For developers, ad revenue is still a major stream of ad revenues. However, without dedicated tools to measure ad revenue it becomes difficult to link data and optimise monetisation and user acquisition.
Now, ironSource, the app monetisation company, has launched a User Ad Revenue (UAR) tool that lets developers measure ad revenue by user.
“We developed this capability to enable our partners to finally generate profitable and efficient user acquisition across all the marketing channels,” said Tal Shoham COO Developer Solutions at ironSource.
“As a mediation provider we have visibility that other networks simply don’t have, allowing us to provide a picture of ad revenue generated across all the top networks. Coupled with our partnerships with the leading attribution providers, we’re able to generate a comprehensive view of the monetization and marketing cycle that no company has managed before. This is a true game changer. It allows an app marketer to not only bid accurately but it gives them the confidence that their marketing investment is indeed profitable.”
Previously, user acquisition success had been determined based on in-app purchase revenue. However, marketing channels that performed well weren’t assessed at the same time. The User Ad Revenue determines the success of marketing channels by tapping into data from mobile ad mediation platforms to show user-level ad revenues across various ad networks.
Adjust, AppsFlyer, Kochava, Singular and Tenjin are partnering attribution providers through which developers can view ad revenue generated by acquired user.
This allows app marketers to adjust and optimise their campaigns to a ROAS-based model.
User Ad Revenue is already working. For example, Kongregate, a mobile and web game publisher was able to optimise ad spend across multiple marketing channels.