LONDON – Flashtalking, the leading global independent ad server, today announced a mobile attribution beta test for TUI UK&I, following its acquisition of device recognition solution Device9 which closed September 2015.
With Device9, Flashtalking now provides mobile device recognition technology that gives advertisers visibility into areas that third party cookies cannot, closing the tracking gap within mobile and desktop. (http://adexchanger.com/mobile/flashtalking-acquires-device9-has-mobile-attribution-on-the-brain/)
Cookies or device advertising IDs alone cannot identify those who have been exposed to In App advertising, self-navigated to an advertiser’s browser based web-site, and then transacted. With the acquisition of Device9 to complement mobile tracking methods already in use, Flashtalking is now able to make sense of the complete user journey. Using probabilistic device recognition with 98%* accuracy, Flashtalking is able to identify which users have been exposed to mobile In App advertising, then gone on to transact on a mobile web browser and vice-versa.
The TUI UK&I beta test will enable them to accurately track the number of post-impression mobile web sales from inventory bought in app environments. Christian Armond, TUI General Manager of Digital Marketing comments “we are excited to be a part of this beta with Flashtalking, mobile is an ever-growing channel and to be able to better attribute conversions incorporating Flashtalking’s Device9 cookieless solution will help us further understand the role and benefits of mobile in our digital marketing mix”.
Martin Pavey, UK Country Director for Flashtalking, said, “The aim for TUI’s beta test is to demonstrate the value of in-app media in a user’s purchase consideration path.” He continued, “With users constantly switching between apps and the mobile web, device level measurement is vital. We’re providing an independent data source that goes beyond limited deterministic data and, importantly, is independent of all media.”
*Average 98% accuracy based on tests conducted in web environments against approx. 8000 stable cookies.
About Flashtalking
Flashtalking helps the world’s biggest advertisers and their agencies stay relevant with consumers by arming them with the same data-driven precision, measurability, and control over their advertising messages as they’ve come to depend on for audience targeting and media buying. The Flashtalking campaign management platform is the single point of truth for advertisers, living at the digital crossroads where data activation, intelligent ad units, and unbiased measurement intersects with expertise, service, and a deep partner ecosystem. From our media agnostic ad serving platform advertisers deliver the most arresting advertising messages in HTML5 across standard, rich, video, and DCO formats, on any device and in any channel. Born in the U.K., headquartered in New York, Flashtalking spans the globe with offices in San Francisco, Los Angeles, Chicago, London, Leeds, Cologne, Amsterdam, and Sydney. For more information, visit www.flashtalking.com.
