Tenjin links console/CTV to mobile ROAS

Tenjin, a mobile marketing attribution platform, has teamed up with adWMG, a demand-side platform specializing in connected TV (CTV) and console advertising, to launch a new solution that connects advertising on PlayStation, Xbox, and CTV with mobile game installs and return on ad spend (ROAS). This partnership allows game studios to target audiences across fragmented platforms while tracking the effectiveness of their campaigns from console and CTV impressions to mobile user acquisition. The integration aims to address a long-standing challenge in the gaming industry: measuring the impact of cross-platform campaigns in a unified way. (tenjin.com) The gaming audience has become increasingly fragmented, with players engaging across mobile devices, consoles like PlayStation and Xbox, and streaming platforms via CTV. According to industry data, over 50% of gamers interact with multiple platforms, making it critical for studios to reach users wherever they are while understanding how ad spend translates to installs and revenue. Tenjin’s new offering with adWMG provides a closed-loop attribution system, enabling studios to see how a CTV ad, for instance, drives a mobile game download and subsequent in-app purchases. (gamesindustry.biz) This development comes as mobile game studios face rising user acquisition costs, with the average cost per install (CPI) increasing by 10% year-over-year in 2023, according to analytics firm App Annie. At the same time, console and CTV advertising have emerged as high-engagement channels, with CTV ad impressions growing by 25% in the past year. By linking these channels to mobile outcomes, Tenjin and adWMG are positioning themselves to help studios optimize budgets across platforms rather than siloing spend by device type. (appannie.com) Institutional responses to this partnership have been cautiously optimistic. The Interactive Advertising Bureau (IAB), a leading industry body, noted that cross-platform attribution remains a technical hurdle for many advertisers, and solutions like Tenjin’s could set a new standard if privacy and data accuracy concerns are addressed. Meanwhile, several mid-tier game studios have expressed interest in piloting the tool, citing the need for better visibility into how console and CTV campaigns influence mobile revenue. (iab.com) Looking ahead, Tenjin plans to expand the integration by incorporating additional platforms and refining its machine learning algorithms to predict cross-channel performance more accurately. The company also aims to address privacy regulations like GDPR and CCPA by ensuring data collection remains compliant across regions. Industry analysts predict that if successful, this model could inspire similar partnerships in other verticals beyond gaming, such as e-commerce and entertainment. (techcrunch.com) The immediate next step for studios is to test the solution in live campaigns, with Tenjin and adWMG offering early access to select partners starting in Q4 2023. Results from these initial deployments will likely shape whether this cross-platform attribution model gains broader adoption or requires further iteration to meet the complex demands of modern advertising funnels. (venturebeat.com)