Kochava this week announced Atlas Performance, positioning the product as the advertising industry's first Supply Performance System designed specifically for premium publishers and platforms. The measurement technology company enhanced the system with StationOne, its integrative AI workspace launched in November 2025 to consolidate fragmented artificial intelligence tool workflows.

The launch arrives as publishers face mounting pressure to demonstrate measurable advertising outcomes while maintaining operational infrastructure. Atlas Performance directly integrates with existing ad servers, supply-side platforms, and demand-side platforms without requiring disruptive technology replacements, according to Charles Manning, Founder and CEO at Kochava.

"Our mission with Atlas Performance by Kochava is to empower publishers and platforms with unprecedented clarity, simplicity, and control in driving advertiser results," Manning stated in the announcement. The addition of StationOne's integrative AI Hub enables data-driven decision-making and surfaces Atlas Performance tools into AI models used by premium publishers, he said.

Integration architecture bypasses replacement requirements

The Supply Performance System integrates with existing programmatic infrastructure rather than demanding complete technology overhauls. Publishers and platforms can unify measurement, optimization, and reporting of downstream key performance indicators that advertisers demand without operational disruption, according to the company.

This plug-and-play architecture addresses persistent publisher concerns about technology migration costs and operational risks. Supply-side platforms have increasingly positioned themselves as active quality arbiters rather than passive transaction facilitators throughout 2025, shaping which publisher environments receive priority treatment and how inventory quality gets defined and monetized upstream in the advertising value chain.

The system bridges gaps between supply platforms and advertisers by focusing on results that matter to both performance and brand teams. Atlas Performance enables sellers to deliver on outcomes ranging from website conversions, purchases, app engagement, and subscriptions to unique reach, incremental lift, brand lift, and brand awareness using third-party outcomes verification by Kochava.

Connected television case study demonstrates conversion lift

A leading connected television original equipment manufacturer with more than 200 million smart TVs globally enabled a top free ad-supported streaming television app with over 30 million monthly active users to achieve a 58% lift in campaign conversion rate for first-time app launches, according to Kochava's announcement. The growth campaign targeted over 1.2 million likely-to-convert households.

The case study demonstrates measurable impact for both publishers and advertisers operating in connected television environments where measurement capabilities have advanced substantially throughout 2025. CTV's share of media budgets doubled from 14% in 2023 to 28% in 2025, with 72% of marketers planning to increase programmatic advertising investment.

Connected television advertising faces particular challenges around demonstrating measurable outcomes beyond traditional brand awareness metrics. Research from the Interactive Advertising Bureau released in October 2025 revealed that 73% of advertisers view measurement and attribution as top challenges in CTV advertising, while two-thirds of advertisers improved return on ad spend after implementing Conversion APIs for measurement.

Privacy-centric measurement addresses attribution complexities

Atlas Performance incorporates privacy-safe first-party data ingestion and machine learning to maximize conversions while maintaining data integrity. The system provides insights and data-driven optimization recommendations for continual improvement, alongside audience intelligence to suppress converted users and prioritize those likely to convert.

The privacy-centric approach reflects industry-wide measurement transformation driven by platform policy changes and regulatory requirements. Mobile app advertisers navigate increasingly complex measurement environments shaped by privacy regulations, platform policy changes, and fragmented attribution frameworks.

Kochava operates as a badged partner across multiple platforms' measurement ecosystems. The company launched its Partner Certification Program on December 15, 2025, establishing formal recognition for advertising platforms and networks that meet specific requirements around integration quality, traffic health, and technical collaboration.

Independent outcomes and incrementality measurement capabilities enable publishers to tangibly prove campaign impact through verified third-party measurement. Kochava's research published in September 2025 demonstrated that marketing mix modeling revealed TikTok campaigns generated an average of 35% higher incremental impact compared to last-touch attribution reporting.

The measurement methodology gap illustrates how attribution approach selection directly impacts perceived channel effectiveness and subsequent budget allocation decisions. Marketing mix modeling has experienced renewed interestthroughout 2025, with 46.9% of marketers planning to increase MMM investment over 12 months.

Platform capabilities address outcomes language

Atlas Performance includes several core capabilities designed to enable publishers to compete in results-based media landscapes. The system provides seamless, privacy-safe first-party data ingestion and machine learning to maximize conversions. Insights and data-driven optimization recommendations support continual improvement across campaigns.

Audience intelligence capabilities enable publishers to suppress converted users and prioritize those likely to convert, improving campaign efficiency and advertiser return on investment. The system delivers independent outcomes and incrementality measurement to tangibly prove campaign impact through third-party verification.

Unified, outcome-focused reporting tailored for both performance and brand objectives enables publishers to demonstrate value across different advertiser priorities. Data-powered results strengthen advertiser partnerships and drive increased spending through transparent performance demonstration.

StationOne integration represents what Manning described as "our bold vision for the future of advertising technology." The AI workspace embeds integrative AI directly into Atlas Performance, giving publishers and platforms collaborative intelligence needed to optimize outcomes quickly and confidently.

"StationOne enables teams to unify data, automate insights, and activate strategies in real time while maintaining the highest standards of privacy and security," Manning stated. The platform supports full Model Context Protocol integration, enabling connections to external services and data sources.

Measurement infrastructure evolution

Model Context Protocol adoption has accelerated across marketing technology platforms throughout 2025. Google released an open-source MCP server for its advertising API on October 7, while Google Analytics introduced its MCP server on July 22. Microsoft launched its Clarity MCP server on June 4, and AppsFlyer introduced MCP capabilities on July 17.

The protocol enables StationOne to connect multiple large language models including Anthropic's Claude, OpenAI's GPT, Meta's Llama, and custom models through a unified interface. Marketing teams can organize conversations, knowledge collections, and pre-prompt templates within separate workspaces customized for different roles and projects.

Publishers implementing Atlas Performance gain access to tools designed to thrive in results-based media landscapes by delivering transparency, efficiency, and effectiveness that modern advertisers demand. The system addresses fundamental challenges where publishers historically struggled to demonstrate direct connections between inventory delivery and advertiser business outcomes.

Supply path optimization has emerged as a critical efficiency driver in programmatic advertising, helping consolidate ad spending to provide agencies and advertisers with more transparent access to premium inventory while eliminating financial risks associated with fraudulent traffic. Research indicates 42-49% of advertising dollars fail to reach publishers due to intermediary fees and technical inefficiencies.

Publishers face decisions about technical integration priorities as they manage finite engineering resources across multiple platform requirements. Each new integration creates ongoing maintenance obligations as platforms update features and modify technical specifications. Publishers must evaluate whether Atlas Performance benefits justify implementation costs compared with alternative supply-side platform enhancements.

Competitive landscape considerations

The Supply Performance System launch positions Kochava among measurement technology providers expanding capabilities beyond traditional attribution into publisher-focused optimization tools. The company competes in markets where supply-side platforms have systematically expanded capabilities throughout 2025, adding contextual intelligence, dynamic pricing mechanisms, and advanced measurement features.

Publisher economics in programmatic advertising remain challenging as multiple intermediaries extract fees from transactions between advertisers and inventory sellers. Industry analysis suggests publishers receive 50-60% of advertiser spending in typical programmatic transactions, with the remainder consumed by demand-side platforms, supply-side platforms, data providers, and verification services.

Transparency initiatives aim to help publishers understand precisely how much value each intermediary extracts and whether that value justifies the fees charged. This visibility allows publishers to make informed decisions about which supply paths deliver optimal monetization for their inventory while maintaining advertiser satisfaction through efficient spending.

The Trade Desk has pursued multiple supply chain optimization initiatives throughout 2025, including OpenPath providing direct connections between the demand-side platform and inventory sources, and OpenAds launched in October 2025 to address deteriorating auction integrity among some supply-side platforms.

Publishers implementing OpenPath reported substantial performance improvements, with Hearst Newspapers achieving a 4x improvement in fill rates and 23% revenue increase. These competitive developments demonstrate ongoing industry focus on reducing programmatic inefficiencies and improving transparency throughout the advertising value chain.

Mobile measurement partnership ecosystem

Kochava's measurement technology operates across mobile, connected television, and web environments through partnerships with major advertising platforms. The company enabled real-time iOS conversion tracking through TikTok partnership launched October 21, 2025, addressing delays associated with Apple's SKAdNetwork attribution framework.

That integration allowed app marketers to access near real-time, granular conversion data for iOS campaigns without waiting for SKAN reporting windows that impose delays of 24 to 72 hours before conversion data becomes available. The system provided visibility into detailed performance metrics and conversion data through TikTok Ads Manager by integrating mobile measurement partner iOS-modeled conversions.

Mobile measurement partners have emerged as critical infrastructure providers in the post-App Tracking Transparency advertising ecosystem. These companies develop statistical models that estimate conversion attribution without relying on device-level identifiers, maintaining user privacy while providing advertisers with actionable insights.

Technical precision matters particularly for mobile measurement partners operating within Apple's privacy framework. The company's modeled attribution capabilities complement SKAN data by filling gaps in the attribution picture that Apple's privacy framework intentionally creates through aggregated conversion reporting rather than individual user tracking.

Data quality infrastructure requirements

Kochava has emphasized data quality as essential infrastructure for measurement success. The company released an MMM Data Validator tool in late 2025 designed to detect data quality issues before they undermine marketing mix modeling implementations.

The validator enables app marketers to upload CSV files containing up to 2,000 rows of campaign data and receive automated reports identifying common errors including missing operating system values, incomplete network data, absent cost information, and conversion tracking gaps. Data hygiene has emerged as critical infrastructure for marketing mix modeling success.

Kochava stated it can build high-quality models in as little as six hours with clean data, but poor data quality triggers the "garbage in equals garbage out" principle that derails modeling efforts. Marketing measurement confidence stalled in 2025 despite technological advances, with 54.1% of marketers reporting no change in confidence year-over-year while 14.3% said confidence declined.

The validator addresses seven common pitfalls that create MMM implementation headaches, including broken or incomplete spend data, inconsistent naming conventions, taxonomy drift creating fragmentation in model inputs, and revenue-cost mismatches where conversions get credited to wrong campaigns or channels due to attribution window misalignment.

Publishers implementing Atlas Performance will need to ensure first-party data quality meets standards required for effective optimization and measurement. The system's machine learning capabilities depend on clean, consistent data inputs to generate accurate optimization recommendations and audience intelligence.

Platform integration specifications

Atlas Performance integrates through application programming interfaces with existing ad servers, supply-side platforms, and demand-side platforms used by publishers and platforms. The company has not disclosed specific technical implementation requirements or integration timelines for different programmatic infrastructure configurations.

Kochava provides proprietary Model Context Protocol connectors for its own product offerings alongside marketplace access to third-party integrations. The company's broader product suite includes multi-touch attribution, modern marketing mix modeling, end-to-end campaign management, and AI-driven workflows backed by customer success team support.

The measurement technology company positions itself as helping clients verify results, predict future performance, and take informed action through comprehensive data solutions. Headquartered in the United States, Kochava operates offices globally and serves performance-focused brands and platforms seeking measurable growth across marketing channels.

Publisher adoption patterns will determine Atlas Performance's market penetration across different inventory categories and geographic regions. The system competes for implementation priority against existing supply-side platform features, header bidding solutions, and identity resolution systems that publishers already manage through finite engineering resources.

Whether premium publishers and platforms adopt the Supply Performance System depends on demonstrated return on investment from improved advertiser satisfaction, increased campaign spending, and operational efficiency gains that offset integration costs and ongoing maintenance requirements.

Timeline

Summary

Who: Kochava, the leading real-time data solutions company for omnichannel outcomes, announced Atlas Performance through CEO Charles Manning. The system serves premium publishers and platforms seeking to deliver, optimize, and transparently report on advertiser outcomes. A leading CTV OEM with 200 million-plus smart TVs globally enabled a top FAST app with 30 million-plus monthly active users to achieve a 58% lift in campaign conversion rates through the platform.

What: Atlas Performance by Kochava is the industry's first true Supply Performance System designed for premium publishers and platforms. The system integrates directly with existing ad servers, SSPs, and DSPs without requiring disruptive migrations. Enhanced by StationOne, Kochava's integrative AI workspace, the platform provides privacy-safe first-party data ingestion, machine learning for conversion maximization, insights and optimization recommendations, audience intelligence, independent outcomes measurement, and unified outcome-focused reporting. The system enables publishers to deliver on outcomes ranging from website conversions and purchases to brand lift and awareness.

When: Kochava announced Atlas Performance on February 11, 2026. The announcement followed the company's November 25, 2025 launch of StationOne and December 15, 2025 introduction of its Partner Certification Program recognizing major advertising platforms.

Where: The Supply Performance System operates across omnichannel advertising environments including connected television, mobile applications, and web properties. The successful CTV case study targeted over 1.2 million likely-to-convert households. Kochava is headquartered in the United States with global office locations.

Why: Publishers and platforms face mounting pressure to demonstrate measurable advertising outcomes that justify advertiser spending while competing against integrated platforms offering lower fee structures and tighter measurement integration. Atlas Performance addresses fundamental challenges where publishers historically struggled to demonstrate direct connections between inventory delivery and advertiser business outcomes. The system aims to help publishers thrive in results-based media landscapes by delivering transparency, efficiency, and effectiveness that modern advertisers demand, particularly as connected television's share of media budgets doubled from 14% in 2023 to 28% in 2025.

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