MdotM Adopts AdTruth Technology to Provide App Download Tracking

Wed Jul 18, 2012 12:00pm EDT

* Reuters is not responsible for the content in this press release.

  SAN JOSE, CA, Jul 18 (Marketwire) -- 
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 or For a copy of the case study on
MdotM's use of AdTruth's technology please visit

    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 

    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. 


Media Contact:
Greg Peverill-Conti

Copyright 2012, Marketwire, All rights reserved.

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