As if the confusion about whether Apple has or has not banned apps using UDIDs (or just some specific uses of UDIDs) wasn't enough, several companies have come together to form a new mobile advertising organisation.
Called the Mobile Acquisition Transparency Alliance (MATA), it's not directly driven by the UDID situation, but will likely play a part in helping the industry to overcome its current challenges around tracking and user privacy.
Simple data
Set up - or 'sponsored' as it puts it - by analytics outfit Kontagent, the first members are app cross promotion network Chartboost, user acquisition and monetisation platforms Playhaven and MdotM.
Gaming portal Gaia Online has also signed up.
According to Kontagent, MATA is described as "mobile industry's first-ever open API designed to bring transparency and efficiency to data collection, processing and reporting for mobile user acquisition campaigns".
Basically, it's a move to give developers and publishers a single information flow so they can easily combine all their various analytics into one dashboard, ensuring they can understand and optimise business metrics.
Track me nicely
As for UDIDs, Kontagent says MATA won't solve that issue, but clearly it will provide an opportunity - and momentum amongst its members - for an industry standard to emerge.
"The MATA Open API is agnostic to any mobile device unique identifier used by developers and ad providers and is designed to support any install detection standards the industry ultimately settles on," it states in a press release.
"MATA members are also involved in the on-going efforts to find a viable solution that resolves the ongoing privacy concerns associated with UDIDs."
Grease the cogs
"The ingestion of user acquisition data is an enormous pain point for the industry and it's growing even more problematic by the day as the mobile industry explodes," said Josh Williams, Kontagent's president and chief science officer.
"MATA solves this problem and provides high quality, reliable data to the studios, while offloading the data feed responsibility from the ad networks, exchanges and other providers onto a robust, scalable open API designed and maintained by MATA key advisory members."
More information about the alliance can be found via its website.
[source: Kontagent]
News
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Related Articles
Top Stories
News
1 hour, 54 minutes ago
Supercell CEO Ilkka Paananen joins LEGO’s board of directors days after Squad Busters’ soft launch
News
3 hours, 12 minutes ago
A Thinking Ape lays off staff across game design, software engineering, art teams and more
Feature
2 hours, 21 minutes ago
King’s Paula Ingvar: a games industry journey from "I’m not worthy!" to Candy Crush Soda’s VP of product
Feature
6 hours, 31 minutes ago
Hot Five: Supercell’s Squad Busters levels up, retro Nintendo on iOS, and Genshin Impact’s worst month yet
News
Apr 26th, 2024
Week in Views - Squads busted, Apple crushed, War zoned and Snoozin' with the Snorlax…
Events
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th | |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
WN Conference Istanbul 2024 | Jun 11th | |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Popular Stories
News
Apr 23rd, 2024
Supercell’s Squad Busters soft launches today with over 100,000 Google Play downloads
News
Apr 25th, 2024