Chartboost Among First MATA Partners to Implement Open-Source API; AdColony and W3i also Commit to Creating Industry Standard Reporting for Mobile App Marketers

SAN FRANCISCO, July 19, 2012 /PRNewswire/ -- The Mobile Acquisition Transparency Alliance (MATA), the creator of the mobile industry's first-ever open API standard designed to bring transparency and efficiency to data collection, processing and reporting for mobile user acquisition campaigns, is proud to announce that its first partners have implemented the open-source API. Among them is Chartboost, a technology platform to power direct deals between game developers.

"What's exciting is MATA represents an opportunity for Chartboost to play an active role in driving open standards for mobile marketers and developers," said Maria Alegre, CEO and co-founder of Chartboost. "Chartboost's mission is to help game developers be successful by driving distribution power and enabling transparent, data-driven decision-making, and MATA fits within our overall goals. We were the first to complete the MATA API implementation and already have major developers such as Gaia Online on board. We're eager to provide transparency into user acquisition and monetization to our entire network of app marketers and developers."

The initiative is also gaining significant traction in the industry as it aims to standardize mobile install tracking reporting so mobile marketers and developers can gain full visibility into their mobile marketing campaigns.

AdColony, the leading mobile video ad platform delivering high-definition video ads instantly, and W3i, a leader in monetization and user acquisition services for mobile and desktop apps, have also joined the alliance.

"At AdColony, we have deep roots in the mobile app development space," said Bryan Buskas, VP of Sales and Marketing, AdColony. "As a result, we understand how important data is in helping our mobile marketers and developers continuously improve their user acquisition campaigns and apps. MATA is instrumental in upholding the integrity of that data so that both mobile marketers and developers can continue to optimize the efficiency and effectiveness of their marketing campaigns and deliver a positive ROI."

Mobile developers and ad providers are supporting the MATA Open API because of the painful processes they currently face in order to consolidate the campaign performance metrics they need to make better business decisions. MATA streamlines the extremely fragmented and sometimes painful data collection and analysis processes by defining and implementing a platform-agnostic, industry-wide open API standard for the formatting, processing and timely reporting of mobile app user acquisition metrics.

Built with mutual collaboration among mobile marketers and ad providers, the MATA Open API Standard ensures that the needs of all key stakeholders are met. It does not require an SDK, and there is also no per-install fee--MATA is intended to provide 100% accurate reporting through a direct feed of mobile marketing campaign reports.

"We're always looking for better ways to provide actionable insight so our partners can make sound business decisions," said Rob Weber, Co-founder of W3i. "MATA will help developers get a consistent view of their data. To that end, we're excited to help set industry standards that will bring long-term sustainability to the entire mobile ecosystem."

"Mobile marketers currently face a challenge in marketing and traffic attribution, and with the rising costs they need to better identify the ROI of their campaigns," said Aaron Huang, Director of Product Marketing, Kontagent. "That is, they need to be able to identify the most engaged and/or profitable users they have and then track them back to the original marketing channels that produced these users. MATA helps them do that in a clear, effective way."

To learn more, go to www.openmata.org.

About MATA
The Mobile Acquisition Transparency Alliance (MATA) is creating an open standard that enables mobile marketers and ad providers to make more informed decisions around their user acquisition campaigns. App marketers and developers who partner with MATA will be able to use a single, open API to streamline manual reporting. Thus, they'll be able to get clearer mobile-marketing data from ad networks and exchanges in order to run more profitable ad campaigns based on clearer KPIs. Ad providers and platforms that join MATA can establish trust with their customers by deploying a scalable process to send data to mobile marketers that provide them the data they need to be more successful.

About AdColony
AdColony is a leading mobile video advertising and publishing platform that plays crystal-clear HD video at lightning speed and drives deep engagement with content. AdColony's proprietary Instant-Play™ video ad technology serves video ads instantly on the most popular apps in the world across Apple's iOS and Google's Android platforms. Paying only for completed video views, advertisers receive unmatched quality, speed and delivery results. AdColony's reach, targeting and optimization tools and services provide advertisers with a superior way to engage mobile audiences at scale. AdColony's app developer tools and services provide publishing partners with ways to maximize audience and revenue growth while gaining insight needed to continuously optimize content and advertising offerings.  AdColony is a privately held company backed by Insight Venture Partners and has offices in Los Angeles, San Francisco and New York. For more information, visit www.adcolony.com and @adcolony.                          

About Chartboost
Chartboost is a technology platform that powers independence for mobile game developers. Founded in 2011 by early Tapulous employees, the company reaches 105 million unique users in over 100 countries, and drives over two billion game sessions per month. Headquartered in San Francisco, Chartboost is backed by Translink Capital, SK Telecom Ventures, and XG Ventures. For more information, visit www.chartboost.com and @chartboost.

About Kontagent
Kontagent is the leading enterprise user analytics platform for social and mobile application developers, marketers and producers. Kontagent tracks more than 1,000 applications, over 200 million monthly active users, and in excess of 50 billion events each month for customers around the globe. The company's proprietary platform, kSuite, has been built from the ground up to harness deep data pattern visualization and analysis that provides customers with valuable, actionable insights. Armed with this data, and combined with Kontagent's team of data scientists, customers have the power to better measure and optimize their customer economics and build more profitable enterprises. Founded in 2007, the company is headquartered in San Francisco with additional offices in Toronto and London. For more information, visit www.kontagent.com and @kontagent.

About W3i
W3i provides monetization and user acquisition solutions for mobile and desktop apps. Our mobile offer exchange sources and optimizes offers from leading providers, often doubling existing revenue. Offer providers benefit from the open marketplace of quality app enthusiasts with targeting and flexible pricing.  Our app experts collaborate with you to grow your business.  For more information, visit www.W3i.com and @W3i.

SOURCE Kontagent