Facebook Removes Mobile Metrics Partners

Facebook has - somewhat abruptly? - removed two firms, Kontagent and HasOffers, from its mobile ad analytics partnership program after its audit process showed they were violating its requirements on user data. Both firms have stressed that no security was breached.

The program provides performance metrics to app developers promoting their wares on Facebook; and the breaches include storage of user data for longer than stipulated, and inadequate policies regarding notification of users about data collection.

In a statement, the social media giant said: '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. 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.'

In a blog post yesterday, Kontagent+PlayHaven CEO Andy Yang (pictured) acknowledged that the company had 'dropped the ball on an important data storage timeline requirement', going beyond Facebook's requirement by encrypting user data and using unique keys, changed daily, to access it, but keeping the encrypted data for longer than the maximum specified by Facebook. He stresses that 'no data leakage, user privacy or security integrity failures occurred' - Kontagent led the launch two years ago of the Mobile Acquisition Transparency Alliance (MATA), a new body looking to create an industry-wide standard for mobile app data collection, processing and reporting.

Yang is also keen to underline the company's close and continuing relationship with Facebook in many areas covering the great majority of its business, but does give one hint of frustration by suggesting that the storage error 'could have been easily resolved had we been given the opportunity to remedy the situation'. He adds: 'We feel each of these requirements can be quickly addressed and we hope to have to the opportunity to participate in MMP again.'

The words of HasOffers CEO Peter Hamilton, also stressing that 'we did not violate any privacy regulations, and there was no data leakage or inappropriate data provided to advertisers', suggest a similar combination of surprise and ongoing willingness to work constructively with the social network: 'We believed we were working collaboratively with Facebook to comply with their requests. Regardless of their recent and sudden decision, we remain hopeful and open to working with Facebook in the future.'

Web sites: www.kontagent.com and www.hasoffers.com .