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»Mobile

Kargo Rhombus
Kargo Acquires Rhombus, Gaining Unique Social Embed Ad Unit

An embedded tweet or Instagram post is often the first place a reader’s eye lands on the screen when reading an article. Mobile ad exchange Kargo said Wednesday it will acquire Rhombus, an ad tech company focused specifically on targeting social embeds within articles, for that very reason. Terms of the deal were not disclosed.... Continue reading »
by Alison Weissbrot // August 26th, 2020 //
»
In-App Bidding Gathers Steam, But Adoption Looks Nothing Like Header Bidding On The Web

Mobile app advertisers have been slower than their web counterparts to embrace programmatic-style RTB auctions. That’s starting to change as more app publishers test in-app bidding and see significant lifts in ARPDAU (average revenue per daily user). “Publishers are pushing their ad networks to get into bidding, and we’re beginning to see a snowball effect,”... Continue reading »
by Allison Schiff // August 21st, 2020 //
»
App Advertisers Are Shifting Budget To Android Away From IOS As IDFA Changes Loom

With iOS set to get a lot less measurable, developers are considering putting more of their performance budgets into Android. The impetus is Apple’s move to start requiring an opt-in for its proprietary advertising ID, the IDFA, beginning with iOS 14 in September. Without ready access to the IDFA, apps are limited in their ability... Continue reading »
by Allison Schiff // August 18th, 2020 //
»
Known for unilateral decision making that can throw entire industry sectors into a tailspin, many of Apple’s recent moves fit a pattern of behavior.
3 Ways Apple Is Throwing Its Weight Around The Ad Industry

Apple has a tendency to ask for forgiveness, not permission. Scratch that. Apple doesn’t apologize. Known for unilateral decision making that can throw entire industry sectors into a tailspin (just ask the mobile ad ecosystem), many of Apple’s recent moves fit a pattern of behavior. Developers have long considered Apple’s App Store policies inscrutable and... Continue reading »
by Allison Schiff // August 14th, 2020 //
»
Mobile Ad Platform Vivoom Shuts Its Doors Due To The COVID-19 Economy

Vivoom, a Boston-based mobile ad platform focused on user-generated ad campaigns, closed its operations on Wednesday, a victim of the pandemic economy. The company’s website is no longer live. Vivoom CEO and cofounder Katherine Hays relayed news of the shutdown in an email sent to clients and partners yesterday. “Despite our amazing partners, peers, advisors... Continue reading »
by Allison Schiff // August 13th, 2020 //
»
Why Zynga Is Buying A Hypercasual Gaming Studio Despite IDFA Restrictions On The Horizon

Hypercasual dominated the mobile gaming charts even before the pandemic. Installs of hypercasual games, characterized by extremely lightweight, free-to-play mobile titles, more than doubled between December 2019 and March of this year, according to joint research from Adjust and Unity. Once lockdowns started, the growth accelerated, with play sessions up by 72% in March. But... Continue reading »
by Allison Schiff // August 6th, 2020 //
»
Game Apps Are Cutting Down On Install Fraud, But In-App Fraud Is Still A Big Problem

Gaming apps are getting better at beating install fraud. Just 3.8% of paid installs are fraudulent among gaming apps, according to research published by AppsFlyer on Tuesday, compared with 32% of non-organic installs for apps in other categories. Finance apps have the highest app install fraud rate at 48%, for example, followed by travel apps... Continue reading »
by Allison Schiff // July 29th, 2020 //
»
Apps Seek To Keep The New Users They Acquired During The COVID-19 Boom

Users flocked to apps during the first few months of lockdown. Paid acquisition was a bargain thanks to lower ad demand, while entertainment apps, games, fitness apps and delivery apps saw massive upticks in organic usage. Global downloads for hypercasual games, for example, shot up 103% between December 2019 and March of this year, according... Continue reading »
by Allison Schiff // July 29th, 2020 //
»
White Ops Uncovers Advanced Mobile App Ad Fraud Scheme

White Ops has uncovered a mobile ad fraud operation with unusually sophisticated and patient tactics to embed itself in mobile phones, the company said Thursday. The investigation, dubbed CHARTREUSEBLUR (most of the 29 perpetrating apps used “blur” in the name, and apparently the White Ops threat research team is fond of the liqueur chartreuse), rounded... Continue reading »
by James Hercher // July 23rd, 2020 //
»
Mobile Ad Tech Companies Try To Adapt To Likely Loss Of Apple's IDFA

Companies that rely on Apple’s proprietary ad ID are seeking solutions for a post-IDFA world. Although Apple didn’t actually kill it, the IDFA will become opt-in for consumers starting with iOS 14 in September. Without user permission, IDFA tracking will be zeroed out, just like when Limit Ad Tracking is enabled. Some are predicting opt-in... Continue reading »
by Allison Schiff // July 21st, 2020 //
»
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