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.
Related Terms
Attribution
Deterministic Attribution
Probabilistic Attribution