Polaris Turns One!

Exactly one year ago, we publicly launched Polaris on VentureBeat (thanks again, Dean Takahashi). At the time, it was the first of its kind: a measurement product pairing media mix modeling (MMM) and geo lift experiments to provide incrementality performance metrics in the same form factor as an MMP. Actually, it remains the only product of its kind, one year later.

While we didn’t fully open up the floodgates until Q3 2021, the past year has been a wild ride. The response from the mobile industry was far greater than I could’ve imagined. Our partnership with Meta and collaboration with their world-class Marketing Science and MMM teams have helped us to continually improve Polaris and the science behind it.

Our growth over the last 2 quarters since we went fully live is nothing short of incredible. We’re adding new people to our amazing team and expanding to new regions across the globe. We’ve onboarded so many notable customers over these months it’s been an absolute blur. None of this would have been possible without my teammates at MetricWorks. I’m humbled to be a part of this journey with all of you.

To learn more about Polaris, submit a demo request or visit our Polaris product page.

Introducing Polaris: your true north measurement for the post-IDFA storm

Today represents a major milestone in our mission to make the lives of marketers much easier.  Following an extensive and highly successful beta program, we are proud to announce that our incremental measurement solution, Polaris, is now live.  Thank you to our clients, partners, advisors and our dedicated team who made this possible.  Polaris is the perfect measurement solution for the post-IDFA storm as it does NOT need IDFA or GAID.  Just like the star after which it is named, Polaris will serve as the true north for marketers when the lights go out soon with iOS14.5. Polaris will allow gaming studios to utilize incrementality to deliver daily measurement, all at the same granularity that you have always relied upon to make informed marketing decisions.  To learn more, submit a demo request or visit our Polaris product page.

Not only does Polaris help resolve your post-IDFA challenges, it is designed to help you achieve true marketing effectiveness. Contact us today to hear:

  • How Polaris is a ready-to-use, turnkey, drop-in replacement for last touch
  • How Polaris involves zero change to your marketing or UA processes
  • How you can take advantage of special Polaris subscription deals to get you started quickly even before IDFA deprecates

Reliable measurement is the cornerstone of decision making and our team has worked tirelessly to deliver a solution that will future-proof your UA (without needing IDFA or GAID), and provide true incremental measurement that allows you to dramatically increase the effectiveness of your budget. In case you missed it earlier, here’s a link to our What Is Incrementality? deck.

We have also put together amazing subscription deals that allow you to commence with incremental measurement even before IDFA finally deprecates. Rather than waiting for the inevitable chaos, Polaris will allow you to seamlessly transition from the outdated systems of today into the new world of measurement truth and accuracy from Day One of the post-IDFA storm.

Submit a demo request to hear about the powerful features of Polaris including that it does NOT need IDFA or GAID and can still provide you the following favorite KPIs, DAILY, in incremental form at the source by country level:

  1. Revenue
  2. Installs
  3. ROAS
  4. LTV
  5. Retention
  6. Any other KPI we have data for that matters to your team.

The world is quickly approaching a watershed moment. Do you have the right measurement for the post-IDFA storm?  

Best,

Brian
CEO of MetricWorks

 

 

Fingerprinting is dead. What’s your next move?

I’ve seen some folks contend that even though Apple’s latest language is more clear than ever, the phrase “uniquely identifying” means that fingerprinting must be 100% accurate to result in a ban.

Such an interpretation is only possible if you ignore the preceding words “for the purpose of”. Fingerprinting is always probabilistic, but its purpose in attribution is to match a single converting device (e.g., install) to a single ad-engaged device (e.g., click). Failing to uniquely identify a device does not change the purpose of fingerprinting. It is simply an indication that the fingerprinting tech needs improvement.

Also, it’s important to remember Apple’s motivations in all this. It does not benefit them to allow a form of tracking that is not controllable by or transparent to them or their users. Fingerprinting has always been the most anti-privacy tracking method available on both mobile and desktop. Apple didn’t spend all those resources on SKAdNetwork just to allow everyone to attribute and track outside of the ecosystem they control.

No matter how specific Apple’s language gets, there will always be someone interpreting it in just the right way to support their hopes, right up until they are banned from the app store.

Submit a meeting request below to get any questions answered or to hear about our FREE beta program for our incremental measurement solution that doesn’t need IDFA or GAID and can still provide you, DAILY, in incremental form at the source by country level:

  1. Revenue
  2. Installs
  3. ROAS
  4. LTV
  5. Retention
  6. Any other KPI we have data for that matters to your team.

Best,

Brian
CEO of MetricWorks

 

IDFA Deprecation Damage Control (Mobile Presence Podcast Interview of Brian Krebs by Peggy Anne Salz)

Thank you to Mobile Presence’s Peggy Anne Salz (noted author, analyst, content marketing strategist, and frequent Forbes contributor) for interviewing our CEO, Brian Krebs on the positive aspects of the IDFA deprecation including our new measurement solution for the post-IDFA world.  See podcast link below.

Here’s a quick summary of the podcast:

With IDFA, marketers will no longer be able to attribute post-install activity, including revenue, directly to a campaign or publisher app. And that means marketers will be in the dark and unable to evaluate important metrics, including retention, DAUs, LTV, and ROAS at the campaign or publisher app levels. Or will they? Not if they harness a “top-down” solution that algorithmically attributes post-install activity to campaigns.  You can listen to the full podcast below or on the Mobile Presence site.

Listen to “IDFA Deprecation Damage Control: Lifting The Lid On A Mobile Measurement Solution For The Post-IDFA Era” on Spreaker.

Submit a meeting request below to get any questions answered or to get feedback on your testing plan for post-IDFA measurement. Remember to:

  1. Upgrade your SDKs as soon as possible.
  2. Stay in touch with the vendors who haven’t yet provided an iOS 14 update.
  3. Continue to be vigilant during this 3+ month IDFA deprecation reprieve.
  4. Test thoroughly. The winners will be those that evaluate and adopt the solutions of the future while everyone else is still exhaling.

Why Are LAT Rates Skyrocketing Before IDFA Deprecation?

You wouldn’t be blamed for not paying close attention to LAT rates over the last week since iOS 14 launched. We were all told that life can continue as normal until early next year. With that, a huge collective sigh of relief was exhaled in unison and the mobile industry went about its business. However, there are a number of SDKs that check the isAdvertisingTrackingEnabled property (toggled by the user via the Limit Ad Tracking setting) before attempting to access the device’s IDFA.

This is a relic of how IDFAs were handled pre-iOS 10. At that time, you could still access the IDFA when LAT was enabled, but you had to pinky-promise not to use it for advertising tracking (although frequency capping, fraud detection, and other uses were still permitted). With iOS 10, IDFAs were zeroed out when LAT was enabled, meaning SDKs were free to pull the IDFA without first checking isAdvertisingTrackingEnabled. Many widely used SDKs understandably continued the legacy practice though.

For some SDKs, that practice continues to this day. When Apple pushed out iOS 14 a week ago, they deprecated the isAdvertisingTrackingEnabled property. See the relevant Apple docs here.  As you can see, now it always returns “no”. Unfortunately, “no” isn’t just a default value that tells app developers that LAT is a thing of the past. To some pre-iOS 14 SDKs, it means that LAT is very much alive and enabled on the device (or advertising tracking is disabled).

For anyone using an SDK that has not yet been updated to support iOS 14, there is a chance that it checks isAdvertisingTrackingEnabled prior to accessing the IDFA. If it does, you will see LAT rates quickly increase since iOS 14 dropped a week ago. This can have a lot of significant ramifications for attribution, campaign optimization, and ad monetization, depending on the purpose of the SDK.

Upgrade your SDKs as soon as possible. Stay in touch with the vendors who haven’t yet provided an iOS 14 update. Continue to be vigilant during this 3+ month IDFA deprecation reprieve. Test thoroughly. Submit a meeting request below if you’d like feedback on your testing approach.  The winners will be those that evaluate and adopt the solutions of the future while everyone else is still exhaling.