"On Tuesday, Roku and AppsFlyer announced the launch of a new self-reporting network (SRN) integration between both companies, which will allow mobile app advertisers to more effectively measure their streaming video campaigns across all Roku platforms. The integration expands upon the previous partnership between Roku and AppsFlyer, which was originally designed to support app install campaigns and only included data from Roku's endemic and OneView-based video placements."
"Two years ago, however, AppsFlyer began retooling its integrations to be less based on Ad IDs, like IDFA and GAID, as the rate of audience overlap was beginning to shrink and result in lower overall coverage. The new, more advanced SRN is instead rooted in probabilistic signals, like IP matching. It also allows AppsFlyer to both send and receive conversion signals from its partners, which, Director of Product Strategy Alex Yip said, is what makes SRNs a more "two-way street" compared to other conversion APIs ( CAPIs)."
Roku and AppsFlyer launched a self-reporting network (SRN) integration to help mobile app advertisers measure streaming video campaigns across Roku platforms. The integration expands a prior partnership that supported app-install campaigns and previously included only Roku endemic and OneView video placements. Inventory from the Roku Ads Manager will now be available through a single measurement protocol, broadening placement access. AppsFlyer customers will receive improved signals from Roku's graph of 90 million households. AppsFlyer retooled its SRN away from Ad IDs toward probabilistic signals like IP matching and enabled two-way conversion signal exchange with Roku's SAN.
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