MoPub gives publishers impression-level revenue data, links with attribution platforms

MoPub, the Twitter-owned mobile ad exchange, announced Tuesday it is making impression-level revenue data available to publishers and has partnered with seven third-party attribution platforms to deliver the data. The platforms include Adjust, Appsflyer, Branch, Kochava, Singular, SOOMLA and Tenjin.

The impression-level revenue data will be delivered in real-time once an ad impression is triggered and will include a variety of data fields, such as the demand source, ad placement, currency and country information.

Why we should care

This granular data will give mobile app publishers deeper insight into user acquisition campaign performance. MoPub said publishers will have the flexibility to process the data themselves, or send it through one of the seven third-party platform  partners that has access to the data via an integration with MoPub (versus having to create a new API).

“We are extremely excited about the level of granularity and precision the impression-level revenue data from MoPub provides,” said Scott Koenigsberg, SVP of product for the social game development company Zynga, “With a more accurate and precise view of the ad revenue across each user and campaigns, we are able to spend more effectively and efficiently across different marketing channels and double down on what works.”

MoPub’s impression-level revenue data benefits any app developer aiming to monetize their app with ads and in-app purchases. The added value of the third-party integrations will make it easier for publishers who are already using those platforms to analyze the data — giving them granular details on the campaigns that generate the highest return on in app ads and purchases.

“Publishers could use the data to identify users who are valued higher by advertisers, and could potentially generate higher earnings by more strategically offering ad opportunities,” writes MoPub, “The publisher might also decide not to funnel these users into an IAP model unless the potential for revenue is higher.”

More on the news

• In February, MoPub launched a beta of its analytics solution, MoPub Analytics, and said it plans on leveraging its analytics engine and machine learning algorithms to surface new insights.
• MoPub also recently partnered with Pixalate and DoubleVerify to help fight in-app ad fraud.

About The Author

Amy Gesenhues

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.