Advertisers and agencies will soon be able to buy ads on the Facebook Messenger home screen – but they lack the necessary levers to optimize performance or customize creative. “We’re recommending to our teams to be aware of the opportunity, but we’re really waiting for the inventory to be unbundled,” said Kieley Taylor, senior partner and […]
While mobile app advertising is in dire need of standards, that prospect is easier said than done. Confusion and wrongheadedness in the industry is rife, even among user acquisition specialists. “Ask a room full of UA managers to explain how mobile tracking works and I think most won’t be able to explain the whole process,” […]
Episode, a choose-your-own-adventure storytelling app, is choosing a road to revenue centered on the user experience first. Monetization is delicately balanced with the demands of UX for the interactive app, which allows users to immerse themselves in fictional narratives. “But there is a lot of revenue to be made if we can get people engaged,” […]
MoPub, Twitter’s mobile ad exchange, is looking to get stickier with the buy side. On Thursday, after five months of beta testing, it launched a solution that aims to help marketers aggregate inventory types based on performance and to target them programmatically. Advertisers that want a lot of installs, for example, can take advantage of […]
The mobile ad industry is a fragmented mess of ad networks. Singapore-based mobile game publisher IGG (I Got Games), which has about 17 million monthly active users globally and spends multiple millions on performance-based user acquisition (UA) every month, works with 100 different networks at any given time. “It’s labor-intensive,” said Mark Zhang, IGG’s SVP […]
Singular and Apsalar are consolidating, and they’ve got their collective head in the marketing cloud. On Tuesday, the duo announced that they will become one and marry their respective technologies – Singular’s mobile marketing analytics tech and Apsalar’s mobile attribution and DMP offering – to take on the likes of Adobe, Oracle and Salesforce on the mobile […]
The best-laid plans of app developers are often belied by the actions of actual users. When Guy Tal, CEO of Bel Media Group, an Israeli app publisher with around 100 gaming, social and utility applications, soft-launched Tinder-like Android dating app WeMeet, he and his team assumed users would be easily attracted to the service because […]
National Geographic isn’t obsessing over the metrics for its Albert Einstein Facebook Messenger bot. “We want this to be fun – and if you try to measure ROI on something like this, you’re just setting yourself up to fail,” said Dennis Camlek, EVP of strategy and consumer marketing at National Geographic. Nat Geo launched the bot […]
Verizon completed its $4.5 billion acquisition of Yahoo’s search, email and digital media assets on Tuesday, almost a year after announcing its intent to buy the first-wave internet giant. Marissa Mayer, Yahoo’s embattled CEO since 2012, is leaving the company. Just because Verizon has cleared the first and most fundamental hurdle in creating Oath, the […]
After years of will they/won’t they, MoPub is finally going to take better advantage of Twitter data. The mobile exchange, acquired by Twitter in 2013, is testing so-called audience packages in the form of audience segments powered by proprietary data coming from Twitter. The product is in alpha with a select set of partners. “The Twitter […]
