Industry players launch an API to standardize mobile app analytics

By April 04, 2012
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Mobile marketers have been losing productivity due to lack of consistency in metrics. Mobile analytics platform Kontagent has teamed up with others to increase transparency and efficiency.


Up to now, a mobile marketer could receive ad analytics from three different ad networks calling the same parameter three different things - Site ID, Campaign ID and Content ID, for example. This is confusing and inefficient for marketers, developers, and the industry as a whole. But now the mobile marketing industry will get its first set of advertising analytics standards with the launch of the Mobile Acquisition Transparency Alliance. Launched by analytics platform Kontagent, MATA creates an open source API to standardize mobile ad reporting nomenclature. Consistent, industry-wide term labels and standards will make it easier for information to travel between different industry performers.

Optimized, consolidated information can benefit MATA members and the industry

“This pain point has been around for years,” explains Aaron Huang, Kontagent’s director of product marketing. “Today, if I run on five ad networks, I get five different types of reports back. What I want is consolidated information on installs, clicks and costs.” This consolidated information is just what MATA’s API aims to achieve with the help of its partners. Kontagent wants to partner with developers, advertisers and ad networks, exchanges and agencies to form MATA, and members currently include Chartboost, PlayHaven, and They point out particular problems that MATA aims to address, related to traffic attribution, users by origin ROI measurement, and lack of predictable access to acquisition metrics across mobile marketing channels.

The API could give marketers tools that replace the iOS UDID

MATA members predict that the alliance will approach these issues with transparency, according to PlayHaven CEO Andy Yang. Gaia Online CEO Mike Sego predicts it will help his company operate with greater clarity and ROI insight. Another factor that made this campaign a pressing matter is Apple’s decision to prohibit universal device identifier usage. Without the user behavior metrics from iOS devices that can be utilized with the UDID, it is even more critical to have API standards that the industry can work with. With this new collaboration between industry players, success could mean less wasted time and energy and more innovation.

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