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AdTruth wants to be the standard for mobile tracking

ByCindy J. Daddario

May 22, 2012

AdTruth believes its digital fingerprint technology is the best way to meet stringent new privacy requirements while allowing marketers to measure ad performance on mobile devices. The company is launching an initiative that it hopes will lead to wide adoption of its product by the industry.

Today, he announced the reaction to two meetings held with 18 companies to gather feedback on his product and help determine future messaging and direction.

“The industry needs a solution they can agree on to make digital media easier and more active – especially on mobile – but also to tackle the challenges associated with the cookie on the desktop,” said James Lamberti, vice president and general manager of AdTruth, a division of the 41st Parameter. “We did not want to leave without discussing with several players in the ecosystem. “

The goal of the two meetings, in San Francisco and Munich, was to gain feedback from potential customers on the product, which has patented technology that uses differential binding over time as a strategy to uniquely identify devices. . “It was less education than getting their very detailed feedback on how we should execute and market in a way that makes them feel comfortable,” Lamberti said.

Attendees included representatives from advertising and marketing agencies, mobile app developers, ad exchanges, ad networks, demand-side platforms, data providers, broadcast technology companies announcements and major publishers. Among them were the mobile advertising network InMobi; King.com, an online gaming site; On Device Research, which uses the mobile internet to access consumer opinions anytime, anywhere or country; and the advertising agencies Razorfish and Somo Global.

In a statement, Surag Patel, director of global research for InMobi, said, “AdTruth is taking important steps to educate the industry. Between these working group meetings and its recently released white paper on Audience Recognition, the company is leading the discussion on performance and privacy.

Carl Uminski, co-founder and COO of Somo Global, an independent mobile agency with clients including Glamor magazine and Audi, told ClickZ.com: “They are delivering sleek new technology with privacy in mind, and it is interesting to me. Tracking like the web on mobile is not the answer for the future.

Lamberti said the Mobile Marketing Association and the Interactive Advertising Bureau were also in talks with AdTruth, but representatives from these organizations did not take part in the working groups. Why not let one of these organizations take the lead in identifying the best way to manage tracking on mobile devices?

“These organizations don’t want and shouldn’t endorse a business. What they will do is help usher in new technology that will deliver what the industry needs. “

Uminski said he believes it is too early for MMA or the IAB to advocate a one-size-fits-all approach to mobile device identification because the market moves so rapidly. However, there is also a need for speed in finding a device identification solution, now that Apple is restricting access to the UDID, the unique identifier of each of its devices. “UDID has accelerated things like AdTruth by trying to get to market quickly,” he said.

AdTruth’s seven-year-old technology was developed to prevent fraud by recognizing troublesome devices on the Internet. The company is now offering it to help marketers track, target and retarget consumers. It uses over 100 parameters, including milliseconds of differences in the internal clock setting, to recognize a particular device anonymously. The technology generates a digital fingerprint that resides on a web publisher’s servers, so that the servers can recognize the device when it makes another page request.

AdTruth says its technology is a better alternative to pop-up permission boxes to meet new EU online privacy standards, which are expected to begin implementation this month.

Lamberti said: “The working groups are as much about device recognition technology as they are about us. We think we are the leader, but anyone can go out and sell their solutions.


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