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week in review – what happened in mobile advertising this week

this week, google sparked monopoly fears as it announced it would start to block autoplay video adverts with sound by default by january 2018. although many consumers will applaud the move given just how annoying such ads can be on mobile devices, there have been fears that it plays right into the hands of an ad giant trying to become a monopoly.twitter’s jack dorsey recently told an audience at dmexco that the platform would be changing the way it sells ads to brands and revamp campaign visibility. the company’s focus will be on simplifying and differentiating campaigns.apple’s safari 11 has sparked a backlash among advertising organizations. six major advertising trade organisations have released an open letter late last week outlini...




adjust expands coalition against ad fraud by adding new partners

to combat advertising fraud more effectively, mobile ad attribution and analytics firm, adjust, has expanded its coalition against ad fraud (caaf) by adding new partners and launching a revised set of guidelines.performance advertising fraud continues to be a growing problem as mobile in-app ad spend is set to reach over $5.6 billion in the us. adjust rolled out its fraud prevention suite back in february 2016 to help marketers identify and prevent performance mobile ad fraud.new caaf members include adaction, adcolony, applift, aarki, dynalyst, fyber, i-mobile, inmobi, ironsource, jampp, liftoff, nend, remerge,  vungle and youappi. they’ll be working together to create a solution to mobile ad fraud.christian henschel, ceo of adjust, exp...




mobyaffiliates releases research on top app install ad platforms 2017

22/09/2017 – mobyaffiliates, mobile advertising and app marketing news site and directory, has released new research on top app install ad platforms that presents 33 companies.featured in the research, which covers major mobile advertising business models, app install costs and mobile app install advertising revenues, are leadbolt, mydsp, mobvista, propellerads, startapp, instal, gowide, mobobeat, passionteck, mpire network, and appness.this guide presents a comprehensive snapsho...




snapchat expands creative partnerships to boost mobile advertising

snapchat is making it easier for brands to create ads and drive roi across the social media network by adding around 14 companies to its portfolio of creative partners.the latest additions to the creative partner program include: adludio, jebbit, ceros, undertone, famous, whalar, flyr, wirewax, entrypoint, tresensa, gamecommerce, crossinstall, popwallet, and slyce.whalar, for example, pairs up advertisers with creators to create better content, whilst slyce produces custom coupons and offer codes.in addition, the partners provide a wide range of technical services such as custom games, interactive video, haptic technologies as well as gyroscope.it seems tha...




spotify rolls out self-serve advertising platform for mobile audio ads

music streaming platform spotify has launched an audio self-serve advertising platform to make it easier for marketers to create and manage their audio ads.the spotify ad studio is currently operating in beta mode in the us. according to a blog post, the solution provides campaign options for both small as well as medium-sized businesses.audio ads can be created within just a few minutes by sharing the script and choosing a background track. spotify ad studio then produces an audio ad which can be reviewed and modified.audiences are targetable by age, gender, location, activity, device, but also music taste. once the ad is ready and an audience has been selected, marketers select their budgets and the duration of the campaign and can track ...




what it is & how to work with it

yonatan reppen is the dmp product owner at mobfox.this article was first published on matomy blog.first, let’s start with the basics. when we’re talking about third-party data, we’re referring to processed data output – for example, the audiences and segments created – after raw data has been analyzed. it’s no secret that this data is fundamental to understanding user behavior. it offers advertisers and publishers relevant intel on user habits, gender, and other characteristics that can lead to stronger engagement, more successful user acquisition, and a better user experience. however, third-party data is not without its challenges.limitations of 3rd party data“the buy one, get more” approach. sometimes acquiring data is li...




mparticle raises $35 million to bolster advertising data platform expansion

customer data platform and marketing tech firm mparticle just raised $35 million in a series c funding.the round has been led by harmony partners as well as previous investors brain capital ventures and social capital. to date, the company founded in 2013, has raised a total of $76 million.mparticle clients include venmo, starwood, nbc universal, spotify, and airbnb.mark lotke, managing partner, harmony partners, explains:“mparticle has quickly become the market leader in the customer data platform space. as more companies seek to coordinate customer experiences across digital and physical, with mobile at the center, mparticle is positioned perfectly to make this possible. we’re thrilled to help support this world-class team on their nex...




facebook users can now find the adverts they recently viewed

facebook has made it much easier for consumers to retrace the adverts they clicked on. currently only available in the us, the recent ad activity solution lets users find an ad again after they clicked it previously.the feature resides within the bookmark sidebar of the social network’s app and desktop sites.although exclusive to the us right now, facebook is considering launching recent ad activity across europe in the future.according to the company, the solution shows historical advertising clicks for the past three months. it also includes those ads that users liked, shared or commented on.according to a facebook spokesperson, the tool was implemented followi...




ibotta launches mobile performance marketing platform to drive rewarded retail experiences

consumers like to be rewarded and ibotta, the us shopping app which offers cash rewards for everyday purchases, is well aware. the company just rolled out a new performance marketing platform, powered by button, a mobile partnership platform focused on commerce.during a week-long enrollment period in july, leading retailers were able to apply to join the programme. ibotta has now onboarded 30 premium merchants to its mobile marketplace – just in time for the holiday season. they include target, walgreens, petsmart, sears, barnes & noble and many more.existing retailers at ibotta include ebay, groupon, hotels.com, and jet. that makes for a total of over 50 leading retailers and brands which are now driving $500 million on consumer mobile...




twitter plans to declutter its advertising process

twitter has not been as successful as competitors facebook and google when it comes to advertising. that may be because the advertising process across the platform has been too “complicated” according to ceo jack dorsey.he told an audience at the dmexco event that the social media platform wants to change the way it sells ads to brands and revamp campaign visibility. he said:“our focus is on two things: one, we need to simplify it and differentiate it, it’s been a little bit too complicated for our advertisers to use in the past.”as part of the move to make the twitter advertising experience less “clunky”, he promised that the company would focus on improving its ad experience for clients.in conversation with sir martin sorrel...




advertisers worry about apple's new safari cookie policy

six major advertising trade organisations, including the 4a’s, american advertising federation, association of national advertisers, data & marketing association, interactive advertising bureau, and network advertising alliance, released an open letter late last week outlining their concerns over apple’s safari 11 browser.the browser would remove user-controlled cookie preferences for a set of arbitrary standards. the letter states:in addition to blocking all third-party cookies (i.e. those set by a domain other than the one being visited), as the current version of safari does, this new functionality would create a set of haphazard rules over the use of first-party cookies (i.e. those set by a domain the user has chosen to visit) that b...




google to block autoplay video adverts with sound on chrome

google will begin to block autoplay video adverts with sound switched on by default as of january 2018. although many consumers will applaud the move given just how annoying such ads can be on mobile devices, there have been fears that it plays right into the hands of an ad giant trying to become a monopoly.as part of the coalition for better ads, google has focused on ensuring a smoother web experience for mobile device owners. that includes getting rid of annoying advertising formats such as those taking over the entire screen or autoplay videos.according to a blog post on thursday, autoplay will be enabled as long as the sound is disabled or users choose to view an ad in chrome 64. meanwhile, users will receive an option to completely dis...




what you need to know about mobile advertising fraud

mobile advertising fraud is on the rise. according to the association of national advertisers it will cost the industry $7.2 billion in fraudulent clicks and bot-generated traffic across both mobile and desktop properties.the us, indonesia and china are the countries with the highest rates of fraudulent installs. and when it comes to operating systems, android accounts for 70% of fraudulent app installs compared to 30% on ios.but what exactly are the different types of advertising fraud; and what is the industry doing to combat mobile ad fraud? mobile advertising and monetisation network mobvista has provided a comprehensive anti-fraud whitepaper to answer all of these questions.let’s start with a definition. what is mobile advertising fra...




google and facebook still dominate uk digital ad expenditure

google and facebook are dominating the uk digital advertising landscape. according to the latest emarketer forecast, the companies are earning more than half (54%) of all uk digital advertising revenues this year to a total £6.30 billion.in 2017, google’s uk digital ad revenues are estimated to reach £4.43 billion. that’s 38.8% of the overall uk digital advertising spend. emarketer predicts that this figure will increase to £5.10 billion by 2019.meanwhile, facebook is expected to generate £1.87 billion in digital advertising revenues in the uk in 2017. the social media network’s success is being boosted by instagram, as well as its continued investments in video. revenue growth is predicted to reach £2.57 billion in 2019 or 18.3% ...




eastern promises: china's mobile e-commerce report

china’s mobile e-commerce market earned a staggering $529.8 billion in 2016. this report by appcoach, the experts in asia’s mobile market, gives an introduction to the mobile landscape in china with a closer look at the mobile e-commerce and payments market, its key players and growing numbers. m-commerce is developing at a rapid pace in china. retail and c2c m-commerce sales hit rmb3.3 trillion ($529.8 billion) last year, up 57.9% year-over-year, according to a february 2017 report from iresearch consulting group. furthermore, the mobile e-commerce market share accounts for 55.5% of all e-commerce transactions with this number set to increase to close to 70% by 2020.with 1.33 billion mobile users and average revenue per user at $760, m...




64% of advertisers don't know where their data sources come from

a whopping 95% of marketers are using first- and third-party data, yet 64% of them do not actually know where their data sources are coming from. a new study by bazaarvoice and advertising age has found that despite a general appreciation for data-driven advertising, marketers are looking for more transparency from their data partners.based on interviews with over 300 marketers, agencies and brands, the use of first and third-party data is expected to continue to grow from 42% of data-driven campaigns in 2017 to 45% next year.however, 28% of agency respondents said they were only somewhat or not familiar with their first-party data. that figure was 18% for brand marketers.the biggest concern with data for advertisers is ‘freshness’ of th...




facebook vs. mobile trackers: discrepancies in stats explained

if you use third-party reporting tools to track your facebook ad performance and count app downloads, you have probably found some discrepancies between facebook analytics and your mobile tracker statistics. in this case, you know what a headache it is to reconcile these numbers and obtain accurate data.looking for clues that might provide a rational explanation for missin...




uber sues fetch media for fraudulent advertising

uber, the ride-hailing app, is suing fetch media ltd. for click fraud, after the advertising company allegedly billed uber for ‘fake’ online adverts. fetch, owned by dentsu inc., then apparently attributed app downloads to the campaign which weren’t actually coming from it.james connelly, chief executive officer at fetch, said in a statement:“we are shocked by uber’s allegations which are unsubstantiated, completely without merit, and purposefully inflammatory so as to draw attention away from uber’s unprofessional behavior and failure to pay suppliers. we vigorously deny the allegations from uber and will be responding robustly to ensure we set the record straight.”uber says it first noticed that something was wrong when ads a...




video and rewarded in-app advertising drive mobile ad expenditure growth in 2017

video was the fastest growing mobile advertising format during the second quarter of 2017 with ad expenditure doubling to 142% in a single quarter. that’s according to the latest smaatoq2 2017 global trends in mobile advertising report, which also pinpoints rewarded video as the fastest growing format within video and especially gaming apps.according to the report, apps were key to mobile ad spend growth during q2 with app usage increasing steadily. us smartphone users are already spending 89% or 1.6 trillion hours per year of their mobile time in-app. that’s projected to reach 3.5 trillion hours per year in 2021.accordingly, more ad spend has been going towards in-app campaigns. smaato noted 94% of ad spend attributed to in-app versus i...




appsflyer launches new solution to help solve growing mobile fraud issue

mobile attribution and marketing analytics firm, appsflyer, has rolled out a new solution that helps advertisers ward off ad fraud. the new protect360 solution found that device id reset fraud was a much bigger problem than previously thought during beta testing. it is estimated to cost advertisers between $1.1 to $1.3 billion this year and is responsible for over 50% of app install advertising fraud.device id reset fraud is executed by click farms which tend to be run on a larger scale and hide their activities fairly well. for example, mobile device ids are continuously reset so that devices appear as new when installing apps.that’s where protect360 comes in with a multi-layer of antifraud technologies and tools for real-time protection ...