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establish	  a	  viable	  path	  forward.	  Second,	  the	  group	  discussed	  the	  operational	  approach	  to	  a	  uni...
well	  as	  the	  benefits	  which	  the	  AdTruth	  solution	  brings	  in	  helping	  verify	  and	  identify	  users,”	...
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AdTruth Convenes 18 Digital Media Companies to Plan Deployment of Universal Tracking in Mobile

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AdTruth Convenes 18 Digital Media Companies to Plan Deployment of Universal Tracking in Mobile

  1. 1.                                                                                                                                                                                                                                                                                                    AdTruth  Convenes  18  Digital  Media  Companies  to  Plan  Deployment  of  Universal   Tracking  in  Mobile  Leaders  gather  in  San  Francisco  and  Munich  to  examine  evolving  mobile  tracking,  targeting  and   privacy  requirements  San  Jose,  Calif.  –  May  22,  2012  –  AdTruth,  the  digital  media  division  of  global  device  recognition  technology  leader  41st  Parameter,  today  revealed  insights  and  outcomes  from  the  first  in  a  series  of  AdTruth  Workgroup  meetings  recently  held  in  San  Francisco  (May  2)  and  Munich  (May  9-­‐10).  The  participants  included  18  innovative  companies–representing  the  breadth  of  the  digital  and  mobile  advertising  ecosystem  including  major  advertising  and  marketing  agencies,  mobile  application  developers,  advertising  exchanges,  advertising  networks,  demand  side  platforms  (DSPs),  data  providers,  ad  serving  technology  companies  and  major  publishers–that  came  together  to  discuss  the  tracking,  targeting  and  privacy  challenges  they  face  and  learn  how  AdTruth  can  help  address  them.  The  response  from  the  participating  companies  demonstrates  the  pain  being  felt  across  the  advertising  ecosystem  and  the  need  for  a  new,  device  neutral  approach  that  builds  on  the  display/desktop  past  while  looking  ahead  to  a  more  dynamic  and  mobile  future.  The  first  wave  of  AdTruth  Workgroup  meetings  focused  on  the  deployment  of  a  mobile  universal  identifier.  Among  the  companies  in  the  workgroup  are:  InMobi,  King.com,  MdotM,  Mojiva,  On  Device  Research,  Razorfish,  Smart  AdServer,  Somo  Global  and  StrikeAd.    “We  were  privileged  to  host  such  a  wide-­‐ranging  and  influential  group–all  committed  to  playing  a  leadership  role  and  growing  the  digital  display  advertising  industry,”  said  James  Lamberti,  senior  vice  president  and  general  manager  of  41st  Parameter’s  AdTruth  division.  “After  a  few  days  of  intense  discussion  and  debate  in  both  San  Francisco  and  Munich,  the  group  emerged  with  a  clear  path  forward  that  we  will  share  with  other  industry  leaders  over  the  coming  months.”  Three  main  areas  of  focus  emerged  from  the  Workgroup  session.  Not  surprisingly,  privacy  is  a  pivotal  issue  for  participants  in  both  the  U.S.  and  Europe.  Increased  regulatory  scrutiny  and  growing  public  attention  have  made  the  issue  central  to  any  discussion  of  digital  marketing.  While  privacy  is  an  ever-­‐present  concern,  the  participants  were  able  to  work  together  to  
  2. 2. establish  a  viable  path  forward.  Second,  the  group  discussed  the  operational  approach  to  a  universal  ID  that  would  effectively  enable  all  use  cases  in  mobile  advertising  from  basic  frequency  capping  to  advanced  targeting  to  performance  tracking.  Finally,  and  most  importantly,  deep  product  discussion  focused  on  continuous  improvements  to  accuracy  and  longevity  as  an  ongoing  focal  point  for  the  Workgroup.    Hear  what  the  participants  had  to  say:  “MdotM  compared  install  attribution  accuracy  levels  from  multiple  device  tracking  vendors  over  the  last  6  months  and  found  that  AdTruth  delivered  the  highest  accuracy  for  tracking  iOS  installs,”  said  Sourabh  Niyogi,  co-­‐founder  and  president/CEO  at  MdotM.  “We  are  happy  to  incorporate  AdTruth  as  a  key  component  of  our  UDID-­‐less  universal  tracking  solution.”  “Our  clients  rely  on  us  to  remain  ahead  of  the  curve  and  provide  them  with  new  ways  to  create  effective  experiences.  The  AdTruth  Workgroup  has  provided  food  for  thought  that  is  extremely  valuable,”  said  Paula  Connard,  media  director  from  Razorfish.      “AdTruth  is  taking  important  steps  to  educate  the  industry,”  said  Surag  Patel,  director  of  global  research  from  InMobi.  “Between  these  Workgroup  meetings  and  its  recently  published  white  paper  on  audience  recognition,  the  company  is  leading  the  discussion  around  performance  and  privacy  moving  forward.”    “Having  opportunities  to  explore  and  exchange  ideas  is  always  valuable,”  said  Carl  Uminski,  co-­‐founder  and  chief  operating  officer  of  Somo  Global.  “It’s  been  especially  valuable  to  get  perspectives  from  other  estuaries  of  the  ecosystem.  AdTruth  is  clearly  committed  to  helping  the  industry  recognize  and  resolve  some  of  its  most  daunting  challenges.”    “In  an  effort  to  provide  more  relevant  display  advertising  to  consumers  and  more  reliable  measurement  for  marketers,  increasing  our  ability  to  anonymously  identify  a  mobile  device  as  content  is  consumed  between  apps  and  the  mobile  Web  is  critical.  Exploring  this  via  the  AdTruth  Workgroup  is  valuable  for  us  as  we  pursue  options  in  the  market,”  said  Krish  Arvapally,  co-­‐founder  and  chief  innovation  officer  from  Mojiva.      “Our  publisher  clients  are  experiencing  rapid  growth  in  their  mobile  ad  inventory,”  comments  Stéphane  Ruffin,  mobile  product  manager  from  Smart  AdServer.  “The  AdTruth  Workgroup  is  helping  establish  a  clear  path  forward  to  help  monetize  that  inventory.”    “As  a  mobile  DSP,  we  see  the  power  of  being  able  to  apply  the  full  range  of  advanced  advertising  techniques  such  as  retargeting,  optimisation  and  analytics  to  the  mobile  handset,  as  
  3. 3. well  as  the  benefits  which  the  AdTruth  solution  brings  in  helping  verify  and  identify  users,”  said  Ilya  Kazansky,  EMEA  sales  engineering  manager  at  StrikeAd.  “AdTruth  Workgroups  provide  a  great  way  for  key  companies  in  this  market  to  come  together  to  develop  long-­‐term  solutions,  which  protect  the  best  interests  of  the  consumer.”    “As  we  expand  our  gaming  business  to  the  mobile  space,  the  AdTruth  Workgroup  has  given  us  a  perfect  opportunity  to  educate  ourselves  and  learn  from  our  peers,”  said  Shane  Horneij  mobile  marketing  manager  at  King.com      “The  full  brand  value  of  mobile  display  ads  will  only  be  understood  with  more  ad  effectiveness  research  using  better  tracking  and  measurement  techniques,”  comments  Tim  Cleminson,  co-­‐founder  of  On  Device  Research.  “AdTruth’s  workgroup  will  help  make  that  a  reality  quickly.”      About  AdTruth,  a  division  of  41st  Parameter  In  a  world  where  people  are  increasingly  reliant  on  a  variety  of  Internet-­‐connected  devices  for  everything  from  banking  to  shopping  to  entertainment  and  media,  creating  relevant  customer  experiences  and  preventing  online  fraud  are  constant  and  complex  business  challenges.  41st  Parameter,  the  global  leader  in  device  recognition  and  intelligence,  combines  its  patented  technologies  and  years  of  expertise  to  identify  devices  without  cookies,  without  compromising  privacy  and  without  impacting  performance.  AdTruth,  the  company’s  digital  media  division,  gives  marketers  a  new  and  better  way  to  recognize  and  reach  their  most  valuable  audiences  across  all  types  of  devices.  The  company’s  FraudNet  platform  protects  businesses  from  fraud  before  it  happens.  These  privacy  compliant  solutions  help  keep  the  Internet  more  secure  and  relevant  for  everyone.  To  learn  more  about  digital  media  solutions  from  AdTruth  visit  www.AdTruth.com.   ###    Media  Contact:  Karen  Dayan  kdayan@the41st.com  

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