Facebook Cuts HasOffers & Kontagent Out Of Mobile Marketing Partner Program

facebookHasOffers and Kontagent are out of Facebook’s mobile marketing partner program. The social network dropped the two companies for policy violations including holding onto data too long and not requiring advertisers to update their privacy policies to notify users of data collection, AdExhanger is reporting.

According to the report, the app developers that rely on HasOffers and Kontagent for tracking downloads and monetization performance of their app install campaigns on Facebook will no longer have access to this data. Both companies have been removed from Facebook’s list of mobile measurement qualified companies and will not be allowed to bring on new advertisers.

“After working with a third-party auditor to review the practices of all our mobile measurement partners, we discovered that some weren’t adhering to the terms they agreed to,” Facebook said in a statement to AdExchanger. “As a result, we’ve removed a couple of our partners from the program. We take our contracts seriously, and will continue to act swiftly anytime we find out they are being violated.”

This isn’t the first time HasOffers has run afoul of Facebook policies. In September 2013, VentrureBeat reported that HasOffers acknowledged it had been distributing “non-aggregated and non-anonymized device-level data” about Facebook users to its app developer advertisers through its MobileAppTracking platform. The company issued a statement to customers saying it had updated the platform to distribute only aggregated and anonymized device-level data.

Guillaume Lelait, VP of North America for mobile marketing agency Fetch, predicts the companies’ expulsion “will send ripples through the mobile app industry” as a significant number of “big app developers have been using HasOffers Mobile App Tracking for attribution of all channels (including Facebook) for measurement”.

Facebook reported over half its earnings came from mobile in its Q4 earnings statement and continues to focus on building out its mobile business.  As AdExchanger points out, the move to drop the two partners signals to Facebook’s other PMDs, users and investors that it’s taking user privacy and data security seriously.

Related Topics: Channel: Mobile Marketing | Facebook | Facebook: Advertising | Facebook: Mobile | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • http://www.appnique.com Stan Monlux

    A bit shortsighted on Facebook’s part. Channel attribution
    and scoring is a critical tool. If HasOffers violated the policy they should
    have made an effort to get it addressed without penalizing all the publishers
    that are dependent on Mobile App Tracking to measure the effectiveness of their

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!