Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences. In these I-want-to-know, I-want-to-go consumer moments, people are turning to mobile apps, in addition to websites, to find what they need.
Given this consumer shift, companies from industries as diverse as Finance, Retail and Travel have jumped into the game, building branded app experiences to engage with their customers. So it’s important that marketers be able to measure and attribute their app-related activities, whether installs, engagement, or purchases, back to their advertising campaigns.
That’s why, today, we’re excited to announce the ability to integrate app install and event data from key third party measurement partners into DoubleClick. Working with third parties (starting with TUNE) we are able to increase the measurement accuracy between different app attribution trackers and DoubleClick, ensuring your data is accurate and reliable.
With this launch, marketers can now use supported third party measurement partners to attribute in-app activities back to the in-app ads they have run through DoubleClick, enabling them to reach their performance goals as they acquire new app customers.
This launch provides customers with:
- Choice: Use one of several (supported*) app tracking tools, while still accurately attributing installs to your DoubleClick ad campaigns.
- Accuracy: Get reliable and accurate metrics so you can report on your results with confidence, while getting the benefits of a unified view of all your programmatic or reservation app attribution data inside DoubleClick reporting.
- Better performance: Minimize cost-per-acquisition to get the best performance for your budget. You can optimize your bids in DoubleClick Bid Manager against your post-view and post-click conversions. You can also create targetable audience lists based on these in-app activities (e.g. customers who’ve installed your app or customers who’ve logged in).
By allowing more choice to advertisers using their preferred third party app measurement tools, we are able to provide more robust and actionable metrics for marketers running mobile app install campaigns on DoubleClick.
To get started with this feature, please follow the directions here for DoubleClick Bid Manager, and here for DoubleClick Campaign Manager (accessible by customers only.)
Posted by Steve Chang
Product Manager, DoubleClick Digital Marketing
*At launch, this feature supports a verified integration with TUNE. Verified support for other third party app trackers is expected to launch later this year.
