Maximizing conversion rates (CVR) and publisher ad yield with Device Link™
Publishers with premium owned and operated ad inventory face significant challenges in receiving proper credit for the conversions they drive across multiple connected devices. As consumers increasingly use a variety of devices throughout their conversion journey, accurately tracking and attributing conversions becomes complex. This fragmentation makes it difficult for publishers to demonstrate their true impact on sales and other outcomes for their advertisers. Traditional tracking methods often fail to capture the full picture of a consumer’s path to purchase.
Moreover, the lack of standardized cross-device tracking solutions compounds the problem. Publishers must navigate a landscape where data privacy is paramount and varying device ecosystems complicate the collection and analysis of user data. As a result, they often struggle to prove their value to advertisers, who may not fully recognize or appreciate the role publishers play in driving the business outcomes advertisers care about. This challenge underscores the need for more sophisticated attribution models that can accurately reflect the contributions of publishers.
Bridging the Gap With Device Link From Kochava
Kochava created Device Link™ to help premium publishers and platforms capture the bigger performance picture. An exclusive feature of Kochava for Publishers, a leading outcomes measurement platform, Device Link extends outcomes attribution across all devices linked by a device graph resolution to the original device (e.g., mobile, connected TV [CTV], desktop) where your ads are served.
Suppose a consumer sees your ad on their CTV at home, then leaves for work and completes an app install, in-app purchase, web visit, or other activity on their mobile device while on the go. Many attribution models employed by premium publishers would be unable to account for this type of customer journey, where the conversion takes place over a different internet connection and/or device than where the original ad impression was seen. While the ad you served was the driving force behind the customer’s decision to convert, you won’t see credit for it—and neither will the advertiser. That’s where Device Link comes in.
Device Link leverages privacy-first device graphs and can even incorporate a publisher’s own first-party device graph to fill the void and connect the dots between disparate touchpoints. It helps create the connective tissue across each step in your customer’s journey, no matter which device they bounce to, whether they’re at home or on the go.
Better Conversion Rates and Ad Yield With Device Link
Comprehensive backtesting has demonstrated a consistent enhancement of 8 to 10% in reported outcomes when integrating Device Link into a publisher’s outcomes measurement strategy.
A detailed analysis conducted for a leading publisher, specifically a CTV original equipment manufacturer (OEM) with owned and operated inventory, examined campaigns from two separate advertisers. The additional conversions identified through Device Link revealed incremental attribution increases of 9.5% for the first advertiser and 10.6% for the second.
Previously, the CTV OEM lacked the ability to prove out and report on the additional outcomes resulting from their ads. Now, the enhanced performance insight helps them drive new opportunities and greater spend commitments from their advertisers, while increasing overall ad yield.
”Device Link has been a collaborative undertaking with some of our largest publisher clients. It directly addresses a key pain point the industry faces. I’m excited by the strong results we’re seeing, which is allowing these premium publishers to move the needle with their advertisers and prove their ability to deliver stronger outcomes.
Jason HicksGM, Kochava for Publishers
Activating Device Link for Advertiser Campaigns
Are you a publisher or platform with premium owned and operated inventory? Is your outcomes measurement strategy coming up short in capturing the full value you deliver to your advertisers? To learn more about Device Link and how it can improve reported conversion rates on your premium inventory, contact our team today.
Already a client of Kochava for Publishers? Device Link is available now. To request more information about enabling Device Link on your account, contact support@kochava.com.
