Kochava acquires Machine Advertising to improve post-IDFA app marketing
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Kochava, a real-time data solutions company for omni-channel attribution and measurement, has acquired Machine Advertising.
London-based Machine Advertising has developed app marketing technology that still works in the post-IDFA world. Apple retired the Identifier for Advertisers (IDFA) in 2021 to emphasize user privacy over targeted ads. When it did that, it made it harder for adtech companies to figure out how effective a particular marketing campaign was because it couldn’t rely on data about individual users anymore.
In the wake of that change, Machine Advertising is one of the companies that focused on “incrementally,” or one of the tools to calculate the effect of a marketing campaign using new kinds of experiments, said Charles Manning, CEO of Kochava, in an interview with GamesBeat. Incrementality is one of the tools that can make attribution, or mobile media measurement, work in a post-IDFA world.
“We’ve been working on this for some time. It’s another one of these bellwether moments where it’s an indicator of things changing and how advertising is measured and looked at,” Manning said. “We’ve got our eyes wide open on how the world is changing. This is an area where I think it’s going to be really pretty valuable to marketers on a go-forward basis. Not as a replacement for attribution but as an augmentation.”
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The acquisition of Machine Advertising will enable Sandpoint, Idaho-based Kochava to enhance the company’s measurement solutions with Machine’s Always-on Incremental Measurement (AIM) product and