Programmatic Display – App Tracking
Programmatic Display – App Tracking
iOS & Android Tracking Foundation for App Campaigns
iOS & Android Tracking Foundation for App Campaigns
Programmatic Display campaigns can drive app installs and in-app activity. However, accurate attribution and optimization require a robust tracking foundation. This page details how to establish precise iOS and Android app tracking for effective campaign measurement.
iOS & Android Tracking Foundation for App Campaigns
iOS & Android Tracking Foundation for App Campaigns
Programmatic Display campaigns can drive app installs and in-app activity. However, accurate attribution and optimization require a robust tracking foundation. This page details how to establish precise iOS and Android app tracking for effective campaign measurement.
App Attribution, Measurement, and Audience Insights
App Attribution, Measurement, and Audience Insights
Open Measurement SDK
Open Measurement SDK
The OM Software Development Kit (SDK), developed by the IAB Tech Lab, is integrated into Display & Video 360 (DV360) to enable standardized third-party viewability and verification measurement for in-app ads. It allows advertisers to assess whether an ad was actually seen (viewability) and verify its delivery context without requiring multiple vendor-specific SDKs. Advertisers can set viewability thresholds (e.g., 70% viewable for 2 seconds) and prioritize OM SDK-enabled inventory at the line-item or advertiser level. This ties directly to OM SDK’s role in providing standardized signals.
In-App Events
In-App Events
DV360 links with Google’s Firebase for seamless tracking of app installs and in-app events on Android and iOS. No additional app code changes are needed post-setup, making it user-friendly. For advertisers needing custom data, DV360 supports server-to-server (S2S) tracking with third-party tools with some additional technical setup.
Attribution Modelling
Attribution Modelling
Understanding which ads drive conversions in apps is more complex due to fragmented ecosystems and limited cookie availability. DV360 uses Floodlight tags for in-app conversion tracking, offering attribution models like data-driven attribution (via Campaign Manager 360 integration). With the help of Machine Learning values are assigned to touchpoints across app and web. In-app environments often lack persistent identifiers, so DV360 may model conversions using historical data when device IDs are unavailable.
Audience Targeting & Reach
Audience Targeting & Reach
App tracking enables building audience lists based on in-app behavior, crucial for retargeting and optimization in DV360. DV360 uses Google’s ecosystem (e.g., Google Play data) and third-party audience segments to target users. In-app events tracked via Firebase or Floodlight feed into audience creation. The Insights module reports unique reach metrics, distinguishing app-based impressions from other channels, in accordance to measurability of the inventory (e.g., OM SDK-enabled).
App Install Line Items
App Install Line Items
Found under insertion orders, the “Mobile App Install” line item template simplifies setup of mobile app install targeted campaigns in DV360. Advertisers select the app (Android/iOS), ad type (display/video), and a Floodlight activity to track installs. DV360 stops serving ads to users post-install to avoid waste. This process streamlines app promotion with built-in audience exclusions (e.g., existing users) and integrates with Firebase or third-party trackers for measurement.
Apple AdAttributionKit
Apple AdAttributionKit
Introduced in iOS 18 (late 2024), AdAttributionKit replaces SKAdNetwork as Apple’s privacy-centric attribution solution, impacting DV360’s iOS app tracking. It offers more granular, aggregated reporting (e.g., conversion values, click data) than SKAdNetwork while preserving user privacy via on-device processing and delayed reporting. Furthermore, AdAttributionKit supports post-install event tracking beyond just installs. DV360 adapts to AdAttributionKit for iOS campaigns, enhancing conversion insights without Identifier for Advertisers (IDFA). Exact implementation details may evolve. Ultimately, the new evolution of Apple's framework balances privacy and measurement better than SKAdNetwork, providing aggregated, not user-level data.
Additional Services by Digitl for Programmatic Display
Additional Services by Digitl for Programmatic Display
Marketing Technology Services that support Programmatic Display Marketing teams with knowledge and resources about Tech and Data.
Implementation
Implementation
Setup and integration of Display advertising within marketing infrastructure, including the implementation of triggers and tags for performance tracking and advanced analysis.
AI
AI
Gemini, ChatGPT and other AI models to increase efficiency of media buying and optimization of workflows by using AI Agents and GenAI modules.
Dashboards & Reports
Dashboards & Reports
Automated aggregation of data for KPI reporting to analyse the effect and performance of Programmatic Display campaigns. Creation of appealing Dashboards that go beyond pure metrics.
Data Integration
Data Integration
Integration of Offline-, CRM- or User data. Use predictions or other KPIs in your marketing technology infrastructure to active it with Programmatic Display campaigns.
Process Automation
Process Automation
Orchestration of automated workflows in AWS, Azure or Google Cloud for data activation, predictions, advanced analysis or reporting to drive efficiency of Programmatic Display campaigns.
Advanced Analysis
Advanced Analysis
Advanced analysis of Programmatic Display campaigns with audience demographics, content performance analysis, and cross-channel attribution modeling to understand its true impact.
Attribution
Attribution
Advanced attribution modeling for Programmatic Display advertising, beyond last-click analysis to understand the customer journey and assign credit across various touchpoints for accurate measurement of campaign effectiveness.
Marketing Mix Modeling
Marketing Mix Modeling
Marketing Mix Modeling (MMM) to analyze the impact of Programmatic Display campaigns on overall marketing performance or use statistics for incrementality testing to understand the added value on performance or branding KPIs.
User Segmentation
User Segmentation
First-party data based on demographics, interests, behavior, and engagement patterns to activate audiences or analyze the effect and performance of Programmatic Display campaigns.
Advanced Services
Advanced Services
Custom technical solutions, data integration, scripts or workflow orchestration for advanced marketing technology stacks or in Cloud platforms (AWS, Azure, Google Cloud) to maximize efficiency.
Tech Audit
Tech Audit
Technical audit of Programmatic Display campaigns to evaluate the integrity and efficiency of tracking implementations. This includes a comprehensive review of pixels, tags, and audience lists to ensure accurate data collection and attribution.
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Are you interested?
Contact us today to start your journey towards digital success!
Contact us today to start your journey towards digital success!
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