What is Contextual Attribution?
Contextual Attribution gives consideration to non-deterministic, privacy-safe device properties or status characteristics to enhance the accuracy of probabilistic attribution. They are not able to be used for targeting a user or audience of users. When these fields are combined, they can be used to provide a way to probabilistically match impressions/clicks to installs for the purpose of attribution to a device within an identified window of time.
An example of these fields are the following: time zone, language, locale, screen brightness, and charging status. Kochava is working with integrated media partners to support this additional layer of probabilistic attribution.