March 26th, 2019
Branch was founded on the idea of enabling collaboration between publishers and marketers. Our core foundation, deep linking technology, was built to ensure marketers and publishers – working together – could deliver a seamless experience for users along with more accurate measurement.
With the launch of the Branch Certified Partner Program (CPP) we are bringing our mission to the next level.
Collaboration is a requirement in the mobile marketing ecosystem
The challenges facing mobile marketers, publishers, and networks are complicated. One of the biggest issues: Managing complex supply chains while providing transparency and accuracy in reporting and attribution.
Branch introduced its attribution model over a year ago as a way to dramatically improve measurement accuracy without relying upon basic probabilistic matching. Our technique leverages crowd-based data to build a link graph generated from the tremendous amount of traffic Branch sees. Our attribution engine was built on top of our industry-leading deep linking platform, which allows users to benefit from cross-platform deep linking capabilities and complete attribution data in a single link. (You can find out more about our approach to cross-platform in CEO Alex Austin’s latest blog post.)
Yet we know, no matter how many innovations and inventions we create, Branch cannot succeed alone.
Since the introduction of Branch’s Universal Ads attribution product, we have built hundreds of integrations with ad networks and DSPs – and were the only company added to the Facebook MMP program since inception. Some of the partners are global in scale and scope. Others are specialists in certain regions or certain types of marketing, such as retargeting or programmatic ad delivery.
All Branch partners must meet stringent technical criteria, including performing end-to-end testing and following campaign best practices such as keeping data discrepancies to under 10%.
To become Certified by Branch, all partners must meet far higher technical requirements, including passing secondary publisher data, as well as sending campaign, ad name, and device ID. In addition, all certified partners agree to SLAs for resolving issues with campaigns and have at least 5 active clients who also use Branch for attribution.
Moreover, all Certified Partners have agreed to collaborate with Branch on its ongoing efforts to fight mobile ad fraud by agreeing to common definitions for what constitutes fraud and sending secondary publisher and device ID for in-app traffic. Over time, the technical requirements for Certified Partners will continue to rise as new types of fraud arise, and as marketers demand greater transparency for their campaigns.
Though the initial set of Certified Partners is small, the goal of the program is to encourage networks to meet the advanced technical requirements, especially those related to fighting fraud. The Branch CPP is open to all interested ad networks through this application form, and the more ad networks that can join Branch in its anti-fraud efforts, the greater the benefit for the entire ecosystem.
As part of the program, Certified Partners will be noted on the Branch Partners webpage with the Certified Partner badge. This badge signifies that the partner has met the technical and business requirements required for the program. In addition, these partners will benefit from advanced support from Branch sales and marketing including Branch events, and the invitation to participate in product management roadmap reviews.
Branch is a mobile linking platform providing unified mobile experiences and measurement for more than 50,000 apps — including Foursquare, BuzzFeed, Yelp, OfferUp, and many more. Branch’s linking platform can help you grow your mobile app through features like deep linking, sharing, referrals, mobile banners and interstitials, custom app onboarding, and unified attribution across platforms and channels. Learn more about Branch or contact sales today.