Leading platforms, including TikTok, Snap, and Unity, have joined forces under the leadership of AppsFlyer, a prominent analytics company, to advocate for improved advertising measurement standards in mobile applications. This collaborative effort seeks to introduce more refined and transparent metrics to gauge ad performance in an ecosystem that’s become increasingly opaque due to evolving privacy regulations.
The consortium proposes two innovative metrics: the “engaged view” and the “engaged click.” The “engaged view” metric focuses on the duration of ad engagement, defining it as when a viewer watches a skippable ad for a minimum required time or completes viewing a shorter video. The “engaged click,” on the other hand, tracks user interaction with an ad that doesn’t necessarily lead to an external redirection, such as engaging with a game demo within the ad itself.
Currently, digital advertising predominantly relies on views, impressions, and clicks for measurement, with varying standards across platforms. TikTok, for instance, allows advertisers to target users who view ads for at least six seconds or engage with the ad, while Snap considers a mere two-second view as a valid metric.
This initiative marks a significant shift towards a more unified and transparent approach in mobile advertising. By establishing clear, user engagement-based standards, these platforms are not only enhancing the value proposition for advertisers but also paving the way for a more user-centric advertising experience. This collaborative effort reflects an industry-wide recognition of the need for standardized metrics that align with evolving user behaviors and privacy norms. For marketers, this move signifies an opportunity to engage with audiences more effectively, armed with clearer insights and a better understanding of ad performance.