Leveling up ad monetization: Introducing support for device-level revenue data from MAX by AppLovin

The revenue-generating power of ad monetization isn’t anything new for mobile publishers. On Monday, Apple shared that $45B was generated by in-app advertising just last year. And with people spending more time in apps, particularly gaming apps, ad monetization remains resilient to the impacts of COVID.

Granular ad revenue is critical to informed user acquisition

But as with anything, executing a lucrative ad monetization strategy isn’t a walk in the park. Historically, user acquisition teams struggled to get the granular data needed to calculate their campaigns’ “True ROI” — return on investment calculation that accounts for both in-app purchase revenue and ad revenue. This hindered marketers from being able to make informed decisions about the actual performance of their campaigns as ROI could look completely different once you factor ad revenue into the calculation.

“Granularity is critical in mobile ad monetization,” says Singular COO and Co-founder Susan Kuo. “Understanding the relative ad revenue generated per user helps mobile publishers optimize their apps for maximum results. It also helps them improve user experience by making decisions that can minimize irrelevant and wasted ads.”

MAX unlocks device-level revenue data

Singular has been providing ad monetization reporting for a few years with support for a variety of partners, including ironSource, MoPub, Soomla, and AdMob.

Now, AppLovin is providing revenue data to mobile app publishers for every single user through MAX. This is extremely powerful!

With this data, you can understand the ad-based life-time value of your users. That’s increasingly important because just 2% of mobile app users are converting to paying customers via in-app purchases.

Haven’t thought about testing MAX yet? Here are just a few reasons you should:

  • In-app bidding at scale enables advertisers to bid simultaneously in an unbiased and competitive auction for every impression driving higher an LTV for publishers.
  • Visibility into user ad revenue for each impression to optimize towards true ROI.
  • A/B testing in a few clicks powered by real-time analytics to drive continuous revenue lifts for each app.
  • Cohort analysis lets you view the lifecycle of your users. Monitor LTV, ROI, and engagement by cohort.

Singular + MAX = Better Together

We are excited to announce our new granular ad revenue integration with MAX by AppLovin. The combination of MAX’s device-level ad revenue data with Singular’s proficiency to connect that ad revenue to in-app purchase data and acquisition cost unlocks the most accurate and complete view of your true ROI yet.

 

This is a game-changer for User Acquisition and Monetization teams alike:

  • User Acquisition teams can finally account for Ad Revenue in their ROI formula.
  • With the ability to see the true ROI figures – User Acquisition Managers will be able to make better decisions about the actual performance of their campaigns and channels and scale their marketing efforts efficiently and more intelligently. Channels and campaigns that you thought had a specific ROI could look completely different once we factor Ad Revenue into the ROI calculation.
  • A centralized snapshot of all your Ad Revenue enables better insights and scaling app ad revenue down to the placement level.
  • Streamline work with finance, and have a true end-to-end view of your marketing profit and loss.

The result: better data precision, more accurate and complete LTV models, superior user acquisition and monetization strategies, and ultimately, the potential to earn more revenue – all of it, of course, right inside your Singular dashboard.

Granular ad revenue data from MAX is now supported in our User Acquisition ROI reports and is easily accessible through our ETL product directly to your warehouse. Want to run and measure multiple mediation partners simultaneously? No worries! We support all of them, so measure away. 😊

Ready to level up your ad monetization strategy?

Schedule a quick chat with one of our experts.

 

Aarki, Digital Turbine, Jampp and Lifestreet join Singular’s Certified Partner Program

Our partners sit at the core of our technology, providing data excellence that drives the industry’s leading ROI and performance analytics to marketers around the world.

That’s why we’re excited to announce that Aarki, Jampp, Digital Turbine, and Lifestreet are the newest members of the Singular Certified Partner Program!

The Certified Partner Program (CPP) is our commitment to the industry to set the standard for data integrity within our partner ecosystem. Therefore, we raised the bar high with strict requirements to be considered for the program. We categorized these requirements into three main areas of focus:

  • Data excellence: The partner is passing both aggregated campaign data and user-level attribution data
  • Data governance: The partner is passing all campaign analytics data via an API, has complied with GDPR, and has committed to combating mobile app fraud.
  • Service commitment: The partner has a minimum designated list of mutual customers, is receiving training across relevant business teams on the Singular platform, and has committed to ongoing market development and account mapping efforts.

We initially launched the Certified Partner Program last year with 12 launch partners, including Facebook, IronSource, Google Ads, and Twitter, who went through an extensive audit process to ensure they met the program’s requirements.

Aarki, Digital Turbine, Jampp and Lifestreet went through the exact same audit process, and we’re excited that they met the requirements and are dedicated to providing marketers with timely, granular and actionable performance insights.

Let’s take a look at each partner…

Aarki is a leading AI-enabled mobile marketing platform that helps companies grow and re-engage their mobile users, using machine learning (AI), big data, and engaging creatives.

Providing complete and granular transparency of advertising spend and performance to our advertisers has always been a key pillar of Aarki’s commitment to our advertisers. We welcome all industry initiatives that help champion a better and more transparent ecosystem as a whole as they are key to driving growth and trust in mobile performance marketing adoption.” – Nicol Cseko, Vice President of Product, Aarki

Digital Turbine works at the convergence of media and mobile communications, connecting mobile operators and OEMs with app developers and advertisers worldwide. We bypass the traditional app ecosystem by powering new revenue streams for carriers, a frictionless app discovery experience for end-users, and quality new user acquisition and brand impressions for advertisers.

We are pleased to partner with an innovator like Singular. Together we share a deep commitment to customer growth and fraud prevention. Because our software platform is active on millions of devices worldwide, we can help app advertisers and developers reach new users at scale while also delivering a frictionless and fraud-free experience. Our unique approach and Direct to Device ad units represent a new category of mobile advertising that is refreshingly transparent, and bypasses much of the legacy noise.” – Matt Tubergen, Executive Vice President, Digital Turbine Media

Jampp is the growth platform of choice for on-demand apps worldwide. They unlock programmatic marketing to drive incremental performance through User Acquisition and App Retargeting.

We are excited to further grow our partnership with Singular through this CPP initiative, and continue working together to offer our customers more transparency, improved performance, and actionable granular insights.” – Rafael Lima, Product Manager, Jampp

Lifestreet is a programmatic marketing platform that is deeply trusted by app developers because of our full transparency, granular controls and unrivaled integrity.”

LifeStreet is excited to be joining Singular’s Certified Partner Program, and share their commitment to data integrity, transparency, and trust. Compromised data has real costs to marketers, and efforts like Singulars are beneficial to our partners and the industry as a whole.” – Kristen Perry, Head of Sales and Business Development, Lifestreet

We will be working closely with all our integrated partners to build everyone to the same level of excellence as our Certified Partners. Together we are the trusted source for marketing performance analytics and look forward to further setting industry standards.

For more information on how to become a Singular Certified Partner, reach out to partners@singular.net.

Frequently asked questions about the GDPR

The European Union General Data Protection Regulation — GDPR is top of mind for many businesses, especially for those that engage in online advertising. This new privacy-driven regulation requires that all companies collecting, accessing, and processing personal data for EU residents must comply with new standards that will be enforced starting May 25, 2018.

Understandably, we’ve been getting many questions related to the GDPR over the past few months. To help shed light on the questions you may have, we’ve compiled the top FAQs for the GDPR.

General GDPR FAQs

1. When is the GDPR coming into effect?

May 25th, 2018.

2. Who does the GDPR affect?

It applies to all companies processing and holding the personal data of European Union residents, regardless of the company’s location.

3. What constitutes personal data?

Any information that can be used to directly or indirectly identify a user. It can be anything from a name, a photo, an email address, bank details, posts on social networking websites, medical information, device IDs, or a computer IP address.

4. What are the penalties for non-compliance?

Organizations can be fined up to 4% of annual global turnover for breaching GDPR or €20 Million. This is the maximum fine that can be imposed for the most serious infringements (i.e. not having sufficient customer consent to process data or violating the core of Privacy by Design concepts). There is a tiered approach to fines; a company can be fined 2% for not having their records in order (article 28), not notifying the supervising authority and user about a breach or not conducting an impact assessment. It is important to note that these rules apply to both controllers and processors — meaning ‘clouds’ will not be exempt from GDPR enforcement.

5. What is the difference between a data processor and a data controller?

A controller is an entity that determines the purposes, conditions, and means of the processing of personal data, while the processor is an entity which processes personal data on behalf of the controller.

6. Do data processors need ‘explicit’ or ‘unambiguous’ data subject consent – and what is the difference?

Consent must be clear, unambiguous, and provided in an intelligible and easily accessible form, using clear language. It must be as easy to withdraw consent as it is to give it. Explicit consent is required only for processing sensitive personal data – in this context, nothing short of “opt-in” will suffice. However, for non-sensitive data, “unambiguous” consent will suffice.

7. What about users under the age of 16?

Parental consent will be required to process the personal data of children under the age of 16 for online services; member nations may legislate for a lower age of consent but this will not be below the age of 13.

8. Does my business need to appoint a Data Protection Officer (DPO)?

DPOs must be appointed in the case of (a) public authorities, (b) organizations that engage in large-scale systematic monitoring, or (c) organizations that engage in the large-scale processing of sensitive personal data (Art. 37). If your organization doesn’t fall into one of these categories, then you do not need to appoint a DPO.

9. How does the GDPR impact policy surrounding data breaches?

Proposed regulations surrounding data breaches primarily relate to the notification policies of companies that have been breached. Data breaches which may pose a risk to individuals must be notified to the Data Processing Addendum (DPA) within 72 hours and to affected individuals without undue delay.

10. Will the GDPR set up a one-stop shop for data privacy regulation?

The discussions surrounding the one-stop-shop principle are among the most highly debated and are still unclear as the standing positions are highly varied. The Commission text has a fairly simple and concise ruling in favor of the principle, the Parliament also promotes a lead DPA and adds more involvement from other concerned DPAs, the Council’s view waters down the ability of the lead DPA even further.

GDPR FAQS for Singular Users

1. Is Singular a Data Processor or Data Controller?

Singular is a Data Processor — we do not determine the purposes, conditions or scope of how data is collected. You, our customer, who will often determine these will be defined as a Data Controller under the GDPR, but you should consult with your legal team to make such a determination.

2. What data does Singular collect and is it affected by the GDPR?

When using Singular for mobile attribution, Singular will track device data such as advertising IDs, IP addresses, and other device identifiers. We may also collect user-level events that advertisers send us through the Singular SDK. Under the GDPR, all of the aforementioned data is deemed as personal data and will be treated appropriately per regulations set by the GDPR.

3. How does Singular use personal data?

We use the personal data identified above for two purposes: a) to determine the attributed network, campaign, etc. b) provide our customers with analytics and reports based on the data we collect for them such as retention, ROI, etc.

4. Does Singular transfer this personal data anywhere?

By nature of providing mobile attribution, we need to report attributed installs and events to the marketing channels you’re running with, per the agreement you, the advertiser, has with these marketing channels. As a Data Controller, you are always aware of what data Singular sends to said marketing channels, and can be assured that Singular will never share your data with any other entity.

5. What are common GDPR-related requests that advertisers may get from users?

Under the GDPR, data subjects have several rights that need to be honored:

  • Right to Access and Right to Data Portability – both of these rights speak to the user’s (data subject) ability to request all data that has been collected on them in an easily readable format.
  • Right to Erasure speaks to the user’s ability to ask for their data to be deleted and is also commonly referred to as Right to be Forgotten.
  • Right to Rectification speaks to the user’s ability to request for their data to be corrected or completed.

6. How does Singular allow Data Controllers to honor such requests?

To easily comply with requests related to the GDPR, we’ve built several new REST API endpoints to accept requests in a programmatic and scalable manner. The API documentation is provided in our Developers Portal.

7. Are you compatible with the OpenGDPR initiative?

Yes. We are fully compatible with OpenGDPR.

8. Is Singular’s SDK GDPR-compatible?

Yes, Singular’s SDK is GDPR compatible. We are also releasing an additional update soon to further support explicit methods for opt-in (for when a consent is explicitly provided), opt-out and unload options in the SDK to give you more control for user privacy.

9. I’m not using Singular for attribution or event tracking. Does GDPR apply here?

If Singular doesn’t collect personal (user level) data for your mobile app users, it is not technically a Data Processor in the GDPR context.

10. Do you have an updated Data Processing Agreement I can sign?

Yes, please reach out to your Customer Success Manager to get our latest DPA.

11. What else is Singular doing around the GDPR?

Built by security experts, Singular has always been security and privacy driven by design. We treat encryption, security, and privacy as core principles that determine how every new system is defined and built, and these are inherently embedded in the platform.

At Singular we welcome the EU’s initiative for increased transparency, ownership, and trust around personal data processing activity. We remain committed to these principles when working with our customers as their data processor. As such, we have made extensive investments to ensure that both Singular and our customers meet GDPR compliance standards, which you can read more about in our article “Hello GDPR: Stay Compliant with Singular”.

Disclaimer: The information provided by Singular is for informational purposes only and not for the purpose of providing legal advice. Please contact your attorney to obtain advice on specific issues or questions.