AppsFlyer launches new advertising revenue attribution solution for mobile publishers
Mobile attribution and marketing analytics provider, AppsFlyer, has announced its Ad Revenue Attribution solution. It’s a first-to-market option that lets mobile publishers combine their sources of revenue, including advertising, to be assessed for their overall lifetime value of its users.
AppsFlyer rolls out new Ad Revenue Attribution solution
The new attribution feature is now available via various in-app ad providers, including AdColony, AdMob, AppLovin, Chartboost, ironSource and Unity Ads.
Though still in beta, AppsFlyer consumers worldwide can now utilize Ad Revenue Attribution.
Camilo Fitzgerald, Games Analyst at FuturePlay, who was among the first to test the new solution, says:
“AppsFlyer’s ad revenue attribution supports all of the ad networks we work with to monetize our app and as such, this was the final piece needed in our revenue puzzle. To date, our games have accumulated more than two million monthly active users and have served over 150 million ads. Our marketing teams are accessing even more comprehensive revenue data now, providing a strong advantage in a highly competitive space.”
In-app ad revenue has continued some steep growth this year ($50bn) and is set to reach $70bn in ad expenditure by 2020, a jump from 58% to 62%.That makes attribution knowledge an essential tool for developers of games, utility and lifestyle apps.
Bryan Buskas, Chief Customer Officer, AdColony, explains:
“Mobile publishers want a 360-degree view of their marketing, and it’s crucial to measure the impact in-app advertising plays in driving user engagement and publisher monetization. With the right mix, acquisition and monetization should be complementary, and it’s critical to see which partners are delivering the strongest results. The opportunity to inform better targeting, smarter user acquisition and more effective monetization through ad revenue tracking support is a step forward for both publishers and the overall ecosystem.”
But ad attribution has some other benefits such as improving campaign optimization, retargeting and user segmentation. It also syncs to client data automatically.
Matan Tessler, Head of Product at AppsFlyer, adds that before attribution was available, only savvy marketers could include ad revenue in their lifetime value calculations as it required custom integration of third-party intelligence platforms.
“As a result, many marketers were left to optimise their campaigns based on an incomplete LTV calculation. Ad Revenue Attribution will eliminate this problem moving forward so marketers will be well informed and able to make campaign decisions that will maximize their ROI.”