OTT and CTV Attribution
OTT and CTV devices deliver content such as audio and video through the use of the internet without requiring users to subscribe to a traditional cable or satellite service.
The Kochava system provides deterministic and probabilistic matching. Depending on the device identifiers passed to Kochava (Device ID, Device UA, and IP Address) either deterministic or probabilistic (modeled) attribution will be employed. (see iOS 14+ restrictions)
Kochava collects (via momentary redirect or network server ping) device information when an impression is served or a user clicks on an advertisement served by a network. Each of these engagements are eligible for attribution. Once the app is installed and launched, Kochava receives an install ping (either from the Kochava SDK within the app, or from the advertiser’s server via Server-to-Server integration).
For more information about Kochava’s attribution engine, refer to our Attribution Overview support documentation.
Deterministic Attribution:
When an OTT or CTV passes Kochava unique device characteristics, which are identifiers that are completely unique to that individual device only, the Kochava attribution engine can provide authoritative attribution.
Probabilistic Attribution:
When an OTT or CTV does not pass Kochava unique device identifiers, but instead passes an IP address and/or Device UA, the Kochava attribution engine can provide a high likelihood of attribution. Although deterministic matches made with device IDs are superior to probabilistic matches with regard to attribution accuracy, probabilistic matches can be used in circumstances where the collection of device IDs is prohibited, as long as user consent allows.
Tracking Link Placement in Partner Platforms
- Create a campaign tracker for each platform the ad will target.
- Place the platform specific tracking URLs in the partner platform for each Kochava app that should receive clicks and impressions.
Example:
If a client is serving ads on Roku that target users to download a mobile app on iOS or Android, the client would need to create a tracker for both their iOS and Android apps in Kochava and provide them to the partner serving ads on OTT/CTV inventory. That partner would need to be able to trigger both iOS and Android URLs when the ad is viewed or clicked on the Roku device so that the ad interaction could convert on either iOS or Android.
Recommended Partner Reconciliation CTV Only
Impression
- Modeled Lookback = 24 hours
- IP Lookback = 24 hours
- Partial IP Lookback = Disabled
- Device Attribution Behavior = Inclusive
Click
- Device Lookback = 7 to 30 days
- Modeled Lookback = 7 days
- IP and Partial IP Lookback = 7 days
- Device Attribution Behavior = Inclusive
- Modeled Attribution Tier = Full IP Address
Recommended Partner Reconciliation CTV and Mobile
Impression
- Modeled Lookback = 24 hours
- IP Lookback = Disabled
- Partial IP Lookback = Disabled
- Device Attribution Behavior = Inclusive
Click
- Device Lookback = 7 to 30 days
- Modeled Lookback = 7 days
- IP and Partial IP Lookback = Disabled
- Device Attribution Behavior = Inclusive
- Modeled Attribution Tier = Standard
Recommended Tracker Overrides for CTV Trackers
Impression
- Impression Lookback Device = Default
- Impression Lookback Modeled = Default
- Impression Lookback IP = 24 hours
- Impression Lookback Partial IP = Default
Click
- Device ID Lookback Window = Default
- Modeled Equalizer = 24 hours to 7 days
- Modeled Lookback Window = Default
- IP Lookback Window = 24 hours
General
- Event Association Lookback = Unlimited
- Omit Sub OS Version for Probabilistic Match = False
Referenced Support Documentation
Linked Network Documentation
Streaming Boxes/Sticks
Native SDK | S2S | Device ID | Device UA | IP Address | Install | Events | |
---|---|---|---|---|---|---|---|
✔ | ✔ | rida | ✔ | ✔ | ✔ | ✔ | |
✔ | ✔ | fire_adid android_id | ✔ | ✔ | ✔ | ✔ | |
✔ | ✔ | idfa | ✔ | ✔ | ✔ | ✔ | |
✔ | ✔ | source maid | ✔ | ✔ | ✔ | ✔ |
NOTE: For more information on OTT and CTV SDK Integration, refer to our support documentation.
Smart TVs
Native SDK | S2S | Device ID | Device UA | IP Address | Install | Events | |
---|---|---|---|---|---|---|---|
(Tizen) | ✔ | ✔ | tifa | * | ✔ | ✔ | ✔ |
* | ✔ | vida | * | ✔ | ✔ | ✔ | |
(WebOS) | ✔ | ✔ | adid | * | ✔ | ✔ | ✔ |
✔ | ✔ | adid | ✔ | ✔ | ✔ | ✔ | |
✔ | ✔ | rida | ✔ | ✔ | ✔ | ✔ | |
✔ | ✔ | * | ✔ | ✔ | ✔ | ✔ | |
✔ | ✔ | android_id rida | ✔ | ✔ | ✔ | ✔ | |
✔ | ✔ | android_id | ✔ | ✔ | ✔ | ✔ |
* Kochava can accept, but platform is unwilling or unable to provide this data. Please reach out to your platfrom partner and include Kochava.
NOTE: For more information on OTT and CTV SDK Integration, refer to our support documentation.
Game Consoles
Native SDK | S2S | Device ID | Device UA | IP Address | Install | Events | |
---|---|---|---|---|---|---|---|
✔ | ✔ | msai | ✔ | ✔ | ✔ | ✔ | |
* | ✔ | * | * | * | ✔ | ✔ |
* Kochava can accept, but platform is unwilling or unable to provide this data. Please reach out to your platfrom partner and include Kochava.
NOTE: For more information on OTT and CTV SDK Integration, refer to our support documentation.