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The State of Attribution in 2018
Kiip is a mobile-first adtech company that’s been executing and tracking mobile advertising campaign performance since our genesis eight years ago. We’ve worked with brands of all sizes, from Johnson & Johnson to General Mills to create compelling mobile campaigns designed to surprise and delight users in the moment. Despite growing adoption of mobile across all industries and a seismic shift towards mobile-first campaigns, we find ourselves frequently needing to debunk concerns and questions regarding mobile attribution.
As mobile rises, so do misconceptions and myths. And having to continuously debunk the same myths can hold up programs and be a source of frustration across all teams. Ninety percent of today’s existing data was created in the last two years, so it makes sense that brands may struggle to keep up with what is and isn’t possible when it comes to breaking that data down and making it actionable. What are the consequences of operating on old information when it comes to mobile attribution? Where did these myths come from? And, what power can we regain from disproving them?
Myths and Their Origins
How does a myth become truth? Repetition, repetition, repetition. Old information that was once held as true is never refreshed or revisited. And, why would it be? The average media buyer is often overworked, overwhelmed, and underpaid. When tasked with evaluating attribution and measurement, they need to ensure both function across a slew of different vendors and campaigns. They also need to get campaigns live, wrapped, and reviewed as quickly as possible. Understandably, this can result in sticking with what they know, and not taking their limited time to question and verify their own knowledge. And who can blame them? How can they know that their information is outdated if it seems to be working according to plan?
It’s not just media buyers propagating misinformation -- outdated or simply inaccurate information regarding how attribution works can infiltrate an organization like a weed, sprouting up over and over again across teams and projects. For example, an AdOps team may believe that mobile app to site attribution isn’t possible, which they relay to account managers, who explain it to sales, who then informs their client, who tell their account managers and so the cycle begins again. You hit a roadblock and have to pivot to a new solution that doesn’t necessarily set you or your client up for long-term success.
“Sorry, this campaign won’t work with our in-house analytics.”
“We would love to partner with you, but our DevOps team says it’s not possible to measure mobile app to site attribution.”
“Running ads across an app network isn’t advisable for our brand safety since we can’t determine where exactly our media is running.”
“We’re interested in mobile, but concerned about fraud across our mobile buying and don’t want to risk wasting our media dollars.”
Download our new whitepaper Mobile Attribution Myth Busting: A Guide to Mobile Attribution in 2018 and learn:
- How mobile app to site attribution is possible.
- How to get your in-house analytics to work for a mobile campaign.
- Why app networks can and should tell you where on their network your media is running.
- Why the prevalence of fraud is not equal across all possible mobile media buys.
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