SoftBank-Funded Cinarra Launches VitalSight Attribution Platform Providing Advertisers With Real-Time Analytics Measuring Correlation Between Mobile Website Views & Venue Visits
SUNNYVALE, CA., OCTOBER 30, 2018 – Introducing forward-looking mobile advertising technology to the U.S. marketplace that’s already benefited advertisers, carriers and consumers in Japan, SoftBank Corp.-funded innovator Cinarra Systems (www.cinarra.com) today 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 U.S., 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.
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.
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 U.S. 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.”
About Cinarra Systems
Following the customer journey, Cinarra leverages deterministic carrier data to provide advanced targeting, analytics and custom personas to drive revenue and results for brands and carriers. Cinarra has raised over $25M to date from SoftBank Corp., Almaz Capital and other leading investors. For more information, please visit
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Releasing more than 10,000 pheasants
What: During the upcoming week, DWR personnel will release thousands of pheasants across Utah. This effort will supply birds for the 2018 pheasant hunt, which begins next Saturday, Nov. 3. Over the course of the month-long hunt, we’ll release more than 10,000 birds, but the majority will be released right before the hunt opens next weekend. Reporters and photographers are invited to join the DWR as we pick up birds and release them at wildlife and waterfowl management areas across the state. You’ll learn more about this large-scale release and why it’s a priority for the DWR and Utah’s hunters.
When: Birds will be released right before every weekend of the hunt — likely on Thursdays or Fridays — but please confirm timing with the area contact (see below). The hunt begins Saturday, Nov. 3.
Where: Areas across Utah (call one of the contacts below to arrange details)
Contacts: The release contacts vary, depending on where you go:
· Northern Utah — Randy Wood, 801-388-2542
· Northeastern Utah — Dax Mangus, 435-790-5320
· Central Utah — Riley Peck, 435-979-0749
· Southern Utah — Teresa Griffin, 435-691-0638
· Southeastern Utah — Morgan Jacobsen, 435-609-9589
Northeastern Utah
Young black-footed ferrets heading to Utah
What: More than a dozen black-footed ferrets will be heading to Utah next week! Only a few decades ago, biologists thought black-footed ferrets were extinct. Now, thanks to successful breeding and release programs, there are ferret colonies throughout the West. The ferrets heading to Utah were born this year and will join a ferret population that already lives in the remote northeastern part of the state.
Netting invasive burbot at Flaming Gorge Reservoir
What: With a long, slithery body and unsightly face, the invasive eel-like burbot has all the appeal of a Halloween fright mask. Burbot have a huge appetite, which is why DWR biologists closely monitor their effects on fish populations at Flaming Gorge Reservoir. To check on the burbot population density — and to remove some from the reservoir — biologists will be netting them at the end of October.
Southeastern Utah
Building beaver dams in Miller Creek
What: At first glance, it may appear the wrong species is building dams in Miller Creek. DWR habitat crews will take on the beaver’s usual role, dropping in support poles, weaving in branches and packing mud on the structures they’re building. These structures, known as beaver dam analogues, mimic real beaver dams. They collect and deposit sediment, reconnect the floodplain, improve water quality and provide better habitat for the creek’s fish. Having more water in the area will also benefit the mammals and birds that use this corridor. Biologists hope that beavers will eventually move into the area and continue the effort.
Central Utah
Introduction to fly fishing: catching brown trout in the Provo River (limited opportunity)
What: Expert fly anglers make fishing look easy — and really fun! But when you’re first getting started, it helps to have a knowledgeable instructor. The first week of November, DWR fisheries biologists will visit the Provo River and provide a brown trout fly-fishing tutorial you can share with your readers and viewers. It’s a perfect time to visit this beautiful area, learn the basics of fly fishing and see how fishery managers encourage anglers to fish ethically during the brown trout spawning run.
