Sponsormob Benefiting from In-House Tracking System

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Germany-based Sponsormob is among the global advertising providers who rely solely on proprietary ad-serving and tracking technology.

The recent system failure at DirectTrack, a third-party service provider for online advertising networks, resulted in numerous clients dealing with complete outages for extended periods of time. Several affiliate networks have still not been able to resume their full normal operations and are reportedly considering alternatives to DirectTrack.

This mishap shows the importance of companies in digital media possessing and benefiting from their own ad-serving and tracking technology. Reliance on third-party software, while somewhat easier on the front end, can result in larger problems down the road. According to Peter Glaeser, CEO of Sponsormob, “Companies need their own tracking software. You can’t take networks that don’t have their own system seriously.”

Sponsormob is one of the companies in the online advertising business which owns and operates its own technology. Sponsormob's proprietary mobile advertising technology, which sets its network apart and keeps ads running efficiently, ensures that it is not reliant on another company for ad serving and tracking. While companies with their own technology do experience occasional difficulties, sufficient backup files keep outages and problems under control. DirectTrack reportedly became the victim of a single point of failure.

Contrary to that, Sponsormob runs the real-time bidding, ad delivery, tracking and reporting as separate software on separate hardware. If there is a database issue with the reporting system, the real-time bidding for ads and the tracking of impressions, clicks, and transactions will not be affected. The system continues delivering ads and collecting data and updates the database once it becomes available again.

Servers are load-balanced, so if one piece of hardware stops running for whatever reason the requests will be distributed to the remaining machines. Furthermore, Sponsormob runs its systems on hardware in the United States and Germany. In the unlikely event of a complete outage of one data center the second one can take over.

About Sponsormob
Sponsormob is a solution provider for performance-based advertising on mobile devices. Founded in 2006, Sponsormob helps advertisers and agencies gain reach with highly targeted mobile-ads using data-driven technology. It also offers publishers strategic integration opportunities matched with a variety of attractive mobile campaigns now available.


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Talya Shoup Burnett
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