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»Mobile

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 //
»
Hunger For New Subscribers Is Driving Down Prices As Brands Discard Acquisition Cost Models

The subscription business has never been easy. But this is perhaps the toughest season ever for subscription-based companies. On the one hand, physical product shortages and ecommerce delivery struggles make digital subscription deals more compelling. Consumer products like Masterclass, Peloton and Audible all sell subscriptions. But those same businesses are among the most keenly affected… Continue reading »
by James Hercher // November 23rd, 2021 //
»
Zynga On First-Party Data, Weathering ATT – And Its Plans To Buy More Mobile Ad Tech

Despite Apple’s ATT curveball, Zynga is having its best revenue and audience growth year since the company was founded in 2007. The social game developer, whose titles include Words With Friends and the FarmVille franchise, grew its advertising business 99% year-over-year in the third quarter to $134 million. Total quarterly revenue was $705 million, a… Continue reading »
by Allison Schiff // November 8th, 2021 //
»
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 //
»
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