Apps lean heavily on Facebook for their paid user acquisition efforts, but they also want more control over how and where their ads run. And Instant Articles? No thanks. When Pixelfederation, a game studio based in Slovakia, tested Instant Articles, the return was nil. “The impressions were almost nonexistent, and all of the impressions we […]
A budding sense of optimism around Twitter was substantiated Thursday when the social platform announced its first-ever quarter of profitability and a return to revenue growth. Twitter saw 2% year-over-year revenue growth with a total of $732 million in the final quarter of 2017, after a string of revenue declines last year. Twitter averaged 330 […]
This is the first in a series of deep dives from AdExchanger on mobile fraud and mobile data quality, including guides to fraud tactics and threat vectors and practical solutions from advertisers in the growth and user acquisition trenches. Read the second story (“Mobile Data Has A Quality Control Problem“) and the third (“Anatomy Of […]
The cookie is under pressure. On Tuesday, Amsterdam-based cross-device vendor Screen6 released a tool that CEO David de Jong says can add cookies to cross-device graphs in real time before they have a chance to decay. Device fragmentation, Apple’s recent moves to prevent third-party tracking in iOS 11 and environments where there are no cookies, […]
With Time Warner on board or not, AT&T is pushing forward with its vision for the next potential addressable ad platform giant. CMOs or holding company agencies might pour money into Google and Facebook, but “they’re nervous about the content they’ve produced living in environments they can’t control,” said Brian Lesser, AT&T’s CEO of advertising […]
In-app header bidding is coming to MoPub. On Tuesday, the Twitter-owned mobile ad exchange started testing an advanced bidding solution to replace the app ads waterfall with a unified auction. Roughly a dozen publishers are testing the solution. The closed alpha test does not have a set end date. Until now, advertisers could buy MoPub […]
Product and marketing go hand in hand at OkCupid. There’s a dotted line between user engagement, platform tweaks and the deployment of marketing dollars to reach specific types of users, mainly on social channels like Facebook, Instagram and Snap, said OkCupid CMO Melissa Hobley. “Our product truth is that we create experiences based on depth, […]
Mobile ad network and Indian unicorn InMobi paid $90 million for mobile video monetization platform AerServ in a bid to build a header bidding solution for apps. The deal, announced Wednesday, will bring together their respective programmatic exchanges to create “fair auction dynamics for in the in-app space,” said Abhay Singhal, InMobi’s CRO and co-founder. […]
Two years ago, lift tests weren’t something OLX Group even talked about. Today, lift tests, which measure the incrementality of a marketing channel or advertising tactic, are in heavy rotation at the Argentinian web company, which owns and operates 17 classified apps and sites around the world, including Craigslist competitor Letgo in the US. Performance […]
Searching and not being able to find the perfect GIF to embed within a chat is the definition of a first-world problem. But it’s a real pain point, and something Emogi, which uses predictive technology to suggest contextually relevant emoji, stickers and GIFs within conversations, is able to solve for brands that want to get […]
