative ID, Transaction ID, and so on. The publications are the data returned by Kochava on the network, indicating whether the advertisements have led to the applications installations, and these data are used by the networks for optimization purposes.
The percentage of fraudulent traffic is based on measurements made via the Kochava anti-fraud console. Quality is the number of active users retained by the network. According to Simmons, the number of active users is therefore related to the quality of advertisements and inventory in a given network.
Other rankings. Simmons highlighted two other mobile ad network rankings, by the Appsflyer and Tune awarding companies, although the attribution activity of the latter is now held by the deep-link company Branch. The difference in rankings, he said, is that Kochava puts more emphasis on signal clarity, and therefore on the quality of the correlation between click and installation.
Why this is important for marketers. "This [ranking] is an effort to clear up this industry," said Simmons, adding that she was "remarkably fraudulent".
By encouraging mobile ad networks to improve the quality and transparency of their reports, his company hopes to boost the vitality of mobile advertising beyond the dominant duopoly of Google and Facebook. Marketers can use this type of assessment to determine which networks are qualified for their activities and thus help to encourage the trend towards transparency.
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About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed 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.