Facebook Has Given Up On Attribution | AdExchanger

Facebook, which used to be the king of attribution, is now deferring to Google and Apple as the attribution data sources for Facebook ... 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Today'scolumnisbyRomanGarbar,marketingdirectoratTenjin. WhiletheeyesoftheworldwererecentlylockedontherebrandingofFacebooktoMeta,somethingwithmoreimmediateandconcreteimplicationsfortheadvertisingworldwashappening. Facebook,whichusedtobethekingofattribution,isnowdeferringtoGoogleandAppleastheattributiondatasourcesforFacebookcampaigns.Theimpactofthismovewillbefeltbynearlyeverymobileadvertiserontheplanet.  Whathappened? FacebookquietlystartedusingGooglePlayInstallReferrertopassAndroidinstallattributiondata.Incredibly,thisisavailabletoalldevelopers–regardlessoftheattributiontoolstheyuse–makingiteffectivelyfree.Infact,Facebookhasexplainedingreatdetailexactlywhichdatacanbetransferredinthiswayandhowmobilepublisherscanutilizethisnewoption. It’sabigchangeindirection.Previously,mobilepublishersneededtopaycertifiedFacebookMobileMeasurementPartners(MMPs)togetaccesstoattributiondata.NonewMMPshavemadeitintoFacebook’sMMPprogramforalmostfouryears,meaningthatiteffectivelybecameawalledgarden. AlthoughtheGooglePlayInstallReferrerhasbeenaroundforalongtime,Facebookhasneverprioritizeditasamethodtotransferadvertisingdata.   Whynow?  Crucially,GooglePlayInstallReferrerdoesn’tinvolveuserdata,meaningit’sanidealsolutionfortheprivacy-firstmarketinglandscape. YoumightwonderwhyI’mtalkingaboutanAndroidattributiontoolwhenFacebook’sattributionchallengesarehappeningoniOS.TheansweristhatFacebookisalreadydeferringtoApple’sSKAdNetworkattributionframeworkoniOS.BynowdoungthesameonAndroid– swap“SKAdNetwork”for“GooglePlayInstallReferrer”–Facebookisdemonstratingthatit’sthrowinginthetowelonattribution. BeforeApplerolledoutitsAppTrackingTransparencyframework,Facebookwasabletoattributealmostallofitsusers.ATTreducedthistolessthan20%andledtotheclosureoftheFacebookAdvancedMobileMeasurement(AMM)programbecauseadvertiserscouldnolongerreceivedeviceIDdata(forexample,IDFAs)forattributedFacebookinstallswithoutanopt-in.ThisisFacebook’sefforttominimizetheriskofleakinguserdata. FollowingtheintroductionofATT,FacebookdecidedtouseSKAdNetwork.Previously,itwasonlypossibletogetattributiondatafromMMPs.WhileMMPscanstillbeusedoniOS,advertisersarenowabletoaccessattributionsourcesthemselvesandsendSKAdNetworkeventstofeedFacebookoptimizationalgorithmsdirectly. WithAndroidchangesonthehorizonandanewAndroidframeworklikelycomingnextyear,FacebookisactingaheadoftimetoaccommodatethenewrealityandleaveattributiontonativelyprovidedplatformframeworkssuchasSKAdNetworkandGooglePlayInstallReferrer. Inotherwords,thetimeofFacebookassigningconversionsourcesusingdeviceIDsisover.Instead,platformattributiondataisgoingtoserveasjustoneofmanysignalsforanewFacebookblackboxthatmodelsconversionsbyusingFacebook’sownsignalstoaddtotheconversionnumbersreportedbyattributionframeworks. What’stheimpact?  Facebook’sdeferraltoGoogleandAppleisasmartmove,meaningitdoesn’thavetoconstantlyrebuilditsattributioneverytimetherulesofthoseecosystemschange.Facebooksummarizeditschangeinapproachasfollows: "WithAppleandGooglecontinuingtomakechangesviatheirbrowsersandoperatingsystems,andwiththechangingprivacyregulatorylandscape,it’simportanttoacknowledgethatdigitaladvertisingmustevolvetobecomelessreliantonindividualthird-partydata.” Butwhatimpactwillithaveontherestoftheindustry?  TherearealotofopenquestionsaboutwhatFacebook’smovemeans. HowmanyotheradnetworkswillfollowFacebookandbuildsomethingsimilartoInstallReferrer? Inthepast,Facebookwasthetrendsetterforadtech.Willthatremainthecaseorwillwehaveafragmentedmarketinglandscape? WhathappenswithMMPs?Shouldtheychangetheircorevalueproposition?Shouldattributionpricingchange?Shoulditbecomefree? WilladvertisersbecometheirownMMPs?Theydefinitelyhaveallthetools,butmaylackthewillandburningbusinessneedtodoattributionin-house. We’llhavetowaitandsee,butonething’sforsure–we’reallabouttofeeltheimpact. ThoughthenewlyprioritizedGooglePlayInstallReferrerisapositiveformostadvertisers,themobileadindustryisbecomingevermorecomplex,andonechallengeinparticularhauntsalladvertisers. Howcanweobjectivelycomparetheperformanceofadnetworkswhenallnumbersaremodeledandthereisnosinglesourceoftruth? FollowTenjin(@tenjinIO)andAdExchanger(@adexchanger)onTwitter. Enjoyingthiscontent? SignuptobeanAdExchangerMembertodayandgetunlimitedaccesstoarticleslikethis,plusproprietarydataandresearch,conferencediscounts,on-demandaccesstoeventcontent,andmore! JoinToday! Relatedstories: HowFooterBiddingCanBeAToolToNavigateCoreWebVitals It’sTimeForPublishersToEmbraceServer-to-Server TheDirtyLittleSecretAboutMedia’sDigitalSupplyChain(AndWhatYouCanDoAboutIt) FacebookFalls(ButNotAsBadAsSnap);AmazonSweetensItsBrandFollowFeature   Addacomment Clickheretocancelreply. 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