SOURCE: Flashtalking

Flashtalking

March 08, 2016 09:35 ET

TUI Mobile Investment Grows Along With Its Confidence Attributing Conversions in Cookieless Channels

Flashtalking Device Recognition Keeps Pace With Travel Consumers as They Move Between Mobile Web and In-App Impressions Along Their Purchase Journey

NEW YORK, NY--(Marketwired - Mar 8, 2016) - Flashtalking, the leading global independent ad server, today announced results from a mobile attribution beta test for TUI Group that shows significant increase in attributed conversions as a result of better visibility into impressions that lay outside the reach of cookie tracking thus closing the gap between different mobile spaces.

Flashtalking acquired the foundation for digital device recognition in the Fall 2015 purchase of Device9, a Hamburg, Germany tech company. The technology expands beyond cookies to solve the issue of tracking a user across mobile web and mobile app spaces on a single device. To date, most mobile tracking solutions record each of those spaces as separate users, leaving an unclear picture of how different mobile advertising touchpoints are leading to a conversion. By first analyzing more than 50 non PII mobile data signals, Flashtalking derives a rich, unique identifier and is in turn able to match those signatures and all associated impressions, clicks, and conversions to one device.

"Increasingly the consumer journey occurs outside the bounds of cookies, making advertisers reticent to fully embrace mobile channels," said John Nardone, Flashtalking CEO. "The good news is that in live tests we're seeing a 98% accuracy in recognizing users exposed to mobile app impressions who go on to convert on a mobile web browser and vice-versa.*"

According to Christian Armond, TUI General Manager of Digital Marketing, increased visibility in mobile spaces opens the door for marketing strategies that had been all but impossible to date.

"Being able to recognize our audience across mobiles spaces has in effect opened up a new channel for us," said Armond. "We've seen consumer behavior swing sharply toward time spent in applications, but the lack of in-app tracking has left us wary of scaling the investment. The beta test results give us the confidence to invest more mobile application advertising within our marketing mix and remarketing strategy."

The successful deployment of its device recognition solution comes on the heels of Flashtalking's acquisition of fractional attribution technology, Encore Media, further solidifying the ad server's unique market position. Its fully integrated campaign management platform sits squarely on the side of the advertiser, re-establishing the ad server as the unbiased, single source of truth that arms advertisers with unified data and meaningful measurement across audience engagements, formats, channels and devices.

*Average 98% accuracy based on tests conducted in web environments against approx. 8000 stable cookies.

About Flashtalking
Flashtalking arms the world's best advertisers and their agencies with the same data-driven precision, measurability, and control over their advertising messages as they've come to depend on for their audience targeting and programmatic media buying. Our programmatic creative technology delivers the art and science behind the perfect message. We have evolved the ad server to be 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 platform advertisers can 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.

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