Flashtalking successfully tests mobile attribution
Just months following the acquisition of German tech company Device9, ad server Flashtalking has put mobile attribution to the test for TUI Group. The results show a significant increase in attributed conversions due to improved visibility of impressions which before were outside the reach of cookie tracking.
Flashtalking tests mobile attribution
The test is based on an integration of Device9’s technology which offers an expansion beyond cookies to track a user on mobile web and apps. It analyses over 50 non-PII mobile data signals to generate a rich, unique identifier which can be matched to signatures and associates impressions, clicks and conversions.
John Nardone, CEO, Flashtalking, says:
“Increasingly the consumer journey occurs outside the bounds of cookies, making advertisers reticent to fully embrace mobile channels. The good news is that in live tests we’re seeing a 98% accuracy in recognizing users exposed to mobile app impressions who go on to convert on a mobile web browser and vice-versa.”
The technology essentially allows Flashtalking to show TUI Group how users get to its site by means of retargeting or other campaigns. Cookie tracking is a difficult endeavour in the mobile world. Specific cookies are hard to track and those in apps require a different cookie altogether. So far, the technology has resulted in a 20% increase in attributed conversions from specific mobile inventory.
Christian Armond, General Manager of Digital Marketing, TUI Group, adds:
“Being able to recognize our audience across mobiles spaces has in effect opened up a new channel for us. We’ve seen consumer behavior swing sharply toward time spent in applications, but the lack of in-app tracking has left us wary of scaling the investment. The beta test results give us the confidence to invest more mobile application advertising within our marketing mix and remarketing strategy.”