Week in Review – What happened in mobile advertising this week

Facebook shocked the ad world this week with news that it may be changing the way that Pages content will appear on users’ news feeds. The social media network has been testing a new Explore Feed option in six countries including Bolivia, Cambodia, Guatemala, Serbia, Slovakia and Sri Lanka. The goal is to see if people prefer their private feeds separate to news feeds. If the change goes ahead, it could have a negative impact on Pages. However, since we shared the news, Facebook has told The Guardian that it has no plans to extend the tests.

The social network is also strengthening its partnerships with publishers by announcing an extension to its mobile app that will enable users to read a limited number of articles monthly and then giving them the option to subscribe via the publishers’ website.

Snap Inc wants to add programmatic adverts to fill empty slots across videos on its Snapchat app. According to one source, Snap was finding it difficult to fill ad inventory due to a lack of experience of the content, but also lacking data to back up ad performance. It’s difficult to attract advertisers if you can’t prove your ads are working.

Twitter is trying to become more transparent by implementing changes across the social network’s advertising platform. Given recent fake news scandals, Twitter has decided to roll out a transparency centre over the next few week. The company says that this should allow users to check out advertisers on the platform as well as details about their ads.

In addition, the company may be finally turning a profit in the last quarter of the year, according to its latest forecast. Twitter has yet to present a profitable quarter based on generally accepted accounting principles (GAAP), and that’s exactly what may happen in Q4 2017.

Instagram has revealed a new feature that lets users broadcast live with their friends. The company hopes that the addition will boost usage of its live video streaming tools for users who may be too shy to use it on their own.


Ad viewability has increased for the second time in a row over the last two quarters in the UK, according to new research from Meetrics. The number of banner ads providing minimum viewability rose to 52% during the third quarter, up from 47% in the first quarter.

Audience and consumer data collection practices are common among mobile advertisers and big companies. However, new research by the University of Washington reveals that data collection is not only restricted to the big players. Instead, it costs just $1,000 to track a person’s mobile location using mobile app adverts.

With the global app economy creeping up to become a $6.3 trillion market by 2021, it’s clear that the competition is heating up. According to a new LiftOff report, the cost to acquire an app user has remained fairly stable across a 12-month period. The report also dives deeper into regional and seasonal engagement rates.

According to the latest Performance Index by Appsflyer, Apple Search Ads are now in the lead of the iOS ROI Index after they were launched a year ago. It seems that the fact that users are already engaging on the App Store makes for a powerful mix. Overall, Apple Search Ads had a 30% higher ARPU and 40% lower price than other networks.

Based on app categories in the Google Play Store, Adventure, Simulation and Role-Playing categories have the highest click-through rates across all measured regions (US, Canada, Brazil, Japan and Korea). This suggests that user acquisition campaigns which specifically target such placements can potentially be more successful than those targeting Sports or Casual categories, according to AppLift.

The app economy is far from slowing down with the iOS App Store and Google Play Store reaching record levels for global downloads and in-app spending, according to a new report from App Annie. The latest forecast pins iOS and Google Play downloads at 26 billion. That’s an increase of 8% the year over.


It’s also been a busy week for new product launches and partnerships. Here are just some of the highlights this week:

Vpon Big Data Group, the Asian tech group, has recently expanded its mobile advertising platform by partnering with the New York Times (Chinese version), Camera360, Qunar, Youdao, Skyyer, OpenRice, Movie Express, and others. The company hopes that this should expand flexibility for advertisers to reach audiences globally.

Mobile DSP TabMo and Integral Ad Science (IAS), the company that provides ad measurement and analytics to boost ad verification and optimization, have announced a pre-bid integration for TabMo’s Hawk platform.

Make sure you also check out Geoffrey Cleaves’ post on the decline of mobile advertising fraud. Cleaves is the Compliance Director at Billy Mobile and has some interesting insights and opinions on the issue.