Adknowledge, Ansca Mobile Partner to Offer Development, Distribution Resources to Developers

Adknowledge, which launched a pay-per-install network earlier this year, is partnering with Ansca, the maker of an SDK that makes cross-platform app development easier. The idea is to package development and distribution resources together for developers who are building on iOS or trying to migrate their offerings to Google’s burgeoning platform.

Ansca is the maker of the Corona SDK, a mobile development framework that allows people without any Objective-C, Cocoa, C++ or Java experience to create apps for the iPhone, iPad and Android.

“I’m not technical — my background was in economics — and I was able to build a basic physics game with Corona,” said Chris Smutny, general manager of Adknowledge’s offers platform Super Rewards. With the deal, Ansca customers get access to Adknowledge’s offer walls and other monetization products.

Ansca says apps built with its SDK have been downloaded more than 15 million times. That isn’t necessarily a huge number considering that some of the very largest developers do more than that in a single month, but it should help Adknowledge expand its network, which has 100 apps on iOS and about three dozen on Android with 20 to 30 more in the pipeline.

Smutny says the Adknowledge has been impacted by Apple’s recent crackdown on offer walls that incentivize users to download other apps with virtual currency. But because Adknowledge has more diverse inventory — like offers for users to sign-up for Netflix instead of downloading the Netflix app — Smutny says they are more defensible than some of the other install-only networks. The company’s roots are in online advertising, and it has spent years optimizing performance ads for developer platforms; Apple doesn’t appear to be opposed to other types of offers that don’t do incentivized downloads.

“When we went to market, we focused on a broader selection of advertisers than just CPI,” Smutny said. “It was always our intention to offer everything from video views to magazine subscriptions.” He said that without mobile app installs, revenues from offer walls are about 30 to 40 percent of their former level for publishers though.