The document summarizes two AdTruth Workgroup meetings held in San Francisco and Munich to discuss challenges around mobile tracking, targeting, and privacy requirements. 18 digital media companies participated to examine deploying a universal mobile identifier. Key topics included privacy concerns, how a universal ID could support various use cases, and continuous improvements to accuracy and longevity. Participating companies expressed that AdTruth delivered the highest mobile tracking accuracy and is leading industry discussions around performance and privacy.

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. 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. 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