Home Mobile Kontagent Rebrands As Upsight, Plays Down Facebook Fallout

Kontagent Rebrands As Upsight, Plays Down Facebook Fallout

SHARE:

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.

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.