iGB Affiliate 55 Feb/Mar - Page 46

TRAFFIC “If after a mobile web product relaunch there is a spike in cross-device conversions, this may indicate that users are aborting the mobile web experience due to product failures. Insights such as these can be hugely beneficial to operators.” Clearly, the viewpoints expressed above rest on the principle of, at the minimum, unified ad serving and thus reporting and attribution. However, it is increasingly the case that not all ad technology is made equal, and in today’s market, only a few obvious choices exist. Broadly speaking, cross-device attribution is achieved in two ways. Via mapped UID data, typically in the possession of large global networks commanding login access such as Facebook, allowing Facebook to assign multiple devices to singular users based on their login behavior, essentially allowing for conversion reporting that is interlinked to a UID only. Alternatively, other global ad technology and online utility providers, primarily Google and associated entities, can cross-device-map based on scaled deterministic datasets with high probability, using elements such as login, behaviour, and location etc. to form a rich data-led understanding of user behaviour. Far from coincidentally, the aforementioned Google and Facebook both own ad technology products, DoubleClick and Atlas, that power cross-device attribution based on the huge datasets respectively available to them. Google and Facebook are now the dominant ad technology vendors globally, Facebook being of particular interest based 42 iGB Affiliate Issue 55 FEB/MAR 2016 on how quickly they were able to translate their data into ad technolog y value via the acquisition of Microsoft’s Atlas. Although both formidable data giants, Facebook likely lags in terms of available data, whereas Google, via its virtually universal online reach, is probably a more robust core solution. That said, it’s plausible that large operators would use both in parallel, however aiming to rely on “One might argue that in less competitive times the need for media optimization coupled with heavy reliance on affiliates was unnecessary. This is no longer the case.” DoubleClick to overlay Atlas’s data depth. Of course this may change over time, depending on the data richness of assets on Facebook’s acquisition horizon. Of course, apart from media optimization and efficiency, cross-device attribution also has an important part to play in product optimization. By way of example, if after a mobile web product relaunch there is a spike in cross-device conversions, this may indicate that users are aborting the mobile web experience due to product failures. Again, and in an increasingly competitive iGaming sector, insights such as these can be hugely beneficial to operators looking to secure a high as possible percentage share of wallet. Broadly speaking, the opportunity for iGaming operators to adopt best-in-class ad technology, and specifically device agnostic customer data, is significant. Consequently, operators preparing for the next phase in development with antiquated technology and practices are doomed to fail. ALISTAIR ALBERS is Head of Trading and Partnerships for The Media Image. Alistair’s background stretches nearly 10 years in display media, across ad technology, sales and ad operations, for organizations including ad networks, agencies and trading desks.