Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Has Lifetime Value Timed Out? It was the best of LTV, it was the worst of LTV. In mobile marketing, lifetime value (LTV) has long been considered a key metric for many data-savvy marketers. But times are changing, writes Eric Seufert at Mobile Dev […]
Programmatic native is cleaning up its act. Content recommendation engines like Taboola and Outbrain provide an easy incremental revenue stream for publishers. But their cost-per-click model, which favors performance over quality, enables traffic arbitrage and creates brand safety risks. To account for those concerns, native exchanges like TripleLift, Connatix, Nativo and Sharethrough have leveraged direct […]
