App measurement service launched

AutoTrader has become the first IAB member Publisher to have its app measured using the new service, as the project's pilot study. Effective Measure and the IAB SA announced a new application measurement service that will enable IAB SA members to track traffic to and usage of their apps. This development reflects the industry body's continent to digital innovation.

With more than 1.7 million Unique Browsers per month and existing Android and iOS apps - AutoTrader was a great publisher to partner with to test this app measurement service. Effective Measure has been working on this pilot study with AutoTrader since July 2014, with final integration of the market ready software development kits (SDKs) being completed last month. August figures show that AutoTrader has over 50,960 unique devices with their app installed.

This service is expected to have an impact not he way apps are designed and used in future, and perhaps even spur the creation of more apps. It is also increasingly important, given that businesses have tighter budgets around marketing and advertising, by giving them tangible proof of how their apps are working for them.