1. Introduction
Over the past few years, new creative ad types, such as playable, skippable, and short-form video ads, have been introduced to the market, offering new ways to connect with users. These types of ads differ significantly from the static banners and lo-fi video units of the past and provide advertisers with broader capabilities and formats.
However, while ad types have become sophisticated, more complex, and more interactive, reporting has remained very narrow, focusing solely on view-through and click-through attribution. Different types of engagements hold different weights, levels of intent, and impact, but the current measurement methodologies have overlooked this new reality. Naturally, advertising networks want to ensure that the levels of intent and engagement are represented as best as possible, which has led to a lack of standardization across the ecosystem. This is ultimately causing advertisers to only gain a partial understanding of their ad spend performance.
Enriched Engagement Types reflect users' full spectrum of engagement and intentionality when viewing or interacting with an ad, from momentary exposure to direct response. Through Enriched Engagement Types, advertisers can ensure they have a highly standard and rich picture of their ad spend performance and can leverage these insights to improve budget allocation and increase ROAS.
2. What are Enriched Engagement Types at Remerge
AppsFlyer's Enriched Engagement Types (EET) framework provides visibility to the nuances of the user journey, by indicating when views were engaging (for example, when a user watches a skippable video ad for at least 5 seconds after the skip option appears) and when clicks led other than to app openings or app store. By doing so, marketers receive more insight into their users' actions, which in turn leads to smarter budget allocation and improved ROI.
Remerge fully supports AppsFlyer's engaged views by sending enriched view impressions to AppsFlyer on the following occasions:
Skippable non-rewarded video
- If the video is longer than 20 seconds, engaged view is triggered at 50% viewed
- If the video is shorter than 20 seconds, engaged view is triggered at 100% viewed
Rewarded video:
- For all video durations, engaged view is triggered at 100% viewed
Everything else:
- Engaged view is never triggered
Remerge has not yet implemented AppsFlyer's engaged clicks. But we plan to support this for Rich-Media Ads in 2025.
3. Enhancing Attribution with Engaged Views in AppsFlyer
AppsFlyer follows a structured last-touch attribution model, where regular impressions (views) hold the lowest priority in the attribution hierarchy. However, with Remerge's support for engaged views, AppsFlyer now assigns greater value to engagement-based impressions, such as when a user actively interacts with a video by watching it for a certain duration. This enhancement ensures that engaged views are weighted equally to clicks in AppsFlyer's attribution model.
Key Benefits for Advertisers
- Granular Engagement Reporting: Advertisers can now distinguish between passive video views and meaningful interactions, such as watching a video for a defined length or clicking on it.
- Enhanced Attribution Accuracy: Engaged views contribute more accurately to conversion tracking, reducing reliance on low-value banner impressions.
- Creative Optimization: With access to detailed engagement reports, advertisers can refine their creatives based on actual user behavior.
- Fraud Detection & Transparency: The reporting capabilities help identify suspicious engagement patterns, ensuring more transparency in media partner performance.
This improvement enables advertisers to better understand how users engage with their ads, optimizing campaigns for higher efficiency and improved return on investment (ROI).