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»Mobile

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 //
»
How Apple’s New ‘Hide My Email’ Feature May Plague Publishers And Ad Tech

Hello, subscribers, are you there? Newsletter operators may ask that question more often, after Apple announced new privacy protections for email users earlier this month at the company’s annual Worldwide Developers Conference. Specifically, Apple introduced “Hide my Email,” a feature that generates fake email addresses that forward to someone’s real address, so people can sign... Continue reading »
by James Hercher // June 22nd, 2021 //
»
T-Mobile Hires Ad Tech Vet Mike Peralta As It Pushes Into Programmatic

The “un-carrier” is getting into programmatic. T-Mobile has hired ad tech vet Mike Peralta, former CEO of AudienceScience, EVP at Criteo and CRO of Future, as VP of Marketing Solutions, an ad tech and analytics business unit that uses the company’s first-party mobile data. “Everyone’s watched what’s going on with AT&T and Verizon,” Peralta said,... Continue reading »
by James Hercher // June 17th, 2021 //
»
Vungle Is Acquiring Influencer Platform JetFuel To Reach Those ‘Gen Z Eyeballs’

Vungle reached into its bag of Blackstone cash on Tuesday and announced its intent to acquire programmatic influencer marketing platform JetFuel – its fourth acquisition in less than a year. Jeremy Bondy, Vungle’s CEO, declined to share a purchase price, but did say that it’s the largest deal the company has done so far. Vungle, which... Continue reading »
by Allison Schiff // June 15th, 2021 //
»
Mobile demand-side platform Jampp was acquired by Affle, a mobile marketing company with a presence in India and Singapore.
Affle Buys Mobile DSP Jampp As Market Volatility Spurs Even More Mobile Ad Tech M&A

Mobile demand-side platform Jampp was acquired by Affle on Wednesday. It's a mobile marketing company with a presence in India and Singapore. There’s nothing like a little uncertainty (ahem, Apple) to spark M&A. The mobile advertising industry has been experiencing a massive wave of consolidation in the wake of privacy-related platform changes. Since February, AppLovin... Continue reading »
by Allison Schiff // June 10th, 2021 //
»
Apple Will Make A Change In IOS 15 That Marks The Official End Of Self-Attributing Networks

Sayonara self-attribution. Apple is making a tweak to SKAdNetwork in iOS 15 that will strip the big ad platforms, including Facebook, Google and Twitter, of their status as self-attributing networks. Starting with the next version of iOS, slated for release sometime this fall, advertisers will be able to opt in to get copies of the... Continue reading »
by Allison Schiff // June 9th, 2021 //
»
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