ironSource, a “business platform for the App Economy,” has launched two products that support app developers: Universal SKAN Reporting (SKAdNetwork) and CV Manager (Conversion Value).
Universal SKAN Reporting provides developers with all their postbacks in real time directly from Apple, allowing them to view and analyze the data and get insights on user acquisition (UA) performance from all networks. The CV Manager enables developers who are using ironSource’s mediation platform to map the conversion values of new users according to the ad revenue generated during the first 24 hours since install.
This allows developers to better understand user value and users’ predicted LTV, helping them optimize UA campaigns, says Nimrod Zuta, vice president Product, Sonic, at ironSource. He says the iOS privacy changes have necessitated a new approach in the way UA managers understand user value and therefore how they optimize advertising strategies to drive user growth.
Whereas with iOS 14 postbacks were only sent to each individual network, with the iOS 15 changes expected this month, app advertisers will be able to get a copy of all of their SkAdNetwork postbacks. Zuta says advertisers can then use ironSource’s advanced Universal SKAN reporting product to analyze all of their postback data in real time, and make timely, data-driven decisions on how to best optimize their UA strategy across all networks.
Developers can access advanced reporting tools for validating and analyzing the data themselves. All UA managers need to do is add the ironSource URL to the Info.plist file and they will receive all of the data, which can then be transferred to any MMP or other party of the advertiser’s choice. Or, they can pass the postbacks to ironSource from any other server and then access the advanced reports.
