Kontagent Rebrands As Upsight, Plays Down Facebook Fallout

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UpsightMobile analytics firm Kontagent has rebranded itself with a new name – Upsight – through its merger with mobile monetization platform PlayHaven, the companies said Monday.

The rebranding comes a month after Kontagent and its competitor, HasOffers, were booted out of Facebook’s Mobile Measurement Program (MMP).

Upsight also launched a new mobile analytics platform that shares the company’s new name, as well as a free version of the platform.

“We’re offering an analytics and insight platform that gives you a deeper understanding of your users’ behavior and their lifetime value,” said Josh Williams, former CEO of Kontagent and current Upsight CTO. “The platform also enables you to act upon the data by sending targeted custom messages, for example, through in- and out-of-app marketing tools.”

The Upsight platform is available in a tiered paid version (Core, Pro and Enterprise) as well as a free version that includes in-app marketing tools, user segmentation capabilities and unlimited analytics and data storage.

“Whereas our platform was previously only available to large enterprise clients, we want to help early stage developers gain insight into their campaigns,” said CEO Andy Yang.

As for its fallout with Facebook, Williams described the problem as “contractual compliant issues concerning the amount of time data was being stored in our system.”

The company has since resolved the issue, but is no longer a Facebook mobile marketing partner, which, according to Williams, affected 15 out of its total roster of 22,000 companies. Williams declined to name those clients.

As a result, Upsight is unable to attribute app installs generated by Facebook’s Mobile App Install Ads product. While app installs are not the sole means of measuring the value of a mobile app campaign, it is often the first benchmark in an app developer’s measurement portfolio.

And given that Facebook drove more than 145 million installs from Apple’s App Store and Google Play last year, not being able to account for a significant source of installs could greatly weaken the Upsight platform’s effectiveness.

Upsight also faces fierce competition from remaining MMP partners like Apsalar, Localytics and Trademob eager to offer their attribution solutions to HasOffers and Kontagent customers.

Despite its setback, the company continues to work with Facebook, Williams insisted. “We’re still a big partner of Facebook for social games and mobile apps in general and one of the biggest analytical providers for Facebook applications on the Web,” he said.

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