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»mobile exchange

Heads Up, App Publishers: DSPs Are Starting To Require App-Ads.Txt Files

After a slowish start, App.ads.txt adoption is surging, but there’s still an enormous longtail of apps that shrug their collective shoulders at the industry spec designed to cut down on app ad fraud. App-ads.txt is an IAB Tech Lab initiative that involves app publishers providing text files listing the ad networks and other sources that… Continue reading »

by Allison Schiff // October 4th, 2019 //
»
MoPub On Mobile Exchanges: ‘We Were Here First’

MoPub was helping app developers monetize before it was cool. That’s part of what gives Twitter’s mobile exchange its street cred, said Janae McDonough, senior director of exchange at Twitter, who joined MoPub the year before Twitter acquired it in 2013. “We created this opportunity for app developers four years before anybody was thinking about… Continue reading »

by Allison Schiff // April 13th, 2015 //
»
InMobi Broadens Its Borders By Adding App Audience Buying To Exchange

As smartphone penetration increases, especially in Asia, advertisers are looking to tap into global app audiences – and InMobi is looking to get ahead of the trend. The mobile ad network said Tuesday that advertisers and agencies will be able to buy mobile app segments in 36 countries via programmatic-direct deals on the InMobi Exchange.… Continue reading »

by Allison Schiff // December 16th, 2014 //
»
Yieldmo: ‘We’re A Content Ad Company. It’s A New Animal’

It’s clear what makes a bad mobile ad – desktop banners scrunched down to smartphone size or disruptive interstitials with tiny, seemingly invisible Xs. That’s the kind of thing mobile ad startup Yieldmo is on a mission to eradicate. “We’re sitting at the intersection of ad-tech and design,” said [x+1] and Rocket Fuel vet Eric… Continue reading »

by Allison Schiff // December 12th, 2014 //
»
Twitter’s Kevin Weil Talks MoPub Deal Rationale And Scaling Native Ads

Buying MoPub does a few things for Twitter, potentially. It adds $100 million in 2013 revenue to Twitter’s income statement in the months leading up to a probable IPO. It creates an opportunity to monetize Twitter’s valuable data “off-platform” through an internally run mobile exchange. This could work by creating BlueKai-like data segments that would… Continue reading »

by Zach Rodgers // September 10th, 2013 //
»
 

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