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MdotM Adopts AdTruth Technology to Provide App Download Tracking

AdTruth's Best-of-Breed Technology Delivers Universal Device Recognition Across Mobile Web or App Platforms (July 18, 2012)

SAN JOSE, CA -- (Marketwire) -- 07/18/12 -- AdTruth, the digital media division of global device recognition leader 41st Parameter, today announced that it has been selected to provide universal mobile tracking for MdotM, a prominent performance-based mobile demand-side platform (DSP). AdTruth is providing concrete benefits and dramatic results across MdotM's mobile network. The most striking is the high degree of recognition accuracy relative to UDID. A case study on MdotM's use of AdTruth provides additional information and context.

The mobile ecosystem faces a number of challenges -- particularly when it comes to delivering targeted impressions. These include unreliable (or non-existent) cookie performance, the inability to recognize a device across the mobile Web and app platforms, Apple's planned deprecation of the UDID, invasive techniques such as "swishing" that drop an unwanted identifier on a device and privacy concerns in general. MdotM, recognizing the gravity of the situation, sought a universal tracking system for mobile devices. The solution would need to function in any mobile advertising use case, recognize a device across mobile Web and apps and not interfere with the consumer experience. The company's search ended with AdTruth.

"Our work with MdotM demonstrates the value of our high performance pro-privacy mobile tracking solution," said James Lamberti, general manager of AdTruth. "Our technology is the best approach for universal tracking moving forward. It offers unparalleled accuracy and the ability to bridge between the mobile Web and apps. We're pleased to be able to support MdotM and their advertisers with our technology."

"The silver lining to UDID deprecation is that it led to our seeking -- and ultimately finding -- a universal, consumer-friendly approach to solving a variety of mobile advertising challenges, including tracking and targeting," said Sourabh Niyogi, chief executive officer of MdotM. "With AdTruth's technology, we are able to provide our advertisers with even greater value through unmatched tracking accuracy to drive thousands of app installs every day."


Before selecting AdTruth, MdotM evaluated a number of alternative approaches that claimed to offer the most scalable technology platforms, a long-term answer to privacy concerns, the highest tracking accuracy and greatest longevity. After months of research and live market testing, MdotM selected AdTruth due to their best of breed technology, Web to app bridging capability, on-premise deployment, extremely high performance and consumer friendly approach.

AdTruth's universal tracking technology is available to MdotM's advertisers through the MdotM software development kit (SDK). Hundreds of MdotM advertisers -- including gaming, social networking and mobile coupon applications -- are now able to take advantage of AdTruth's technology to drive and track app installs. For more information, please visit www.MdotM.com or www.AdTruth.com. For a copy of the case study on MdotM's use of AdTruth's technology please visit http://adtruth.com/docs/mdotm-case-study.pdf

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. To learn more about 41st Parameter visit www.the41st.com.

About MdotM
MdotM is a performance-based mobile Demand Side Platform reaching more than 150mmunique users across iOS and Android. The MdotM mobile Demand Side Platform allows advertisers and agencies to efficiently reach their target audiences in real-time by gaining access to billions of monthly mobile ad requests.


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