From Zuck:
Whenever someone asks a question about Snapchat, the answer is usually that because their traffic is encrypted we have no analytics about them. . . . Given how quickly they’re growing, it seems important to figure out a new way to get reliable analytics about them. Perhaps we need to do panels or write custom software. You should figure out how to do this.
From Danny Ferrante (FB Data Scientist):
- We developed "kits" that can be installed on iOS and Android that intercept traffic for specific sub-domains, allowing us to read what would otherwise be encrypted traffic so we can measure in-app usage (i.e., specific actions that people are performing in the app, rather than just overall app visitation). This is a "man-in-the-middle" approach.
- Our plan is to work with a third party—like GFK, SSI, YouGov, uTest, etc.—who will recruit panelists and distribute the kits under their own branding. We already have proposals from several of these providers.
- The panelist won't see Onavo in the NUX or in the phone settings. They could see Onavo using specialized tools (like Wireshark).
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