Opera Launches App-Tribute Via AdMarvel; Solves Mobile App-tracking Quandary

In a bid to address the growing concern regarding consumer tracking via mobile apps, Opera Software has launched App-Tribute through its advertising subsidiary AdMarvel.

App-Tribute is a privacy-friendly solution that allows mobile publishers and advertisers to receive critical marketing and analytics data without recording sensitive data elements, such as unique device identifiers, cookies or MAC addresses.

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 or 1,000 impressions (CPM) promotions. It works across all ad formats, including banners, interstitials and within rich media creative, and is available on both iOS and Android platforms.

For app developers, App-Tribute also provides feedback to determine which publisher app should be attributed for promoting app download and installation.

App-Tribute features two independent components -- App-Tribute Advertiser Software Development Kit (SDK) and App-Tribute Publisher SDK. The former is a small footprint SDK that developers include in their applications to track successful download and the subsequent installation of an application. This component is available for free. The publisher SDK is available either as an SDK or is 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 installation of the promoted apps.

App-Tribute has already been deployed by some Internet radio services and mobile game developers who are customers of Opera and AdMarvel.