AdChina, an advertising technology company for both the supply and demand side in China, is expanding its mobile side of the business to incorporate a mobile data management platform (DMP), in addition to the mobile ad network and mobile DSP that the company offers. “Most of our competitors are either PC-only and trying to expand […]
App install ads may be a lucrative product for Facebook, Google and other vendors, but they’re becoming too expensive for app developers, especially since scaling is still a problem for the units. “We found it difficult to acquire new users on mobile devices because it’s super expensive,” said Kenny Rosenblatt, founder and CEO of Arkadium […]
A new crop of ad units is on the rise as mobile and social inventory expands, independent trading desk Accordant Media reported in a Q1 analysis. Although 70% of total real-time bidded (RTB) display media is attributed to the “Big 3” primary ad unit sizes, all three fell as a percentage of total programmatic impression volume. Simultaneously […]
CBS Sports SVP and GM Jason Kint will as of May 27 serve as the new CEO of the Online Publishers Association (OPA), a non-profit trade organization representing the interests of premium online publishers like The New York Times, NBCUniversal and the Associated Press. Current OPA president Pam Horan is stepping down after 10 years. […]
First Facebook, then Twitter and now Google. The search giant unveiled plans Tuesday to offer app install ads on mobile search and YouTube (where they’ll be presented like TrueView ads), similar to the units that have been a cash cow for Facebook. The company said it plans to launch this new product over the next […]
Despite a surge in programmatic buying for mobile ads, a recent Forrester report cautions that challenges unique to mobile advertising make direct sales away from open marketplaces the preferred buying method for the foreseeable future. Based on interviews with 21 industry executives, mobile marketing analyst Jennifer Wise wrote in her report – “Mobile Advertising: It’s Time to […]
China is one of the fastest-growing, largest mobile markets in the world. Two new studies from Forrester Research and mobile developer-services platform Umeng delve into the unique characteristics of this continuously growing industry, including how consumers deal with the lack of high-speed data service and how social sharing plays a role in many apps. According […]
Media agency MediaCom launched a partnership with mobile ad creation and analytics platform Celtra on Wednesday, a year after the two began working together. The two companies hope to develop solutions that simplify the management, observation and delivery of mobile advertising. Traditionally, these steps required clients to work with individual publishers and multiple tools. In […]
What is the cost of acquiring a loyal app user? Based on the testimonial of various industry insiders, the price is rising so quickly ad revenue can’t keep up. As such, app developers are looking for new ways to profit, often by developing ad tech. Gartner predicts mobile ad spend will reach $18 billion this […]
In emerging markets worldwide, where mobile-first internet users are more common, mobile programmatic has become an interesting space for ad tech companies and advertisers alike. Vserv, a mobile ad exchange working exclusively in emerging markets, launched its mobile RTB platform in December 2013. Dippak Khurana, the co-founder and CEO of Vserv, has been working in […]
Facebook has cut two partners from its mobile ad measurement program for failing to honor its policies around data retention and disclosure, AdExchanger has learned. The companies, HasOffers and Kontagent, violated their agreements with Facebook, including holding onto data longer than their contracts allowed and failing to require their advertisers — app developers — to […]
The Interactive Advertising Bureau (IAB) kicked off day one of the Annual Leadership Meeting (ALM) by rallying advertisers to raise the bar on marketing. To do this, however, marketers and advertisers need to be more vigilant around traffic fraud. Additionally, they must also realize that consumer attention spans, especially in mobile, are short. Holding Agencies […]
During Yahoo’s Q4 2013 earnings call Wednesday, CEO Marissa Mayer said the company intended to focus next year on mobile, social, video and native, and explained why former COO Henrique de Castro will not be replaced. Display advertising, excluding traffic acquisition costs, was $491 million, down 6% compared to $520 million for Q4 of 2012. […]
Michael Barrett, the former CRO of Yahoo and CEO of AdMeld, which was acquired by Google in 2011, has joined Millennial Media as its new CEO. Co-founder and CEO Paul Palmieri will depart and join venture capital firm New Enterprise Associates. In the press release (see it), Michael Barrett said: “I am honored and thrilled […]
Yoyi Media, one of the major DSPs in China, will launch a data management platform called Data Bank for clients in early 2014, according to CEO Roy Zhou. “If you want a good result, regardless if you’re a direct response client or a branding client, you need to have very good data,” Zhou told AdExchanger. […]
Last year was a big year for demand-side platform (DSP) and ad network Rocket Fuel. The company went public in late 2013 and analysts remain largely bullish on its continuing growth prospects. Known mainly for its offerings in the traditional display ad space, the Redwood City, Calif., firm is ramping up its pursuit of mobile […]
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 Lauren Moores, vice president of analytics at Dstillery. More than ever, consumers connect with brands through mobile communications and perform transactions on mobile devices. According to comScore, 2013 was the […]
Data-management platform (DMP) Lotame rolled out Wednesday its Mobile DMP suite to help businesses collect and manage audience data from mobile devices. The product, which can be added to Lotame’s current DMP offering or used as a standalone product, includes several features designed to help companies monetize their mobile inventory and engage with consumers on mobile […]
Although China’s mobile users represent the world’s largest smartphone market (research firm IDC predicts China’s smartphone shipments will exceed 450 million in 2014), numerous challenges constrain non-Asian advertisers’ ability to get a foothold. Still, there’s recourse for advertisers looking to break into the Chinese market, largely in the form of partnerships. Chinese mobile advertising is […]
Video advertising platform Tremor Video announced Tuesday that it had hired 10 engineers from the recently shuttered mobile ad exchange Mobclix. The former Mobclix team will work on the development of Tremor’s programmatic buying solutions for brand advertisers. Tremor Video was eager to hire its engineers for their experience in mobile and programmatic solutions, said […]
The belief that cookies don’t work on handhelds or tablets, requiring an alternative tracking mechanism, oversimplifies the complex problem of mobile tracking. While advertisers cannot use third-party cookies to track mobile users the same way they would a desktop user, cookies can indeed be applied to an extent in a mobile environment. And while many […]
Location-based technology has come a long way from geofences. As mobile usage grows, location data has become more granular, providing marketers with greater opportunities to fine-tune their messages—but it has also created more complications. Apple, for example, switched on its iBeacon technology on Friday to send customers’ tailored messages depending on their exact location in […]
Retargeting advertisements across mobile apps is quickly becoming a critical component of app developers who want to not only drive app installs but also move to the next step: driving continued app engagement among current users. “We’re spending a lot of money getting users to download our app and it wouldn’t make sense to stop […]
Mobile retargeting platform TapCommerce has raised $10.5 million in a Series A round led by Bain Capital Ventures with participation from RRE and Nielsen Ventures and existing investors. While Web-based retargeting historically focused on recent visitors who abandoned an onsite purchase, certain aspects of mobile behavior completely disrupt traditional retargeting practices. For instance, TapCommerce CEO […]
Yahoo CEO Marissa Mayer remained relatively unfazed onstage Tuesday at the Dreamforce conference as a pack of protesters disrupted an otherwise smooth Q&A session with Salesforce.com CEO Marc Benioff. Despite the larger-than-life mural of Mayer’s mug and echoing shouts protesting her seat on Walmart’s board of directors, the fireside chat between the two CEOs covered […]
While location-based ad delivery was once limited strictly to geofencing, the ability to combine device identifiers, geographic coordinates, and customer history data has added sophistication to location targeting. PlaceIQ is one of the latest companies attempting to introduce more value into location advertising via two product roll-outs last Friday. PIQ Analytics and PreVisit are designed […]
In August, Amazon opened its longstanding Amazon Associates Web affiliate program to mobile developers looking to monetize in-app purchases. Using the Amazon Mobile Associates API, game and app developers could earn up to 6% in advertising fees on all Amazon product purchases they helped facilitate. And Amazon Appstore Developer Select launched in early October for […]
There is no doubt that data-driven advertising has transformed the marketing landscape. Traditional advertising agencies are fighting a steep battle against data-heavy enterprises like Google and Facebook as well as more nimble startups. Roundarch Isobar — an Aegis Media-owned digital marketing agency — is striving to embrace big data and mobile advertising. Its clients include […]
With its 6.3-inch screen, it is easy to mistake the new Samsung Galaxy Mega smartphone for a tablet. It isn’t even the largest smartphone — the Sony Xperia Z Ultra has a 6.4-inch screen. As the gap between smartphones and tablets shrinks, combined with the growing hype around wearable devices, the demand for tablets is […]
With the mobile app market growing more competitive every day, app developers are under increasing pressure to find people who will not only download their games, but remain engaged players. Advertising and mobile analytics firm Apsalar is trying to address this need in a number of ways. In addition to offering a mobile analytics platform […]
