Empowering publishers to accelerate advertiser outcomes
TL;DR Summary
Premium publishers and ad platforms often struggle to provide advertisers with direct, scalable proof of outcomes such as purchases, app installs, or footfall visits due to complex, time-consuming integration requirements. Data Connections Hub (part of Atlas Performance by Kochava) solves this by providing a universal integration layer that standardizes advertiser data onboarding across web, mobile, CTV, and in-store environments. This removes the “integration bottleneck,” enabling publishers to onboard new advertisers in moments instead of months, support full-funnel KPIs (upper-, mid-, lower-funnel), and activate conversion data for measurement, optimization, retargeting, and suppression. This infrastructure lets publishers compete on tangible business outcomes, transforming the conversation from a reach to revenue story. Request a Data Connections Hub demo here.
Premium publishers and ad platforms sit at the intersection between advertiser spend and the outcomes advertisers care about. While they know that their inventory drives results, the moment advertisers ask for direct proof (e.g., purchases, app installs, ticket sales, footfall visits), many publishers lack the infrastructure to connect their supply to those outcomes in a reliable, scalable way.
Data Connections Hub, a core component of Atlas Performance™ by Kochava, closes the gap.
The Integration Bottleneck: A Real Revenue Problem
When publishers engage a new advertiser, one of the first questions they face is whether they can measure the advertiser’s specific outcomes. For many publishers, getting to “yes” requires custom engineering work, manual data onboarding, and weeks or months of lead time. This is a significant barrier, especially when trying to activate advertisers who expect outcomes measurement as a baseline requirement, not a future roadmap item.
Data Connections Hub removes the bottleneck. It serves as a universal integration layer that standardizes advertiser data onboarding for outcomes traversing web, mobile, CTV, in-store, and in-real-life environments. Publishers can onboard new advertisers in days instead of months, while freeing their engineering teams from building and maintaining custom data connections for every new partner or vendor.
As a result, publishers can say “yes” to more advertisers, more verticals, more outcome types—without slowing down their sales and activation cycles.
Outcome Support for the Full Funnel
One of the core strengths of the Data Connections Hub is that it’s outcome-agnostic by design. It supports advertiser key performance indicators (KPIs) across every stage of the funnel.
Upper-Funnel Awareness
For brand advertisers, reaching the right audience is only part of the equation. Publishers integrated with the Data Connections Hub can support brand lift studies, unique reach measurement, and video engagement tracking—giving brand teams the proof they need that awareness campaigns are landing.
Mid-Funnel Engagement & Consideration
This includes measurement of content engagement, app opens, registrations, and consideration lift. Publishers can demonstrate that their inventory isn’t just generating impressions—it’s moving audiences further down the purchase journey.
Lower-Funnel Performance & Conversion
This is where advertiser ROI is ultimately proven, particularly for performance marketers. The Data Connections Hub supports measurement and optimization of purchases, subscriptions, app installs, CTV app events, footfall visitation, and more. Publishers can connect every campaign directly to the tangible business outcomes advertisers care about most.
The range of supported outcomes continues to grow, including SKU-level purchase tracking, theatrical movie ticket sales, automotive dealership registrations, Shopify transactions, and consumer purchase data—with more outcome types added on an ongoing basis.
Verified Data Partnerships
Data Connections Hub is backed by a growing ecosystem of data partnerships that bring verified, real-world signals into measurement and optimization workflows.
Existing partnerships include:
Fetch
Purchase receipt data for SKU-level transaction verification and retail conversion measurement
Fandango
Movie ticket sales data for full theatrical funnel measurement, from trailer views to confirmed ticket purchases
Polk Auto
Automotive registration data for dealer and vehicle purchase attribution
Ask our team for a complete list of current partnerships. The list is continually expanding to meet evolving advertiser demand covering a breadth of verticals Data Connections Hub is built to serve.
Activating Outcomes Data
Connecting outcome data is only the starting point and it’s not just for measurement. Every data point onboarded through Data Connections Hub can be put to action for:
- Retargeting: Identify and reach high-intent audiences across devices and channels.
- Suppression: Exclude already-converted users to protect advertiser spend efficiency.
- Optimization: Feed AI-powered campaign tools with real conversion signals to continuously improve performance.
- Measurement: Attribute outcomes directly to your supply and verify campaign effectiveness.
This gives publishers a meaningful edge—not just in reporting results, but in actively driving them.
Data Connections Hub Use Cases for Popular Verticals
Quick Service Restaurant (QSR), Food & Drink
QSR and food & drink brands need to connect ad exposure to real consumer behavior—not just clicks. That means tracking the full path from initial awareness to an actual order or store visit.
Publishers and platforms serving these advertisers can use the Data Connections Hub to support outcomes at every stage:
- Upper-funnel: Unique reach, frequency, and brand lift—establishing how well campaigns are building awareness and affinity within target audiences.
- Mid-funnel: Website visits, app installs, and location visits—capturing intent signals that indicate a consumer is actively considering a purchase.
- Lower-funnel: Coupon downloads, mobile orders, and in-store purchases—the tangible, transaction-level outcomes that QSR brands use to evaluate the true ROI of their media spend.
For a publisher running a regional QSR campaign, this means being able to show an advertiser not just how many impressions were delivered, but how many people walked through the door or placed a mobile order as a direct result.
Media & Entertainment
Streaming services, studios, and entertainment brands operate across the full funnel. This includes building awareness around new content releases and onto driving meaningful business outcomes like subscriptions and ticket sales.
Publishers integrated with the Data Connections Hub can measure and optimize the outcomes that matter most to media and entertainment advertisers at every stage:
- Upper-funnel: Completed views on video ads, unique reach, and frequency—critical metrics for studios and streaming platforms running large-scale awareness campaigns around new releases.
- Mid-funnel: Website visits, trailer views, and app installs—indicators of audience interest and intent that bridge the gap between exposure and conversion.
- Lower-funnel: Trial starts, subscriptions, and theatrical ticket purchases—with ticket sales measured directly through our Fandango360 partnership, enabling full-funnel attribution from the first ad impression to a confirmed seat in a theater.
For a publisher working with a major studio on a theatrical campaign, this level of visibility transforms the conversation from “we reached your audience” to “we moved your audience through to purchase.”
DTC & E-Commerce
Direct-to-consumer and e-commerce brands require granular visibility into the purchase journey. Reach and click metrics alone don’t justify budget decisions. Advertisers in this space need to see product-level engagement and confirmed transactions.
Data Connections Hub supports a comprehensive set of DTC and e-commerce outcomes across the funnel:
- Upper-funnel: Unique reach, frequency, and click-through rate—baseline metrics that establish campaign reach and initial audience engagement.
- Mid-funnel: Website visits, product views, and add-to-cart events—signals that show consumers are actively evaluating products and moving toward a purchase decision.
- Lower-funnel: Coupon redemptions, rewards sign-ups, and consumer purchases—verified through partnerships with Shopify, Fetch, and others that bring SKU-level transaction data directly into the measurement workflow.
For a publisher working with an apparel, beauty, or consumer goods brand, this level of outcome visibility shifts the conversation from a reach story to a revenue story—and gives advertisers a clear, defensible view of ROAS across every channel.
An Outcomes-First Future for Advertisers
If you’re a brand or advertiser with premium publisher relationships, the Data Connections Hub gives you a practical way to demand more from those partnerships. Ask your premium partners whether they’re integrated with Atlas Performance. If they are, you can connect campaign activity directly to the outcomes that matter to your business. If they’re not yet integrated, contact us to start that conversation.
Outcome-based measurement should not be the exception in premium media partnerships. It should be the standard.
Getting Started With Data Connections Hub
The Data Connections Hub gives publishers the infrastructure to compete on outcomes—not just reach. It removes the technical friction that has historically prevented publishers from proving their value in the terms advertisers actually use to make budget decisions.
For publishers looking to grow advertiser revenue and retention, outcomes measurement and optimization isn’t optional. It’s the foundation.
To learn more about Data Connections Hub and Atlas Performance, request a demo.
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Data Connections Hub FAQ
What is Data Connections Hub and how does it work?
Data Connections Hub is the universal integration layer within Atlas Performance by Kochava. It enables publishers and ad platforms to connect advertiser outcome data without requiring custom engineering work. Publishers integrate once and gain the ability to onboard new advertisers and outcome types in days, not months. Once connected, they can use the data for measurement, retargeting, audience suppression, and AI-powered campaign optimization.
What types of advertiser outcomes can publishers support using Data Connections Hub?
Data Connections Hub is outcome-agnostic by design, supporting KPIs across the full funnel. Upper-funnel outcomes include unique reach, frequency, completed video views, and brand lift. Mid-funnel outcomes include website visits, app installs, trailer views, location visits, and product views. Lower-funnel outcomes include purchases, subscriptions, in-store orders, coupon redemptions, theatrical ticket sales, and more. Supported outcome types continue to expand as new data partnerships are added. Contact us for the most up-to-date list.
Is Data Connections Hub only for mobile advertising?
No. While mobile is supported, including integrations with leading MMPs such as Kochava, AppsFlyer, Adjust, Branch, and Singular, Data Connections Hub is built for cross-channel advertising environments. It supports outcome measurement and optimization across many advertising channels, including digital out-of-home (DOOH), connected TV (CTV), retail media, audio, web, social, and streaming.
What data partnerships does Data Connections Hub support?
Data Connections Hub is backed by a growing set of data partnerships, including Fetch for receipt-based purchase data, Fandango360 for theatrical ticket sales, Polk Auto for automotive purchase and registration signals, and Shopify and WooCommerce for ecommerce transactions.
How can advertisers get their publishers or media partners to support outcomes optimization through Atlas Performance?
Advertisers should ask their premium partners whether they are integrated with Atlas Performance and Data Connections Hub. If the partner is already integrated, advertisers can connect campaign activity to their specific business outcomes immediately. If they are not yet integrated, publishers can get started at kochava.com/atlas-performance.
