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»Mobile

You Down With OTT? The MRC Says It’s Now CTV

The Media Rating Council (MRC) may have stripped Nielsen of its National and Local TV accreditation last week, but it also made another significant announcement: It is now defining over-the-top as connected TV. The MRC issued final measurement guidelines on August 30 for CTV. The guidelines, first established with the IAB in 2018 in order… Continue reading »
by Tony Rifilato // September 8th, 2021 //
»
Verve Group Launches ATOM Targeting By Cohort For iOS

On-device is so in. On Friday, the mobile ad tech business Verve Group launched an in-app targeting product for Apple devices that uses on-device data to aggregate cohorts of users rather than targeting individuals. The product, dubbed ATOM (Anonymous Targeting on Mobile), collects data from the device and the app when it’s in use, but… Continue reading »
by James Hercher // May 21st, 2021 //
»
App Developers Will Need To Commit To Cohorts. Don’t Be Left Behind.

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Todd Wooten, founder and president at VRTCAL. The news around ID deprecation and privacy regulations is important and overwhelming. But while those conversations are necessary, we also need to face a… Continue reading »
by AdExchanger Guest Columnist // April 12th, 2021 //
»
The Restrictions On IDFA Will Shift Mobile Budgets To TV

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tim Jenkins, EVP and head of audience & identity solutions at Cadent. Apple’s planned restrictions on use of IDFA (Identifier for Advertisers), requiring publishers to obtain an express opt-in, is ringing throughout the advertising… Continue reading »
by AdExchanger // November 23rd, 2020 //
»
6 Pro Tips for Successful Mobile Games App Retargeting

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ido Zehori, data science team leader at BigaBid. One in five users forget about an app after using it for the first time. They’re originally drawn to the app from an offer… Continue reading »
by AdExchanger // October 14th, 2020 //
»
Comic: The Contactless Comeback Kid

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
by AdExchanger // August 28th, 2020 //
»
The Top 10 Events That Shaped – And Rocked – The Digital Ad Industry Over The Past Decade

The programmatic ecosystem spent the last 10 years in a state of hyper growth, and programmatic spending surpassed $100 billion dollars globally for the first time in 2019. While the next 10 years will likely bring a slowdown due to market maturation and data regulations, it’s indisputable that programmatic buying and the rise of ad… Continue reading »
by Allison Schiff // December 26th, 2019 //
»
Mobile Marketers Hold The Clicker For CTV Ads

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Scott Swanson, CEO at Aki Technologies. Apple’s move into streaming TV is a significant milestone in the already-in-progress, cord-cutting revolution. It should serve as an important nudge for marketers: Yes, it’s time to get… Continue reading »
by AdExchanger // May 6th, 2019 //
»
What’s Old Is New Again As Online Sellers Rediscover SMS Text

Mobile texting never quite made it into the marketer toolkit, but some online sellers are re-examining SMS as a more cost-effective way to engage known customers than advertising. And ecommerce tech vendors are beefing up mobile messaging because the channel now supports data-driven segmentation, like retargeting campaigns. These capabilities are increasingly valuable as frictionless mobile… Continue reading »
by James Hercher // February 21st, 2018 //
»
Mobile Commerce: Grown-Up And Still Growing

The Thanksgiving holiday shopping weekend showed how mobile has grown from a retail investment-and-innovation channel to a true pillar of US commerce. On Cyber Monday, mobile commerce crossed a new threshold with $2 billion in sales, according to data from Adobe. Black Friday of 2016 was the first time US shoppers spent more than $1… Continue reading »
by James Hercher // November 28th, 2017 //
»
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