Page 13 - AeM_September_2022

RESEARCH, ANALYSIS & TRENDS

work best. Saving file size is particularly important There are also incremental tests of the marketing
for mobile Internet connections: e.g., the IAB channels, in which a test group is measured against a
specifications for lightweight ads and their general control group, however, this method is more suitable for
recommendation of a maximum file size of 150 KB longer-term considerations and not for the daily
for fast loading times, and a maximum of 2 MB if statistical needs. Methods of media/marketing mix
the user has not initiate the loading process, is modeling are also used over longer periods of time.
useful information you might want to consider.
Generated installs can still be attributed to a campaign
The advertising industry is spoiled with multitude of via Apple's SKAdNetwork, but no longer granularly at
possibilities in terms of targeting, measurability and up- the user level, and depending on the channel, the
to-date and readily available KPIs. However, it is returned attribution window is only valid for 7 days.
foreseeable that targeting and measurement will be
significantly restricted on the one hand by legislation Developing their own tools and (machine learning)
and on the other hand by relevant market participants, models can be worthwhile for large brands and shops,
and will therefore be less granular and less timely in the but most of the industry will probably fall back on
future. both on the web and within apps, users are existing solutions and special service providers that
increasingly being asked about their preferences, support them with the topic of measurability and
consequently sensitivity to data protection is expected attribution.
to continue to rise.
Server-side tracking as a possible option is still in its
In addition to ID-based approaches, market participants infancy, but larger market players already offer it, even
are developing supplementary models such as though it requires consent query and is therefore not
contextual targeting, data clean rooms, Google Ads without data deficits. Possible data points that are
Data Hub and the privacy sandbox. The same applies measurable and therefore can support modeled
to mobile marketing which means assessing the insights are first party cookies. ◊
measurable part and modeling the remaining part By MediaBUZZ
based on the available measurement data or
alternative data points. Some of this is already
happening in machine learning.

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September 2022: Mobile Marketing 13