“The Sell Sider” is a column composed by the sell side of the digital media community.
Todays column is by Roman Garbar, marketing director at Tenjin.
While the eyes of the world were recently locked on the rebranding of Facebook to Meta, something with more concrete and instant implications for the marketing world was occurring.
Facebook, which used to be the king of attribution, is now accepting Google and Apple as the attribution information sources for Facebook campaigns. The effect of this relocation will be felt by almost every mobile advertiser in the world..
What took place?
Facebook silently started using Google Play Install Referrer to pass Android install attribution information. Exceptionally, this is readily available to all developers– despite the attribution tools they utilize– making it effectively free. Facebook has actually explained in terrific detail precisely which data can be transferred in this way and how mobile publishers can utilize this brand-new alternative.
Its a big modification in instructions. Previously, mobile publishers required to pay certified Facebook Mobile Measurement Partners (MMPs) to get access to attribution data. No new MMPs have actually made it into Facebooks MMP program for practically 4 years, indicating that it successfully ended up being a walled garden.
Facebook silently began utilizing Google Play Install Referrer to pass Android set up attribution information. Formerly, mobile publishers needed to pay certified Facebook Mobile Measurement Partners (MMPs) to get access to attribution information. You might question why Im talking about an Android attribution tool when Facebooks attribution obstacles are taking place on iOS. By now doung the very same on Android– swap “SKAdNetwork” for “Google Play Install Referrer”– Facebook is showing that its throwing in the towel on attribution.
ATT lowered this to less than 20% and led to the closure of the Facebook Advanced Mobile Measurement (AMM) program due to the fact that advertisers could no longer get device ID data (for example, IDFAs) for attributed Facebook installs without an opt-in.
The Google Play Install Referrer has actually been around for a long time, Facebook has never prioritized it as a technique to move marketing data..
Most Importantly, Google Play Install Referrer does not involve user data, meaning its a perfect service for the privacy-first marketing landscape.
When Facebooks attribution difficulties are happening on iOS, you may wonder why Im talking about an Android attribution tool. The answer is that Facebook is currently postponing to Apples SKAdNetwork attribution framework on iOS. By now doung the exact same on Android– swap “SKAdNetwork” for “Google Play Install Referrer”– Facebook is demonstrating that its surrendering on attribution.
Prior to Apple presented its AppTrackingTransparency structure, Facebook had the ability to attribute practically all of its users. ATT minimized this to less than 20% and caused the closure of the Facebook Advanced Mobile Measurement (AMM) program due to the fact that advertisers might no longer get device ID information (for instance, IDFAs) for attributed Facebook installs without an opt-in. This is Facebooks effort to reduce the danger of dripping user data.
Following the introduction of ATT, Facebook decided to use SKAdNetwork. Formerly, it was only possible to get attribution data from MMPs. While MMPs can still be used on iOS, marketers are now able to access attribution sources themselves and send out SKAdNetwork events to feed Facebook optimization algorithms straight.
With Android changes on the horizon and a brand-new Android structure most likely coming next year, Facebook is acting ahead of time to accommodate the brand-new reality and leave attribution to natively offered platform structures such as SKAdNetwork and Google Play Install Referrer.
In other words, the time of Facebook assigning conversion sources utilizing device IDs is over. Instead, platform attribution information is going to serve as simply one of lots of signals for a brand-new Facebook black box that models conversions by using Facebooks own signals to add to the conversion numbers reported by attribution structures.
Whats the effect?.
Facebooks deferral to Google and Apple is a wise relocation, indicating it doesnt have to constantly rebuild its attribution every time the guidelines of those communities change. Facebook summarized its change in technique as follows:.
” With Apple and Google continuing to make changes via their web browsers and running systems, and with the changing personal privacy regulative landscape, its crucial to acknowledge that digital advertising needs to progress to end up being less dependent on private third-party data.”.
What impact will it have on the rest of the market?.
There are a lot of open questions about what Facebooks relocation suggests.
How numerous other advertisement networks will follow Facebook and build something similar to Install Referrer?
In the past, Facebook was the innovator for advertisement tech. Will that remain the case or will we have a fragmented marketing landscape?
What occurs with MMPs? Should they alter their core value proposal? Should attribution prices change? Should it end up being free?
Will advertisers become their own MMPs? They definitely have all the tools, but might lack the will and burning company require to do attribution in-house.
Well have to see and wait, but somethings for sure– were all about to feel the effect.
Though the newly prioritized Google Play Install Referrer is a positive for a lot of marketers, the mobile ad market is becoming ever more complex, and one challenge in specific haunts all marketers.
How can we objectively compare the efficiency of advertisement networks when all numbers are modeled and there is no single source of fact?
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