A self-attributing network, or SAN, is an ad network that tracks and reports its own performance metrics, such as installs and in-app events, without relying on third-party attribution providers.
It has the unique capability to place mobile ads within its own ecosystem and directly measure the conversions resulting from those ads. SANs streamline the tracking process by consolidating the roles of displaying advertisements and attributing user actions, such as app installs and other events, to those ads.
What Are the Different Types of Self-Attributing Networks?
SANs can generally be categorized based on the platforms they operate on, such as social media networks, search engines, and other digital ecosystems. In Mobile advertising, the major platforms that operate as SAN are:
- Google Ads
- Snapchat
- Apple Search Ads
These networks provide a controlled environment where they can directly attribute user interactions, like app installs or purchases, to the advertisements displayed on their platforms.
How do Self-Attributing Networks work?
The operation of a SAN involves several steps:
- When a user interacts with an ad on the SAN and installs an app, the SAN captures the user's advertising ID.
- Upon the app's first launch, the SAN's SDK, integrated into the app, collects the advertising ID.
- This ID is then communicated back to the SAN to match it with the ad interaction data they have.
- If a match is found, the SAN attributes the install or other conversion event to the specific ad engagement within its platform.
Do I need SAN SDK or can I use Tenjin SDK for attribution?
If you're using Tenjin, you don't need integrate the SAN SDK for attribution on SAN. The Tenjin SDK will also run attribution on SAN and provide with attribution data and other downstream metrics.
In Summary
SANs offer a more direct approach to attribution, minimizing discrepancies and providing advertisers with clearer insights into the performance of their ads on those specific platforms.