Measuring mobile ad revenue on the user level
|Christian Hargrave in Marketing & Promotion Thursday, October 4, 2018|
Measuring ad revenue with ironSource's new User Ad Revenue solution is helping marketers close the gap between marketing and monetization.
ironSource announced the launch of User Ad Revenue (UAR), a unique product giving app developers the ability to accurately measure ad revenue on the user level, and link that data to the marketing channel which brought in that specific user.
By revealing how much in-app advertising revenue each individual user generates across all networks, and attributing that revenue to the relevant marketing channel, UAR empowers app developers to dramatically optimize both their monetization and user acquisition activities.
The lack of accurate user-level data on ad revenue has been a significant blind spot for both monetization and user acquisition managers, especially with the rising importance of ad monetization, which App Annie predicts will more than double by 2020 to $120B globally. The efficiency of user acquisition spend is usually evaluated solely in terms of IAP revenue generated by acquired users, which leaves app marketers in the dark about potential top performing marketing channels bringing in high-value users in terms of ad monetization. For any developer monetizing through ads, UAR ensures that no marketing channel is mistakenly blacklisted or disregarded, thus maximizing overall revenue.
ironSource’s solution is unique in that it leverages data from their mobile ad mediation platform to show accurate, user-level data on ad revenue generated from across all the major ad networks. By then partnering with attribution companies to gain insights into user acquisition channels, ironSource hopes to close the loop on monetization and marketing. UAR is, therefore, a solution able to offer app marketers a way to access accurate data on the ad revenue generated by users acquired through specific networks and to then attribute that revenue correctly. Critically, this enables app marketers and UA managers to shift campaign optimization from a retention-based model to an ARPU/ROAS-based model which takes account of ad revenue as well.
“We developed this capability to enable our partners to finally generate profitable and efficient user acquisition across all the marketing channels, ” said Tal Shoham COO Developer Solutions ironSource. “As a mediation provider, we have visibility that other networks simply don’t have, allowing us to provide a picture of ad revenue generated across all the top networks. Coupled with our partnerships with the leading attribution providers, we’re able to generate a comprehensive view of the monetization and marketing cycle that no company has managed before. This is a true game changer. It allows an app marketer to not only bid accurately but it gives them the confidence that their marketing investment is indeed profitable.”
Developers will be able to see the ad revenue generated by acquired users through the dashboards of any participating attribution provider - Adjust, AppsFlyer, Kochava, Singular and Tenjin. Those using ironSource’s mediation platform will be able to see the complete breakdown by network.
“Our vision is to create an offering which functions as a one-stop-shop for developers looking for growth solutions - whether that’s monetization, user acquisition, or deep data insights,” continued Shoham. “A central part of that mission is to forge connections between different parts of an app’s business to make the whole work more efficiently, and User Ad Revenue fits perfectly within that mission.”