Global ad server Flashtalking is launching a mobile attribution beta test for TUI UK&I, following its acquisition of device recognition solution Device9 last September. The acquisition included mobile device recognition technology that Flashtalking said gives advertisers visibility into areas that third party cookies cannot, closing the tracking gap within mobile and desktop.

Cookies or device advertising IDs alone cannot identify those who have been exposed to in-app advertising, self-navigated to an advertiser’s browser based web-site, and then transacted. With the acquisition of Device9 to complement mobile tracking methods already in use, Flashtalking said it can now make sense of the complete user journey.

It uses probabilistic device recognition to identify which users have been exposed to mobile in-app advertising, then gone on to transact on a mobile web browser and vice-versa. Flashtalking claims an average 98 per cent accuracy rate for the solution, based on tests conducted in web environments against approximately 8,000 stable cookies.

The TUI UK&I beta test will enable the travel brand to accurately track the number of post-impression mobile web sales from inventory bought in app environments. Christian Armond, TUI general manager of digital marketing said the company was are excited to be a part of the beta test. “Mobile is an ever-growing channel and to be able to better attribute conversions incorporating Flashtalking’s Device9 cookieless solution will help us further understand the role and benefits of mobile in our digital marketing mix,” he said.