User analytics company Kontagent claimed support for “a wide group of industry leaders” for its Mobile Acquisition Transparency Alliance, which is intended to promote an open API to provide a standard for the data collection, processing and reporting for mobile user acquisition campaigns.

Supporters include monetisation platform PlayHaven, in-app advertising company MdotM, mobile app promotion network Chartboost, and many – unnamed – “top developers.”

MATA has been formed to improve the “extremely fragmented and sometimes painful” data collection and analysis needed in order to assess campaign performance metrics and make better business decisions.

With Apple reportedly rejecting apps which access an iOS device’s Unique Device Identifier (UDID), the need for a standard reporting approach has now become critical according to MATA. The organisation is also working to resolve privacy issues linked to UDIDs.