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As the CEO/President of Kochava, I lead a global team of over 200 professionals who are…
Articles by Charles F
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Feedback On The State of Mobile Attribution
Feedback On The State of Mobile Attribution
Tim Koschella asked my thoughts on a post he referenced about the state of mobile attribution. I discovered that…
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Charles F Manning shared thisI'm excited to share a few things today from Kochava.... ✅ StationOne is now in Open Beta - no longer requiring an invitation code. ✅ We have several partners that we've been working with to build Workspaces, covering various aspects of the industry (planning, targeting, activation, measurement, optimization) ✅ We were eager to FIRST announce the partnership with IAB Tech Lab - enabling an open source IAB Tech Lab Workspace which showcases their reference implementation of agentic buying. The combination enables buyers, sellers, agencies, and ad tech specialists to play around, not break anything (or accidently buy anything), and build out standards compliant workflows that can be fine tuned! For all of the 'talk' about agents, few people can actually play with an approachable toolset... StationOne makes this really easy! Standards and cross-vendor collaboration through those standards are critical to the transformation we're undergoing in the Advertising Industry... The open source Workspace is available in StationOne by 'Joining a Workspace'. The Workspace is designated as an open source workspace (something that Workspace authors can determine) - so you can see the source to all of the Skills, Agent definitions and system pre-prompts that are available and outlined below. Every one of these skills uses the official IAB Tech Lab reference implementation MCP Server via the StationOne Connector and you can engage agenticly to test workflows and see how this 'agent stuff' actually works. Editor Note: I generated the below artifact (pdf) with StationOne asking: Summarize all of the skills in this workspace so I can share on LinkedIn in a Carousel format. Thanks to Anthony Katsur and Shailley Singh for your collaboration with our team! A GREAT write up from Ronan Shields at Digiday linked in first comment!
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Charles F Manning shared thisIn New York next week for New Fronts and the CTV Live event with Smadex. Let me know if you’ll be there.
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Charles F Manning shared thisIf, for any reason, you're considering other measurement alternatives outside of Appsflyer - we'd love to introduce you to Kochava as an alternative. I've heard it said many times (even by Appsflyer Reps): "All of the MMP's are the same" - this is not at all true. Attempting to convey that measurement is a commodity is an outright admission of differentiation and a fear to be cross-compared. You can't believe that 'measurement is the biggest challenge in advertising' and argue that 'all mmp's are the same'. - Kochava has focused on white-glove service - not absent, robotic support - Kochava has focused on curated features and have consistently been market-first for virtually all of the major MMP features that exists today... some of which are still uniquely Kochava differentiators (cross-device attribution linking, Fraud Mitigation, Traffic Verifier, Install Receipt Verification, multi-touch postback support, predictive LTV, MMM/Incrementality Measurement layering, lifetime installs - so you're not "re-attributing" your users every 90 days) - to name a few.... - Kochava has the broadest measurement support across CTV - delivering outcomes performance for CTV to Mobile buying through DSP's or buying direct from OEM's. - Kochava has the most sophisticated AI toolset via StationOne which brings together measurement with any other ad operations tools you use in your environment - Kochava has focused on all-in pricing (not what appears to be 'cheap', only to find that add-on charges happen every month - when you want to pull data??)... The Kochava technology stack has a demonstrated history of delivering 12+% in more effective media spend over other MMP's as a result of the configurable nature of our attribution system. We are receiving a lot of inbound interest from Appsflyer customers right now. If you're also considering making a change - we'd love to welcome you to take Kochava for a spin. We even have an AI-driven migration tool that will migrate your trackers and can swap-out the Appsflyer SDK for the Kochava SDK. More info on first comment...
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Charles F Manning shared this“Privacy-first models have killed actionable measurement.” This is what I've heard as general commentary in market. It's not really the case.... Having led Kochava through more than a decade of industry change, I understand where this concern comes from. Signal-Loss of user-level, deterministic attribution is real. But defeatism misses the point. Here’s the reality today: • We live in a hybrid world - so you need measurement tools that can handle the hybrid nature • Aggregated attribution via standardized APIs and modeled events can still deliver actionable insights. • Unified infrastructure and cross-channel strategies improve measurement accuracy, reduce fragmentation, and help teams optimize campaigns more effectively. • Compliance and transparency are now table stakes. Partners are evaluated for auditability and defensibility, not just output. We are co-hosting a webinar with Snapchat for Business on app growth and addressing all of these topics. It’s a practical reset for app growth teams, covering key misconceptions, best practices, and actionable tactics for testing and measurement that drive real results. Join the discussion: https://lnkd.in/gkfRxmTQ
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Charles F Manning shared this#Innovation update on #StationOne -> "Dynamic Skill Discovery" If you've used any AI toolset (whether it's web-based or client-based), you know that you typically have to designate that a 'Skill' should be used in the AI Conversation (you have to say you want to use a specific skill explicitly). Indeed, this is how StationOne has worked since we first launched the closed beta. With yesterdays update, there is now Dyanmic Skill Discovery which means that as you engage with StationOne and the system discovers that there is a Skill you should be using in the context of the prompt, it applies the Skill dynamically for you. This means that you don't have to designate a specific Skill for a specific task, the system discovers this in the conversation! Take a look at the video - it shows the power of fluid AI interaction as a result of this capbility. Reminder: StationOne is multi-model and supports BYOK (bring your own key) which means that StationOne is uniquely positioned as a productivity tool for enterprise users - and and those specific to Media and Advertising today given the 60+ Connectors we already have integrated and the workflows we've manifested in the various workspaces.
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Charles F Manning shared thisThe StationOne architecture is such that we can build and share Playbooks for media buying against Kochava measurement data sets - and - we can also create Playbooks that are home-grown GEO/AEO Playbooks to optimize sites for llm.txt files and other keywords.. StationOne allows the software to conform to the workflow of the customer - not the other way around... In addition to that, I can use StationOne to build a "Personal Voice" which 1. Connected to my email, 2. Created rules for my "Writing Style" automatically for me which I then moved to my StationOne configuration for use, and then 3. I placed that output into the StationOne Writing Style and ran a personal agent that drafts responses to emails that I haven't followed up on - which are directed to me (and not a distribution). Because my calendar is also integrated into StationOne, it drafted responses confirming that we have meetings already set in London for one of those follow ups. #IntegrativeAI brings together Skills, Connectors, and Workflows into repeatable use. This could be for media buying - or personal productivity. If you're interested in taking StationOne for a spin - feel free to d/l to take a look.
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Charles F Manning shared thisStationOne has become an always-on companion worker for me. Playbooks (one of the key features) can be used when planning a vacation, or producing a revised GTM Motion... We are transforming every group within Kochava to use StationOne as part of our efforts of "work". We are building Workspaces and Playbooks for Marketing, Product Management, Sales Enablement, Team Training, Client Success.... It's exhilarating! Our FDE team is also building Playbooks for customers who are participating in the beta - to help them with all aspects of Ad Operations, creative management, pacing management, outcomes optimization, and even silly things like measurement lookback configuration. If you want to be part of the closed beta - let us know. Below is the internally built "GTM playbook for Kochava for Advertisers". This was a playbook I built with our Marketing team so that content could be produced faster - and based on the constitution of our product stack, messaging voice, and customer targets. In this example you can see the core platform outlined, competitive analysis, and audience guide -> and the playbook produces internal and external artifacts based on the 'skills' we have in the playbook. Everything is changing.
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Charles F Manning shared thisPredictive Churn Analysis - another unique capability provided by Kochava as part of our measurement stack for Advertisers. If you're buying at any level of scale, being able to have high-confidence assessment <early> is critical. It's important for channel selection and optimization within a channel - but it's also important for resulting retention metrics. https://lnkd.in/gjvgEpPg
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Charles F Manning shared thisThis has been a feature that [seemingly] only Kochava differentiates with - and has differentiated since the start. It also represents a HUGE cost differing of media and measurement fees for brands. This is an example where other measurement vendors micro charge clients. Not worth it.Charles F Manning shared thisDo you know your 𝗯���𝘆𝗯𝗮𝗰𝗸 𝗿𝗮𝘁𝗲? The % of users you’re paying to reacquire… who were already yours. Most MMPs retain install history for max. 180 days. After that, a reinstall can look like a new user. And you pay again. That quietly inflates cost of user acquisition. 𝗟𝗶𝗳𝗲𝘁𝗶𝗺𝗲 𝗶𝗻𝘀𝘁𝗮𝗹𝗹 𝗱𝗲𝗱𝘂𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 changes that equation. Worth checking how long your MMP retains install history 💸 (and then DM'ing me!) https://lnkd.in/eRmsk59C
Charles F Manning commented on a post
1w
https://digiday.com/media-buying/ad-tech-briefing-iab-tech-lab-accelerates-push-to-make-agentic-ai-more-practical/
Charles F Manning commented on a post
1w
Great take.
To augment - If you believe that the software companies of the future will look like services companies today as a result of agentic workflow transformations ( https://sequoiacap.com/article/services-the-new-software/ )… then agencies are going to be making a play for what was historically considered “tech” solutions.
The counter balance to this is TTD opening a new boutique agency that competes for brand business. That would stir up a lot of drama - but ttd should consider it as agencies are absolutely attempting to “build” right now.
I tend to agree with the sequoia thesis - as well as the thesis that “context graphs” will become the center point of value. The ip is not going to be in the tech - it��s in the graph of workflows and decisioning. The agencies are well positioned to own it, but software companies like ttd need to take seriously that their customer is their competitor during this transition.
Finally - Brands that let agencies “own” the context graph are relinquishing their IP - but they may not understand that until it’s too late.
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Charles F Manning liked thisCharles F Manning liked thisYour workflow has a new best friend. Meet StationOne by Kochava, the AI hub that keeps your work organized and productive. Automate tasks, build custom workspaces, and get more done in less time.
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Charles F Manning liked thisJob Alert 🚨 and you’ll get to work with my team! Let’s go! 🚀Charles F Manning liked thisKochava is hiring for strategic account management roles in New York and Los Angeles. This is an exciting opportunity to work in the growing CTV market. Join an amazing team. #hiring #ctv #ctvadvertisingKochava - Strategic Account Manager, Atlas PerformanceKochava - Strategic Account Manager, Atlas Performance
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Charles F Manning liked thisCharles F Manning liked thisIf app growth feels harder than it should… you’re not alone. Let’s fix that. On March 19, we’re sitting down with Snapchat for Business for a straight-up conversation about what actually accelerates performance today. You bring the questions. We’ll bring the answers. Register here: https://lnkd.in/eR4UvYNy
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Charles F Manning liked thisTubi’s NewFront made it clear, the future of streaming is free, scaled, and performance-driven. Proud of the Tubi team for leading from the front! JLCharles F Manning liked thisYesterday, we opened the gates to Tubitopia at NewFronts 2026 and made one thing clear: Tubi turns passion into performance. As the #1 fully free, ad-supported streamer, leading in 18+ ad-supported reach (ahead of Netflix, Roku Channel & Peacock), we showed up with breakthrough ad innovation, culture-driving content, and real results for brands. We dropped some serious receipts 🫳🎤 +25% lift in vehicle purchases for Auto +21% lift in store visits for Retail +37% lift in sales for QSR 4:1 ROAS for CPG We announced new ways to connect with young, multicultural audiences 🍿 - Interactive Pause formats (polls + countdowns) - Scene Sense for contextual viewing experiences - Connected Conversions linking TV to mobile action - Tubi Priority Access unlocking 10% incremental households via Amazon DSP We showcased our upcoming slate of World Cup content ⚽ - Select matches streaming live and free on Tubi - Destination World Cup, featuring standout players on the road to the tournament - Creator-led programming with Jesser and Deestroying A special thank you to our partners, who made yesterday’s presentation come to life, including Ross Stores, Inc., Kelly MacLean and Amazon Ads, InMarket, Kochava, General Motors, INFINITI Motor Company and Volkswagen of America, Inc. The gates to Tubitopia are open. We’re excited to build what’s next. 🚀
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Charles F Manning liked thisCharles F Manning liked thisStill buzzing from our VIZIO Newfront presentation this past Monday. A huge thanks to the 500+ partners and advertisers who joined us at the incredible Perelman Performing Arts Center 🙌 📺 A few highlights we shared: Big momentum in footprint growth - based on third‑party analyst projections, VIZIO is positioned to become the #1 TV OS by unit sales by 2027 🚀 Unified Customer Experience - we’re aligning so customers can use their Walmart account to log in to their VIZIO Smart TV 🔐🤝 WatchFree+ is thriving - now the #3 app on VIZIO OS by viewing time 📈🍿 VIZIO Ads + Walmart Connect brand flywheel is connecting media, driving engagement and commerce across the full customer journey 🔁 🛒 ✨ Grateful for the conversations with our incredible clients and peers - Suzanne Cole Lindsay Vogelman Nora Wolfe Lara Barmish Diana Finster And as a lifelong Laker fan, the experience of being with Shaquille O'Neal and listening to his stories of kindness, humor and passion is a memory that will last a lifetime #NewFront #VIZIO #Walmart
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Charles F Manning liked thisCharles F Manning liked thisTL;DR: Kochava Summit 2026 was 🔥 This month’s edition covers the top 6 takeaways from the event. Explore the full recap and discover what’s next for our ecosystem. Get caught up ⬇️
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Charles F Manning liked thisCharles F Manning liked thisExcited to be a part of this panel tomorrow! Tubi is co-hosting this event with Smadex and Kochava. Looking forward to a great conversation. https://lnkd.in/eYx3yxwZ
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Charles F Manning liked thisCharles F Manning liked thisFechar um capítulo para crescer: a história por trás desta decisão Há decisões que não são tomadas por necessidade, mas por visão. Depois de 15 anos construindo a Adsmovil, hoje damos um dos passos mais importantes da nossa história: nossa operação na América Latina se integra à MiQ. Depois de anos construindo com paixão, enfrentando múltiplos desafios que nos tornaram mais fortes, hoje damos um passo transformador e abrimos um novo capítulo nesta história. Quando fundei a Adsmovil em 2010, fiz isso com uma convicção muito clara: desde a Colômbia poderíamos criar uma empresa capaz de competir com as melhores do mundo. Naquele momento, parecia uma ambição desproporcional e até louca. Não tínhamos capital, não tínhamos ecossistema, não tínhamos tecnologia, não tínhamos precedentes — mas tínhamos algo mais poderoso: talento, resiliência e uma visão global. A Adsmovil sempre fez a diferença, destacando-se como pioneira na América Latina em áreas como publicidade programática móvel, geolocalização e retail media, entre outras. A partir da Colômbia, a empresa demonstrou sua capacidade de competir com as melhores do mundo, independentemente do país onde atua. Com essa visão, a Adsmovil expandiu suas operações para mais de 13 países, incluindo o mercado mais grande e desafiador do planeta: os Estados Unidos. Além disso, estabeleceu presença na Europa, Dubai e Turquia, e consolidou-se em alguns dos mercados mais complexos da América Latina, como Brasil e México. Ao olhar para trás, sinto orgulho de ter feito parte de uma empresa com propósito: ser pioneira, ser a melhor e sempre servir aos nossos clientes. Mas, acima de tudo, nosso propósito também sempre foi o nosso país: contribuir para a construção de uma Colômbia melhor. Nada disso teria sido possível sem as pessoas que, de uma forma ou de outra, estiveram ao meu lado: sócios, colaboradores e amigos. Obrigado. Sem o apoio de vocês, este caminho não teria sido possível. Quero destacar, acima de tudo, minha esposa e meus filhos, que assumiram o maior sacrifício: o meu tempo. Mais de 6 milhões de milhas voadas e 1.430 noites de hotel nos últimos 15 anos são prova disso. Essa realidade também foi o impulso por trás desta decisão: quero devolver à minha família o tempo que lhes tirei. Por que a MiQ? Porque é uma decisão de futuro. É o reconhecimento de que, para competir no próximo nível, devemos fazer parte de algo ainda maior. Tenho certeza de que todos os colaboradores da Adsmovil encontrarão nesta nova etapa uma fonte inestimável de aprendizado e desafios extraordinários a serem resolvidos. É, sem dúvida, um caminho desafiador, mas profundamente promissor. A todos que fizeram parte desta trajetória: isto também é de vocês. Hoje fechamos um capítulo histórico, mas não encerramos um sonho. Esse sonho evolui, se fortalece e se projeta com ainda mais força. Obrigado por caminharem comigo até aqui. O futuro nos espera.
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Kochava
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Visual Indication Presentation and Interaction Processing Systems and Methods
Issued US 2023/0325879
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