Apr 15

New Rulebook for IDFA?

The app marketing community this week received news from 1 Infinite Loop. Apple has given approval for the use of its Identifier for Advertising (IDFA) to attribute app installs and post-install actions. Privacy restrictions and usage agreements have been added to the iTunes Connect agreement. This news comes two months after the crackdown of pulling apps from the App Store that used the end users device IDFA.

It’s not clear what was changed.

What we know:

  • IDFA can only be used for app install tracking and attribution
  • IDFA can only be used for apps that display ads

What we don’t know:

  • True limitations of when you can use IDFA when you’re using IDFA to target ads on apps you don’t own/control
  • What changes Apple will make next


We applaud Apple for the clarification, although the unknown is abundant.

It is pretty straightforward. The question for marketers to ask themselves is: Do you want to rely on a single method of attribution that may not exist tomorrow?

This is certainly an example of the “one and off switch” behavior pattern and as a result the app marketing community continues to be left in the dark.

Did you hear the good news?

There is a universal identification technology today that exists that works in all environments and platforms. Marketers can continue to place their bets on the next move by Apple and invest in the IDFA tool, but how many more bones will they catch?

Apr 14

Spring Fever – Event Spotlight

Spring has sprung and the AdTruth team has been hitting the ground across the globe attending local and industry events.

20140325_Pubmatic 039


Last month we kicked off AdTech San Francisco with a networking event co-hosted with Pubmatic, MediaMath, eBay and TRUSTe. A great time was had by all and it was a nice evening of networking amongst our industry peers.

Next stop – Proxxima in Brazil May 6 & 7th. AdTruth will be speaking at the largest event of digital marketing and communications in Latin America.



AdTruth most recently hit the stage with our partner Somo at the IAB Mobile Marketplace event in New York. Ed Chater with Somo educated the audience on how they are using AdTruth’s device recognition technology to maximize their campaign reach in mobile. Wath the video here. IABMobile


In other exciting news, AdTruth announced our industry leadership position by joining the IAB Mobile Center of Excellence. As members, we will be taking a leadership position on the mobile measurement taskforce. Look out for exciting joint activites to come.


Check out our event page to find where the AdTruth team is heading next!


Apr 14

Video: Approaches to Cross-Device Targeting

AdTruth’s Managing Director of EMEA, James Collier talks with ExchangeWire for a interactive educational video whiteboard session. James breaks down the various approaches to cross-device targeting, how the approaches work and who benefits.
  • Multi-Device Tracking 
  • Multi-Screening
  • Householding

Apr 11

5 Tips for Mobile Tracking and Measurement

At the IAB Mobile Marketplace event, Ed Chater with Somo presented a “How To” session to the audience detailing how Somo maximized mobile reach using AdTruth’s device recognition technology. Somo’s app tracking solution, Lithient is powered by AdTruth.


5 Top Tips 

  1. Be flexible with attribution models 
  2. Use specialists tools built for mobile 
  3. Work with transparent vendors
  4. Closely monitor performance 
  5. Be pragmatic 



Apr 10

AdTruth Response to the OpenSSL Heartbleed Vulnerability

You may be aware that a bug was found in OpenSSL. OpenSSL in DeviceInsight is not exposed to remote users accessing websitesAfter careful review of the OpenSSL Heartbleed vulnerability (CVE-2014-0160), 41st Parameter has performed a security assessment of the DeviceInsight software package for exposure to this risk.  A vulnerable version of OpenSSL is bundled in the C++ library included in DeviceInsight.  OpenSSL bundled in the DeviceInsight software is only used to perform encryption of the DeviceInsight payload and is not used as a server that can respond to remote heartbeat requests. The vulnerability is only related to OpenSSL implementations where a web server is using OpenSSL to respond to heartbeat requests.



Apr 01

AdTruth Welcomes Japan Guests

JP1AdTruth recently welcomed Japanese guests to its offices in San Jose, California to meet the AdTruth team and learn more about AdTruth’s device recognition technology, how it works and who we work with.

James Lamberti, GM and VP of AdTruth presented an overview of AdTruth to our guests including participants from Dentsu, Haukhodo, CyberAgent, Kao, AOI. Pro and New Balance to name a few.

Digital audience recognition has become increasingly challenging in recent years with the rise of mobile devices and the decline of the cookies effectiveness. AdTruth’s device recognition technology works alongside existing methods of identification including cookies, giving marketers the tools they need to recognize and reach their most valuable audiences in both mobile and desktop while respecting consumer privacy and choice. JP2

AdTruth has several partnerships in Japan including Yahoo!JAPAN, adingo, Adways and others.

To get in touch with the AdTruth Japan team, please contact us here. http://www.adtruth.com/japan

We look forward to sharing more exciting news from our AdTruth Japan team soon!

Mar 21

AdTruth Needs Your Votes for #IWNY!




Internet Week New York is fast approaching, and this year, AdTruth is hoping to storm the stage! More than 45,000 professionals from across the industry will be coming together to talk about some of the hottest issues from around the Internet. Business, entertainment, culture, politics, you name it. If it matters online it matters at Internet Week and we want in!

But since we’re fundamentally nice people, we’re going to ask instead of just jumping up onto the stage. That means we need your help. Don’t worry; it’s quick and easy – we promise.

Steps to Vote 
1. Click here and find the Sign In button on the top header of the page
2. Sign up for a new account for IWNY (its free)
2. Vote for James Lamberti’s session, “Cookies Then & Now: How Mobile Is Changing Everything.”


This is going to be a friendly tête-à-tête with Lou Montulli, creator of the cookie. Imagine, you’ll have two people steeped in the issues of online recognition – one who was present at the creation and the other pioneering new approaches for today’s mobile world. It should make for a really interesting discussion.

It won’t happen without you though! Every vote counts, so tell your colleagues! Call your friends and family! Remind the mailman and don’t forget your barber! With your help, we’ll see you in New York!

Mar 17

It’s Time for a Big Change in the Mobile Industry

photoAdTruth recently came back from the Mobile Media Summit in Barcelona where we moderated a panel called “Making Sense of Your Digital Audience” at Mobile World Congress. Shortly after the show, James Lamberti GM of AdTruth sat down with MadAve Mobile Managing Editor Anna Baskin to share insights learned in Barcelona, and what’s ahead for AdTruth and the mobile industry as a whole.

Baskin: Hi James, welcome back from Barcelona.

Lamberti: Hi Anna, thanks. Nice to chat with you today.

Baskin: Let’s begin with our basic question: What is AdTruth’s unique value proposition to advertisers?

Lamberti: AdTruth is redefining how marketers recognize digital consumers in the most effective and privacy-compliant way possible online, in apps and on the mobile web. Our universal device-recognition technology enables players from across the digital marketing ecosystem to make smarter decisions by giving them the most accurate identification capabilities available. Its ability to support broad audience reach at scale, across the entire digital ecosystem, has made DeviceInsight the go-to technology for advertisers, publishers and technology providers.

Baskin: What’s your favorite case study showing how AdTruth’s technology has helped a client achieve its goals or discover something valuable? Please share.

Lamberti: There are currently more than 70 partners using our technology to improve the experiences of hundreds of millions of digital consumers every month. Here are two examples – but there are dozens more:

PubMatic, one of the leading programmatic advertising platforms, is using DeviceInsight as a shared identifier that works across its entire mobile inventory. This is particularly important in RTB environments and is proving to be valuable to buyers and sellers alike. PubMatic also uses our Mobile Bridge feature, which provides a standard ID for each mobile impression, regardless of whether it comes from an app or the mobile web. This has made trading among its customers a more effective and frictionless process.

Struq, a leader in cross-device retargeting, has made DeviceInsight an integral part of its mobile and desktop trafficking stack. AdTruth’s technology allows Struq to extend its reach to environments where cookies aren’t effective and that has led to greater incremental sales for the company’s clients.

Baskin: What do you think differentiates AdTruth from competitors?

Lamberti: With more than a decade of rigorous research and development — strengthened by our recent acquisition by Experian — AdTruth’s device-recognition technology has become the standard for digital identification. This is based on it unique combination of accuracy, extended reach and broad universality. In 2013, more than 50 of the largest ad exchanges, demand-side platforms, ad networks and agencies adopted our universal device-recognition technology, expanding our global client roster to more than 70, including industry leaders such as King.com. Pubmatic, Struq and InMobi.

Baskin: Tell me more about the acquisition of AdTruth parent company 41st Parameter by Experian. How will this affect operations at AdTruth, and how is Experian using AdTruth’s technology?

Lamberti: The acquisition of 41st Parameter by Experian has been a real catalyst for growth. We’re thrilled to be a part of such a strong and effective organization. It has given us the opportunity to work with their client portfolio to introduce our device-recognition technology to an even broader audience. One of the really exciting aspects of the relationship with Experian is that we’ll continue to function as a separate entity, finding and leveraging synergies as they arise but still functioning independently in many cases.

Baskin: What do you think is the biggest opportunity in mobile?

Lamberti: In 2013, 990 million smartphones were shipped around the world. That was a 40% increase over 2012. That statistic tells the mobile opportunity story. Today’s brands, app developers and advertisers are presented with almost a billion opportunities to interact with customers in ways that provide a positive and engaging experience that promotes brand loyalty. This can only happen if you have advanced, accurate and privacy compliant targeting capabilities that can function at scale across all connected devices. Technologies like AdTruth provide this functionality and give marketers the tools they need to capitalize on the growing mobile opportunity.

Baskin: And what’s the greatest challenge?

Lamberti: The biggest challenge in mobile is the ability to accurately recognize and appropriately reach unique users. We’ve done surveys and conducted roundtables around the world, and that is one of the most consistent themes. Say what you will about the cookie, but it provided an effective targeting capability for online advertising. It’s incompatible on mobile, though, and the various attempts at alternatives — UDID, IDFA, GUID, etc. — don’t provide the broad universality that the market demands. And on top of that, these alternatives keep being deprecated by their various owners. Dealing with this is the No 1 problem for our clients. They are looking for a way to target their audiences across devices with a technology that is universal in nature and can function at scale. That’s where AdTruth comes in.

Baskin: What’s new and next for AdTruth?

Lamberti: A key focus for us in the last year has been enhancing our DeviceInsight Mobile Bridge. This feature is unique to AdTruth and was recently introduced into the mobile RTB environment. It allows marketers and ad tech companies to effectively attribute consumer engagement across apps and the mobile web to a single device, thus improving campaign performance.

Over the coming months, we will be focusing on helping define performance. Many companies that provide recognition technology are engaging in a silly conversation around accuracy. Is accuracy important? Absolutely; but it isn’t actually that valuable of a metric in a vacuum. The real measure of performance is more complicated that a single percentage. You need to look at accuracy and reach and privacy to really evaluate performance. It’s something that is going to be very important for the industry to understand, and it’s something we’re very focused on.

Baskin: Now that Mobile Media Summit @ Mobile World Congress is in the rearview mirror, and we’ve had a moment to take a step back, what did you find surprising?

Lamberti: Coming out of the Summit, there were four points that really stuck with me. Not surprisingly, the first is that today’s identification technologies are extremely fragmented, and more and more, we’re seeing the larger companies fuel this continued chaos in the industry. Everyone wants a leg up, but we’re still missing out on the bigger picture of providing a solution that is cohesive across the entire industry.

More than ever, the network effect needs to come into play. New devices create new opportunities that lead to new technology. Just because a new device or capability is introduced, doesn’t mean that we need to build a solution from the ground up; the industry needs a universal approach that works at scale and doesn’t require the heavy lifting we’re seeing so much of in today’s market.

The third point, and one I’m really excited to see, is that people are starting to pay attention to the idea of privacy-by-design. The talk around consumer privacy always has its sensitivities, but there are ways to address this without tiptoeing around the problem. In light of privacy concerns around many current identification models, new, consumer-friendly approaches like AdTruth have been positively embraced. Privacy-by-design is the foundation of our business, and it’s satisfying to see more people adopting this mentality.

And lastly, compared to some of the other advanced markets like Europe and Japan, the U.S. seems incredibly adverse to change. Just making the transition in spend from PC to mobile continues to be a struggle. Blame it on the “innovator’s dilemma,” but the industry is in desperate need of change.


Baskin: Great insights, James. Definitely a lot to look forward to and work toward for the industry.

Lamberti: Absolutely! Thanks Anna.


Read the interview on MadAve Mobile here.

Mar 12

A Look Back at the Global Privacy Summit, Oh! And Did I Mention There Was A Prom Too?

Last week in Washington, D.C., privacy and compliance professionals from across the globe descended upon our nation’s capital to meet, listen and discuss the key privacy and compliance topics that surround our technological existence.  In an age where privacy is not just becoming a commodity or a commitment to consumers, but how these new and innovative technologies must adhere to an continually changing and evolving landscape of self-regulation, law and general responsibility to the end consumer.

As a novice in the privacy and compliance space, my hopes were high to learn new things by hearing in person the words spoken by people I have perhaps only ever read about. In attendance were legal and professional representatives of government agencies, law firms, tech giants, data specialists, self-regulatory groups and notable brands that consumers use each and every day.  Needless to say, it was exciting, intimidating, overwhelming and invigorating to see this many people assembled to focus on a topic that demonstrates the real importance being placed on consumer privacy and the handling of consumer data. A very clear commitment by industry and government toward the consumer. A demonstration the average consumer would never know of or get to see.

Before I share my personal observations and takeaways from my seat at a little D.C. cafe devouring my final taste of east coast cuisine before departing back to the MUCH warmer climate of Phoenix, AZ…let’s talk about the prom.

YES! I said prom…I’m sure you are scratching your head and your mind shoots back in time to images of blue tuxedos with white ruffle shirts and big poofy pink dresses amidst a soundtrack straight out of the Wedding Singer (or for those a little closer to my age – thinking of 90210′s dreadful evening at the prom that almost cost Donna Martin her graduation).

The prom in reference was the TechProm, an annual event hosted by the CDT (Center of  Democracy and Technology) who’s focus is to ensure free access to the Internet for all people, free from obstruction and censorship imposed by governments and other entities that look to takeaway the freedoms, the voice and the outlet to creativity that the internet offers and can offer people across the globe. The event took place in the Washington Convention Center within a massive room, where hundreds of people from the largest digital media companies, law firms, government agencies, self-regulatory organizations and privacy advocates assembled to all lend their presence and support to this initiative.The event was hailed as the 20th anniversary of the CDT, also represented the departure of current President of the organization, Leslie Harris and the formal introduction of the new CDT President, Nuala O’Connor. After the formal dinner, the masses were ushered downstairs to the actual “prom”, where there was an open bar, prom photos, tasty desserts and well…dancing. (Yes, I said dancing – and nothing says prom like lawyers getting their groove on – it was starting to look like Donna Martin might not graduate after all).

The next day and a half were dedicated to the IAPP’s Global Privacy Summit, an event focused on providing key speakers, panels and breakout sessions designed to tackle the most topical and forefront issues and challenges surrounding consumer privacy in an age of rapidly evolving technologies and devices that allow consumers complete and mobile access to the internet anytime, anywhere. From dealing with consumers in an omni-channel world, to merging online and offline consumer data, to building privacy into contracts and privacy policies, to legislative developments both here and in the EU – the program ensured to not give insights and  guidance to its attendees, but encouraged dialogue and questions that truly exposed the challenges that not only the digital media industry faces, but that every entity from governments to regulators to consumer brands that each are facing in trying to balance delivering the consumer both the value and privacy they expect.  After a day and a half of observing and listening intently to brands like Estée Lauder, data giants like Experian, software makers like Microsoft and government agencies like the FTC, I can assure you that this discussion is far from over and looks to become increasingly more difficult as time moves on.

Though no matter how difficult the challenges ahead seem to appear from the surface of the conversation, there was a definite passion and expressed message thriving beneath that surface of uncertainty and struggle, and that message resonated in every room and hall at the event – that no matter what business or government or law firm or advocacy group you were representing, the dedication and focus on providing consumers both value and a reasonable expectation of control and privacy in this mobile, digital age was a challenge that clearly unified each and every attendee.

Even with the clearly unified intent by those in attendance to providing consumers with privacy as it relates to their activities and data both online and offline, there was still some challenges that stifle the progress of turning this dialogue into action – into a path forward. This disruption to the verbalized progress and expressed rhetoric omitting from the mouths of speakers and attendees alike, made itself clear during a lunch session hosted by Stu Ingis of the Venable Law Firm.

The session was noted in the program as a legislative update with Stu Ingis, which if you didn’t know – Stu has the role as general counsel for the Digital Advertising Alliance (DAA) as well, so I figured that being present while eating my trade show prepared lunch would allow for me to multitask and listen to his updates and goings on in both privacy legislation and how it might impact digital media. It turned out that there was actually a panel that Stu was overseeing, with 3 government agency representatives and one non-government representative – Tony Hadley, SVP of Government Affairs and Public Policy for Experian, whom appeared to be the sole representative on this panel of both digital media and “big data”. The focus quickly became that of the topical data breaches and data security issues being faced by businesses and consumers alike – especially in wake of the Snowden debacle suffered by the NSA and the highly publicized Target data breach.

With no visual animosity apparent between any of the panelists, each of the government agency representatives spoke of their own initiatives and efforts in this area – from directives from the White House to efforts to pass some type of legislation since data breach and data security first really hit the scene in 2005.  All in all seemed like a lot of work and effort, yet little progress being made – with the greatest roadblock being the agencies themselves struggling to agree on how to agree on any standard that meets all their various and respective areas of focus – even the FTC was struggling to define how it should enforce or be involved due to limitations imposed upon their oversight.

Technology is not something that happens overnight with a person in their basement writing code, it requires a great deal of focused resources and investment, especially when dealing with consumer’s sensitive data. Some of the noble efforts and intentionally good initiatives spearheaded by legislators, regulators and advocates appear on the surface to be genuine and good…offering what they promise in terms of privacy, control and anonymity.  However, those same efforts can yield equally, if not more harm if we do not consider both the positive value and negative repercussions of how we approach this issue and tackle the ongoing struggles around privacy, what it means and what is reasonably expected.

Please do not think this summit and experience left me disheartened or jaded on our prospects of achieving true consumer privacy protections. In fact I leave invigorated. I am encouraged that this dialogue is far from over, but more so, that this dialogue is truly just beginning. We are on a new path fueled by innovation, mobility and 24/7 connectivity – the challenges will become even more insurmountable, but by no means can they not be overcome. It is a very exciting time for media, technology and privacy – and what inspires me is that the dialogue is already underway with the understanding that solving today’s issues is essentially serving as practice for what the future holds just around the corner. I look forward to being a part the discussion not just today, but in the days, months and years to come.

Feb 19

A Peek Inside AdTruth’s Device Lab


By now, you’re probably used to our blog posts from the Row, talking about an increase in accuracy, coverage for new platforms, operating systems and devices. Often, we can’t share all the details relating to how we achieve performance improvements, but we can share is a peek inside our Device Lab.

As a product manager, the first thing I do when I wake up in the morning is to check my email and catch up on the news. You never know what new tricks Apple or Google have slated for the day. With events like CES, MWC happening next week, it means that the rest of the year is filled with sales figures, speculations, rumors, and confident displays of the “next big thing”. For us, everything boils down to how can we test and support new devices as they come out to help our partners recognize their audiences on ANY device. Based on that, we adjust our algorithms to ensure we can persist our product accuracy, coverage and longevity. It is a constant exercise in research.












5.0 includes major improvements to our performance with enhanced coverage and increased accuracy across different platforms and use-cases

Above is Mike. Mike is our Lead QA engineer and this picture shows him in our Device Lab. Mike is ensuring that our technology can effectively bridge between mobile web and app (recognize a device as the same device regardless of whether the consumer interaction is in mobile web or in app) for some of the latest devices. It is imperative that we perform complex and in-depth regression tests to ensure we are confident that we get the same DeviceInsight IDs for the same physical device no matter who is running our library. Since AdTruth deploys on-premise with our partners, we often don’t find ourselves at the luxury of research data. So one of the challenges is building complex simulations of real life events. Having access to these devices, and with the help of some homebrew tools we are able to provide researchers with a foundation for their munging. With global devices for our major regions, and an almost infinite selection of virtual devices, we are prepared for whatever the next big thing is, whether it be a wearable device for a puppy or the latest gaming console.

Our latest release, which includes major improvements to our performance with enhanced coverage and increased accuracy across different platforms and use-cases (e.g. bridging) helps our partners better recognize and reach their audiences on every device, all the time.


Collision Avoidance will help our partners improve the effectiveness of their campaigns and analytics and overall make smarter decisions

Our research team comes in all flavors – data scientists, statisticians, device engineers, developers.  Irrespective of where we come from, we are all driven by maximal device recognition accuracy. Here’s a page from our data scientist’s journal. The goal is to apply the wins from the 5.0 Android accuracy and bridging improvements to some emerging devices and the ability to predict when devices are likely to be of a lower rating. He mounts the research data and after hours of Rplots, and a maze of sqldf manipulations, he has some very good news for us, evident in the big smile he has for us. AdTruth 5.0 introduces a new system which we call Collission Avoidance. By nature of being probabilistic we sometimes have a recognition error. We are developing a suite of features with tools, such as the DeviceInsight ID Rating, to provide our partners with insights into the probability of collision with respect to every DeviceInsight ID, and help them make smarter decision to improve the effectiveness of their campaigns and analytics.



AdTruth is embracing the cloud to make it easier for anyone in the industry to use our technology and make it easier for us to support our partners 

Our “always ship early” development team is a force not to be reckoned with. They bring all of our research work together in solid, and effective product. 5.0 gives birth to our latest innovation: DI-Connect. This is a service that lays the infrastructure for AdTruth to become the standard currency for device recognition. Think anti-virus style automated updates for your library, tools to migrate IDs and self-validate a deployment. All our research and effort in improving accuracy, device coverage, and bridging – we want to get it out to you and used in your business as quick as possible with minimal to zero impact to your own development cycle. This is the promise from DI-Connect and you should stay tuned for more exciting features built on top of it is coming out soon.


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