First Facebook, then Twitter and now Google. The search giant unveiled plans Tuesday to offer app install ads on mobile search and YouTube (where they’ll be presented like TrueView ads), similar to the units that have been a cash cow for Facebook. The company said it plans to launch this new product over the next […]
The native ad company Sharethrough expanded its services nearly three years ago from a purely video ad platform to multiple types of branded content. The move to include additional branded content has paid off. The company raised $17 million in a third round of funding in January. It also released a new SDK in early April […]
Rovio, the creator of the “Angry Birds” mobile game franchise, was one of the first companies to explode in the mobile gaming space. Mobile gamers are fickle, though, and the company has expanded into a multimedia enterprise in addition to growing its advertising business. AdExchanger spoke with Michele Tobin, VP of global brand partnerships and […]
Despite a surge in programmatic buying for mobile ads, a recent Forrester report cautions that challenges unique to mobile advertising make direct sales away from open marketplaces the preferred buying method for the foreseeable future. Based on interviews with 21 industry executives, mobile marketing analyst Jennifer Wise wrote in her report – “Mobile Advertising: It’s Time to […]
Mobclix, the mobile ad exchange that was acquired and subsequently sold by the troubled mobile marketing agency Velti, re-emerged Tuesday as Axonix. GSO Capital Partners, a division of Blackstone, bought Velti’s US, British and Indian mobile marketing divisions (including Mobclix) in November last year. Axonix will officially launch next month in a partnership with Telefonica, […]
Who will win the mobile race – native or Web apps? Mobile game publisher and distributor TreSensa is betting on the latter. The New York City-based startup, which is behind games like Mad Cab and Scooby-Doo and the Race to WrestleMania, raised $2 million last month, bringing its funding total to $3.5 million. Its clients include […]
Apple has given its tacit approval for the use of its Identifier for Advertising (IDFA) to attribute app installs and post-install actions. The development, welcomed by app marketers and their ad partners, comes two months after Apple spread fear in the app ecosystem by rejecting some apps that didn’t adhere to a narrow ad serving […]
Despite the growth of mobile real-time bidding (RTB) platforms, some publishers remain skeptical about the benefits of this technology, as they are fearful of cannibalizing inventory and driving down auction rates. The mobile ad platform TapSense, which offers a private mobile RTB marketplace, is tackling this challenge by making a deal with publishers. “We want […]
Facebook is increasingly focused on connecting audiences across screens and channels, and helping clients measure those results. Graham Mudd, the company’s director of advertising measurement for North America, described aspects of the company’s approach to AdExchanger at the IAB’s Mobile Marketplace conference. “We believe the future of marketing is being able to find specific consumers […]
Like their US counterparts, mobile startups in China and India are urging app developers to embrace mobile real-time bidding (RTB). Two such companies, AppFlood and Vserv.mobi, both launched RTB platforms on Tuesday. China-based mobile ad network AppFlood launched a mobile RTB ad exchange and demand-side platform (DSP) designed to serve publishers and advertisers across the […]
