Google is striving to improve the measurement accuracy between different app attribution trackers and DoubleClick with the announcement of its ability to integrate app install and event data from third party measurement partners, beginning with TUNE.
As a result of the integration, marketers can use third-party partners to attribute in-app activities to the in-app ads they've run through DoubleClick.
Google says the launch gives customers choice, accuracy, and better performance. The choice comes from being able to use one of the supported app tracking tools.
On accuracy, Google's Steve Chang says, "Get reliable and accurate metrics so you can report on your results with confidence, while getting the benefits of a unified view of all your programmatic or reservation app attribution data inside DoubleClick reporting."
"Minimize cost-per-acquisition to get the best performance for your budget," he says in regard to performance. "You can optimize your bids in DoubleClick Bid Manager against your post-view and post-click conversions. You can also create targetable audience lists based on these in-app activities (e.g. customers who’ve installed your app or customers who’ve logged in)."
Image via DoubleClick