What is a self-attributing network (SAN)?
- 自归因渠道 (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.
Types of SANs
SAN 通常可以根据平台的属性进行分类，例如，社交媒体网络、搜索引擎和其他平台生态等。在移动广告领域，自归因平台主要包括：
- Google Ads
- 推特
- Snapchat
- 苹果搜索广告
- TikTok
这些自归因平台，提供了一个对自身更有利的广告环境。因为 SAN 有能力将用户看了广告后的后续行为（例如，应用安装或购买）归因到自身平台内展示过的某次广告。
How Do self-attributing networks (SANs) work?
涉及的几个步骤：
- 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, and then collects the advertising ID.
- 将此广告ID 传回 SAN后，匹配广告互动时捕获数据，如用户广告ID。
- 若匹配成功，SAN 会将用户行为（安装或其他转化事件）归因到自身平台内的某次特定的广告互动。
Do I need a SAN SDK: how to use the 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.
总结
SAN 提供了一种更直接的归因方法，从而最大限度地减少数据差异，并为广告商提供提供了更清晰的洞察来判断广告在 SAN 平台上的表现。