jgoodknight
commented
1 day ago As asked by @npdoty at TPAC, here is an issue on the problem of cross web/app measurement. I was happy to see more discussion on this at the meeting yesterday and coincidentally finally got approval to post Snap's opinion on this today. @AramZS or @seanturner Let me know if this would be more appropriate to post elsewhere; this is my first foray into contributing.
The PATCG and PATWG should build the private measurement standard from the ground up to be compatible with web-adjacent activity that happens on apps run by publishers and advertisers.
Digital Advertising is a roughly $740B/yr market [1], and Statista estimates ~50% of this happens in native apps [2].
Almost every company buys a mix of ads in apps and the web. It is very difficult to find specific data on app versus web use for advertising companies, but it follows naturally from the prevalence of app usage on major publishers. Statista estimates <10% of time is spent on mobile devices is in mobile browsers [3]. On the advertiser side, it seems to be common wisdom to move users to a mobile app if at all possible to improve experience and engagement [4].
All that being said, it will be a very hard sale to any company advertising on a publisher, to completely ignore all of their spend that happens on the app when it is self-evidently such a large portion of their spend.
If, however, every company could measure all of their digital advertising spend from the beginning, many more will hop on to the standard more quickly.
[1] https://www.statista.com/outlook/dmo/digital-advertising/worldwide [2] https://www.statista.com/outlook/amo/advertising/in-app-advertising/worldwide [3] https://www.statista.com/statistics/1294586/global-time-spent-browsers-and-apps/ [4] https://www.mobiloud.com/blog/mobile-apps-vs-mobile-websites