Rating: madvertise introduces new device detection technology – UDD
Apple’s determination to phase out mobile apps which utilise UDIDs (Unique Device IDentifier) is creating headaches for software developers.See our previous stories concerning offerings from Adfonic here and Smart Adserver here. Now it appears that madvertise – which claims to have one of the largest mobile audience targeting platforms in Europe, has joined the fray. The company is launching a unique device detection system (UUD) which aims to take mobile audience targeting and analytics on mobile devices steps up to a whole new level. With madvertise’s UDD approach, the company claims it can offer scientific measurement in real-time of the value of information available from a device and how much information is required in order to identify a device uniquely.
With the madvertise UUD solution, the analysis of a user or device is based on certain parameters accessible from the device via the web browser or through an app.
This information is then processed and optimised in order to narrow down target groups to any desired size.
This approach can be used for a number of optimisation strategies including increasing Click Through Rates (CTR), download and conversion tracking, highly-specific audience targeting, and geo-targeting.
Adam Drake, chief data scientist with madvertise, explained, “At madvertise we have begun to deploy these and other methods in order to obtain a far greater insight into our request traffic.”
He continued, “Data collection, analysis, and enrichment on mobile is rapidly changing. The days of cookies as a valid identification metric are over and any company still relying primarily on them as a basis for their technologies will be rapidly left behind.”
“This is yet another example of the way we’re always looking to innovate when it comes to providing more accurate and dependable services for our media agencies and the advertising industry,” argued Carsten Frien, madvertise’s CEO.
madvertise claims to be one of the largest mobile audience targeting platform and a leading mobile advertising player in Europe with 1.6 billion monthly page impressions.
GoMobile News is wondering just how many UDID alternative technologies will be introduced before a new ‘de facto’ standard emerges.