How adWMG connects Xbox/Playstation inventory and mobile app installs

Console-Specific Targeting: Engaging Gamers Where They Play

Console gamers represent one of the most engaged and interactive audiences in the digital ecosystem. adWMG capitalises on this by delivering ads directly on Xbox and PlayStation devices, ensuring the message reaches users during their peak attention moments, while actively playing or navigating within gaming platforms. This contextually relevant placement not only increases the visibility of mobile game ads but also makes them more appealing to users who are already inclined toward game-related experiences. By speaking directly to this audience in their environment, adWMG significantly improves user engagement and conversion potential.

Cross-Platform Attribution Mechanisms

Understanding user behaviour across multiple devices is crucial to driving meaningful results. adWMG leverages a robust set of attribution technologies that seamlessly track the user journey from console to mobile. Whether a user engages directly with an ad via a QR code or installs an app later after simply viewing the ad, adWMG ensures that every install is tracked and attributed as accurately as possible. This cross-platform visibility is what sets adWMG apart, enabling brands to run truly multi-device campaigns with performance metrics that reflect the real-world consumer journey.

1. QR Code Interaction with Adjust

One of the most effective methods adWMG employs is using QR codes within console or CTV ads. These QR codes are uniquely tied to Adjust tracking links, allowing real-time attribution when scanned.
How it works:

• A QR code appears on screen during a console ad.
• The user scans it with their mobile device, opening a URL tied to Adjust.
• Adjust gathers important user-level data, such as: Device type, IP address, User-agent, Campaign-level metadata (e.g., source, campaign, ad group).

This method provides a high-confidence signal thanks to the clear user action (scan and click), making it ideal for performance marketers looking for transparency and precision.

2. Probabilistic Matching (Fallback Attribution)

When users don’t scan the QR code but later install the app after seeing the console ad, adWMG uses probabilistic matching to attribute the conversion. This involves comparing various device signals and behavioural patterns to estimate attribution.
Key data points include:

• Timestamp correlation between ad view and app install
• IP address similarity (especially on home networks)
• Device model and user-agent fingerprinting
• GEO-location patterns

While this method doesn’t offer 100% certainty, it significantly enhances attribution reach and accuracy in privacy-compliant ways. It helps capture the “influence effect” of ads that might otherwise go uncredited, allowing advertisers to measure broader campaign impact.

3. Console Device ID Matching

Some console platforms and smart TVs expose advertising IDs—such as IFA (Identifier for Advertisers)—similar to mobile IDs like IDFA or GAID. When available, these identifiers offer another highly reliable path to cross-device attribution.
This works particularly well when:

• A console ad is served on Xbox or PlayStation and includes an IFA
• That IFA is tied to a user account that is also linked to a mobile device (e.g., via Google, Apple, or Microsoft login)

In such cases, adWMG can match console ad exposure directly to mobile installs with high precision, even without a QR code or immediate action from the user. This adds an extra layer of attribution accuracy that supports performance optimisation at scale.

Summary: A Unique Edge in Mobile Game Advertising

adWMG’s console-to-mobile attribution system delivers an innovative and comprehensive approach to mobile app marketing. By combining console-specific targeting, QR code interactivity, probabilistic modelling, and device ID matching, the platform offers advertisers unmatched visibility and performance tracking across platforms. This unique capability allows mobile game developers and marketers to engage high-value users within gaming ecosystems and guide them toward seamless app installs on mobile—with transparency, compliance, and superior conversion rates.