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Hopper Doesn’t Play By The Book On Mobile User Acquisition

Airfare and hotel prediction app Hopper is different from other travel booking services. When you download Hopper, the app tells you not to buy anything. And that’s because Hopper acquires users at the top of the funnel. “We’re looking for people who are just browsing on social, people who aren’t necessarily looking for a flight... Continue reading »

by Allison Schiff // April 20th, 2018 //

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AT&T’s Stephenson Takes The Stand In DOJ Suit, Citing Need For Data-Driven Ad Business

AT&T CEO Randall Stephenson testified on Thursday in defense of the company’s $85 billion acquisition of Time Warner, which is being contested as an antitrust violation by the Justice Department. Stephenson reiterated AT&T’s defense that without strong content to incorporate into its mobile, streaming and linear distribution, the telco is being left behind by online... Continue reading »

by James Hercher // April 19th, 2018 //

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Verve Closes European Business Thanks To GDPR

Just two years after entering Europe, Verve is shutting down its European operations rather than tangle with the General Data Protection Regulation. The company, which runs a mobile marketing platform powered by location data, confirmed to AdExchanger that it is closing its London and Munich offices and laying off around 15 employees on May 11.... Continue reading »

by Allison Schiff // April 18th, 2018 //

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Why Rovio Is Testing Whether Virtual And Augmented Reality Ads Are For Real

Marketers use augmented reality and virtual reality primarily for entertainment industry stunts, but programmatic AR and VR advertising are showing early signs of life. The Finnish mobile games developer Rovio, of “Angry Birds” fame, focuses on performance marketing to drive app downloads, but the company is running pilot campaigns with the AR/VR programmatic tech vendor... Continue reading »

by James Hercher // April 18th, 2018 //

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Brands Think Outside The Box With OOH-Triggered Retargeting

Billboards aren’t a one-to-one media, unless we’re talking about “Three Billboards Outside of Ebbing, Missouri.” But advertisers are starting to inform their online retargeting efforts with offline exposure data. Established out-of-home media companies, like Clear Channel Outdoor and Outfront Media, geofence their billboards to retarget consumers online, while platforms like Facebook let retailers use offline... Continue reading »

by Allison Schiff // April 17th, 2018 //

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AdColony Cuts More Jobs, Doesn’t Plan To Hire A Permanent CEO

AdColony further trimmed its executive ranks this week in an effort to streamline the business and get to profitability. The mobile video ad network did away with at least five senior and mid-level roles in North America. AdColony’s former VP of performance, Tim O’Neil, who joined AdColony less than a year ago, was let go... Continue reading »

by Allison Schiff // April 6th, 2018 //

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Anatomy Of Mobile Ad Fraud: Web Vs. App

This is the third 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. Part I: “2018 Will Be A Year Of Reckoning For Mobile App-Install Fraud” Part II: "Mobile... Continue reading »

by Allison Schiff // April 3rd, 2018 //

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AppLovin To Hit A $1 Billion Run Rate Within The Year – But It’s Still Business As Usual

AppLovin is one of the most well-funded indie ad platforms out there – and it’s growing like a weed. The mobile ad network last year received $841 million in debt financing from Chinese private equity firm Orient Hontai Capital. In 2014, AppLovin raised just $4 million in seed funding. Originally, Orient Hontai had intended to acquire a majority... Continue reading »

by Allison Schiff // March 30th, 2018 //

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Why Connecting Influencers To Programmatic Was A ‘Shoe’-In For DSW

Allison Holbrook, digital media manager at DSW, and Kolin Kleveno, head of programmatic at 360i, will speak at AdExchanger’s Programmatic IO conference on April 10-11 at the Marriott Marquis in San Francisco. For the past three years, the shoe retailer DSW used influencers to reach prospective shoppers in their teens or early 20s, more as a... Continue reading »

by James Hercher // March 23rd, 2018 //

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Oath Revamps Its Header Bidding-Like Tech For Mobile Apps

The in-app waterfall is drying up. On Monday, Oath released a new version of Super Auction, its replacement technology for the ad network mediation role that mobile networks have traditionally fulfilled. Previously, ONE by AOL would host an auction for AOL's own demand through its software development kit and send the top bid to the... Continue reading »

by Allison Schiff // March 19th, 2018 //

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