In a rapidly evolving digital landscape, where data is the lifeblood of marketing, AppsFlyer, a leader in mobile measurement and attribution, is partnering with Spindl, a Web 3-native marketing analytics platform. This collaboration aims to revolutionize the way marketers track and analyze user engagement, combining mobile app data with on-chain Web 3 metrics.
Two years ago, Antonio García Martínez, Spindl founder and author of the New York Times bestseller Chaos Monkeys, was pondering the inefficiencies of the existing data-ingestion process while working at “a Web 2 attribution platform.” “This thought partly led to Spindl’s founding: understanding the promise of the shared public ledger of a blockchain as common marketing database,” he said. The constant stream of events from mobile devices, such as clicks and app installs, created a deluge of data. This sparked the idea of utilizing a common database, harnessing the power of blockchain technology, to streamline and consolidate marketing data.
Spindl’s mission over the past year was building a Web 3-native version of attribution and analytics technology, bridging the gap between Web 2 and Web 3 events. It met with significant challenges, especially in the realm of mobile marketing, where tracking user behavior across various platforms is a complex engineering problem. To address these challenges, Spindl has joined forces with AppsFlyer, a big player in mobile measurement and attribution with more than 60,000 integrated apps. The company was founded in 2011, and raised some $300 million in venture funding.
According to Martinez, the key feature of the partnership is the two-way integration between AppsFlyer and Spindl, enabling seamless data transfer. Developers and marketers will now have the ability to access mobile in-app data alongside on-chain Web 3 metrics. This integration is especially crucial in the gaming industry, where many actions and purchases occur both on and off-chain. Without comprehensive data, gaming studios are left with an incomplete picture of user behavior and revenue.
Martines said that privacy is a top priority in this integration, with a focus on safeguarding customer data and minimizing its movement. “For the first time, the vast river of mobile usage and native blockchain data will be joined in an orderly and usable way,” Martinez said. “This is a sign of maturity for Web 3.”
AppsFlyer and Spindl are now live, offering all AppsFlyer customers the ability to integrate with Spindl through the AppsFlyer Partner Marketplace.