Apsalar CEO Michael Oiknine tells AdExchanger, "We think Facebook is going to provide a unique opportunity for advertisers to drive social app discovery. Facebook is really well placed given their scale to bring the power of social recommendation [to app developers] at a very low cost. We think they could have a major impact on discovery. Discovery continues to be among the most vexing problems for mobile app developers and publishers out there."
Apsalar’s analytics product is called Campaign Source Insights. In the company's own words, it "attributes app installations to the proper acquisition source, then measures spend from users that come from each campaign through one, centralized reporting dashboard."
Apsalar also runs an audience targeting business, identifying and delivering ads to likely mobile users, which doesn't pertain to the new Facebook ads.
Asked about Facebook's preferred mobile user ID mechanism, Oiknine says, "Facebook doesn't pass any data to us. They allow us to read a specific attribution method to make sure that we know that person has come from Facebook."