Facebook, AppsFlyer Partners To Improve Performance 02/06/2020 | Instant News


AppsFlyer on Tuesday announced a partnership with Facebook Audience Network to bring ROE at the campaign level and in-app ad measurement to gaming.

Ideally
partnership with Facebook allows brands to accurately measure ROAS generated through the Facebook Hearing Network.

Eran Dunsky, product leader at ROI 360 at AppsFlyer, said the company
“Want to explore the ability to measure campaigns on the Facebook Audience Network more accurately, so we reach them.”

This allows advertisers, which might also be the case
the publisher, to close the loop through measuring advertising revenue. Brands run acquisition campaigns as advertisers and can also make money by displaying ads within the application.

COVID-19
lockdowns have increased user engagement with video games and esports over the past few months, and as a result, revenue for many gaming companies has increased.

Verizon reported a 75% increase in game traffic during peak hours, compared to
12% in digital video traffic and 20% in web traffic.

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Overall, the global video game market is estimated to reach $ 159 billion by 2020 – quadrupled box office revenue of $ 43 billion in 2019 and almost tripled the music industry’s revenue of $ 57 billion in 2008
2019.

The biggest income-based market is Asia-Pacific with a game market value of nearly 50%. North America accounts for a quarter of revenue.

“The biggest challenge is
need to protect user privacy while providing monetization, “Dunsky said. “This API allows us to ultimately provide this data while maintaining user privacy.”

Integration
between AppsFlyer and Facebook relies on API. This step binds the revenue generated by users from the Facebook Audience Network to the source of user acquisition. This allows application developers to optimize precisely
their user acquisition strategy, increasing the accuracy of ROAS and LTV.

This tool aims to help brands acquire quality users, understand the ideal experience for these users, and ensure long-term
involvement and income.

Greater transparency into revenue in the application is essential for successful game optimization. “Keep in mind that this is looking at data from
monetization, “he said, pointing to the publisher. “This allows the attribution provider, AppsFlyer, to tie back revenue and link it to an acquisition campaign, regardless of whether
or not the acquisition campaign is running on Facebook. “

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