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»Mobile

Here’s How Cannabis Delivery App Eaze Predicts The Lifetime Value Of Its Users
Here’s How Cannabis Delivery App Eaze Predicts The Lifetime Value Of Its Users

Assessing a customer’s lifetime value (LTV) usually requires observing that person’s purchase behavior over time. But there are more efficient ways to calculate LTV earlier in the customer journey, said Emad Hasan, CEO and co-founder of Retina, a startup that uses machine learning and data analytics to help brands predict LTV and lower customer acquisition... Continue reading »
by Allison Schiff // January 7th, 2021 //
»
Deliveroo is testing a novel approach developed by mobile commerce marketing company Button for measuring incrementality at scale.
Deliveroo Sets Up Incrementality Testing To Prove That Affiliate Can Deliver The Goods

Food delivery app Deliveroo has long wanted to justify spending more on affiliate marketing, but the tech to measure affiliate incrementality just hasn’t been there, says Tiziana Bacchilega, Deliveroo’s global affiliates lead for performance marketing. “There’s no doubt about the value of this channel,” Bacchilega said. “We just need some backing to be confident in... Continue reading »
by Allison Schiff // January 6th, 2021 //
»
Apple Fixes A Major SKAdNetwork Bug – But Implementing It Still Won’t Be Easy

Mobile ad networks have been busily stress testing SKAdNetwork in preparation for Apple’s IDFA changes – but they've been doing so with one arm tied behind their back. For months, two of the most crucial pieces of information necessary for attribution were absent in the postbacks coming from SKAdNetwork, which is Apple’s API for enabling ad... Continue reading »
by Allison Schiff // November 13th, 2020 //
»
Apple’s Policy Is Clear: Email Is Not Gonna Take The Place Of IDFA

The ad industry is partially pinning its hopes on email as legacy identifiers get knocked off one by one. But hashed IDs, including emails and phone numbers, collected elsewhere cannot be used as a replacement for app tracking on iOS 14. That’s true whether or not the hashed identifiers were collected with consent. In its... Continue reading »
by Allison Schiff // October 23rd, 2020 //
»
Starting in Q2 2021, bidding will be the only way to buy ads in iOS apps through Facebook’s Audience Network. Goodbye waterfalls.
Facebook Accelerates Plans To Go Bidding Only For Audience Network Due To Coming IDFA Changes

Starting in Q2 2021, bidding will be the only way to buy ads in iOS apps through Facebook’s Audience Network. At that point, waterfall-based buying will no longer be supported. Facebook says the goal had always been to become a bidding-only demand source ever since in-app bidding first launched in Audience Network in 2017. But... Continue reading »
by Allison Schiff // October 16th, 2020 //
»
INCRMNTAL Aims To Help Wean Apps Away From Last Touch And The IDFA

INCRMNTAL, a startup focused on incrementality testing and measurement, launched on Monday with $1.4 million in pre-seed funding. The round includes participation from a handful of angels, early stage venture firm toDay Ventures and the Mobile Dev Memo Investment Syndicate, an initiative that vets seed and pre-seed opportunities in the mobile space. Interest in incrementality,... Continue reading »
by Allison Schiff // October 5th, 2020 //
»
What Trump’s TikTok Ban Could Mean For Advertisers

The TikTok saga continues. The New York Times reports that Chinese-owned TikTok and WeChat will be removed from all United States app stores (all two of them) starting Sunday, Sept. 20, as per an executive order from the Trump administration issued Friday morning. Read the full executive order from the Commerce Department. The order will... Continue reading »
by Allison Schiff // September 18th, 2020 //
»
Although most retail marketers say they generate hardly any app installs from their affiliate programs, the reality is quite different, according to Button.
Why Retailers Need To Pay More Attention To Affiliate App Marketing

Affiliate marketers are largely overlooking what could be one of their best-performing channels: apps. Although most retail marketers say they generate hardly any app installs from their affiliate programs, the reality is quite different, said Mike Jaconi, CEO and co-founder of mobile commerce marketing company Button. App users are more loyal, more likely to make... Continue reading »
by Allison Schiff // September 11th, 2020 //
»
In light of Apple’s decision to delay enforcement of its opt-in feature in iOS 14, Facebook will keep on collecting the IDFA – for now at least.
Facebook Will Continue Collecting The IDFA Following Apple’s Delay Announcement

In light of Apple’s decision to delay enforcement of its opt-in feature in iOS 14, Facebook will keep on collecting the IDFA – for now at least. Facebook had planned to stop gathering the IDFA for iOS 14 devices across its own apps and via third-party apps through the Audience Network. But “given Apple’s delayed implementation... Continue reading »
by Allison Schiff // September 10th, 2020 //
»
Will Apple’s Deadline Extension Change How Developers Get Ready For IDFA Changes In IOS 14?

The developer community welcomed Apple’s recent move to delay the rollout of its IDFA changes in iOS 14 until “early next year.” But that delay only adds a few months onto the deadline. Early next year is sooner than it sounds. And there’s still a lot of prep work that developers and their partners need... Continue reading »
by Allison Schiff // September 8th, 2020 //
»
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