Callback

What is callback?

A callback (also known as a postback) is an automated HTTP request sent from a Mobile Measurement Platform (MMP) to an external server. This server can belong to the advertiser (for their internal systems) or to an ad network. The primary purpose of a callback is to relay important post-back data, such as attribution results, in real-time.

How do callbacks work?

A callback is an automated server-to-server communication using an HTTP/HTTPS request. Here is the step-by-step process:

• Configuration: An advertiser configures their MMP platform with specific callback URLs (or endpoints) provided by their partners, such as ad networks

• Trigger: The MMP’s SDK detects a key user action, like an app install or an in-app purchase

• Communication: The MMP’s server instantly sends an HTTP/HTTPS request to the pre-configured URL, containing a structured data payload with the event details

• Processing: The partner’s server receives and processes this data to execute its own functions, such as optimizing campaigns, tracking conversions for billing, or updating internal analytics.

Key benefits and use cases

Callbacks are the backbone of real-time data synchronization in mobile marketing. Their primary use cases include:

Real-Time Optimization: Ad networks rely on callbacks to receive instant confirmation of which campaigns and publishers are driving valuable users. This allows them to instantly optimize their bidding and targeting strategies, reallocating budget to the best-performing sources.

Internal Analytics and BI: Advertisers can send callbacks to their own databases or business intelligence (BI) systems. This enables them to build a unified view of user acquisition, combining attribution data with their own internal metrics like lifetime value (LTV).

Fraud Prevention: Callbacks can be configured to send fraud alerts. When the MMP’s fraud filters detect suspicious activity, it can immediately notify the advertiser’s or network’s server, allowing for swift action to block fraudulent sources and protect marketing spend.

In essence, a callback ensures that crucial attribution data flows seamlessly and instantly from the MMP to all systems that require it, powering automation, optimization, and comprehensive analytics across the mobile ecosystem.