Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » MoPub gives publishers impression-level revenue data, links with attribution platforms

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

The granular level data now being offered by the Twitter-owned mobile ad exchange will help publishers optimize user acquisition campaigns.

Amy Gesenhues on May 21, 2019 at 10:33 am

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.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases
    Getting started with the Agile Marketing Navigator: Building a Marketing Backlog
    3 ways to dominate with Google Auction Insights and search intelligence

About The Author

Amy Gesenhues
Amy Gesenhues was 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.

Related Topics

Customer & Digital ExperienceMarketing AttributionPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

5 Best Practices for Bringing Together All Your Marketing Data

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.