Opera launches privacy-friendly mobile app-tracking solution

App-Tribute will help mobile publishers and advertisers to get marketing and analytics data respecting user privacy.

Opera Software has launched App-Tribute, a privacy-friendly app-install validation solution that will allow advertisers to get data without taking sensitive data elements such as unique device identifiers, cookies or Media Access Control (MAC) addresses. The innovative solution will help publishers and advertisers to gather critical marketing and analytics data without compromising on user privacy, addressing a major concern regarding consumer tracking by mobile apps.

App-Tribute has been launched via Opera Software’s advertising subsidiaries - AdMarvel, Mobile Theory and 4th Screen Advertising.

Its technology works for app-based advertising campaigns and enables cost-per-click (CPC), cost-per-download (CPM), cost-per-install (CPI) and cost-per-mille impressions (CPM) promotions. Available for iOS and Android devices, it works across all ad formats, including banners, interstitials and within rich-media creatives.

For app developers, it will determine the publisher app that should be attributed for promoting an app download and installation. Not relying on any incentivised download methodology, it focuses on enabling an ecosystem that delivers tangible and measurable value to mobile developers.

App-Tribute consists of independent components - App-Tribute Advertiser SDK and App-Tribute Publisher SDK for advertisers and publishers, respectively.

App-Tribute Advertiser SDK is one that developers include in their applications to track successful downloads and subsequent installs of an application. No personally identifiable information (PII) is accessed or shared in this system, and the only server-side communication is to report and validate app installs. This is available for free for Android and iOS developers.

App-Tribute Publisher SDK is available as either a software development kit or bundled with AdMarvel rich-media SDK. It tracks the promotion of apps and anonymous consumer interest in designated apps. App-Tribute also provides proper attribution to the publishers that promote and facilitate the subsequent download or installs of the promoted apps.

AdMarvel rich-media SDK provides publishers a complete cloud-based advertising platform with support for ad mediation from more than 100 mobile ad networks around the world, industry-leading campaign management and ad serving, with support for rich-media ad units from leading rich-media ad providers, ad intelligence and analytics.

On the development, Mahi de Silva, executive vice-president, consumer mobile, Opera Software, says in a press statement, "Since the launch of iOS in 2007 and Android in 2009, we have watched both sides of the industry - developers who want to advertise their apps and those who want to monetise their app traffic - struggle with the thorny issue of promotion and tracking of app downloads. We have seen schemes that attempted to solve the problem through device and user tracking, many of which raise troubling questions around accuracy and consumer privacy."

"Working together with several of our industry-leading publisher customers, we have designed and implemented a trusted third-party solution that satisfies all the constituents. We are pleased to bring this innovation to the market and take app promotion and monetisation to the next level," she adds.

App-Tribute has already been deployed by some Opera and AdMarvel customers, including a leading personalised internet radio service and some leading mobile game developers.