1. 1 Tradedoubler & Mobile Mobile web & app tracking technical overview

2. 2 Contents Mobile tracking overview Mobile web tracking App download and in-app tracking Appendix – How device ID tracking works – Server-to-server tracking

3. 3 Mobile tracking overview

4. 4 Advertiser app install Google Play or App Store Leads, sales & in-app actions Publisher website or app on mobile device Pre-installed advertiser app Advertiser desktop site on mobile Advertiser mobile site The mobile conversion paths we can track

5. 5 Desktop browser Desktop site Mobile browser Desktop site Mobile app Mobile site Mobile app App Store / Google Play Downloads and in-app actions Tracking on mobile Tracking on desktop Leads and sales In-app actions Mobile tracking is more complex than desktop tracking because: There are multiple operating systems (e.g. Apple iOS) Access to tracking IDs depends on the environment (i.e. web browser or in-app) There are no industry standards and conditions keep changing Mobile has new metrics to track (e.g. Cost Per Install) Desktop web tracking follows a simple user journey within a single environment (i.e. web browser) Desktop vs. mobile tracking

6. 6 Mobile web tracking

7. 7 Mobile web tracking is the same as for desktop using standard cookie tracking The advertiser has to implement the tracking on their mobile site This is normally a ‘copy and paste’ of the code from the desktop site There are two scenarios: – The user clicks from the mobile browser to a desktop/mobile site – The user clicks from a mobile app to a desktop/mobile site Desktop site Mobile app Mobile browser Mobile site Note: Mobile web tracking with cookies DOES work on iOS devices. The default setting on iOS is to accept cookies “from visited” sites. When a user clicks on a Tradedoubler link they are momentarily sent through Tradedoubler’s servers. We are therefore classed as a visited site and can set our cookies. The advertiser’s site usually checks the device’s user-agent and automatically sends mobile devices to the mobile site Or it could offer the user the choice of going to the desktop or mobile site

8. 8 App download & in-app tracking

9. 9 Tradedoubler’s mobile SDK In order to use the mobile app-tracking features, the advertiser needs to implement the SDK (Software Development Kit) within their mobile application An SDK provides developers with tools (code and implementation documents) to develop applications The Tradedoubler SDK is available for Android and Apple iOS Once the app tracking has been implemented a new version of the app has to be submitted to the iTunes App Store or Google Play More and more advertisers are using third party analytics SDKs in their app. If that is the case, we can simply connect to this third party tracking and the client doesn’t have to integrate Tradedoubler’s SDK

10. 10 App tracking features supported by Tradedoubler’s mobile SDK Advertiser app install Google Play or App Store In-app actions Publisher website or app on mobile device Advertiser app We can track : - App installs - In-app actions (in newly installed and pre-installed advertiser apps)

11. 11 App download tracking - App-to-app store When the user clicks on a download link within an app we track using the device ID (this is an ID specific to the user’s device) When the link is displayed the publisher app injects the user’s device ID into the tracking link. This is sent to Tradedoubler when the user clicks the link When the app is downloaded and launched for the first time the app reads the user’s device ID and sends it to Tradedoubler Tradedoubler will look for a match between device IDs at click and app launch Device IDs used are the Google Advertising ID on Android devices and IDFA (Identifier for Advertisers) on Apple iOS devices Note: The Google Advertising ID replaced the Android ID on 1 st August 2014. All new or updated apps must use the new ID or they will be rejected from Google Play.

12. 12 App download tracking - Web-to-app store When the user clicks on a download link within the web browser we track using the TDUID (Tradedoubler’s tracking ID). How it works depends on the device Android devices – The TDUID is set in the Android Referrer parameter – This is sent with the user to Google Play and into the app, where it is stored – There is no need to open the web browser later for tracking iOS devices – The TDUID is set in a cookie within the web browser (like normal tracking) because Apple does not allow IDs to be passed between the browser and app – As a result we need to open the web browser to access the cookie, retrieve the TDUID and send the tracking information to Tradedoubler – This only happens on the first app launch. The TDUID is then sent into the app and saved for tracking in the future Note: Apple has started rejecting apps using this method of tracking so we should be very clear with the client.

13. 13 In-app tracking Any in-app action can be tracked as long as it is set up as an event in the segment/tariffs section of Spaceport Typically actions tracked include purchases, newsletter sign up, game level completion, friend referral, etc. Commission is attributed to the publisher that generated the last click and uses the program’s existing cookie window (‘click to terminate’) Deep linking is supported as follows: – The publisher adds the deep link URL to the click tag like so: http://clk.tradedoubler.com/click?p(PROGRAM_ID)a(AFFILIATE_ID)g(AD_ID)deviceid(DEVICE_ID)url(DEEPLINK_URL) – Tradedoubler will add this to the custom URL (the URL used to open the app) like so: myapp://?deeplink=[deeplink] – The advertiser’s app must check for the existence of a deep link URL on the custom URL when the app is launched and handle it correctly

14. 14 User journey Desktop site Mobile site App store App 1.The user clicks on a Tradedoubler link 2.The user is forwarded to a redirect script that checks: a)What device the user is visiting on b)If it’s a mobile device, does the user already have the app installed 3.The user is sent to the appropriate landing point based on pre-defined rules The forwarding rules used in the redirect script should be discussed and agreed with the client A basic redirect script is available, which the Implementation Team can customise You should consider: – Do we need different rules for iOS vs. Android? If they have an iOS app but not an Android one, only iOS devices should be sent to the App Store/direct to app – Does the client have a mobile site? If so users should not be sent to the desktop site Programs set up for in-app tracking use a special redirect script to direct users:

15. 15 Publisher setup tasks Tracking app downloads – Website publishers must recognize what device the user is on (iOS or Android) & send them to the correct app store – App publishers need to collect the device ID (IDFA or Google Advertising ID) & add it to the link like so: http://clk.tradedoubler.com/click?p(PROGRAM_ID)a(AFFILIATE_ID)g(AD_ID)deviceid(DEVICE_ID) – In-app events made after the download will be tracked Tracking in-app events – Website publishers just implement their normal links. Tradedoubler’s redirect script will check the device and forward the user to the correct place – App publishers need to check if the user has the app installed already & forward them to it if they do

16. 16 Tradedoubler setup tasks The setup depends on what is being tracked (app download or in-app events) and what device is being used (iOS or Android) Full information can be found in the Mobile Setup Guide on the Mobile SharePoint site herehere

17. 17 Appendix

18. 18 How device ID tracking works User clicks a Tradedoubler link in-app User is redirected to app store User installs and launches the app User completes an in-app action The app collects the user’s device ID and inserts it into the click tag The tag looks like this: http://clk.tradedoubler.com/ click?p=1234&a=1234&g=1234 &deviceid=1234 The click request is sent to Tradedoubler Tradedoubler saves the device ID as the TDUID in the database Tradedoubler has no input at this stage The SDK within the app collects the user’s device ID and inserts it into the tracking pixel The pixel looks like this: http://tbs.tradedoubler.com/report?organization=1234&ev ent=1234&orderNumber=1234&orderValue=1.00&deviceid= 1234 Tradedoubler reads the device ID as the TDUID and looks for a match in the database This process takes placed the first time the app is launch and for subsequent in-app events The SDK supports IDFA and Google Advertising ID (replaces the deprecated Android ID)

19. 19 How server-to-server tracking works Server-to-server tracking is a type of implementation where the client performs the trackback from their server instead of from the app The client must send the tracking data from the app to their own servers, from where they will send the trackback to Tradedoubler User clicks a Tradedoubler link in-app and the device ID is sent to Tradedoubler Tracking data and device ID is sent to the advertiser’s server Client Server Tracking data sent to Tradedoubler server