»Mobile

Facebook Wants To Prove Its Value In Mixed Media Campaign

Facebook ads are effective within Facebook, but how good are they within a mixed-media campaign, or when assessed over the entire customer journey? That’s the fundamental paradox of the walled garden: Marketers get great data inside of it, but hardly any outside. But Facebook is trying to shed its reputation for impenetrability. The company has... Continue reading »

by James Hercher // July 20th, 2017 //

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Android And iOS Updates Pump The Brakes On Location Data

Location policy changes for Apple’s iOS 11 update coming in September and Android O, which is still in developer preview, will alter the way consumers dole out location data and have ripple effects for mobile marketing. The most consequential new policy will be on iPhones and iPads, where a blue bar at the top of... Continue reading »

by James Hercher // July 17th, 2017 //

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Auction App Tophatter Is Bidding Adieu To Facebook As Its Primary Acquisition Channel

Back when real-time auction app Tophatter was founded in 2012, it spent as much as 95% of its user acquisition budget on Facebook. But with a solid user base of around 12 million registered users, it’s been making a concerted effort to mix up its UA strategy. “In the beginning, Facebook was a big gorilla, but... Continue reading »

by Allison Schiff // July 13th, 2017 //

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Segment To Mount A Go-To-Market Offensive With $64 Million Round

The mobile data platform Segment on Thursday announced a $64 million Series C round led by the Y Combinator Continuity Fund, an investment arm dedicated to the incubator’s alumni, and GV, Google's venture capital group. The investment brings Segment’s overall funding to $109 million. Its previous investors supported this round as well. The money will... Continue reading »

by James Hercher // July 13th, 2017 //

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Agencies Want More Than The Default From Facebook’s Messenger Ads

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... Continue reading »

by Allison Schiff // July 12th, 2017 //

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The Mobile App Space Needs Standards, But Post-View And Post-Click Attribution Are Major Speed Bumps

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,”... Continue reading »

by Allison Schiff // July 12th, 2017 //

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Storytelling App Episode Is Like Interactive TV For People Who Can’t Put Their Phones Down

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,”... Continue reading »

by Allison Schiff // July 6th, 2017 //

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MoPub Intros Inventory Packages To Help Marketers Target Formats By Performance

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... Continue reading »

by Allison Schiff // June 29th, 2017 //

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Startup Acquired.io Aims To Rescue Mobile Devs From User Acquisition Excel Hell

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... Continue reading »

by Allison Schiff // June 27th, 2017 //

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Apsalar and Singular Merge With An Eye On Busting Mobile Data Silos

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... Continue reading »

by Allison Schiff // June 27th, 2017 //

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