Chennai : 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 said, “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 optimize 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 optimize 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 are 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.”