Mobile

AppLovin’s profits and revenue are skyrocketing—but investors aren’t buying the story, sending shares tumbling 20%.

Life360, a popular family safety and tracking app, announced its first location-based ad targeting solution, called Place Ads, and a foot-traffic analytics product named Uplift that measures store visitation.

On Tuesday, mobile video ad platform LoopMe bought mobile monetization platform Chartboost from mobile game publisher Zynga. That’s a lot of mobile. But with more scale and direct connections to app publishers, said LoopMe CEO Stephen Upstone, “more brand dollars are going to move into the app environment.”

Lyft’s media network has grown a lot in two years. On Tuesday, the rideshare company announced a new slew of partnerships to boost its measurement capabilities for ads across its network.

AppsFlyer announced its integration with the Attribution Reporting API in the Android Privacy Sandbox and released a related dashboard for campaign optimization.

“There are billions of additional screens outside of mobile phones,” says Dan Page, TikTok’s global head of partnerships and new screens. “We want to be in all of them.”

Growth agency Myosin Marketing is hoping your desire to do some good in the world will supersede your annoyance at getting a random text.

Verve strikes again! This time, it snapped up Jun Group, a mobile video and gaming ad business, for $185 million.

Apple has released developer documentation for “AdAttributionKit,” the framework that will now house all its privacy-focused ad attribution technology.

The purpose of ATOM 3.0 is to preserve addressability, but to do it in a way that passes the privacy sniff test.

AppsFlyer has acquired oolo, an AI-powered user acquisition and monetization platform. This is AppsFlyer’s second acquisition in less than one month.

Intent IQ, Strategus and PubMatic are partnering to help advertisers retarget iOS device owners after they’ve seen an ad on a smart TV because, while mobile retargeting is an integral ingredient to the CTV performance formula, signal loss makes it hard to get right.

Last year, Mode started testing AppLovin’s mobile user acquisition platform, AppDiscovery, to determine which in-app events are most valuable and target new cost-conscious Android users.

Is it possible to get through an earnings call in 2023 without talking about AI? Apparently not! AppLovin spent most of its Q2 earnings call on Wednesday hyping Axon 2.0, the latest version of its AI-based ad tech platform, which the company released last quarter. Axon uses predictive machine learning to target app-install ads to […]

Less than two weeks after finally ramping up its adoption of SKAdNetwork 4, Meta is rolling back to version 3 following a bug in Apple’s system that messed with conversion values.

Petal Ads, the mobile ad exchange owned by Chinese device manufacturer Huawei, is on a mission to attract more global advertisers – including with its homegrown operating system, HarmonyOS.

In direct communications, Meta account reps candidly admit the platform had an “error” or “bug” and commit to at least partial refunds. But the company has tried to elide its account overspend glitch.

Hope you had a peaceful Sunday. If you’re a Facebook advertiser, though, that may not have been the case. A bug or error in Meta’s ad system caused campaigns to overspend by more than double their daily spending cap during the wee hours of the morning on Sunday, according to numerous complaints on Twitter, LinkedIn […]

ATT’s impact has been especially hard on game app developers, with the average cost per install on iOS up 88% from Q1 2021, the last quarter before the rollout of ATT. To adapt, app marketers have been using probabilistic data and methods to reach opted-out users.

As AppsFlyer’s anti-fraud evangelist, it’s Naumann’s job to educate clients and the industry in general on the threat of ad fraud and on potential solutions.

Advertisers are turning to programmatic solutions that were purpose-built with SKAN’s methodology in mind to make sense of SKAN4’s attribution signals and optimize iOS ad campaigns.

The Q4 online advertising rout hit Snap, Meta, Alphabet and others, but Amazon and Apple continue to gain ground.

Geoffroy Martin was promoted to CEO of Ogury. Martin joined as COO a year ago, switching from Criteo to the newer French ad tech startup because he said he’s in tune with Ogury’s focus on planning campaigns without advertising IDs or third-party identity data.

Following a dramatic courtship between Unity and ironSource, Unity put a ring on it. The merger closed on Monday. The purpose of the deal is to bring all of the tools developers need to create, test, launch, grow and monetize their games together under one roof.

Uber formally organized a new segment of the business called Uber Advertising on Wednesday. Uber also introduced a new ad offering called “journey ads” that allow brands to target Uber riders based on their destination.

Vertical video won the user-generated content wars long ago. If you see someone filming with their phone in landscape, they probably have a hotmail email address, too. Snapchat and Instagram may have shifted the way most people (or at least, most young people) take photos and videos, but it took TikTok to shift the way YouTube and its advertiser base use the Google platform.

Mobile measurement provider Branch is expanding its offering with the acquisition of a first-party data platform. On Wednesday, Branch bought AdLibertas, a data platform that helps developers gather and analyze their first-party data in one place.

Looks like AppLovin’s attempt to wedding crash Unity’s planned merger with ironSource isn’t going to work. On Monday, Unity’s board of directors rejected AppLovin’s bid to buy the company and reaffirmed its commitment to merge with ironSource.

What’s the rationale behind AppLovin’s bid to merge with Unity (kicking ironSource to the curb in the process)? Adam Foroughi, AppLovin’s CEO, got into the details on the company’s Q2 earnings call.

TFW you think you have a date to the dance … and then it turns out you don’t. On Tuesday, AppLovin offered to buy Unity in an all-stock merger valuing Unity at $20 billion – but the offer doesn’t include ironSource.