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Over the Top TV and Connected TV

Kochava’s Marketers Operating System (m/OS) provides effective and accurate tracking of audiences across all connected devices. OTT and CTV measurement support provides the ability, depending on the device, to track installs, events, clicks and impressions.


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

  1. Create a campaign tracker for each platform the ad will target.
  2. Place the platform specific tracking URLs in the partner platform for each Kochava app that should receive clicks and impressions.
  3.  

    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
Rokurida
Amazon Fire TVfire_adid
android_id
Apple TVidfa
Google Chromecastsource maid

NOTE: For more information on OTT and CTV SDK Integration, refer to our support documentation.


Smart TVs

BEST PRACTICE: While a MAID, IP and Device UA are necessary for accurate mobile attribution, a smart TV operates differently and does not bounce from IP address to IP address through the day so IP only attribution remains highly accurate in the OTT/CTV space.

 

Native SDK
S2S
Device ID
Device UA
IP Address
Install
Events
Samsung Smart TV (Tizen)tifa*
Vizio*vida*
LG Smart TV (WebOS)adid*
Android TVadid
Roku TVrida
Sony*
Sharpandroid_id
rida
Phillipsandroid_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
Xbox Onemsai
Sony Play Station****

* 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.

 
 

Last Modified: Jul 24, 2024 at 3:11 pm