Flashtalking Nailing Down Mobile Attribution by Buying Device9

Flashtalking Nailing Down Mobile Attribution by Buying Device9Flashtalking, a leading global independent ad server, will soon acquire Device9, a mobile device recognition technology provider that gives advertisers visibility into areas that third party cookies can’t touch.

“The deal allows Flashtalking to deliver on the promise of meaningful post-cookie alternatives for data driven marketers by closing the tracking gap within mobile and desktop,” a release shared with MMW reads.

The Hamburg, Germany headquartered Device9, co-founded by Detlef Lorenz, built a digital device recognition solution independent of cookies.

How? By “probabilistically identifying users across desktop, mobile web, and mobile app environments, effectively tying impressions and clicks back to conversions on one device without the need for third party cookies.”

This technology scans more than 50 non PII signals to produce a unique signature, matching across apps and mobile browsers enabling advertisers to match up conversions to cookie-less impressions in mobile and other digital environments.

“By keying on non PII data available on the device rather than cookies, we can effectively span mobile apps and web spaces,” Lorenz said. “Looking forward, device recognition will join cookies in a cascade of attribution strategies that will provide advertisers with a higher resolution picture of their audiences independent of channel or device.”

Flashtalking’s acquisition of Device9 lays out a vision that includes view through mobile conversion, in app mobile conversion, and cross-device ID matching and persistent profiles.

“Flashtalking does not wade into the media revenue stream. Being media agnostic, our ad serving platform is uniquely positioned to be the single source of truth, arming advertisers with unbiased measurement that spans all audience engagements,” said John Nardone, Flashtalking CEO. “In the short term we are concentrating on closing the attribution gap between mobile web and mobile app impressions, enabling strategies like remarketing and sequencing between mobile app and web spaces, before we move on to the other opportunities the technology presents.”