Google's move to allow third-party measurement partners to integrate mobile application installations and event data into DoubleClick should improve measurement and attribution for advertisers when it comes to app-related activities. Those might include everything from installations to engagement and purchases.
The agreement solves a growing problem in the advertising industry with the explosion of data and Internet-connected devices. Attribution has become convoluted since the path to purchase became erratic.
The announcement, made Wednesday, should increase measurement accuracy between DoubleClick's suite of products and different app attribution trackers. At least that's the goal. The TUNE Marketing Console became the first mobile attribution platform integrated with Google's DoubleClick Digital Marketing suite of products, including DoubleClick Digital Marketing, Google Adwords, and YouTube.
Marketers using TUNE can now set up and run campaigns, and view attribution for DoubleClick campaigns in the TUNE console alongside the rest of campaign attribution data. The deal also enables TUNE users to automatically pass campaign attribution data from the platform back to DoubleClick to maintain better campaign optimization.
The integration helped TUNE's beta client -- Wargaming -- optimize bidding, enabling the company to hit its cost per impression goals and better understand the lifecycle of post-click installs for applications, according to TUNE, wrote Kelly Mullins, head of programmatic partnerships at TUNE, in a post.
The partnership isn't exclusive, but TUNE is the first.