2. 1 It’s Big - We Know That
2 The Mobile Ecosystem
AGENDA 3 What We Can Measure
4 Creating A Mobile Measurement Plan
5 Looking Ahead
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3. IT’S BIG - WE KNOW THAT MOBILE USAGE
BY 2014, MOBILE INTERNET SHOULE
TAKE OVER DESKTOP INTERNET USAGE
Global Mobile vs. Desktop Internet User Projection
2007 — 2015E
MOBILE
INTERNET
USERS
DESKTOP
INTERNET
2007 2009 2011E 2013E 2015E USERS
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4. MOBILE ECOSYSTEM
CARRIERS
OEM
OS
SOFTWARE
FOUNDATIONS + API
s
BROWSERS
CHANNELS
RETAILERS
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5. PUBLISHERS
MOBILE ECOSYSTEM
CARRIERS
AD NETWORKS
OEM
OS SOFTWARE
FOUNDATIONS + API
BROWSERS
RETAILERS
CHANNELS
AD EXCHANGES
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6. THE INDUSTRY IS NASCENT
The mobile industry only really started
in 2008 after the release of the iPhone.
We’re still in diapers.
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7. IT’S THE WILD WILD WEST
Hundreds of companies are competing
to bring mobile solutions forward.
With chaos comes opportunity.
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8. THE MOBILE ECOSYSTEM THE FACTS
What are the measurement implications of this ecosystem?
1 DATA IS NOT SHARED 2 DATA NOT VALIDATED
3 UNKNOWN UNIQUES
4 UNRELIABLE COOKIES 5 PRIVACY ISSUES
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9. THE MOBILE ECOSYSTEM 1 DATA IS NOT SHARED
Most of these buckets do not work together, which means it will
probably get worse before it gets better.
Created a land of gated gardens.
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10. THE MOBILE ECOSYSTEM 2 DATA NOT VALIDATED
A number of sources all pull from the same inventory or panels.
There is no one unified voice to confirm or validate the data.
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11. THE MOBILE ECOSYSTEM 3 UNKNOWN UNIQUES
Publishers have a difficult time assessing unique visitors.
This problem is magnified when seeking an apples‐to‐apples
comparison across platforms.
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12. THE MOBILE ECOSYSTEM 4 UNRELIABLE COOKIES
Both Javascript and HTTP cookies are unreliable for the mobile Web
and are not even an option for apps.
Many devices don’t accept cookies at all or are session‐dependent
and deleted immediately. 12
13. THE MOBILE ECOSYSTEM 5 PRIVACY ISSUES
Unique Device Identifiers, Apple ID’ or PII are not available on all
devices and cause security concerns for users.
Proposed privacy bills point to heightened regulations in the future.
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15. AVAILABLE DATA 1ST PARTY
Data Source:
Publisher’s servers, database OR their adserver like Mocean.
Mobile Web Mobile Apps
• Page Views • Downloads
• Time Spent • Frequency Of Use
• Device Type • Time Spent
• Screen Size
SMS
• Open Rate
• Response Rates
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16. AVAILABLE DATA 1ST PARTY
GEOLOCATION DATA
Accuracy
GPS - Lat/Long
How Networks Get Geolocation Data
• Registration Registration - Zip
• IP Address
• GPS
IP Address
Scale
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17. AVAILABLE DATA 1ST PARTY
USER DATA
How Networks Get User Data
UID/IDFA
• IDFA/UID
- Like online cookies Publisher ID
Accuracy
- UID on Android and IDFA on iOS 6
Fingerprinting
• Publisher ID
- Registration data or usernames
• Device Fingerprinting Scale
- Networks/Publishers leverage an
Algorithm that identifies users based
on a combination of characteristics
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18. IOS 6
iOS 6 and iPhone 5 made huge strides in making mobile more
trackable and measurable.
The IDFA is a random unique code which is shared across apps.
This will allow us to:
• Behavioral Target
• Retarget
• Develop highly detailed user profiles
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19. AVAILABLE DATA 3RD PARTY
SURVEY CARRIER REPORTED
MOBILE TAGGING PUBLISHER ANALYTICS
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20. AVAILABLE DATA 3RD PARTY
SURVEY
PARTNER PROS CONS
• No Long Tail
• Can Report Demographics
• Self‐reported Data
• Aligns With Non‐ Mobile Brand
• Expensive To Build Panel
Awareness Studies
• Skewed Results
• Can Do Control/exposed Studies
• Difficult To Create A Control Group
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21. AVAILABLE DATA 3RD PARTY
CARRIER REPORTED
PARTNER PROS CONS
• Can Track Actual Behavior
• Coordination Challenges With
• Potentially Tied To Carrier
Carriers
Geographic, Demographic Data
• Missing Wifi Traffic
• Anonymized, Aggregated Data
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22. AVAILABLE DATA 3RD PARTY
MOBILE TAGGING
PARTNER PROS CONS
• More Unified Data On Web Traffic
• Better Insights Into Niche Mobile • Requires Publisher Participation
Sites/apps
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23. AVAILABLE DATA 3RD PARTY
PUBLISHER ANALYTICS
PARTNER PROS CONS
• Census‐based Behavioral Data • Lacks Third‐party Verification
Individual Publishers
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25. EXAMPLE THE DAILY
GOAL: DOWNLOADS
• Measurement Approach:
- Determine efficient CPD
- Measure % of New Traffic
- Monitor Google Searches
• Process:
- Required data sharing with client +
Localytics
- Monitored CPD weekly
- Test different segments + time of day
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26. EXAMPLE A|X
GOAL: SUBMISSIONS
• Approach:
- In-app banners
- Social Targeting
• Missed Opportunities:
- Click-to-app
- Rich Media
- “Tagging”
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27. BE CREATIVE!
Be creative in how you define mobile
success.
CTR is not the only success metric.
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28. BEFORE YOU RFP
Remember:
1. Many partners have access to the same inventory and 3rd party data.
2. Algorithms make a difference, but we don’t like black boxes
3. Sometimes the only way to know which one will be most effective is run a test.
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30. SO WHY EVEN DEAL WITH MOBILE?
We don’t need to reiterate the sheer reach and engagement
potential for mobile. Even with the limitations, the only way to grow
the space is to try things that are measurable for your clients now.
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31. WILL OUR PLANS BE 100% MOBILE SOMEDAY?
Maybe, but we will use the platform and medium that will best
achieve optimal results. If mobile can, we will.
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