Apple’s Quattro Using App Store Data to Enlist Advertisers
(Image courtesy of MacRumors)Quattro Wireless, the mobile advertising company recently acquired by Apple, has started using its “Exclusive Integration with the App Store†to start wooing new clients.MacRumors is reporting that a recent slide from Apple’s mobile ad firm Quattro Wireless appears to be pushing a new program to potential iPhone app advertisers called “Verification of iTunes Purchase†-- which of course, condenses to the very handy letters VIP.The concept behind the VIP program is “to allow advertisers to track actual App Store purchases to measure an ad’s performance†-- an ability that other mobile advertising companies certainly cannot tout. Quattro is promising that once a customer responds to an ad, Apple will make sure they don’t see the same ad again, which often frustrates users with other mobile ad firms.“True real-time conversion tracking with a proprietary direct link from ad to App Store,†the Quattro slide promises. “All we need is your iTunes URL -- no need for code snippets and APIs.â€Recent Google acquisition Admob does actually offer a similar feature, but it’s less effective since it requires modifying code in the target app to track usage. Apple is making an effort to assure it’s even more difficult for competing third-party ad firms with new terms in the iPhone SDK which prohibit apps from collecting and sending Device Data to a third party for processing or analysis.As recently reported, that change to the iPhone SDK -- as well as one blocking third-party compilers such as Adobe’s controversial “Flash-to-iPhone†feature of Creative Suite 5 -- have raised the interest of Federal regulators, including the Federal Trade Commission.
http://www.maclife.com/article/news/apple%E2%80%99s_quattro_using_app_store_data_enlist_advertisers
