Measurement firm Kochava is out Friday with a method of deterministic attribution for mobile web marketing.
Essentially, GM Offer Cohen said in an interview, Kochava can now link its mobile internet cookies with its mobile app gadget IDs, to definitively track the user’ s action in an advertisement inside a mobile browser that leads for an app install or other app-based activity.
“ Stay in our lanes. ” Previously, he said, the particular company’ s attribution “ needed to stay in our lanes. ”
That is, user activity within a mobile app can be tracked using a mobile device ID — which is, through the device’ s Apple IDFA (Identity for Advertisers) or Google android GAID (Google Advertising ID). They may not be usually available for tracking ads within mobile web, and they are considered “ deterministic, ” because the ID allows the device be specifically and definitively identified.
So , in this “ lane, ” Kochava may track in-app ad activity.
On the mobile web, the Kochava-tracked ad can generate the cookie from Kochava’ s very own domain. Cookies have a limitation, in this they can only be read from the domains that drop them. Every time an user clicks on a Kochava-tracked advertisement in a mobile web browser, the ad’ s link generates a hidden kochava. com/something webpage through a redirect, usually in background.
This particular Kochava domain drops a first-party cookie into the web browser, which can after that be read by Kochava. The particular clicked link then continues to the ad-defined destination, such as another website or an app.
Kochava has thus been able to the user’ s interaction having an ad in web browsers, or by having an ad inside apps — the particular separate “ lanes. ”
Crossing the “ lanes. ” The issue, Cohen says, is when there’ s an ad from a cellular web page to an app, such as for an app store for an app install. Which is, when the “ lanes” are entered.
For instance, a cellular web page ad for Hilton Resorts that leads to a trip planner in a very Hilton app, but the user doesn’ t yet have the Hilton application.
If the Hilton application has to be downloaded from an app-store, Kochava loses sight of the consumer once they hit either the Apple company App Store or the Google Play Shop. In the former case, Cohen states, Apple provides virtually no referral hyperlink info, and, in the latter, Search engines only provides the top domain, for example “ cnn. com. ”
It’ s difficult to definitively determine from just a domain when an ad delivered to cnn. com/sports for a given user led to this particular app install.
To create a probabilistic or likely match, Kochava creates a “ digital fingerprint” including several unique parameters that are available from the net ad, including IP address, consumer agent (which includes device design but not ID), and a time stamps.
But this does not really definitively determine that User The saw this ad on the cellular web and then downloaded the Hilton app, because it doesn’ t definitively connect the web user with the application user.
Or whenever it’ s the other way: through an ad in an app, to some web page. In that case, Kochava had the particular mobile device ID for the in-app ad, but no way match the consumer in the browser with the user within the app — even if a first-party cookie had previously been slipped in the browser and was nevertheless active.
Complementing cookie with device ID. What is new, Cohen mentioned, is that Kochava is now matching that will cookie with the mobile device IDENTIFICATION so that, the next time it sees this particular user’ s mobile browser, it may assign a definitive mobile gadget ID.
In other words, the internet activity can now effectively be determined by a mobile device ID.
“ Previously, ” this individual said, “ there was no way in order to attribute mobile web ads in order to app installs, deterministically. ”
There are, of course , a few caveats.
This match can simply occur if the user has clicked on an ad in a browser and it has gone to install an app or even later clicked on an ad within an app, so Kochava has fallen a first-party cookie, has the gadget ID and can connect the two.
The tracking between cookie-and-device-ID only happens the second time Kochava sees this user, since it can be busily dropping a cookie plus lining up the match the first time this particular occurs.
And, lastly, the first-party mobile cookie is usually good for only 30 days, in most cases, and after that it evaporates and the user once more can’ t be seen on the cellular web.
Cohen stated Kochava is now looking at matching the first-party cookie/mobile device ID along with first-party cookies from other providers, which can be “ younger” in the 30-day life-span and thus might allow a fit to continue beyond the 30 days.
I asked him the reason why, if Kochava already had the particular mobile device ID for in-app ads, and already generated the first-party cookie, it took such a long time to match them.
“ Good question, ” he stated, adding that it required “ the feat of engineering to make it work” as well as an attribution provider along with “ massive scale, ” like Kochava.
“ I’ m convinced we’ ll obtain copy-catted, ” he said.
Why you should care. Tracking users on the cellular web has become a major problem for online marketers, given the objections from Apple company and Android against third-party biscuits.
Matching a first-party cookie to a device ID connections a transient browser tracker to some persistent device identifier and, a minimum of within the 30-day window, can provide the definitive way to match actions contrary to the delivery of specific ads.
As Cohen suggests, anticipate to see more attribution firms plus ad trackers tying transient cellular web cookies to stable cellular device IDs.
This story first appeared on MarTech Today. For more on marketing technologies, click here.
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