ADOTAS – Man, this Apple mobile network is a hot party! But what’s up with the velvet ropes and the intimidating bald dude in front of that room in the corner? You know, the one that says “iTunes Data”? “ViPs Only”?
There’s been a lot of speculation that with the integration of mobile ad network Quattro and the introduction of iAd, Apple is going to shut its iPhone, iPad and iPod Touch doors to outside mobile ad networks, which would be par for the course considering Steve Jobs fondness for walled gardens. While that’s still anxious gossip, Quattro appears to be letting app developers know that going with Apple’s inside network will have some serious perks.
TechCrunch’s Erick Schonfeld received a forwarded email originally from a Quattro sales rep introducing “Verification of iTunes Purchase,” or ViP, aimed at app developers employing iPhone ads to drive app purchases and downloads. These advertisers will receive purchasing data directly from iTunes via the developer’s store URL — no code snippets, APIs, or new SDKs necessary.
The email concludes that this service “cannot be duplicated by any of our competitors.” Nope — other mobile ad networks try to measure conversions with SDKs and APIs, but they don’t have direct access to iTunes data. Thus Quattro will be the only network that can offer accurate impressions-to-conversions data for the iPhone and iPod Touch (the email makes clear that the iPad isn’t included — yet). Hence the slogan “conversions without confusion,” which definitely has a ring to it. (Possible logo: Cw/oC — call me, Quattro, and we’ll talk licensing.)
Oh and get this: once a user downloads an app, he or she will see no more advertisements for it. I can hear the competitors seething across the globe.
Although the Federal Trade Commission refused to comment, a “close source” (ugh, it pains me to write those words) told Reuters that the FTC is not happy about this plan to cut off third parties from analytic data and has been discussing the ramifications with developers. This is separate from FTC’s other inquiry into Apple’s updated software developer license agreement that is blocking third-party coding (