SOURCE: AdTruth

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October 02, 2012 07:00 ET

InMobi Announces Enhanced Conversion Tracking Capabilities for InMobi Ad Tracker Powered by Advanced Device Recognition Technology From AdTruth

SAN JOSE, CA--(Marketwire - Oct 2, 2012) - InMobi, the largest independent mobile advertising network, today announced general availability of InMobi Ad Tracker 2.0 - the free post-click conversion-tracking platform. InMobi Ad Tracker 2.0 now incorporates global device recognition technology from AdTruth, the digital media division of 41st Parameter, to provide advertisers with an enhanced mobile campaign conversion tracking solution.

InMobi Ad Tracker, which is independent from the InMobi ad network, will use AdTruth's technology to anonymously match mobile ad clicks to downloads (on both mobile web and app campaigns) to better track and measure conversions in real time, across all advertising networks and publishers.

Chandrashekhar Vattikuti, VP of Products at InMobi, comments: "InMobi is committed to helping marketers measure their mobile campaign success through best in class network independent analytics and reporting tools. We launched InMobi Ad Tracker in May 2012 as a free solution and have received an extremely positive response from publishers, advertisers, ad networks and app developers. We have continued to innovate on the product, which already supports multiple tracking technologies such as browser cookies, ODIN1 and market referrer.

"As a result of this partnership with AdTruth, InMobi Ad Tracker version 2.0 eliminates browser opening at the first application launch, known as a 'swishing,' in the iOS and Android SDKs -- no longer requiring cookies. This new capability will increase the track-able inventory thus improving campaign scalability for our customers. Ad networks and advertisers integrated with InMobi Ad Tracker will continue to benefit from real time conversion feedback, allowing them to effectively optimise their campaigns."

Noam Yasour, Senior Director, Business Development at Outfit7 Ltd, the UK sub of Out Fit 7 Ltd, the global entertainment company behind the blockbuster Talking Friends mobile apps adds: "Over the past few years we have seen a phenomenal demand for our apps. We have a growing 120 million active monthly users and over 500 million global downloads of our Talking Friends apps, including the popular Talking Tom app. With our business scaling phenomenally, we now offer our users 19 different apps. One of the methods in organically growing our user base is through cross-promotions with other app developers, making it imperative to understand the performance of each of our campaigns. Through a simple integration in Talking Ginger, our newest app, InMobi Ad Tracker with device fingerprinting techniques from AdTruth device recognition technology allowed us to assess the performance of our different cross-promotional mobile campaigns and enabled us to optimise their performance."

James Lamberti, GM & VP of AdTruth concludes: "AdTruth is fundamental to solving the mobile advertising tracking problem, including the ability to bridge recognition across mobile web and applications. In doing so, we are fully committed to respecting the consumer privacy and preserving the mobile experience for better publisher and advertiser ROI. We're pleased to have InMobi, an important global player in the mobile advertising ecosystem, partnered with AdTruth. This is a big step forward for the industry in solving the audience recognition crisis."

For further information on InMobi Ad Tracker, please contact the team direct on AdTracker@InMobi.com or visit http://www.inmobi.com/AdTracker

About Outfit7
Creator of the popular Talking Tom Cat, Outfit7 is a world's leading developer of mobile games and applications for the iOS and Android platform with over 15 million downloads per month. Out Fit 7 Ltd. is headquartered in Limassol, Cyprus, with subsidiaries in Palo Alto, USA; London, United Kingdom; Ljubljana, Slovenia; and Seoul, South Korea.

Our goal is to build the most creative and recognized mobile entertainment company. We want to delight and inspire our users with memorable interactive characters and applications which we bring to life on mobile touchscreens.

About InMobi
InMobi is an innovative mobile technology company that enables the world's leading brands, developers, and publishers to engage global consumers. InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising. Agencies and advertisers leverage InMobi platforms to create HTML5 rich media ads and engage 578M consumers across 165 countries. Developers and premium publishers use InMobi platforms to acquire and monetize their mobile apps and their mobile websites across the globe. With offices across all five continents, InMobi provides global reach with local service and support. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures.

To learn more, please visit www.inmobi.com, follow us on Twitter @InMobi, or discover the latest mobile insights at www.inmobi.com/insights/.

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 www.AdTruth.com.