A crucial cornerstone of modern-day performance marketing is measurement. For mobile marketers, measuring the effectiveness of the campaigns is critical as it can help to connect the dots and gain insights into user events such as app install or in-app behavior to understand the user journey with the ad. The lack of standards in mobile attribution results in an uneven measurement of who should be attributed with which conversion. Furthermore, the impact of fraud on attribution (and user acquisition in general) cannot be ignored. To continue our insightful webinar series on standards in mobile attribution, we are joined this time around by Grant Simmons (Head of Client Analytics @ Kochava) to analyze how setting standards in attribution can help overcome the problem of mobile ad fraud.

2. What We’ll Cover Today
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ü What are the challenges facing the industry
currently and how are lack of standards
helping nourish those problems?
ü Fraud vs. Attribution Fraud.
ü What would need to happen for Multi-Touch
Attribution to be adopted?
ü Is Blockchain here to solve the problems of
attribution?

3. 3
What is
Performance
Marketing
Attribution?

4. 4
Fraud
vs.
Attribution Fraud

5. 5
How do we
seriously fight the
phenomena of
Attribution Fraud?

6. 6
Is CPI the right
price point for
the advertiser?

7. 7
What would
need to happen
for Multi-Touch
Attribution to be
adopted?

8. Understanding Multi-Touch Attribution
• It all starts with influencer reporting
• Multi-touch analysis is performed on the outputs of your
influencer reporting
• From the multi-touch analysis there are
recommendations to be made using:
• Configurable attribution
• Fractional attribution

9. INFLUENCER REPORTING
Install attribution is awarded to the last click before an install.
Kochava introduced Influencer Reporting to shed light on the other
ads the user clicked on.
• Influencer reporting is critical to understanding the true impact of
your campaigns.
• Unlimited data retention (exclusive to Kochava) unlocks year-over-
year trends to fuel future decisions
• Influencer reporting provides the groundwork for Fractional
Attribution.

10. MULTI-TOUCH ANALYSIS
Better understand the interaction between all your attributed
marketing efforts
• Visualize overlap among the networks
• Quantify the amount a network influences vs. claims attribution
• Stack rank quality by network
• Identify underperforming traffic sources at the site ID level
• Understand the impact of reach vs. frequency
Custom Configuration: Why use it and how to take action?
• Obtain the mean time to install by network
• Expand or contract device ID and/or fingerprint windows on a per
network or per tracker basis
Self-Attributing Networks (SAN) False Claims
• Receive recommendations for managing SAN overclaims

11. CONFIGURABLE ATTRIBUTION
Configurable attribution is one of the most powerful tools at an
advertiser’s disposal and Kochava offers the most robust controls
available Including:
• SAN claims
• View-Through Attribution
• Tracker Level Configuration
• Fingerprint Equalizer
• Fractional Attribution
• Install Reprocessing
• Multi-Touch Reporting
KOCHAVA | 11

12. FRACTIONAL ATTRIBUTION
Fractional Attribution empowers advertisers to define weighted value
to different partners based on their attribution position.
Fractional settings are available for both impressions and clicks.
The defined weights are available via reporting to give additional
context to a simple Influencer analysis.
Additionally, Kochava appends fractional credit to postbacks for
companies with the ability to receive and ingest.
This data is often used by advertisers to initiate drawbacks on media
spend.

13. FUTURE STATE OF THE INDUSTRY
The infrastructure for multi-touch attribution exists within Kochava,
but not the broader industry.
The industry is moving toward multi-touch attribution wherein each
network receives a postback for each install including the percentage
for which they are responsible.
The challenge with multi-touch attribution is that it requires networks
willingness to both:
• Accept partial credit as well as build the tech to ingest the
additional data on postback.

14. 14
The Walled
Gardens of Self
Attribution

15. 15
Blockchain:
Bringing Order
to the Chaos

16. BLOCKCHAIN IN DIGITAL ADVERTISING
TO D AY ’ S M A RK ETPLA CE I S CO M PLEX A N D D Y SFU N CTI O N A L

17. REVOLUTIONIZING DIGITAL ADVERTISING
STA BI LI TY | EFFI CI EN CY | SECU RI TY | TRA N SPA REN CY

18. 18
Thanks For Listening!
Any
Questions?

19. 19

20. Selected Partners:
www.AppLift.com