Kochava Announces Acquisition of Machine Advertising

Leaders in digital advertising and measurement for app marketers and brands join forces

Kochava, the leading real-time data solutions company for omni-channel attribution and measurement, announced that it and Machine Advertising have agreed to terms for the acquisition of Machine Advertising, a leader in app marketing technology.

“We are thrilled to join forces with Kochava, a company that shares our commitment to innovation and customer-centric values”

The acquisition of Machine Advertising will enable Kochava to enhance the company’s measurement solutions with Machine’s Always-on Incremental Measurement (AIM) product and continue to increase its footprint in the EMEA region.

“Machine’s product focus to deliver always-on incrementality measurement aligns perfectly with our own objectives to add instant value to our clients,” said Charles Manning, Founder and CEO of Kochava. “As a company built on customer-driven innovation, we are always looking for new best-in-class solutions to add to our solutions suite.”

Over the past several years, approaches to measure the effectiveness of digital advertising have been undergoing a significant transition. Performance-based and direct-response campaigns have traditionally been reliant on last-click attribution techniques. The changes in the privacy landscape have resulted in an increase in walled gardens where clicks are not being made available to advertisers and last-click measurement can not be used. For certain platforms, like iOS, a structural change has taken place to rely on alternative measurement mechanisms across the platform – SKAdNetwork.

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Privacy changes have also given way to incremental measurement which is experiencing a resurgence in focus as an alternative to last-click attribution for media effectiveness, and can be used across any media treatment regardless of privacy constructs.

Traditional incrementality measurement has been a protracted process, delivering results 30-60 days after a campaign flight. Measurement delays mean a general delay in optimizing campaigns. Today’s marketers have become accustomed to making daily or hourly changes to campaigns to better manage their resources and drive efficient results in real-time.

Throughout 2022, Kochava and Machine Advertising have collaborated to leverage the AIM product by Machine in concert with incremental lift analyses developed by Kochava for the company’s customers. The result is a productized approach to delivering always-on incremental measurement as an augmented view for Kochava Advertisers. The AIM product has been built to work with Kochava as well as other measurement tool sets. It is completely agnostic of any mobile measurement partner (MMP) solution.

AIM is a powerful marketing mix modeling tool that helps advertisers drive better results by providing real-time, incremental insights. With AIM, advertisers can understand the impact of factors such as channel saturation and seasonality. AIM then delivers AI recommendations for optimal budget allocation. In the current times of economic uncertainty, AIM is a critical tool to return on ad spend (ROAS) for CFOs forecasting around a recession environment.

“We are thrilled to join forces with Kochava, a company that shares our commitment to innovation and customer-centric values,” said Gary Danks, CEO of Machine Advertising. “Our products integrate seamlessly into Kochava’s already impressive portfolio, delivering unparalleled mobile measurement products and driving even greater success for our clients. Our team will support Kochava’s EMEA expansion plans, and being part of a larger organization allows us to take our vision to the next level and have a greater impact on the industry.”

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