• by Tobi Elkin  @tobielkin, March 8, 2017

Content discovery platform Taboola on Wednesday launched a tool to enable mobile app advertisers to track and optimize mobile app installs and in-app engagement. The goal is to offer advertisers more specific insights that will enable them to tailor content to consumers who are engaging with their brands on mobile devices. Taboola said the tool addresses mobile marketers’ demands for more accurate performance data, and more insight into mobile app campaigns.

Taboola said that mobile attribution integrations enable it to do conversion tracking for apps that are downloaded directly from its mobile campaigns. Using the technology, the company said advertisers can attribute an app download to a specific piece of content while using mobile attribution vendors including TUNE, adjust, AppsFlyer, and KOCHAVA. Taboola said that Match.com and InnoGames are currently using the technology.  

“Advertisers, app developers, and others will now be able to work with Taboola and tell us (attribute), every time there was a download, and marketers can learn through us which content people read that got them to click on an app, and eventually download it,” Adam Singolda, Taboola CEO and Founder, told Real-Time Daily via email.

Singolda said his vision is to have an “open Web that is completely personalized where people search when they know exactly what they are looking for, but enjoy personalized recommendations when they don’t.”