• October 9, 2013

AdTheorent, an RTB-based mobile ad network, today announced that its Traktion platform no longer uses cookies. The Traktion platform lets advertisers track post-click and post-view behavior across the mobile Web and mobile apps. 

An AdTheorent representative explained to RTM Daily via email how the platform will track users without using cookies. "Following each click (post-click) or impression (post-view), we analyze anonymous attributes from a user’s mobile browser and then assign a TraktionID to the click or impression," the representative wrote. "Upon conversion we run this process again, linking the TraktionID to the conversion."

The company claims that users remain anonymous through the tracking process. "Traktion does not depend upon fixed, hardware-specific IDs which can be linked to a consumer's personal information," the company wrote in the release.