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»Mobile

Mobile ad platform LifeStreet released a new version of its DSP that shows developers what’s happening behind the scenes when they make a programmatic buy.
LifeStreet Launches A Revamped Mobile DSP To Help Predict ROAS

Mobile ad platform LifeStreet released a new version of its DSP on Tuesday that shows developers what’s happening behind the scenes when they make a programmatic buy. “Supply transparency is table stakes,” said CEO Levi Matkins. “The question isn’t just what are you bidding on; it’s why are you bidding on it?” LifeStreet’s rearchitected DSP, called… Continue reading »
by Allison Schiff // May 24th, 2022 //
»
AppLovin Plans To Restructure Its Apps Business And Focus On Software

AppLovin is looking at software as its main cash cow. Going forward, the company plans to prioritize its software platform and focus less on its apps business. During its Q1 earnings call on Wednesday, AppLovin told investors it expects revenue from its software business, which includes AppDiscovery (a marketing platform), MAX (in-app bidding software) and… Continue reading »
by Allison Schiff // May 12th, 2022 //
»
Nextdoor Launches A Consolidated Ad Platform And Expands SMB Features

It’s your friendly neighborhood ad platform. At least, that’s the pitch by Nextdoor, a social network of neighborhood residents and businesses, as its advertising business matures. Nextdoor launched a consolidated ad platform called Nextdoor Ads (if you can believe it) on Thursday, which brings self-service tech and new formats and features to all of its… Continue reading »
by James Hercher // April 8th, 2022 //
»
AppLovin And The Trade Desk Sign Direct Buying Deal And Unified ID 2.0 Integration

AppLovin and The Trade Desk announced twin news items today. The mobile gaming and advertising giant launched an integration with the Unified ID 2.0 (UID2) product, and The Trade Desk will start buying directly from AppLovin for the first time. The Trade Desk had bought AppLovin inventory before, but via the MoPub exchange. The Trade… Continue reading »
by James Hercher // April 7th, 2022 //
»
Chartboost And Zynga 10 Months In: ‘All Roads Lead To First-Party Data’

Ad tech companies are buying gaming companies, and gaming companies, like Zynga, are buying ad tech. In May, Zynga, maker of FarmVille and Words With Friends, spent $250 million to acquire in-app monetization platform Chartboost. But don’t call Zynga – which itself was acquired by Take-Two Interactive in January for $11 billion – a “content fortress,”… Continue reading »
by Allison Schiff // March 9th, 2022 //
»
AppLovin is in the process of fully integrating MAX and MoPub, which AppLovin bought from Twitter in October for around $1 billion.
AppLovin Lays Out Its Post-MoPub Acquisition Plans

App monetization platform AppLovin has all the first-party data it needs, according to CEO Adam Foroughi. Machine learning does the rest. Roughly a year ago, AppLovin launched a proprietary machine learning recommendation engine called Axon that uses predictive algorithms to target apps to the users most likely to download them. “The games business may grow,… Continue reading »
by Allison Schiff // February 17th, 2022 //
»
The App Store Is ‘An Economic Miracle’ – But For Apple, Not Developers

Apple and third-party developers have grown so far apart, it’s difficult to tell when they’re talking about the same mobile app ecosystem. For Apple, the iOS ecosystem is chugging along beautifully. The company’s Services revenue – the commissions it makes on in-app transactions and subscriptions – grew to $19.5 billion in Q4 2021, up by… Continue reading »
by James Hercher // February 8th, 2022 //
»
T-Mobile Acquires Octopus Interactive And Says It’s Still Committed To Ad Tech

It’s become a familiar tale over the years: a major telco makes a big investment in ad tech followed by buyer’s remorse. AT&T and Verizon offloaded their respective ad tech stacks, Singtel is reportedly looking to divest Amobee and Telenor sold Tapad. But T-Mobile is defying the trend. On Monday, T-Mobile Marketing Solutions, its ad… Continue reading »
by James Hercher // January 10th, 2022 //
»
Campbell Soup’s New Sales Transformation VP On Testing Instacart’s Free Sample Ad Pilot

When customers walk down a grocery aisle from Thanksgiving through the December holidays, they’re surrounded by Campbell’s products: soup cans and broth accompanied by in-store displays and sales tags. When walking the grocery aisle means breezing a mobile feed of online grocery items and 10-foot-long shelves are squashed into a phone screen, how does a… Continue reading »
by James Hercher // December 22nd, 2021 //
»
Paul Müller, CEO & co-founder, Adjust
Adjust’s CEO On Rolling With Platform Privacy Changes And Staying Neutral Under AppLovin

The recent bonanza of mobile M&A has more to do with the maturity of the market than it does with any defensive measures related to Apple’s new privacy features, according to Paul Müller, CEO and co-founder of mobile measurement company Adjust. Müller knows a little something about M&A. He sold his company for roughly $1… Continue reading »
by Allison Schiff // December 3rd, 2021 //
»
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