Introducing forward-looking mobile advertising technology to the US marketplace that’s already benefited advertisers, carriers and consumers in Japan, SoftBank Corp.-funded innovator Cinarra Systems unveils VitalSight, the first known platform to use mobile carrier data for analyzing the link between mobile website views and real-world venue visits.

As a result of VitalSight’s highly-sophisticated analytics technology, advertisers can fine-tune their online messaging to better reflect consumer needs, interests and preferences, while also enabling mobile carriers to monetize data as never before.

The announcement was made by Sundi Sundaresh, CEO of Cinarra, which was founded in 2012 and has offices in the US, Russia and Japan. Investors in Cinarra include SoftBank Corp. and Almaz Capital, with clients including SoftBank, Nissan, Reckitt Benckiser and Adidas.

Earlier this month, Cinarra made its initial foray into the American digital advertising space with a similar platform called RealSight, which analyzes mobile ad views, audiences, and associated consumer retail venue visits.

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Vital Information For Advertisers

Taking the fine art of online to offline attribution to a game-changing new level, VitalSight uses real-time mobile carrier Wi-Fi & 4G/LTE signal processing networks as opposed to traditional app-based technology to measure consumer mobile website views (including specific pages, promotions, ads, product details and articles) along with their direct impact on subsequent venue visits.

Using aggregate mobile carrier-generated data that’s inherently superior to traditional probabilistic analytics, VitalSight provides advertisers with essential insights they can use to adjust their website messaging, imagery and branding; create highly-targeted promotions; highlight their most popular products, models, styles and colors; and shorten the lag time between website views and venue visits (a measurement VitalSight also determines).

Further broadening VitalSight’s appeal among carriers and advertisers is the platform’s easy-to-understand self-service reporting interface providing crucial real-time behavioral insights in a fully anonymized manner that protects consumer privacy by never accessing personally identifiable information.

Maximizing Efficiency, Protecting Privacy

Finding a way to measure consumers’ mobile website viewing patterns and corresponding venue visits without alienating them over privacy invasion concerns has been a holy grail among both carriers and advertisers since the first smart phones exploded into our lives more than a decade ago.

Committed to offsetting any and all concerns about privacy among members of the public and the mobile technology industry, Cinarra has developed proprietary technology that anonymizes all personal data and features no personally identifiable information. In addition, Cinarra is not a data broker or data exporter; Cinarra only utilizes anonymized data processed within a carrier’s own data center.

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Taking The Industry Beyond GPS

While the $230 billion global digital advertising industry has been primarily focused on using GPS data for O2O attribution analytics, GPS data derived from mobile applications is limited in numerous ways. Specifically, apps that use GPS are notorious battery-drainers, and GPS measurements don’t work well indoors – a critical facet of indoor venue visit attribution measurements.

Moreover, GPS-based signals are unable to distinguish between consumer visits to different venues within the same enclosed multi-level environments such as shopping malls. Furthermore, GPS signals can be compromised when consumers are in dense urban environments, surrounded by tall buildings.

“For these reasons and more, Cinarra has always looked beyond GPS technology in our quest to bridge the gap between carriers and advertisers,” commented Cinarra CEO Sundi Sundaresh. “We use real time, streaming location data based on Wi-Fi and 4G that is accurate and high quality. There are no cookies; the phone itself is the identifier. App based services use GPS, which does not allow for near real time reporting, drains the battery, tends to be less accurate in dense urban areas, and can’t track vertical elevation. Also, unethical providers can falsify the location data to skew towards locations that advertisers pay more for.”

Commenting on Cinarra’s entry into the US programmatic advertising arena, Mr. Sundaresh added, “Essentially we help MNOs {Mobile Network Operators} monetize their data. We give them a data platform and we take care of the go-to-market strategy. We then create multiple audience segments and provide insight into their physical journeys. Advertisers can use this to create more compelling website content, develop more targeted ad campaigns and connect more effectively with consumers – all reasons why I believe we’ve enjoyed such success with our VitalSight and RealSight platforms in Asia and are confident we can achieve similar results here in the United States.”

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