Hi,
We wanted to follow up on an email sent in March regarding the Adjust
SDK [1] we are implementing for the Spring campaign. This integration
[2] will send data to a third party server. As we noted earlier, this
isn't something we do at Mozilla often and we wanted to be proactive
about our messaging.
As we mentioned in March, there are good reasons for collecting this
data. Our marketing and growth goals for 2015 will require spending
non-trivial amounts of money. Our relationship with Adjust will enable
us to spend that money responsibly and efficiently.
Mobile installs come from App Stores, and it's harder to integrate into
those systems. That's where the Adjust SDK comes in. We believe we've
landed on the best possible implementation given the limitations of the
mobile advertising ecosystem. This tool will ensure that we're not
flying blind.
Here's a summary from the March email that provides some background on
the Adjust SDK:
* This is an open source SDK, fully transparent, and is developed by a
company based in Germany, but with offices in California and other
places, widely adopted and regarded, who is beholden to the
strictest EU privacy standards.
* We will collect the absolute minimum data, once, to measure for
install. We know exactly what data is being passed.
* We're paying for the SDK and service, which is good because the
vendor's model is not based on monetizing our data in aggregate to
develop behavioral segments for other advertisers.
* This will allow real-time optimization of marketing dollars, much
like virtually all major mobile apps do, and much like we have
already been able to do on paid marketing desktop for quite some time
Our implementation will allow us to attribute an install to a specific
advertising channel by using the a user's unique Google ID. When a user
installs Firefox for Android, the unique Google ID is sent to Adjust.
Adjust takes that and compares it to data from the networks we've placed
ads. If they find a matching ID, that install is attributed to that
particular ad network. This allows Mozilla to measure which channels
are providing maximum impact.
Adjust collects the following Fingerprint (hashed) and stores for a
maximum of three hours:
* IP address
* Timestamp in ms
* Country
* Language/locale
* Operating System
* App Version
Adjust hangs onto the following data permanently:
* Attribution source (allowing us to measure which channel produced
the best ROI)
* Storage of hashed MAC address and/or device ID hashes together with
app token
We've done an enormous amount of due diligence prior to integration.
Adjust went through a legal and privacy review. It also went through
and open source review/analysis.
The plan is to utilize Adjust beginning on June 2 for the Spring
Campaign. We'll keep this tool in place until spending is completed on
July 12. At the completion of the campaign, we will evaluate the
success and make a decision as to whether or not Adjust will be used in
future campaigns and releases.
This is just a heads up email. We want the effort to be open and
transparent.
Many thanks,
Winston
[1] https://github.com/adjust/android_sdk
[2] https://bugzilla.mozilla.org/show_bug.cgi?id=1143888
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