"Buyers need third-party measurement and a system with checks and balances to "assign credit where credit is due," Fintan Gillespie, Snap's global director of ad partnerships, told AdExchanger. On Wednesday, Snap announced a new product called Unified Attribution that aligns Snap's own data with that of mobile measurement partners (MMPs) to help app advertisers track measurement and optimize campaigns within Snapchat."
"Instead of forcing marketers to pick a side, Snap is trying to combine multiple views of performance to "better align Snapchat performance data and MMPs," Fintan said. When marketers set up their campaigns on Snapchat, they'll be able to select "Unified Attribution" from a drop-down menu, which enables dual optimization based on both Snapchat's attribution framework as well as the measurement provided by MMPs, said Shobha Diwakar, Snap's VP of ads platform."
"For now, Snap is only connected to AppsFlyer, but the longer-term goal is to integrate with "the entire ecosystem," Gillespie said. The product is currently in beta and will launch later this year. Giving credit But to back it up, it makes sense why major ad platforms have done the grade-their-own-homework thing for so long."
"Or, as Gillespie put it, platforms have been "optimizing to what they see, not what they get." Which is to say, it's been better for the bottom line to position their own internal measurement as the sole source of truth, rather than acknowledge the less glamorous reality that they're just one factor in a larger conversion process. He compared it to a game of basketball. It's not just the person who makes the winning shot who should ge"
Advertisers often do not fully trust measurement provided directly by ad platforms. Snap introduced Unified Attribution to align Snap’s own data with mobile measurement partners so app advertisers can track measurement and optimize campaigns within Snapchat. The product is in beta and will launch later this year. For now, Snap connects only to AppsFlyer, with a longer-term goal of integrating across the broader ecosystem. Snap aims to combine multiple performance views rather than rely on a single internal source of truth. Marketers can select Unified Attribution in campaign setup to enable dual optimization using Snapchat’s attribution framework and MMP measurement. MMPs use a waterfall-style approach to determine which delivery and click factors ultimately led to a download.
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