Learn key data sharing best practices to safeguard your app and drive incremental performance.
In the era of privacy and transparency, it’s not always safe to share your data, so it’s key to know what kind of data to share and under which circumstances. In this post, we’ll tell you how to leverage your data to ramp up your programmatic campaigns.
What you’ll find in this post:
Privacy has become one of the hottest topics in digital marketing. As we move onto a more transparent and user-centric environment, we’ve seen new regulations and, of course, Apple’s changes in IDFA.
At Jampp, we are fully aligned with these new initiatives: we are GDPR, CCPA, and LGPD compliant, and we’ve worked together with our customers and partners to implement SKAdNetwork attribution on iOS 14.5 and smoothly transition to Apple’s ATT framework.
However, safe data sharing goes beyond privacy initiatives. Here are some tips for app marketers looking to scale while protecting their data.
⚠️ The problem with those 3 scenarios isn’t sharing data, it’s sharing data with the wrong partners.
Allowing the right partners to inform their machine learning algorithms with in-app data (in a responsible and transparent way) will result in predictive models that can identify when and how to drive more revenue. That’s how programmatic advertising can deliver incremental results.
Now that we’ve established WHO to share data with…
Organic data, or non-attributed data, refers to the behavioral data from users that interact with your app. This data plays a key role in optimizing programmatic campaigns, supporting:
Event data, such as when a user registers on an app, adds an item to the cart, or completes a new game level, helps determine the value of a user.
Let’s say a Fitness app is running an App Retargeting campaign to encourage users to subscribe to their paid program. That’s where in-app event data comes into play. When the Fitness app shares data about which users have already completed a specific event (in this case, subscribing to the app’s paid program), it allows the DSP to exclude pre-existing customers from being targeted, maximizing campaign cost-effectiveness and optimizing results.
Users that uninstalled an app are less likely to engage with App Retargeting ads for that same app. By considering uninstall data, app marketers can focus their App Retargeting efforts on users that have the app, improving cost efficiency.
In fact, we conducted an A/B test with advertisers across different verticals to effectively determine the actual impact of excluding uninstall data—and the results were promising.
Data sharing goes both ways: app marketers and growth partners should both be proactive and transparent in sharing their data with each other.
This data exchange benefits both parties: app marketers gain full visibility into campaign performance and access in-depth, actionable insights; and growth partners get to scale and optimize the campaign faster and more efficiently.
When one of the two parties involved in the campaign fails to share their data, performance is compromised.
When DSPs aren’t transparent enough, app marketers lose control over when and where their ads are being served and don’t have access to actionable and granular insights, which can cause them to make less effective marketing decisions.
When app marketers don’t share their data, it’s harder to create dynamic segments or make accurate predictions, which in turn leads to:
How quickly and how smartly you can grow on programmatic is directly related to the data you use: the more data available, the faster you’ll see your programmatic campaign ramp up.
At Jampp, we have worked with the fastest-growing companies in our industry. Take a look at our case studies or get in touch with our team to see a live demo. We’ll be happy to help with any questions you may have about programmatic advertising.