AdTheorent Introduces Traktion™ Post-Click Tracking for Mobile Advertising

Traktion™ Functionality Facilitates Accountability and Transparency for Mobile Advertising Tactics While Respecting Consumer Privacy

For Immediate Release – AdTheorent, Inc., the only intelligent Real Time Bidding (RTB)-enabled mobile ad network, today announced the recent deployment of its Traktion™ tracking and analytics platform. Traktion offers advertisers a superior method for tracking post-click behavior across a wide variety of mobile advertising tactics, delivered in a manner that is technically seamless to mobile users and protective of their privacy.

With the rise of mobile web browsing on smartphones and tablets, advertisers have scrambled to replicate the powerful analytics that drive traditional and digital marketing. However, the technology involved in delivering and tracking mobile advertising is much different, and presents new obstacles. Unlike traditional Internet browsers, most mobile web browsers don’t use cookies (small text files used to track online browsing and behavior). As a result, mobile advertisers have relied more on device identifiers such as Apple’s “Unique Device Identifiers” (UDID) or Android’s “International Mobile Equipment Identity” (IMEI). Recently, such usage is in flux as device manufacturers depreciate the use of device IDs and as consumer advocates question the use of potentially personally identifiable IDs for marketing and advertising purposes.

AdTheorent developed Traktion as an important part of its second-generation mobile ad network because data-driven modeling drives AdTheorent’s intelligent mobile ad delivery. “Marketers and brands can see that mobile usage increases every month — and yet they’re frustrated with the current barriers in tracking post-click results after a consumer has clicked on a mobile ad,” said Anthony Iacovone, CEO and co-founder, AdTheorent. “For too long marketers have relied on click measurement — we believe effective digital and mobile advertising depends on the ability to model against post-click events such as App downloads or product purchases.” Traktion-powered post-click analytics help provide the real-time data on which AdTheorent ad-targeting models are based.

In addition, Traktion provides these valuable conversion analytics while fostering a consumer’s rights to privacy and anonymity. Traktion does not depend upon fixed, hardware-specific IDs which can be linked to a consumer’s personal information, cannot be changed or reset, and provide consumers no mechanism to “opt-out.” Rather, Traktion was designed to work with other standards and methods (including Apple’s “identifierForAdvertising” (IFA) and Android’s IMEI, each based on randomly generated (and changeable) values intended for advertisers) to identify the post-click behaviors of a device within the context of an advertiser’s mobile property without identifying the device or linking it to any specific user.

“Some consumer groups have expressed legitimate concerns about advertisers accessing personally identifiable information as part of their mobile advertising efforts, and we designed Traktion to integrate with developing protocols and standards which mitigate those concerns,” said James Lawson, Managing Partner and Chief Legal Officer, AdTheorent. “Our goal is to work with our partners to eliminate the false-choice between consumer privacy and mobile advertising effectiveness: we can honor the privacy of consumers while also delivering the detailed stats and analytics about post-click behavior that marketers and advertisers are looking for.”

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