Facebook abandons its own MMP attribution?

As one of the most important players in attribution analysis in the industry, Facebook has begun to try to obey Google and Apple and use it as the data source for attribution analysis.

Although the most important thing for Facebook now seems to be changing its name from Facebook to Meta. The concept of the meta universe is hot, and almost every stock that is connected with the meta universe immediately rises, but for the advertising industry at this moment, under the fiery waves of the meta universe, there is another thing that can be more direct and practical. The affected event is happening.

As one of the most important players in attribution analysis in the industry, Facebook has begun to try to obey Google and Apple and use it as the data source for attribution analysis. This means that almost all mobile advertisers in the world will quickly and intuitively feel the changes brought about by this move.

01  What happened specifically?

Specifically, for a long time in the past, mobile publishers had to pay a certified Facebook mobile effectiveness measurement partner (ie, MMP) to access specific attribution data. And in the past 4 years, no new MMP has entered Facebook’s MMP plan, or more directly, it has become Facebook’s walled garden.

But around October 26 this year, Meta first announced that Apple’s SKAdNetwork could be configured in Facebook Events Manager, and then silently began to use Google Play Install Referrer to convey Android installation attribution data.

Even more incredible is that all developers, no matter which development tool they use, have the right to access this data, and this is a free service. At the same time, Facebook further detailed what data can be transmitted in this way, and how mobile developers can take advantage of this new option.

Specifically, according to Facebook’s information on developers, the following advertising campaign metadata will be transmitted through Install Referrer:

Facebook abandons its own MMP attribution?

Obviously, this is a huge shift in Facebook’s business strategy. After all, Google Play Install Referrer has existed for a long time, but Facebook has never used it as a method of transmitting advertising data. 

02  Why does Facebook do this

Before talking about why Facebook has suddenly undergone such a huge strategic change, we need to make one thing clear-Google Play Install Referrer does not involve user data, which means that this is a priority to ensure privacy and security, a relatively ideal Marketing solutions.

And when the word privacy appears here, most advertisers should have understood why Facebook turned around so quickly. After all, in the first half of this year, Facebook suffered a lot of headaches due to privacy protection issues. These disturbances not only caused In addition to internal employees, it also caused Facebook to face the pressure of decreased advertising accuracy externally. It even slipped from the first place in the “Appsflyer Advertising Platform Comprehensive Performance Report” for many years, and gave it to Google.

In fact, for a long time in the past, Facebook has always had an absolute advantage on the iOS platform. However, the launch of iOS 14.5 and the entry into force of the ATT framework have had a huge impact on Facebook. This is why Facebook chose to cooperate with Apple and try to follow Apple’s SKAdNetwork attribution framework.

Of course, Facebook’s decline is obviously not only reflected on the iOS side, but also on the Android side. Although Facebook still maintains the world’s largest scale, the 13th edition of the “Appsflyer Advertising Platform Comprehensive Performance Report” shows that Facebook as a whole The ranking has not dropped significantly, but it has declined in most markets around the world.

Facebook abandons its own MMP attribution?

And it is facing continuous investigations and fines for privacy issues in many regions including Europe.

In addition to the indirect troubles, if you look at the impact of the ATT framework on Facebook in detail, it is not difficult to find that before the framework is released, Facebook can be attributed to all its users, but ATT directly reduces this proportion to less than 20%, and This led to the closure of Facebook’s Advanced Mobile Measurement (AMM) program, because in order to minimize the risk of user data leakage, advertisers could not receive device ID attribution data (such as IDFA) installed by Facebook without opt-in.

So, with the release of ATT, Facebook finally decided to use SKADNetwork. Although MMP can still be used on iOS, advertisers can now access attribution sources themselves and send SKAdNetwork projects to directly provide information for Facebook’s optimization algorithms. So MMP was naturally abandoned.

With the changes in Android gaining momentum, Facebook must take action in advance to adapt to the new situation when the new Android framework may be launched next year, and leave the attribution to the original platform frameworks of the device, such as SKAdNetwork and Google Play Install Referrer.

Therefore, it is not difficult to follow Apple’s attribution framework on iOS, and it is not difficult to serve soft on Android. Replace “SKAdNetwork” with “Google Play Install Referrer”-Facebook is proving that it has conceded in the attribution issue. In other words, the era of Facebook tracking users through device IDs and deciding whether to place ads is over.

03  who will be affected next

Facebook’s choice to obey Google and Apple is obviously a wise move. Although this means losing some control, it also makes it unnecessary to constantly rebuild its attribution model every time the system’s ecological rules change. , As Facebook summarized in its previous public information:

“As Apple and Google continue to make changes through their browsers and operating systems, and the privacy regulatory environment continues to change, we must admit that digital advertising must continue to evolve to reduce reliance on personal third-party data.”

Of course, this does not mean that all the problems have been settled, although Facebook chooses to be soft, it seems to give up on its own attribution. But there are 4 unresolved issues:

1. How many other ad networks will follow Facebook and build products similar to Install Referrer?

2. In the past, Facebook was a leader in advertising technology trends. Will this situation continue today, or will the market structure become fragmented/split or faulty?

3. What will happen to MMP? Should they change their core value proposition? Should attribution pricing change? Should it be a free service?

4. Will advertisers become their own MMP? They certainly have all the hardware, but may lack the willingness and urgent business needs to resolve attribution internally.

These things still require us to wait quietly for the further development of things, but it is undeniable that one thing is imminent, and most of the digital advertising industry practitioners will soon feel the impact of this matter.

That is, although the new high-priority Google Play Install Referrer is not bad for most advertisers, the mobile advertising industry is becoming more and more complex. For advertisers: if all numbers are modeled, And when it comes from different data sources, how can advertisers compare the performance of advertising networks objectively?

Posted by:CoinYuppie,Reprinted with attribution to:https://coinyuppie.com/facebook-abandons-its-own-mmp-attribution/
Coinyuppie is an open information publishing platform, all information provided is not related to the views and positions of coinyuppie, and does not constitute any investment and financial advice. Users are expected to carefully screen and prevent risks.

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