{"id":1389,"date":"2021-11-24T18:04:49","date_gmt":"2021-11-24T17:04:49","guid":{"rendered":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/24\/facebook-has-given-up-on-attribution-adexchanger\/"},"modified":"2021-11-24T18:04:49","modified_gmt":"2021-11-24T17:04:49","slug":"facebook-has-given-up-on-attribution-adexchanger","status":"publish","type":"post","link":"https:\/\/monblogeur.tech\/index.php\/2021\/11\/24\/facebook-has-given-up-on-attribution-adexchanger\/","title":{"rendered":"Facebook Has Given Up On Attribution &#8211; AdExchanger"},"content":{"rendered":"<div class=\"cfbc967f0983488262956e73eca9483a\" data-index=\"1\" style=\"float: none; margin:10px 0 10px 0; text-align:center;\">\n<script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-3859091246952232\" crossorigin=\"anonymous\"><\/script>\r\n<!-- blok -->\r\n<ins class=\"adsbygoogle\" data-ad-client=\"ca-pub-3859091246952232\" data-ad-slot=\"1334354390\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script>\r\n\n<\/div>\n<p> \t\t\t\t\t\tby \t\t\t\t\t\tAdExchanger Guest Columnist \t\t\t\t\t\t <span class=\"divider\">\/\/<\/span> <time class=\"updated\" datetime=\"2021-11-24T00:35:55-05:00\">Wednesday, November 24th, 2021 \u2013 12:35 am<\/time><\/p>\n<p><i><span style=\"font-weight: 400;\">\u00ab\u00a0<\/span><\/i><a href=\"https:\/\/www.adexchanger.com\/the-sell-sider\/\"><i><span style=\"font-weight: 400;\">The Sell Sider<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">\u00a0\u00bb is a column written by the sell side of the digital media community.<\/span><\/i><br \/><i>Today&rsquo;s column is by Roman Garbar, marketing director at <a href=\"https:\/\/www.tenjin.com\/\">Tenjin<\/a>.<\/i><br \/><span style=\"font-weight: 400;\">While the eyes of the world were recently locked on the rebranding of Facebook to Meta, something with more immediate and concrete implications for the advertising world was happening.<\/span><br \/><span style=\"font-weight: 400;\">Facebook, which used to be the king of attribution, is now deferring to Google and Apple as the attribution data sources for Facebook campaigns. The impact of this move will be felt by nearly every mobile advertiser on the planet.\u00a0<\/span><br \/><b>What happened?<\/b><br \/><span style=\"font-weight: 400;\">Facebook quietly started using <\/span><a href=\"https:\/\/developer.android.com\/google\/play\/installreferrer\"><span style=\"font-weight: 400;\">Google Play Install Referrer<\/span><\/a><span style=\"font-weight: 400;\"> to pass Android install attribution data. Incredibly, this is available to all developers \u2013 regardless of the attribution tools they use \u2013 making it effectively free. In fact, Facebook has explained <\/span><a href=\"https:\/\/developers.facebook.com\/docs\/app-ads\/install-referrer\/\"><span style=\"font-weight: 400;\">in great detail<\/span><\/a><span style=\"font-weight: 400;\"> exactly which data can be transferred in this way and how mobile publishers can utilize this new option.<\/span><br \/><span style=\"font-weight: 400;\">It\u2019s a big change in direction. Previously, mobile publishers needed to pay certified Facebook Mobile Measurement Partners (MMPs) to get access to attribution data. No new MMPs have made it into Facebook\u2019s MMP program for almost four years, meaning that it effectively became a walled garden.<\/span><span id=\"more-180401\"><\/span>        <!-- \/987\/AdExchanger\/AdExWeb600x300 -->          <\/p>\n<div class=\"adex-post-ad\" style=\"display: initial !important;\" id=\"div-gpt-ad-1610641992324-0\">              <script>\n                googletag.cmd.push(function() { googletag.display('div-gpt-ad-1610641992324-0'); });\n            <\/script>              <\/p>\n<div style=\"clear:both;\"><\/div>\n<\/p><\/div>\n<div style=\"clear:both;\"><\/div>\n<div class=\"adex-ad-text\">              <img decoding=\"async\" alt=\"\" class=\"alignnone\"                   src=\"https:\/\/www.adexchanger.com\/wp-content\/uploads\/2018\/04\/advertisement2.png\" \/>          <\/div>\n<p><span style=\"font-weight: 400;\">Although the Google Play Install Referrer has been around for a long time, Facebook has never prioritized it as a method to transfer advertising data.\u00a0\u00a0<\/span><br \/><b>Why now?<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><br \/><span style=\"font-weight: 400;\">Crucially, Google Play Install Referrer doesn\u2019t involve user data, meaning it\u2019s an ideal solution for the privacy-first marketing landscape.<\/span><br \/><span style=\"font-weight: 400;\">You might wonder why I\u2019m talking about an Android attribution tool when Facebook\u2019s attribution challenges are happening on iOS. The answer is that <\/span><a href=\"https:\/\/www.facebook.com\/business\/help\/670955636925518\"><span style=\"font-weight: 400;\">Facebook is already deferring to Apple\u2019s SKAdNetwork<\/span><\/a><span style=\"font-weight: 400;\"> attribution framework on iOS. By now doung the same on Android \u2013 \u00a0swap \u201cSKAdNetwork\u201d for \u201cGoogle Play Install Referrer\u201d \u2013 Facebook is demonstrating that it\u2019s throwing in the towel on attribution.<\/span><br \/><span style=\"font-weight: 400;\">Before Apple rolled out its AppTrackingTransparency framework, Facebook was able to attribute almost all of its users. ATT reduced this to less than 20% and led to the closure of the Facebook Advanced Mobile Measurement (AMM) program because advertisers could no longer receive device ID data (for example, IDFAs) for attributed Facebook installs without an opt-in. This is Facebook\u2019s effort to minimize the risk of leaking user data.<\/span><br \/><span style=\"font-weight: 400;\">Following the introduction of ATT, Facebook decided to use SKAdNetwork. Previously, it was only possible to get attribution data from MMPs. While MMPs can still be used on iOS, advertisers are now able to access attribution sources themselves and send SKAdNetwork events to feed Facebook optimization algorithms directly.<\/span><br \/><span style=\"font-weight: 400;\">With Android changes on the horizon and a new Android framework likely coming next year, Facebook is acting ahead of time to accommodate the new reality and leave attribution to natively provided platform frameworks such as SKAdNetwork and Google Play Install Referrer.<\/span><br \/><span style=\"font-weight: 400;\">In other words, the time of Facebook assigning conversion sources using device IDs is over. Instead, platform attribution data is going to serve as just one of many signals for a new Facebook black box that <\/span><a href=\"https:\/\/web.facebook.com\/business\/help\/311705270326952?_rdc=1&amp;_rdr\"><span style=\"font-weight: 400;\">models conversions<\/span><\/a><span style=\"font-weight: 400;\"> by using Facebook\u2019s own signals to add to the conversion numbers reported by attribution frameworks.<\/span><br \/><b>What\u2019s the impact?\u00a0<\/b><br \/><span style=\"font-weight: 400;\">Facebook\u2019s deferral to Google and Apple is a smart move, meaning it doesn\u2019t have to constantly rebuild its attribution every time the rules of those ecosystems change. Facebook <\/span><a href=\"https:\/\/www.facebook.com\/business\/news\/building-for-the-future\"><span style=\"font-weight: 400;\">summarized its change in approach<\/span><\/a><span style=\"font-weight: 400;\"> as follows:<\/span><br \/><span style=\"font-weight: 400;\">\u00ab\u00a0<\/span><i><span style=\"font-weight: 400;\">With Apple and Google continuing to make changes via their browsers and operating systems, and with the changing privacy regulatory landscape, it\u2019s important to acknowledge that digital advertising must evolve to become less reliant on individual third-party data.\u201d<\/span><\/i><br \/><b>But what impact will it have on the rest of the industry?\u00a0<\/b><br \/><span style=\"font-weight: 400;\">There are a lot of open questions about what Facebook\u2019s move means.<\/span><br \/><span style=\"font-weight: 400;\">We\u2019ll have to wait and see, but one thing\u2019s for sure \u2013 we\u2019re all about to feel the impact.<\/span><br \/><span style=\"font-weight: 400;\">Though the newly prioritized Google Play Install Referrer is a positive for most advertisers, the mobile ad industry is becoming ever more complex, and one challenge in particular haunts all advertisers.<\/span><br \/><span style=\"font-weight: 400;\">How can we objectively compare the performance of ad networks when all numbers are modeled and there is no single source of truth?<\/span><br \/><i><span style=\"font-weight: 400;\">Follow Tenjin (<\/span><\/i><a href=\"https:\/\/twitter.com\/tenjinio\"><i><span style=\"font-weight: 400;\">@tenjinIO<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">) and AdExchanger (<\/span><\/i><a href=\"https:\/\/twitter.com\/adexchanger\"><i><span style=\"font-weight: 400;\">@adexchanger<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">) on Twitter.<\/span><\/i><br \/>Sign up to be an AdExchanger Member today and get unlimited access to articles like this, plus proprietary data and research, conference discounts, on-demand access to event content, and more!<br \/><a class=\"btn\" href=\"\/newsletter\/\">Join Today!<\/a><br \/><a rel=\"nofollow\" id=\"cancel-comment-reply-link\" href=\"\/the-sell-sider\/facebook-has-given-up-on-attribution\/#respond\" style=\"display:none;\">Click here to cancel reply.<\/a><br \/> \t\t\t<label for=\"author\">Name (required)<\/label> \t\t\t<input type=\"text\" class=\"five\" name=\"author\" id=\"author\" value=\"\" size=\"22\" tabindex=\"1\" aria-required='true'> \t\t<br \/> \t\t\t<label for=\"email\">Email (will not be published) (required)<\/label> \t\t\t<input type=\"text\" class=\"five\" name=\"email\" id=\"email\" value=\"\" size=\"22\" tabindex=\"2\" aria-required='true'> \t\t<br \/> \t\t\t<label for=\"url\">Website<\/label> \t\t\t<input type=\"text\" class=\"five\" name=\"url\" id=\"url\" value=\"\" size=\"22\" tabindex=\"3\"> \t\t<br \/> \t\t\t<label for=\"comment\">Comment<\/label> \t\t\t<textarea name=\"comment\" id=\"comment\" tabindex=\"4\"><\/textarea> \t\t<br \/><strong>XHTML:<\/strong> You can use these tags: <code>&lt;a href=&quot;&quot; title=&quot;&quot;&gt; &lt;abbr title=&quot;&quot;&gt; &lt;acronym title=&quot;&quot;&gt; &lt;b&gt; &lt;blockquote cite=&quot;&quot;&gt; &lt;cite&gt; &lt;code&gt; &lt;del datetime=&quot;&quot;&gt; &lt;em&gt; &lt;i&gt; &lt;q cite=&quot;&quot;&gt; &lt;s&gt; &lt;strike&gt; &lt;strong&gt; <\/code><br \/><input name=\"submit\" class=\"button\" type=\"submit\" id=\"submit\" tabindex=\"5\" value=\"Submit Comment\"><\/p>\n<p><a href=\"https:\/\/www.adexchanger.com\/the-sell-sider\/facebook-has-given-up-on-attribution\/\">source<\/a><\/p>\n<!--CusAds0-->\n<div style=\"font-size: 0px; height: 0px; line-height: 0px; margin: 0; padding: 0; clear: both;\"><\/div>","protected":false},"excerpt":{"rendered":"<p>by AdExchanger Guest Columnist \/\/ Wednesday, November 24th, 2021 \u2013 12:35 am \u00ab\u00a0The Sell Sider\u00a0\u00bb is a column written by the sell side of the digital media community.Today&rsquo;s column is by Roman Garbar, marketing director at Tenjin.While the eyes of the world were recently locked on the rebranding of Facebook to Meta, something with more [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"googlesitekit_rrm_CAow1sXXCw:productID":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-1389","post","type-post","status-publish","format-standard","hentry","category-non-classe"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/1389","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/comments?post=1389"}],"version-history":[{"count":0,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/posts\/1389\/revisions"}],"wp:attachment":[{"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/media?parent=1389"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/categories?post=1389"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/monblogeur.tech\/index.php\/wp-json\/wp\/v2\/tags?post=1389"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}