Branch launches Universal Ads with Facebook MMP

Mobile marketing platform Branch has launched Universal Ads, which lets advertisers measure mobile ad campaigns across web and app properties. The product is based on People-Based Attribution Engine (PBAE) offering advertisers a more complete view of cross-screen ad performance.

The PBAE uses historical anonymized and resettable identifiers to help build a persona of a user’s cookies and device IDs into a single identity.

In identifying personas instead of cookies or device IDs, Branch is able to tie conversions on web or app to a certain channel. Previous tests have found that PBA results in 30% more attribution conversions.

In addition, the company announced a partnership with Facebook as its Mobile Measurement Partner. As part of the partnership, the company will be enabling free access to its functionalities for partners with fewer than 10,000 monthly active users.

Universal Ads already offer beta integration with the Google App Conversion Tracking API. This way, advertisers can connect AdWords accounts to Branch and measure AdWords attributions directly from the Branch dashboard.

Networks including Remerge, Criteo, Jampp and Performance Horizon are supported and new networks can be set up in just a few minutes.

The Branch dashboard has also been overhauled and included improved visualisations as well as standard events sets.

Further, the company launched its Data Feeds tool to export Branch’s rich ad attribution data to internal databases or third parties.

In the future, Branch plans to offer deeper integrations with existing channels, an even more user-friendly dashboard and even better and richer attribution features.

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