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»Mobile

creative assets are a largely untapped performance data source developers can use to measure campaign success in the absence of an IDFA.
Bidalgo Rolls Out Creative Labels To Track Performance In A Post-IDFA World

Apple’s AppTrackingTransparency framework for iOS 14.5+ made it way harder to measure and optimize app campaigns. That’s just the new reality for app marketers and publishers. But creative assets are a largely untapped performance data source developers can use to measure campaign success in the absence of an IDFA. “If you get down to the... Continue reading »
by Allison Schiff // October 15th, 2021 //
»
Developers have been reporting allegedly strange behavior from AppLovin’s MAX Unity SDK.
AppLovin Rubs Some Devs The Wrong Way With SKAdNetwork Postback Data Grab

Developers have been reporting allegedly strange behavior from AppLovin’s MAX Unity SDK. At least one developer discovered that MAX, AppLovin’s in-app monetization solution, appears to have been capturing iOS 15 postbacks for installs generated by other ad networks automatically and without permission. The tip was shared anonymously with the mobile ad industry forum Mobile Dev... Continue reading »
by Allison Schiff // October 14th, 2021 //
»
How Facebook Is Overhauling Its Attribution Standards To Deal With Apple’s ATT

This is part one of a two-part deep dive series on the changing face of attribution. Facebook’s had a tough time of it recently. There was the explosive Wall Street Journal Facebook exposé, whistleblowing on Capitol Hill and the stock market’s reaction, which shaved tens of billions off Facebook’s valuation in a single day. But... Continue reading »
by James Hercher // October 11th, 2021 //
»
AppLovin Acquires MoPub From Twitter For Just Over $1 Billion In Cash

Mobile ad platform AppLovin loves acquiring companies. On Wednesday, AppLovin entered into a definitive agreement to buy MoPub from Twitter for $1.05 billion in cash. The move makes a lot of sense. Recently-public company AppLovin has been on a mobile ad tech buying spree, with more than a half-dozen acquisitions under its belt in the... Continue reading »
by Allison Schiff // October 6th, 2021 //
»
Inmar Doubles Down On Retail Media With The Acquisition Of Aki Technologies

Inmar Intelligence is adding mobile to its cart. On Thursday, the retailer-focused tech and data platform reached an agreement to acquire mobile ad platform Aki Technologies to take advantage of the high-growth retail media category. Aaron Kechley, Inmar’s GM of media and SVP of strategy, declined to share a deal price. But he did elaborate... Continue reading »
by Allison Schiff // September 30th, 2021 //
»
For App Publishers, There’s A Hidden Opportunity Cost To Gunning For The Highest CPMs

Unified auctions yield better results for app publishers than waterfall-based mediation … right? In theory. But developers aren’t making as much money as they could from in-app auctions despite the promise of increased average revenue per daily user. In-app auctions generate better CPMs for publishers because advertisers can compete for impressions in real time …... Continue reading »
by Allison Schiff // September 14th, 2021 //
»
With iOS 15, Apple will start to ask for permission from users before serving personalized advertising within its own apps.
With iOS 15, Apple Will Get Permission Before Serving Its Own Targeted Ads

On Thursday, iOS 15 beta testers who opened Apple’s App Store or Stock apps were presented with a pop-up requesting permission to enable personalized advertising. This is the first time Apple has asked users to opt in to personalized ads in its own apps. It’s a big deal, but there’s also a big caveat: Personalized... Continue reading »
by Allison Schiff // September 2nd, 2021 //
»
Facebook Undercounted SKAdNetwork Conversions For iPhone 12 Users Since February

Facebook has been selling itself short. A bug in Facebook’s measurement system caused Facebook to undercount app install campaigns on iOS 14 via SKAdNetwork (SKAN) for nearly seven months. The bug, which Facebook identified on August 20, only impacted iPhone 12 users that were using the Facebook app. Instagram users and Audience Network partner apps... Continue reading »
by Allison Schiff // August 31st, 2021 //
»
MGI’s Verve Group Adds Smaato For $170M, Scales Up For Post-Consolidation Ad Tech

Verve Group, the mobile ad tech unit of the gaming publisher Media and Games Invest (MGI), acquired the mobile gaming ad tech company Smaato on Tuesday for almost $170 million (140 million Euros). MGI Group, which trades on the Frankfurt stock exchange and a Stockholm-based Nasdaq exchange, updated its financial forecast after the Smaato deal... Continue reading »
by James Hercher // July 14th, 2021 //
»
FreshDirect Turns To OOH Attribution As It Refines Post-Pandemic Media Strategy

Out-of-home advertising has long been an important category for FreshDirect. It allows the grocery delivery service to reach city dwellers en masse — particularly in New York where it’s based.  But once the pandemic took hold, the company had to rethink its OOH campaigns, as subway riders and use of public transport dwindled while demand... Continue reading »
by James Hercher // June 30th, 2021 //
»
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