The Rise of the Collective Power
In the age of the digital world big changes happen everyday. But only some of them can really shake the market and set up the new rules of the old game.
For this time such a turning point in advertising industry was an announcement of first data-driven project called Collective. It’s was created by the initiative of a mobile ad attribution company Kochava that teamed up with four mobile ad networks including AdXcel, Altrooz, Appia and Liquid. The main questions are whether this association will bring Kochava a competitive advantage and how it will affect the current leaders such as Appsflyer, Tune and Adjust. It’s only a matter of time when a redistribution of market players’ forces will start.
Just imagine the scale: the participants of this joint project develop the largest Mobile Graph™ which helps advertisers precisely detect the needed custom audience and target it by multiple parameters seriously increasing the value of an ad impression. At the heart of this idea lays an audience API layer for the exchange of information between advertisers, publishers, measurement partners and the Audience Manager.
But what about the data safety? Managing such amount of the information requires strong security system. Kochava affirms that to keep clients and measurement data secure and independent Audience API Layer technology, personally-identifiable information (PII) is closed for being shared by the Advertisers using the Collective.
The Device IDs doesn’t passed to the advertisers in any form, it rather uses its network connections for the recommendation of an ideal network to reach targeted audience members. With changing target criteria the recommendation will also changes.
Charles Manning, CEO, Kochava, explains: “Asking an advertiser to hand over their unique user data is akin to asking a professional sports team to hand over their playbook, along with notes on what’s working and what’s not, to their competitors. The Collective believes that the advertiser’s data is their data and we adhere to how the advertiser wants their data to be treated. At the same time, publishers want to make their audience data available to advertisers to enable better targeting, filtering and ad buying – at scale. We achieve both with the Collective.”
How it affects the other market players? Basically there are Facebook and Google and many other independent players.Talking about Facebook there are chances it may interpret the emerging of Collective as a competitive step from Kochava’s side and go on the offensive, crushing the foe as it has happened before with exclusion of Tune from its tracking partners.
VB reports that “the Collective has access to a massive network of ad networks and publishers — 1,400 of them — that Kochava has already integrated into its platform. This means there should be plenty of supply and a lot of demand”. So joining this network independent players receive a chance to target and acquire mobile users at scale and with a level of precision they’ve only dreamed of.
But the question of price is still open and requires seeing the Mobile Graph™ in action to measure its effectiveness and understand the correlation between cost of acquisition and ad campaign scaling.
ComboApp professionals will continue monitoring the mobile advertising market in order to keep abreast of this issue to recommend the best decisions for our clients. Stay tuned!