MOBILE MEASUREMENT

Data in the Mobile Ecosystem

AGENDA

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The Mobile Ecosystem2

What We Can Measure3

Creating A Mobile Measurement Plan4

Looking Ahead

It’s Big - We Know That

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2007 2009 2011E 2013E 2015E

Global Mobile vs. Desktop Internet User Projection2007 — 2015E

BY 2014, MOBILE INTERNET SHOULE TAKE OVER DESKTOP INTERNET USAGE

MOBILE INTERNET

USERS

DESKTOP INTERNET

USERS

MOBILE USAGEIT’S BIG - WE KNOW THAT

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software foundations + API

OEM

SOFTWARE FOUNDATIONS + API

RETAILERSCHANNELS

BROWSERS

OS

CARRIERS

MOBILE ECOSYSTEM

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PUBLISHERS

OEM

SOFTWARE FOUNDATIONS + API

RETAILERS

CHANNELS

BROWSERS

OS

AD NETWORKS

CARRIERS

MOBILE ECOSYSTEM

AD EXCHANGES

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The mobile industry only really started

in 2008 after the release of the iPhone.

We’re still in diapers.

THE INDUSTRY IS NASCENT

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Hundreds of companies are competing

to bring mobile solutions forward.

With chaos comes opportunity.

IT’S THE WILD WILD WEST

THE FACTS

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THE MOBILE ECOSYSTEM

What are the measurement implications of this ecosystem?

DATA IS NOT SHARED1 DATA NOT VALIDATED2

UNRELIABLE COOKIES4 PRIVACY ISSUES5

UNKNOWN UNIQUES3

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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.

DATA IS NOT SHARED1THE MOBILE ECOSYSTEM

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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DATA NOT VALIDATED2THE MOBILE ECOSYSTEM

Publishers have a difficult time assessing unique visitors.

This problem is magnified when seeking an apples‐to‐apples

comparison across platforms.

UNKNOWN UNIQUES3

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THE MOBILE ECOSYSTEM

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

UNRELIABLE COOKIES4THE MOBILE ECOSYSTEM

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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.

PRIVACY ISSUES 5THE MOBILE ECOSYSTEM

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SO WHAT DATA IS AVAILABLE?

1ST PARTY

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AVAILABLE DATA

Data Source: Publisher’s servers, database OR their adserver like Mocean.

Mobile Web• Page Views

• Time Spent

• Device Type

• Screen Size

Mobile Apps• Downloads

• Frequency Of Use

• Time Spent

SMS• Open Rate

• Response Rates

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How Networks Get Geolocation Data

• Registration

• IP Address

• GPS

Accuracy

GPS - Lat/Long

Registration - Zip

IP Address

Scale

GEOLOCATION DATA

1ST PARTYAVAILABLE DATA

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How Networks Get User Data

• IDFA/UID

- Like online cookies

- UID on Android and IDFA on iOS 6

• Publisher ID

- Registration data or usernames

• Device Fingerprinting

- Networks/Publishers leverage an Algorithm that identifies users based on a combination of characteristics

Accuracy

UID/IDFA

Publisher ID

Fingerprinting

Scale

USER DATA

1ST PARTYAVAILABLE DATA

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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

SURVEY CARRIER REPORTED

MOBILE TAGGING

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PUBLISHER ANALYTICS

3RD PARTYAVAILABLE DATA

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PARTNER PROS CONS

• Can Report Demographics

• Aligns With Non‐ Mobile Brand

Awareness Studies

• Can Do Control/exposed Studies

• No Long Tail

• Self‐reported Data

• Expensive To Build Panel

• Skewed Results

• Difficult To Create A Control Group

SURVEY

3RD PARTYAVAILABLE DATA

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PARTNER PROS CONS

• Can Track Actual Behavior

• Potentially Tied To Carrier

Geographic, Demographic Data

• Anonymized, Aggregated Data

• Coordination Challenges With

Carriers

• Missing Wifi Traffic

CARRIER REPORTED

3RD PARTYAVAILABLE DATA

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PARTNER PROS CONS

• More Unified Data On Web Traffic

• Better Insights Into Niche Mobile

Sites/apps

• Requires Publisher Participation

MOBILE TAGGING

3RD PARTYAVAILABLE DATA

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PUBLISHER ANALYTICS

PARTNER PROS CONS

Individual Publishers

• Census‐based Behavioral Data • Lacks Third‐party Verification

3RD PARTYAVAILABLE DATA

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CREATING A MOBILE MEASUREMENT PLAN

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• 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

THE DAILYEXAMPLE

GOAL: DOWNLOADS

• Approach:

- In-app banners

- Social Targeting

• Missed Opportunities:

- Click-to-app

- Rich Media

- “Tagging”

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A | X EXAMPLE

GOAL: SUBMISSIONS

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Be creative in how you define mobile

success.

CTR is not the only success metric.

BE CREATIVE!

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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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LOOKING AHEAD

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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.

SO WHY EVEN DEAL WITH MOBILE?

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Maybe, but we will use the platform and medium that will best

achieve optimal results. If mobile can, we will.

WILL OUR PLANS BE 100% MOBILE SOMEDAY?

THANK YOU