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»Mobile

Mobile Device IDs Will Be The Next Ad Tracker To Bite The Dust

Mobile advertising IDs are probably not long for this world. Neither Apple nor Google – which is fresh off announcing its plan to kill third-party cookies in Chrome less than two years from now – has taken concrete steps to eliminate their respective device IDs as of yet, but the app ecosystem should be preparing for that... Continue reading »
by Allison Schiff // February 10th, 2020 //
»
Smaato Brings On Fourth CEO In A Year And Lays Off 10% Of Staff

As the mobile app space matures and consolidates, one of its early entrants is floundering. Smaato just appointed its fourth CEO in a year after laying off 10% of its staff. Total headcount is down 20% from the beginning of last year, with the mobile exchange going from 240 to 190 employees. Ajitpal Pannu, who... Continue reading »
by Sarah Sluis // February 3rd, 2020 //
»
Apps Are Finally Embracing RTB, And Startups Smell Opportunity

It’s taken longer for real-time auctions to make their way into the app world than on the web. But programmatic is finally starting to take hold and change the way developers buy media thanks to several parallel trends. And a new crop of opportunistic startups is emerging to help developers take advantage of the shift... Continue reading »
by Allison Schiff // January 29th, 2020 //
»
Verve’s New Parent Company Sees Potential, Despite Obvious Privacy Challenges

Location data is a privacy landmine. But there are still buyers out there for providers, including Media And Games Invest (MGI), the public German conglomerate that acquired mobile location company Verve earlier this week. The last few years haven’t been kind to Verve. The company experienced multiple rounds of layoffs last year and closed its... Continue reading »
by Allison Schiff // January 24th, 2020 //
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Aki Buys Video Personalization Tech From Distressed Eyeview, Will Reopen The Company

After running out of money and closing its doors in mid-December, video ad tech company Eyeview has a happy ending of sorts. Mobile ad platform Aki Technologies on Thursday completed its acquisition of Eyeview’s assets, which include a DSP and bidder, an ad server that ingests data signals to inform which video creative to deliver... Continue reading »
by Allison Schiff // January 23rd, 2020 //
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Mobile Attribution Company AppsFlyer Raises $210 Million Series D

AppsFlyer said Tuesday it closed a $210 million Series D round, bringing the app measurement firm’s total funding to more than $293 million since 2014.  It had previously raised a $56 million Series C in 2017. The round, which brings AppsFlyer’s valuation to $1.6 billion, was led by General Atlantic with participation from existing investors... Continue reading »
by Allison Schiff // January 21st, 2020 //
»
X-Mode Acquires Location Data Assets From UK-Based Location Sciences

While certain companies, like LiveRamp, run away from location data – others are running to embrace it. On Wednesday, location data company X-Mode acquired the publisher book of business and raw location data assets of Location Sciences, a UK-based third-party location data verification company that helps marketers detect location-related data quality issues in their campaigns.... Continue reading »
by Allison Schiff // January 15th, 2020 //
»
Instagram’s US User Growth Rate Dips In Latest eMarketer Report

Instagram’s US user growth rate sharply decelerated last year, from 10.1% in 2018 to 6.7% in 2019, according to eMarketer’s latest social benchmark report. EMarketer is also lowering its Instagram growth forecast, revised down from 5.4% to 4.5% in 2020, and 3.2% instead of 4.1% in 2021. The main reason why Instagram’s growth forecast in... Continue reading »
by James Hercher // January 2nd, 2020 //
»
IAB Tech Lab Advances Open Measurement For In-App Viewability, But Buyers Lag

The next version of the IAB Tech Lab’s open-measurement SDK (1.3) debuted on Tuesday, with support for in-app audio, more granular brand safety controls and a fix for impression counting discrepancies between vendors. But despite progress on the supply side, “very few DSPs are making use of OpenRTB signals for open measurement,” said Joe Ranzenbach,... Continue reading »
by Allison Schiff // December 17th, 2019 //
»
YouAppi Rolls Out Retargeting Tool To Bring A Retention Mindset To Growth Marketing

The online travel search engine Kiwi.com wants to retarget users in a personalized way that’s ROI positive, said Mark Calzaverini, the company’s head of performance. “At the very least, we need to be able to identify users, make sure we’re not selling them the same thing twice,” he said. For the last year and a... Continue reading »
by Allison Schiff // December 16th, 2019 //
»
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