Twitter’s MoPub Is Giving Publishers a Way to Calculate the Lifetime Value of Their Apps’ Users

Adjust, AppsFlyer, Branch, Kochava, Singular, Soomla and Tenjin are partners

Publishers can attribute ad revenue back to the campaigns that acquired those users - Credit by scanrail/iStock
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Twitter’s MoPub mobile ad platform detailed in March how impression-level revenue data will enable mobile application publishers to understand the true lifetime value of their apps’ users and better optimize their paid user acquisition.

MoPub revealed in a blog post Tuesday that the solution is now available to its full-platform publishers, which can process the data on their own or tap one of seven partners: Adjust, AppsFlyer, Branch, Kochava, Singular, Soomla or Tenjin.

The ad platform added that its software-development-kit-based solution, which is available starting with MoPub SDK 5.7, enables publishers and third-party analytics and attribution providers to ingest data via an existing integration, rather than having to create new application-programming interfaces.

According to MoPub, publishers can now make more informed user-acquisition decisions by attributing advertising revenue back to the specific campaigns that acquired those users and increasing their spend on those channels.

MoPub said in its blog post, “We’re excited to enable publishers and their partners to understand the true value of their users in order to take user acquisition to the next level, and to evolve from just managing yields, but to also improving user experience. We’ve worked closely with attribution and analytics vendors to ensure proper ingestion of MoPub data so that our publisher clients can work with the provider of their choice with confidence.”

Adjust chief technology officer Paul Müller added, “Providing our clients with a holistic view of their ad revenue for better optimization is our primary goal. The MoPub solution provides an unprecedented level of granularity and clarity into the impression data, which is critical to our clients in making an informed decision.”

And AppsFlyer vice president of partner development Elad Mashiach said, “Attribution data is the source of crucial decisions, and having a clear understanding of the precision of the data is as important as having precise data itself. A false sense of data accuracy could lead to bad business decisions and suboptimal results. MoPub’s impression-level revenue data product enables marketers to have visibility into data precision with the goal of acquiring users more intelligently and profitably.” David Cohen is editor of Adweek's Social Pro Daily.