Granular user level data has become very important to mobile in-app publishers regardless of their monetization model. Publishers using advertising and/or in-app purchasing to generate revenue are relying on paid user acquisition to reach and retain new users. As a result, they need to understand both the cost to acquire and the revenue generated by each new user. Only then will publishers be able to calculate true ROI and build accurate LTV models.
MoPub’s impression-level revenue data solution will enable publishers to leverage data to better understand their users and optimize paid acquisition by providing the following benefits:
Access to user revenue data at the impression level: To precisely measure ROI and calculate LTV models, revenue data needs to be collected at an impression level. MoPub will provide publishers with revenue data in real-time once an ad impression is triggered. MoPub will also include a number of other data fields such as the demand source, ad placement, currency, and country information, among other things.
Clarity into revenue precision: Today, real-time bidders such as DSPs provide exact revenue for each impression; however, legacy ad networks only provide eCPM averages at differing levels of granularity. In the latter case, revenue could still be used as an indicator in measuring ROI and building LTV models, but won’t be as precise, which can lead to misinformed decisions that affect publishers’ margins. Therefore, MoPub will provide a flag indicating whether revenue is exact or estimated, giving publishers more visibility into the data. Precise user level ad reporting from ad networks won’t be a reality in our industry until in-app bidding becomes more widely adopted. One more reason to be excited about MoPub’s Advanced Bidding solution, as it enables us to collect granular impression-level data from ad networks in real-time.
Data ingestion and processing flexibility: When it comes to analyzing data, some publishers prefer to build it in-house while others rely on third-party measurement vendors. MoPub will give publishers the flexibility to either process the data themselves or send it to third party partners for deeper analysis and reporting, and since MoPub's impression level data solution is SDK based, it will be easier for third party vendors to ingest the data through an existing integration rather than a new API for example.
With impression-level data, publishers access data at a granular level and therefore, can make more informed user acquisition decisions by attributing earned revenue back to the campaigns that drove those earnings. For example, if a publisher is able to determine that a specific campaign resulted in 120% ROI they can focus on extending their spend on those channels in an attempt to drive more users to their app. Furthermore, publishers leveraging both IAP and ads can use impression-level data to improve the customer experience while also improving their monetization strategy. For instance, publishers could use the data to identify users who love interacting with rewarded ads and potentially generate higher earnings by offering more rewarded opportunities. The publisher might also decide not to drive these users into an IAP model unless the potential for revenue is higher.
When MoPub recently launched MoPub Analytics, currently in beta, we noted that future plans include leveraging our analytics engine and machine learning algorithms to surface valuable insights to our publishers. Another benefit to MoPub’s impression-level revenue data solution is that it will enable us to move a step closer in that direction. We look forward to continued investments to help us even better serve app publishers and developers around the world.