Maximizing conversion rates (CVR) and publisher ad yield with Device Link

Publishers with premium owned and operated ad inventory face significant challenges in receiving proper credit for the conversions they drive across multiple connected devices. As consumers increasingly use a variety of devices throughout their conversion journey, accurately tracking and attributing conversions becomes complex. This fragmentation makes it difficult for publishers to demonstrate their true impact on sales and other outcomes for their advertisers. Traditional tracking methods often fail to capture the full picture of a consumer’s path to purchase.

Better Conversion Rates and Ad Yield With Device Link

Comprehensive backtesting has demonstrated a consistent enhancement of 8 to 10% in reported outcomes when integrating Device Link into a publisher’s outcomes measurement strategy.

A detailed analysis conducted for a leading publisher, specifically a CTV original equipment manufacturer (OEM) with owned and operated inventory, examined campaigns from two separate advertisers. The additional conversions identified through Device Link revealed incremental attribution increases of 9.5% for the first advertiser and 10.6% for the second.

Activating Device Link for Advertiser Campaigns

Are you a publisher or platform with premium owned and operated inventory? Is your outcomes measurement strategy coming up short in capturing the full value you deliver to your advertisers? To learn more about Device Link and how it can improve reported conversion rates on your premium inventory, contact our team today.

Already a client of Kochava for Publishers? Device Link is available now. To request more information about enabling Device Link on your account, contact support@kochava.com.

A winning combination for marketers

Are you exploring connected TV (CTV) for performance marketing? LG Ad Solutions, one of the world’s largest smart TV platforms, is revolutionizing CTV advertising with outcomes-based measurement powered by Kochava. With this partnership, brands can move beyond brand awareness to measure the tangible impacts of their campaigns, making LG Ad Solutions the ultimate choice for performance-driven marketers.

Performance Marketing Meets CTV With Kochava Outcomes Measurement

Through LG Ad Solutions’ collaboration with Kochava, advertisers gain access to robust performance metrics across LG’s proprietary inventory. For brands in verticals such as quick service restaurants (QSR), fintech, travel, and hospitality, CTV advertising with LG Ad Solutions offers the ability to drive actions like mobile app installs, in-app purchases, and website visits.

Kochava’s measurement tools support a variety of ad types on LG Ad Solutions, including:

• CTV Video Ads
• LG Smart TV Native Ads
• Cross-Device Video Ads

Advertisers already using Kochava as their mobile measurement partner (MMP) can seamlessly integrate CTV campaigns to measure and track all relevant conversions. Whether your goal is driving mobile app installs, in-app actions, or website visits, Kochava’s outcomes measurement platform ensures comprehensive tracking and precise attribution across devices and screens.

Best Practices for Maximizing Campaign Success With LG Ad Solutions and Kochava

1. Consult With LG Ad Solutions on Campaign Goals

Align with LG Ad Solutions’ team early on to define your objectives, metrics, and expected outcomes. By working closely with the experts at LG and Kochava, you can set up accurate measurement configurations tailored to your goals.

2. Optimize Audience Targeting

Utilize LG’s proprietary ACR data and first-party targeting capabilities to reach highly relevant audiences. Leveraging advanced audience segmentation allows you to deliver ads that resonate deeply with viewers.

3. Enhance Cross-Device Integration

To drive engagement across multiple devices, incorporate a cross-device strategy that extends CTV campaigns to mobile, web, and other digital touchpoints. This cohesive approach reinforces messaging and captures audience attention beyond the TV screen.

4. Track All Conversion Touchpoints

Measure conversions across all possible channels—LG TV apps, mobile apps, and websites. With Kochava’s SDK, advertisers can track same-screen conversions from CTV ads and cross-screen conversions on mobile and web. This enables advertisers to capture the full impact of CTV campaigns and accurately calculate return on investment (ROI).

5. Adjust Attribution Settings for CTV

Given the longer engagement window often associated with CTV ads, consider extending the impression lookback period beyond 24 hours. For reengagement campaigns, enabling impression-based reengagement can further improve tracking of post-install events. These adjustments, available through Kochava, help ensure optimal performance measurement.

Realizing the Full Potential of CTV With LG Ad Solutions and Kochava

With CTV advertising on the rise, brands can leverage LG Ad Solutions and Kochava to unlock unprecedented value from their campaigns. Kochava’s advanced measurement capabilities combined with LG’s extensive reach enable advertisers to achieve outcomes that go beyond impressions—driving tangible business growth and ROI.

By aligning your campaign objectives with best practices and integrating Kochava’s comprehensive measurement tools, your CTV campaigns with LG Ad Solutions can become a powerful driver of performance. Explore the potential of LG Ad Solutions and Kochava today to bring your brand’s vision to life across connected screens. Contact us to start the discussion.

How Snap’s Upgraded Integration Works

With this update, Snap leverages the attribution technology of independent mobile measurement partners (MMPs) to power modeled attribution on their campaigns. The Enriched SAN label is applied to any SAN partner that leverages Kochava technology to power modeled attribution.

As a self-attributing network, Snap receives app install and in-app event payloads from advertisers who configure a Snapchat integration through their Kochava account. Snap’s attribution API makes a first-party SAN claim against conversions where there’s a definite match to Snapchat ad activity.

Separately, Snap now syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available, Kochava performs modeled attribution on encrypted data—logging an attribution match if available. In the attribution waterfall, first-party claims from Snap’s direct attribution API always supersede modeled attribution claims.

The combination of first-party attribution claims directly from Snap and modeled attribution claims powered by Kochava provide the most holistic multi-touch attribution reporting for Snapchat campaigns.

Additional SAN partners will activate Enriched SAN integrations for modeled attribution in the future.

What Kochava Clients Need to Know

Once modeled attribution is deployed in January, the Enriched SAN integration for Snapchat is on by default for all Android apps with live Snapchat campaigns. For advertisers running iOS campaigns on Snapchat, please contact your Client Success Manager or support@kochava.com to ask for guidance on necessary updates within reconciliation settings for Snap’s Partner Configuration and Privacy Profiles for your iOS app(s).

If you’re setting up a Snapchat campaign for the first time, please refer to this support documentation.

To be alerted to important product updates and partner changes, please subscribe to our customer newsletter.

New .NET MAUI SDK, enhanced ESP support, RevenueCat integration, and more

Fall is in the air, and Q3 2024 is a wrap. Before the weather cooled, Kochava hosted its annual Short Bridge Swim on August 23. A brave cohort of HQ team members dove into Sandpoint’s Sand Creek to test their swimming skills and spirit. Jacob Manfred, Matt Gillis, and Matt Mogollon from the Client Success and Product Ops teams stole the show, winning 1st, 2nd, and 3rd place respectively. For more details and fun photos from the event, check out this LinkedIn post.

From July through September, Kochava team members traveled far and wide to meet with clients, partners, and industry leaders at global adtech events including Gamescom, DMEXCO, and Programmatic I/O. To connect with us at in-person events during Q4 2024, visit our events page.

Now, let’s dive into the key updates we’ll unpack in this post:

• Launch of .NET MAUI SDK
• Web SDK updates
• Enhanced ESP support via SmartLinks
• Open beta for engaged ad attribution with Meta & TikTok
• TikTok SAN migration and modeled attribution
• RevenueCat integration
• New and updated partner integrations

Web SDK Updates

Kochava has received client requests for a modified version of the Kochava Web SDK compatible with ES5 (the fifth edition of the ECMAScript standard, the specification for JavaScript). The ES5 version of Javascript was released in 2009, and the Kochava Web SDK was supporting ES6 (released in 2015) and higher.

Kochava strives to support newer tech to leverage modern functionality and features while also supporting older tech to help our clients measure as many devices as possible.

An updated version of the Kochava Web SDK is now available, featuring support back to ES5—covering any chromium-based browser released in the past 15 years.

Enhanced ESP Support via SmartLinks

Many Kochava clients utilize an email service provider (ESP) for email marketing automation. Our engineering team recently launched new ESP SmartLinks functionality via an SDK update. The update optimizes click tracking and routing to destinations from SmartLinks that are wrapped with a click tracking domain (CTD) by an ESP (e.g., SendGrid, Salesforce). This streamlines the setup process for ESP campaigns that leverage SmartLinks for any call to action in which SmartLinks are used for click tracking and attribution.

Use of this feature requires SDK integration and configuration of iOS Universal Links and Android App Links for the target application.

Please consult this related support documentation and contact your Client Success Manager or email support@kochava.com with questions.

TikTok SAN Migration and Modeled Attribution

TikTok’s migration to a self-attributing network (SAN) integration was completed on August 20, and rollout of modeled attribution support for TikTok campaigns followed on August 27. Under the new modeled attribution setup, TikTok syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available through TikTok’s attribution API, Kochava performs modeled attribution and records an attribution match if available. In the attribution waterfall, first-party claims from TikTok’s direct attribution API supersede modeled attribution claims. Unlike other MMPs where advertisers must configure two different partner integrations (one for SAN claims and another for MMP-modeled attribution), Kochava has unified this functionality under a single integration.

For more information, please read this prior post.

New RevenueCat Integration

Working closely with the Kochava Integrations Team, RevenueCat completed a new integration setup in September. This enables companies using RevenueCat for their in-app subscription and in-app purchase management to send additional revenue event data directly to their Kochava-measured apps via server-to-server. Marketers can enjoy additional visibility into revenue from subscription renewals and other revenue-generating activities that may be triggered via automation or cycle renewals as opposed to user-triggered events measured through the Kochava SDK.

If you’re a Kochava customer and use RevenueCat, contact your Client Success Manager or email support@kochava.com for more information on taking advantage of this new integration. RevenueCat documentation for the Kochava integration is available here.

New Partners and Updated Integrations

Here is a list of new partners that completed a first-time integration with Kochava during Q3 2024, followed by existing partners that made updates to their integrations.

New Integrated Partners

• Acast
• Adachieve
• Adgoldmedia
• Adsixpence
• Adsleading
• Adstych
• Adzinsight
• Affburg
• Affilight
• AffleDot
• alphaacliix
• Ambady
• Amo apks
• AppAmplify
• appapx
• Appinflux
• AppSsociate
• Aston Media
• Caracol Media
• ChanganAds
• Codepen
• COOINS
• Digital Cappuccino
• DoraAds
• dtpmonetize
• Dynamic Earner
• epom-unative

• EvaDav_CPA
• Evenmini
• FaceBigMobi
• flowbox
• GCLAds
• GoldenTec
• GoTripMobi
• Gourdmobi
• Hathorion
• iClock Media
• Innet Digital
• KKVID
• KUROMIKO
• Lacuna
• MediaDoog
• Mediatrade
• Mini Digital
• MJMOBI
• Mobfleek
• MobiSheep
• mobpinedigital
• mobway
• Money is Everything
• Mspop
• Myfunads
• NRB Adworks
• Paisakaro

• Paisakaro Ads
• Pawmobi
• Pop_ms
• pop228
• Prosprio
• Pubscale
• Pumpkin
• Rabbit Traffic
• Rivpop
• SAMURAI
• ShareAds
• Shoolin Digital
• Shrivan Digital Private Limited
• Sunnylead
• Techolex
• TotoroAdx
• TouchApp – Meaningful Sharing
• Trigmasoft
• UAmax
• UPIDADS
• Vagmine Web Solutions Pvt Ltd
• White Tiger Ads Inc.
• Xingtui
• Youngmobi

Existing Partner Updates

• Ad2pedia
• AdColony
• Afleet Media
• Amazon Ads
• Amplitude
• Apcanopus
• Appinflux
• Appup
• BIGO Ads
• BIKIKO
• CPIDroid by SmartXaaS LLP
• Criteo New
• Dolemobi
• Epom

• Google Ads
• Hathorion
• hopemobi
• InMarket Media LLC
• InMobi Glance
• Iwave Digital Pvt. Ltd.
• KKVID
• Liftoff
• Litchiads
• Media Tasks
• Mintegral
• Mobketing Agency
• mobway
• MOLOCO
• Mspop

• Newsbreak
• NRB Adworks
• Outbrain
• Paisakaro
• Paisakaro Ads
• Perform[cb]
• Pinterest
• Quantcast
• Remerge
• Tarsan MVAS Private Limited
• Twitter/X
• Vidmatic
• Webitad

If you’re an ad network, publisher, DSP, or other partner looking to integrate with Kochava, please contact integrations@kochava.com.

To browse our complete footprint of integrated networks and publishers, click here.

Questions?

If you have any questions regarding these updates, please contact your Client Success Manager or email support@kochava.com. Always stay in the know—subscribe to our newsletter.

Are you on LinkedIn? Subscribe to +Kochava, our monthly LinkedIn newsletter.

What is AdAttributionKit?

AdAttributionKit, or AAK, is Apple’s new privacy-enhancing technology (PET) that provides a campaign attribution framework for advertisers while protecting the privacy of individual iOS users. It was introduced with iOS and iPadOS 17.4 and is built upon the fundamentals of SKAdNetwork (SKAN).

To take a deeper dive into how SKAN works for versions 2 through 4, download our Ultimate Marketer’s Guide to SKAN.

Why did Apple release AdAttributionKit?

Prior to the release of AdAttributionKit, Apple had announced the 5th generation of SKAN at WWDC23. However, SKAN 5 never fully materialized. A key catalyst for the shift to AdAttributionKit was the European Union’s Digital Markets Act (DMA). This requires large digital platforms like Apple to allow third-party app stores and marketplaces. The Store Kit Ad Network (SKAdNetwork or SKAN) was built to support only Apple’s App Store. On the other hand, AdAttributionKit is designed to support alternative, third-party app stores.

Will AdAttributionKit replace SKAdNetwork?

Apple has published guidance on the interoperability of AAK and SKAN, and there are currently no announcements about SKAN being deprecated any time soon. That said, it’s clear that the future of Apple’s privacy-durable attribution for advertisers rests with AdAttributionKit. How long SKAN will be around is unknown, but it’s likely to be maintained for some time given that the industry is still running largely on SKAN 3 and just starting to prioritize SKAN 4 adoption.

The following chart shows SKAN version adoption over time. It starts near the rollout of the AppTrackingTransparency (ATT) framework with iOS 14.5 in April 2021, which propelled initial SKAN adoption. V3 dominance is beginning to decline with the adoption of v4.

When will AdAttributionKit be adopted?

While AdAttributionKit became available with iOS 17.4, industry adoption is currently minimal. Per the SKAN version adoption chart in a previous question, the industry is still largely running on SKAN 3, even though SKAN 4 was announced at WWDC22. If prior adoption trends are any indication for the pace we can expect with AAK, it’s likely to be a waiting game.

Mobile measurement partners (MMPs) like Kochava are quickly adding support for AdAttributionKit, which will allow advertisers and their developers to update their apps for support. However, publishers and ad networks must also adopt the new framework for it to properly function end-to-end on an actual campaign. This will be one of the largest dependencies. Ask your growth partners about their plans to support AdAttributionKit.

Click here to see the full list of Kochava integrated partners that support SKAN.

Will I need to update my Kochava iOS SDK to support AdAttributionKit?

Yes. AdAttributionKit relies on newer APIs which necessitate updates to the Kochava software development kit (SDK). The 9th generation of Kochava iOS SDKs, to be released later this fall, will feature full support for AAK. Many server-side controls and dashboard configurations will be backward compatible with what you have already configured in your Kochava account for SKAN, so the transition will be quite seamless.

Do I really need to use SKAN or AdAttributionKit?

If this is a question you’re pondering, we recommend reading To SKAN or Not to SKAN: That Is the Question. Aside from the catchy title, this will help you understand whether SKAN (and eventually AAK) is something you need to adopt in the near term based on your iOS growth strategy and media mix.

Over the long term, SKAN and AAK will become increasingly vital for campaign measurement on iOS, and those who do not embrace and adopt the frameworks are likely to be at a growing disadvantage. The following chart displays the attribution method/source for iOS installs beginning in January 2021. It showcases the rise of SKAN and the correlative decline of IDFA-based and probabilistic attribution (now largely dominated by owned media). As you can see, SKAN is the largest source of iOS install attribution.

To be kept up to date on future developments around SKAN and AdAttributionKit, subscribe to our newsletter.

Attribution waterfall evolution for video ad engagement

Starting September 19, Kochava is offering an open beta where select advertisers can enable new attribution match types for Meta and TikTok for Business. The introduction of engaged view and engaged click as ad engagement types in the attribution waterfall enables marketers to get the most accurate attribution data amid a growing spectrum of video ad formats and interactive ad experiences. As not all impressions and clicks are created equal, giving credit where credit is due is the ultimate goal.

Evolution of the Attribution Waterfall

In campaign measurement, the attribution waterfall is tasked with deciphering an array of user touchpoints and ad engagement types to award credit for a conversion to the most appropriate match. Attribution decisioning takes into account the timestamp of the ad interaction, the intent displayed through a simple ad view vs. click, available identifiers and privacy settings that impact match integrity (how deterministic the match is between ad and conversion), and more. Years ago, Kochava introduced completed view prioritization into its configurable attribution waterfall. This helped advertisers running video ads appropriately prioritize completed-view video impressions over impressions for static display ads and/or partially completed video views. A static display ad impression or partial video view impression should not win view-through attribution over a completed view of a video ad.

The creation of these new engagement types as standards across ad networks and super publishers is a welcome evolution.

Defining Engaged View and Engaged Click

Relevant Engaged-View and Engaged-Click Settings in Kochava

Attribution Waterfall Hierarchy
Within Kochava, the attribution waterfall will follow a new hierarchy:

1. Click
2. Engaged Click
3. Engaged View
4. Impression

Support across additional self-attributing/self-reporting networks and traditional ad networks will expand in the future.

Kochava Reporting, Analytics, and Query
In Kochava reporting, analytics, and query, you will find these new values for match_type:

• engaged_click
• engaged_view

This will enable filtering, grouping, and sorting of attribution reporting based on each match type.

Configurable Attribution
Within the partner configuration dashboard for Meta and TikTok, lookback window settings are available to adjust the time period for attributing conversions to these new match types. Please refer to the corresponding documentation for Meta and TikTok.

Enrolling in the Beta

If you’re advertising on Meta and/or TikTok for Business and want to enroll in the open beta, please contact your client success manager or email Support@Kochava.com.

To stay informed about product and partnership updates, please subscribe to our newsletter.

Kochava serves more top streaming services than all other measurement providers combined

As presented in 42matters’ State of Connected TV App Stores 2024 Report, Kochava customers can be counted among the 10 highest-rated streaming apps in every CTV platform app store, including:

• Roku
• Amazon Fire TV
• Apple TV
• Google TV
• Samsung TV

The world of CTV and streaming will continue its meteoric rise, with more than 88% of US households forecast to own connected TVs by 2027 according to eMarketer.

Streaming services are fighting a tight battle to drive growth and retain their subscribers amid an increasingly competitive field. Accurate measurement and attribution data are paramount for driving an effective and efficient growth strategy. This is why Kochava has witnessed record client growth within the media & entertainment and streaming services verticals.

Key Reasons Streaming Services Choose Kochava

Marketers and developers at major streaming services who have selected Kochava consistently cite three key factors behind their decision:

3. Accurate Same-Screen & Cross-Screen Attribution

Today’s consumer is active across multiple devices. A streaming service running ads on CTV has to consider that a user could convert either on the same screen or a different screen (i.e., mobile or web). Kochava helps streaming services refine their measurement strategy to account for the nuances of same-screen and cross-screen attribution—factoring in all possible user conversion paths.

Get in Touch

Are you a streaming service looking to improve your measurement and attribution strategy on connected TV and beyond? Learn more about our CTV solutions here, or request to connect with our experts.

Stay in the loop. Subscribe to our newsletter.

Users get to self-regulate their own cookie jar

Have you ever seen one of those baking shows when the contestant mistakes salt for sugar, leaving judges with a bitter taste in their mouths as they toss ornately decorated cookies aside while spitting out crumbs? After all that hard work, the contestant can only blush with embarrassment and shake their head in disappointment. One can’t help but wonder what internal meetings and discussions were like at Google as they arrived at a final decision (announced on July 22) to deprecate their third-party cookie deprecation plan. For the many at Google who have worked on this initiative for years, the decision must’ve left a bitter taste. The same could be said for any organization that invested countless hours and resources integrating and testing Google Privacy Sandbox for web. To be clear, Google Privacy Sandbox isn’t being tossed aside, meaning all of the work to date isn’t in vain. However, Google is charting a new course on the future of third-party cookies.

There’s certainly no shortage of coverage about Google’s new path for Privacy Sandbox on the web. Kochava CEO Charles Manning discussed the shift with Ronan Shields and Seb Joseph at Digiday—his remarks landing as quote of the week in Digiday’s July 30 Marketing Briefing.

Kochava to introduce support for modeled attribution August 27

Supporting Modeled Attribution via Enriched SAN Integration

To ensure that advertisers see consistent performance after the migration is complete, Kochava will introduce support for modeled attribution on TikTok campaigns effective August 27. Unlike modeled conversions/advanced conversions provided by other SAN partners, TikTok leverages the attribution technology of independent mobile measurement partners (MMPs) to power modeled attribution on their campaigns. For this reason, Kochava has introduced a new integration type called Enriched SAN. The Enriched SAN label will be applied to any SAN partner that leverages Kochava attribution technology to power modeled attribution.

Additionally, TikTok syndicates all ad impression and click data to Kochava. If no first-party SAN claim is available, Kochava will perform modeled attribution—logging an attribution match if available. In the attribution waterfall, first-party claims from TikTok’s direct attribution API always supersede modeled attribution claims. Unlike other MMPs where advertisers must navigate two distinct partner configurations (one for SAN claims and another for MMP-modeled attribution), Kochava has unified this functionality under a single integration.

The combination of first-party attribution claims directly from TikTok and modeled attribution claims powered by Kochava provide the most holistic multi-touch attribution reporting for TikTok campaigns.

Other SAN partners will be onboarding as Enriched SAN partners for modeled attribution in the future.

What Kochava Clients Need to Know

Once modeled attribution is deployed on August 27, the Enriched SAN integration for TikTok for Business will be on by default for all Android apps with live TikTok campaigns. The Enriched SAN integration requires the use of your Kochava App GUID. To simplify this process, we are collaborating with the TikTok team to automatically fill in the App GUID for your transitioned apps. Once the Enriched SAN integration is deployed, we highly recommend you verify that the Kochava App GUID is updated in TikTok Events Manager.

For advertisers running iOS campaigns on TikTok, please contact your Client Success Manager or Support@Kochava.com to ask for guidance on configurable settings within TikTok’s partner reconciliation page or Kochava Privacy Profiles.

To be alerted to product updates and partner changes, please subscribe to our customer newsletter.