Ethan Lewis, Author at Kochava Kochava Thu, 13 Jul 2023 17:53:56 +0000 en-US hourly 1 https://wordpress.org/?v=6.5.2 https://s34035.pcdn.co/wp-content/uploads/2016/03/favicon-icon.png Ethan Lewis, Author at Kochava 32 32 Kochava Support for SKAdNetwork https://s34035.pcdn.co/blog/kochava-support-for-skadnetwork/ Thu, 27 Aug 2020 22:09:34 +0000 https://www.kochava.com/?p=31886 The post Kochava Support for SKAdNetwork appeared first on Kochava.

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Handling the heavy lifting for advertisers

Find the latest information on Kochava SKAdNetwork solutions here.

Privacy-safe, anonymous, and deterministic

That’s Apple’s SKAdNetwork in a nutshell, and it’s forever changing the way digital advertising works on iOS. As availability of the IDFA declines with the AppTrackingTransparency (ATT) framework, the SKAdNetwork offers a continuation of deterministic attribution between ads and in-app conversions, protecting the privacy of individual users by making it impossible to decomp aggregated SKAd reporting data back to device-level insights.

SKAd Support

As iOS 14 approaches, Kochava is ready to support the industry with solutions that maximize the valuable insights that can be gleaned from SKAdNetwork.

Need help getting ready for SKAdNetwork?

Kochava and SKAdNetwork at a glance

  • The SKAdNetwork offers true, deterministic attribution signal verified by Apple.
  • While the attribution signal is verified by Apple, the signal is sent to the attributed ad network and not to the advertiser or an independent verification provider like a mobile measurement provider (MMP). This creates a conflict of interest and potentially an open opportunity for a new class of fraud. The combination of these points merits the need for signal via trafficked impressions or clicks to cross-compare and validate summary SKAdNetwork metrics.
  • Marketers will need to use an MMP to maximize the value of their SKAdNetwork campaigns and effectively interpret its insights into actionable intelligence for optimization. We believe Kochava is best suited as the leading omni-channel attribution vendor providing traditional MMP attribution capabilities as well as all other channels that don’t leverage an IDFA – and with iOS 14, SKAdNetwork support.
  • Real-time IDFA-based or probabilistic attribution (see iOS 14+ restrictions) signal from Kochava can be used in conjunction with SKAdNetwork signal to provide additional insights into performance.
  • Kochava will support the heavy lifting for advertiser adoption of SKAdNetwork by:
    • Wrapping SKAdNetwork method calls from the advertiser app within the Kochava SDK.
    • Providing turnkey SKAdNetwork conversion models to maximize quality insights through the updateConversionValue(_:) method.
    • Ingesting SKAdNetwork postback data for advertiser campaigns.
    • Providing install summary and conversion summary reports to advertisers.

SKAdNetwork + Kochava = Holistic omni-channel attribution perspective

In unison, Kochava and SKAdNetwork can provide the most holistic attribution insights within a single dashboard. Kochava provides real-time, IDFA-based (when ATT opt-in is present) and highly configurable probabilistic attribution (see iOS 14+ restrictions) that gives immediate directional performance insights to advertisers in order to inform ad spend decisions and optimizations. The SKAdNetwork offers aggregated and delayed deterministic attribution that can be analyzed alongside aggregated Kochava attribution outcomes for the same campaigns.

SKAd Support scaled

This provides the ability to look at performance through both lenses and at the same time retain key features only available with Kochava as an MMP. These features include:

  • Reengagement support
  • Device-level and user-level insights on your first-party audience
  • Real-time postbacks to inform attribution on opt-in users
  • SKAdNetwork conversion modeling
  • Support for tracking owned efforts on mobile web inventory
  • Valuable cross-device insights related to web, OTT/Connected TV, Out-of-Home (OOH) and beyond

 

Handling the heavy lifting of SKAd for advertisers

The goal of Kochava is to make it simple and seamless for advertisers to incorporate SKAdNetwork campaign insights into their overall omni-channel attribution worldview within Kochava.

Snapshot of Kochava SKAdNetwork Solutions

For Advertisers

  • Automatically make SKAd calls on advertiser’s behalf
  • Provide four conversion models marketers can choose from via our dashboard to maximize insights from the updateConversionValue(_:) function for down-funnel event reporting and optimizations
  • Ingest SKAdNetwork postback data for advertiser campaigns from participating ad networks and media sources
  • Provide advertiser reports for SKAd performance

Handling SKAd calls for advertisers

With SKAdNetwork, the advertised app is responsible for making two calls: the registerAppForAdNetworkAttribution() and optionally the updateConversionValue(_:) call.

SKAd Support

Let’s unpack each of these calls in a bit more detail.


The registerAppForAdNetworkAttribution() call:

  • Generates an install notification postback that is cryptographically signed, which validates that a user installed and launched the app as a result of an ad.
  • Triggers a rolling 24-hour timer.
  • If no updateConversionValue(_:) call is subsequently made before the expiration of the first 24-hour timer, a second random timer begins that will expire anywhere between 1 and 24 hours. At expiration, the install notification postback is fired to the postback URL specified by the ad network that drove the conversion.


The updateConversionValue(_:) call: 

  • Reports post-install activity to SKAdNetwork.
  • Contains a 6-bit value (from 0-63) that the advertiser’s app defines. The application decides when to update the conversion value, which can be done multiple times before a rolling 24-hour timer expires. Any time the call is made with a conversion value greater than one on a previous call, the 24-hour timer is reset and begins again.
  • When the timer finally expires, the conversion value is finalized and subsequent calls to the updateConversionValue() function have no effect on the conversion value that may be included on the install notification postback to the network.
  • The install notification postback will only contain the final conversion value if the data meets Apple’s privacy thresholds.

Kochava will wrap these calls within our upcoming SDK release for iOS 14 – meaning we’ll automatically handle these calls on the developer’s behalf, simplifying the adoption effort for our advertiser customers.

 

The conversion value is optional. Should you leverage it?

Absolutely. While no device or user identifiers are included within SKAd signal, the conversion value provides extremely valuable insight into how your ad campaigns are performing beyond just counts of installs. By leveraging the conversion value, advertisers can gain insights into:

  • The cost of acquiring new users
  • Return on ad spend (ROAS)
  • Post-install user engagement
  • And more

Leveraging Kochava, advertisers can make the most out of the SKAd conversion value.

 

Utilizing Kochava SKAd conversion models

The last conversion value called will also be returned on the conversion postback from SKAdNetwork. Except for re-downloads, SKAd only sends one conversion postback per user per advertiser, meaning only one conversion value will ever be reported back. As a result, it benefits advertisers to pack as much “meaning” into the conversion value as possible.

Kochava employs a binary digit system that can be used to offer advertisers one of four initial SKAd conversion models. Each model can be custom configured by advertisers based on key in-app events or revenue metrics they’re already tracking, delivering SKAd campaign performance insights based on the key performance indicators (KPIs) most important to them. Configuration of these models will be handled server side without any SDK updates required when switching models.

 

The four models are as follows:

SKAdNetwork support

NOTE: In each model, the first 3 bits (8 values) are reserved to dictate the time since install D0-D7. This means that no conversion value calls will be fired after Day 7 allowing the install notification postback to fire by Day 8-9 (24 hours for timer, 1 after last conversion value call, then final random timer between 0-24 hours). Advertisers may choose to customize their post-install conversion value time window anywhere between D0-D7 (eg, D0-D5, D0-D3, etc.) to get quality insights returned more quickly for optimization decisions.  

Advertisers are encouraged to test multiple models as they begin working with SKAdNetwork to find the one that best fits their needs. It’s important to note that only one model may be selected at a time. Kochava plans to offer additional conversion models in the future.

Maximize Your Campaign Performance on Apple’s SKAdNetwork

Learn about conversion values and how to choose the right SKAdNetwork conversion model for you.

Download the Free Guide

Choosing who handles your conversion values

At this point, it’s important to stop and address an elephant in the room.

There can be ONLY ONE handler of the conversion value model for your app.

It should be your MMP.

Advertisers cannot have simultaneous updateConversionValue(_:) calls being made from their app on the client-side device. A mix of partners sending varying conversion values based on differing models would confuse final value outputs in the install notification postback, negating the ability of any party to extract accurate performance insights from the data. One partner must be chosen to handle this function.

While some ad platforms may offer their own models for advertisers to leverage via their integrated SDKs, a move in this direction would not be in the best interest of advertisers or the broader ecosystem of media partners. Not all media partners optimize or are incentivized the same. With SKAd, the conversion model you choose must be applied to your app as a whole and should not only cater to a single or subset of the media partners you work with.

 

As an unbiased, objective arbiter, the MMP is ideally positioned to handle the conversion value on behalf of advertisers.

MMP benefits:

  • Standing integrations with ad networks, DSPs, and other partners to relay conversion value quality insights for optimization
  • Already tracking in-app events on advertiser’s behalf, offering streamlined mapping to conversion models
  • Server-side controls to change models without a full app update
  • One SDK to facilitate MMP omni-channel attribution and SKAdNetwork
  • Expeditious industry compliance for future updates to SKAdNetwork by Apple

Kochava is working with partners to unpack our approach to SKAd conversion modeling and ensure advertisers can continue to benefit from optimization on in-app engagement KPIs with all partners.

 

Ingesting SKAdNetwork postback data for ad networks and publishers

To help inform SKAdNetwork reports for advertisers, Kochava is working with ad networks, DSPs, and other integrated partners on a scalable and standardized approach to ingesting SKAdNetwork postbacks.

Kochava has established a standard reporting framework usable by any MMP and produced by any ad network using SKAdNetwork for deterministic, cohort-based attribution reporting. Due to the limitations of SKAdNetwork and postback delays from Apple to ad networks, Kochava understands the value in having a consistent reporting structure. It will facilitate ad networks to report on SKAdNetwork cohort outcomes and enable MMPs to consume the cohort reporting to augment real-time results available on users that opt-in to tracking through the AppTrackingTransparency (ATT) framework.

Be on the lookout for upcoming announcements on free SKAdNetwork support for ad networks from Kochava. If you’re an ad network, DSP or other Kochava partner, contact Integrations@Kochava.com to learn more about free SKAdNetwork solutions with Kochava.

 

SKAdNetwork reporting for advertisers

Kochava will offer two report types for advertisers to analyze SKAdNetwork campaign performance.

Install Summary
Provides an aggregated summary of user install data sourced from SKAdNetwork signals. For full report specifications, visit our support documentation.
Conversion Summary
Provides an aggregated summary of user conversion values sourced from SKAdNetwork signals. Based on the app’s chosen conversion model, the meaning of each conversion value is also provided. For full report specifications, visit our support documentation. 

Reach out to your Kochava Client Success Manager for a preview of these SKAdNetwork reports.

 

Have questions about what SKAdNetwork means for you?

Reach out to one of our expert Client Success Managers or email support@kochava.com today with any questions you have. We’re here to help you maximize your growth through iOS 14 and beyond.

Stay tuned for more announcements about our upcoming SDK release for iOS 14 and SKAdNetwork support on our iOS 14 Resource Center.

Ethan Lewis – VP of Engineering & Architecture
Kochava

The post Kochava Support for SKAdNetwork appeared first on Kochava.

]]> Kochava Unveils Support for SKAdNetwork https://www.kochava.com/blog/kochava-unveils-support-for-skadnetwork/ Thu, 06 Aug 2020 23:52:22 +0000 https://www.kochava.com/?p=30960 The post Kochava Unveils Support for SKAdNetwork appeared first on Kochava.

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Offering a standard adoption approach for advertisers and registered SKAd networks

Every advertiser and participating SKAd network has important decisions to make over the coming months as to how, and if, they’ll adopt Apple’s SKAdNetwork. SKAd provides a means to anonymously attribute an install to a given ad network and by design, only allows aggregate reporting of ad network performance. 

SKAd has some limitations, and it should not be considered as replacement for IDFA-based or probabilistic device-level attribution provided by mobile measurement partners (MMPs). For example, it is not possible to use SKAd to attribute an individual click to an install at the device level. Another caveat is that SKAd does not send real-time conversion postbacks to ad networks. 

Other known limitations of SKAd include: 

  • No view-through attribution or impression visibility
  • No row-level install or in-app conversion reporting (aggregated conversions only)
  • No reengagement/retargeting support
  • No device ID or user-level visibility
  • Campaign tracking parameter limited to values (1-100)
  • Lack of real-time postback signals for optimization
  • Inability to perform multi-touch attribution with reporting of influencers
  • Lack of clarity around attribution configurability

For the foreseeable future, the SKAd will live alongside tools, like Kochava, that offer real-time, row-level attribution insights consented to and based on the IDFA where appropriate and probabilistic in the absence of app tracking consent. 

Kochava is uniquely positioned to support Apple’s SKAdNetwork

The real-time network infrastructure, 4,500+ integrated partner footprint, and data syndication capabilities developed by Kochava to serve the largest enterprise brands in the world puts us in prime position to help provide standardization and scalability to SKAd adoption for advertisers and participating SKAd networks. 

Snapshot of Kochava SKAd Solutions

For Advertisers For Registered SKAd Networks 

Will automatically make SKAd calls on advertiser’s behalf

Will wrap functionality in upcoming SDK release for iOS 14

Will provide SKAd advertiser report

Will have registration for branded ingestion endpoints where ad networks can have their SKAd postbacks delivered

Will syndicate postback data to mobile measurement partner (MMP) on ad network’s behalf

Will provide standardized and consistent reporting API for query by network and/or MMP

Kochava is working with partners across the ecosystem to establish a standard reporting framework usable by any MMP and produced by any ad network using SKAd for deterministic, cohort-based attribution reporting. Due to the limitations of SKAd and postback delays from Apple to ad networks, Kochava understands the value in having a consistent reporting structure. It will facilitate ad networks to report on SKAd cohort outcomes and enable MMPs to consume the cohort reporting to augment real-time results based on probabilistic attribution. 

By standardizing reporting between vendors, Kochava will consume the cohort-based measurement signal produced via SKAd participants and box-balance the cohorts against the resulting attributed conversions from probabilistic measures. This will enable marketers to validate probabilistic efforts with the signal from SKAd despite being cohort-based and not device-based.

Kochava has experience providing incrementality reports which deliver aggregated cohort insights and quantify relative lift-over-base performance on a per-channel or campaign basis. Our expertise in this area over the past few years will serve our customers well as we deliver a differentiated value proposition to marketers who scale omnichannel media efforts. Further, the ability to link exposure against control and cross-reference with cohort-based attribution via SKAd enables marketers to remain informed in their media efforts.

Handling SKAd calls for advertisers

In SKAd, the advertised app is responsible for making two calls: the registerAppForAdNetworkAttribution() or updateConversionValue(_:). The upcoming Kochava SDK for iOS 14 will wrap these calls and/or make these calls automatically on the developer’s behalf, simplifying the adoption effort for our advertiser customers. All other SKAd functionality takes place server-side via the postback, which is sent to the ad network’s specified postback URL. 

Handling SKAd postback data for networks registered with SKAd

Ad networks will be looking to integrate with SKAd in some way in order to gain insights on Apple-reported attributions and support advertisers who demand adoption.

When an ad network registers with SKAd, Apple accepts a single endpoint for sending attribution information. While the ad network could choose to ingest this data themselves, that approach poses several challenges that could hinder adoption.

Inherent challenges to ad networks handling SKAd postback data
  1. The ad network must take on the cost burden to support the new infrastructure to ingest, store, and syndicate SKAd data to other parties.
  2. Ad networks are unlikely to follow one standard and consistent reporting model, resulting in a wide array of formats that will complicate interoperability between partners.
  3. Advertisers and MMPs will have to rely on a party that is not impartial and unbiased to access attribution data reported by SKAd.
How Kochava solves for these challenges
  1. Kochava already has the network infrastructure and real-time syndication capabilities to handle SKAd postback data on behalf of networks, alleviating an unnecessary cost burden for ad networks.
  2. Kochava will provide a standard and consistent reporting model for scalability and interoperability between ecosystem parties.
  3. Kochava has no vested interest or bias in the attribution outcomes reported by SKAd.

Are you ready for iOS 14?

Get the support and updates you need.

Coming Soon: Ad network registration for SKAd support

Ad networks will soon be able to register with Kochava for SKAd support. Here’s a preview of how the process will work. 

  1. The ad network creates a free Kochava account.
  2. As part of the onboarding process for SKAd support, ad networks choose a custom subdomain and generate the endpoint (eg, partner-name.adsmeasurement.com/skadnetwork) that they’ll provide during SKAd registration for postbacks. 
  3. Via integration management, the ad network can grant access to SKAd data to any MMP for specific app IDs. MMP access will be limited to only those SKAd conversions where the app ID matches one of those specified by the ad network.
  4. The ad network shares the access key with the MMP.
  5. The ad network inputs their adsmeasurement.com endpoint as the company URL when integrating with SKAd. This allows Kochava to receive conversion signals from SKAd on their behalf. (NOTE: This also requires that the advertiser is sending their install/event singal to SKAd. The native Kochava iOS SDK will be updated with this capability for Kochava advertiser customers.) 
  6. Upon receipt of delayed SKAd postbacks for the ad network, Kochava syndicates them to the designated MMP’s via real-time postbacks. 
  7. Kochava stores the SKAd data, generating standardized reporting available via the API. 
  8. The SKAd data report (including all traffic for all MMPs, all campaigns) is also available in an account dashboard for export.

Are you an ad network, publisher, or DSP with questions? Contact integrations@kochava.com.

Are you an advertiser? Stay tuned for more announcements on our upcoming SDK release for iOS 14. For questions, contact your Client Success Manager, or email Support@Kochava.com. 

Brian Wilson – Director of Product Management
Kochava

Talk to an Expert

The post Kochava Unveils Support for SKAdNetwork appeared first on Kochava.

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