{"id":2013,"date":"2015-07-01T05:30:07","date_gmt":"2015-07-01T12:30:07","guid":{"rendered":"https:\/\/www.kochava.com\/?p=2013"},"modified":"2022-08-18T15:13:12","modified_gmt":"2022-08-18T22:13:12","slug":"kochava-brings-audience-attribution-mobile-advertising","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/kochava-brings-audience-attribution-mobile-advertising\/","title":{"rendered":"Kochava Brings Audience Attribution to Mobile Advertising"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

Industry-leading mobile analytics company combines IdentityLink\u00ae with Proximity Identification to deliver cross-device attribution at the audience level, giving advertisers new insights into what is driving incremental attribution lift<\/em><\/p>\r\n \r\n\r\nJuly 01, 2015 08:30 AM Eastern Daylight Time\r\nSANDPOINT, Idaho–(BUSINESS WIRE)–Kochava (www.kochava.com), the mobile attribution analytics and optimization company, today announced Audience Attribution, a whole new way for advertisers to understand their customers\u2019 behavior across devices and platforms. Audience Attribution gives mobile advertisers the power of cross-device attribution and targeting to reveal incremental attribution lift, all while maintaining the high standard of security and privacy, which has been a cornerstone of the Kochava system since its founding.\r\n\r\nMost attribution models use a single-device identifier to represent a person who is served an ad. In today\u2019s reality of heavy multi-screen, multi-platform usage, users are not accurately represented by a single-device ID. Kochava created the audience attribution model to overcome this limitation.\r\n\r\nWith Audience Attribution, advertisers can, for the first time, view and correctly attribute installs to ads served on one device that also drive incremental installs across various devices in a household. This audience-specific data allows advertisers to attribute the whole household, exposing the real reach of an ad, versus a single attributed user and several \u201corganic\u201d installs. With Audience Attribution, installs that were historically considered \u201corganic\u201d will now be accurately attributed as a result of an originating advertisement.\r\n\r\n\u201cSavvy advertisers know their mobile ad is reaching more than just the person who installs, or is impacting more devices than the one that converts, but up until now they had no way to measure that influence,\u201d said Charles Manning, Kochava CEO. \u201cThat all changes with Audience Attribution. We\u2019re essentially exposing a whole new segment of influence-based installs that were falsely attributed as organic, and new KPIs, like household LTV, are all of a sudden a reality.\u201d\r\n\r\nKochava\u2019s Audience Attribution is achieved through the combination of Kochava IdentityLink\u00ae and Proximity Identification. Together these methods create the industry\u2019s first true audience attribution solution.\r\n\r\nIdentityLink\u00ae<\/strong>\r\n\r\nKochava developed a feature called IdentityLink\u00ae<\/a>, which allows Kochava customers to associate an internal identifier with a Kochava device ID to manage their audience in unprecedented ways. By associating an internal customer identifier with a Kochava device ID, advertisers can correlate attribution and analytics information within Kochava to the customer\u2019s behavior on different devices and platforms, as well as cross-compare data from internal or 3rd-party business intelligence tools in a meaningful way. IdentityLink\u00ae gives advertisers actionable intelligence on all of their behavioral user data, regardless of where it exists, delivering a unified picture for more effective targeting, re-targeting, and optimization.\r\n\r\nProximity Identification<\/strong>\r\n\r\nThe Kochava Data Science team developed proprietary algorithms to deliver Proximity Identification, the grouping of people and their multiple devices based on location. Proximity Identification was created to deliver new insights into how users interact and influence one another. This is an important step in the evolution of mobile marketing toward helping the advertiser understand the complete path to purchase and the real impact of their user acquisition campaigns. Proximity Identification can be used for deeper levels of targeting to increase ad spend ROI by identifying the primary influencer in a household, or reduce wasted ad spend through negative targeting. For example, once a user of a subscription video company is attributed, the company can avoid wasting money targeting other household devices, knowing that the app will be downloaded onto the other devices \u201corganically\u201d and the user ID will be shared. Conversely, an advertiser can spend more to acquire a primary influencer knowing that they drive higher than average \u201corganic\u201d lift within that household.\r\n\r\nPolicy-Driven Privacy<\/strong>\r\n\r\nWhen it comes to security and privacy, Kochava has a proven track record of industry-leading standards and practices to facilitate policy-driven privacy<\/a>. All data within Kochava is secure, private, and completely siloed. Advertiser data is never leveraged in aggregate or shared with other customers. Kochava firmly believes advertisers\u2019 data is their data.\r\n\r\nAbout Kochava<\/b><\/span>\r\n\r\nKochava offers a unique, holistic and unbiased approach to mobile attribution analytics and optimization. Via its award-winning mobile attribution platform, Kochava provides mobile advertisers with precise, audience-specific, real-time visualization of campaign data that spans from initial launch through conversion and lifetime value (LTV) reporting, including comprehensive post-install event tracking. Kochava\u2019s tools enable customers to turn their data into actionable information. Kochava is integrated with more than 1,200 publishers like Facebook, Twitter, Google and Pandora. For more information visit www.kochava.com<\/a>.[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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