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First Cross Channel Tracking Technology for Mobile Devices Unveiled by AdTruth

Revolutionary Bridging Capability Enables Marketers to Recognize Users Across Mobile Web and App Content (February 23, 2012)

SAN JOSE, CA -- (Marketwire) -- 02/23/12 -- AdTruth, a division of 41st Parameter -- the global leader in device recognition technology used in fraud prevention and digital media -- today unveiled a critical new capability of AdTruth's DeviceInsight™ technology: Mobile Web to Mobile App Bridging. This allows marketers to recognize users across Mobile Web and App content enabling more effective mobile ad targeting while fully respecting consumer privacy.

Mobile usage continues to grow and the numbers are staggering; yet, there are real and pressing challenges in reaching mobile audiences effectively. Because so few mobile devices store cookies, tracking and targeting is extremely difficult. Even in cases where tracking is possible, a single user -- using the same device to access both the Mobile Web and App-based content -- will have two distinct identities: one based on the application they're using and another based on their browsing behavior. In some cases, AdTruth identified more than a 90 percent overlap between these two audiences. This inaccurate audience recognition results in inefficiencies, wasted impressions and lower overall ROI for mobile advertising campaigns.

"The size, scope and marketing potential of the mobile industry continues to be underestimated," said James Lamberti, vice president and general manager of AdTruth. "Mobile gaming revenue alone is nearly at par with Hollywood. It's incredible. Unfortunately though, the capabilities for marketers to reach their audiences on mobile devices are very limited. What we've introduced today -- the ability to recognize a single user across mobile apps or their mobile browser -- is a big step toward removing a critical barrier to effective audience targeting. It's going to allow marketers to do so much more."

"We tested AdTruth's Mobile Web to App Bridging solution and were thoroughly impressed that it enables us to promote our clients applications in mobile web traffic," said Sourabh Niyogi, CEO at MdotM, a leading Mobile Demand Side Platform. "Previously, our install attribution was limited to in-app traffic. But now, using AdTruth's bridging technology in our platform, we can attribute application events to mobile web traffic. This bridge maximizes reach for our advertisers across the two halves of mobile advertising."

Examples of the problems caused by failure to bridge abound. Without realizing that a user has an app installed on his or her device, a publisher might easily waste impressions by delivering ads for that app during a browser session. Likewise, behaviorally targeted ads could be overlooked for an appropriate user in an app because there's no connection between the "user" of the application and the "user" of the browser. By addressing this limitation, AdTruth allows marketers to apply all of their capabilities -- audience targeting, impression capping, etc. -- to the mobile experience.

AdTruth is committed to assisting marketers through improved recognition in a pro-privacy way. AdTruth has been recognized by Mozilla for its support of DNT, is a member of the W3C's Tracking Protection Working Group and does not collect any PII in the device recognition process.

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 To learn more about 41st Parameter visit

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Related Keywords: 41st Parameter, AdTruth, DeviceInsight, Mobile, Cross channel, tracking, marketing, device recognition, Marketwire, , Internet Technology, Business, Entertainment, Internet,

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