Week in Review – What happened in mobile advertising this week

Facebook started off the week with some positive news. The social media giant has announced plans to make ads more transparent across its site in order to weed out offensive content and avoid advertiser complaints. Hence, it has rolled out some new features for Audience Network. Music app Spotify on the other hand has been testing Sponsored Song adverts which are less intrusive than standard banners and allow app users to instantly play and add songs to playlists. Meanwhile, the rest of the mobile advertising ecosystem seems ready to partner up. There were quite a few announcements of collaborations this week. Let’s start with Smaato which has now integrated with Google DoubleClick’s Exchange Bidding programme for mobile app developers. That means publishers using DoubleClick can access the

Glispa boosts audience segmentation for mobile ads with RelevanTech acquisition

Mobile advertising technology company, Glispa, has just acquired RelevanTech, the Tel-Aviv carrier distribution firm, to boost its global reach. The deal follows a year of strategic acquisitions, including native monetisation platform Ampiri, native programmatic exchange Avocarrot as well as Brazilian mobile advertising company MOBILS. By partnering with mobile carriers worldwide, RelevanTech preloads its app discovery tool onto their mobile devices. The app offers consumers pre-loaded content and one-click installs that in return can help carriers boost their brand awareness and consumer retention. However, perhaps the most important feature for Glispa is RelevanTech’s quality traffic access from its userbase. Glispa currently reaches a billion users and 400 billion ad impressions a month, but that may go up thanks to the latest acquisition. Access to user-level data bolsters

adsquare partners with Gravy Analytics to add contextual event data to mobile ad campaigns

Contextual event data has become an important tool for mobile advertisers’ targeting strategies Now, mobile data exchange adsquare has partnered with Gravy Analytics, the intelligence company, to roll out Gravy Audiences across adsquare’s audience management platform to enable marketers to use the unique location-based audiences for programmatic ad campaigns. Compared to traditional location-based services which target users by location, Gravy is much more precise and can target audiences by event. For example, if a customer attends a Billy Joel concert or a New York liberty game, Gravy’s Audiences allow advertisers to directly target those users. The company’s interest-based audience segments include “NBA Basketball Fans”, “Pop Music Fans” and “Sports Fanatics” and more. Tom Laband, CEO and Co-Founder of adsquare, says: “By partnering with Gravy Analytics,

Whilst mobile video gains in importance, 46% of advertisers aren’t happy with measurement options

For mobile video, repurposing web or TV video content doesn’t work and advertisers are fully aware. A whopping 94% of global mobile marketers agree that desktop video best practices do not apply to mobile video. That’s according to a survey among 218 mobile advertisers from mobile ad company YouAppi, conducted by Dimensional Research. Some of the top challenges for mobile video include the development of compelling creative (44%), followed by finding effective ways to deliver the mobile videos to the right audiences (35%) and budget concerns (28%). The second highest challenge of not finding the right delivery properties has led to 42% of respondents running their mobile videos on at least six channels. Another 17% launched mobile videos across 20 channels. In addition, mobile marketers are using a very

Black6Adv Releases a Privacy Protection Android App

We have just released our latest Android application and it’s already a success. Privacy Protection App was born from a careful market analysis understanding users need of a complete application that allows to surf the web with a private browser and hide contents from curious eyes. We have created a simple app able to give users more than they asked. Its interface is very intuitive and easy to use, and it is presented like a classic calculator that, with the right numeric combination, will open the browser and the hidden directory. Let’s see the characteristics that make it unique and valuable for all users: Easy to use and intuitive interface: the moment the app is opened, the user will have the possibility to browse privately.

Usage of ad blockers declines despite growing awareness of availability

Despite the general awareness of ad blockers rising from 59% to 63% among Australians, usage has actually declined to 25% from 27% back in October 2016. That’s according to the latest findings from IAB Australia’s Ad Blocking in Australia report conducted by Pureprofile. This trend is not unique to Australia. Indeed, over the last year, ad blocker usage has also stabilised in the UK to 22%. Overall, mobile ad blocking is significantly below desktop levels with just 4% of Australians saying they had an ad block app installed on their smartphones compared to 21% on desktop. Vijay Solanki, CEO of IAB Australia, cautions: “Whilst it is positive news that the use of ad blocking appears to be stabilising in Australia, it is imperative that the advertising industry

Celtra secures $15 million funding from Unilever and WPP to drive creative transformation

Celtra, the mobile advertising company, has just announced a $15 million funding round led by WPP, the advertising and PR firm, and Unilever, which will be taking a minority stake in the company. Celtra has been gaining traction over the last few years to become an established player in the mobile ad space. Its AdCreator mobile ad platform empowers advertisers and brands to create, manage and distribute their ads across devices. In addition, the company just recently rolled out support for publishers to create ads for Apple News. According to a press release, Unilever will be utilising Celtra’s creative tech across its global marketing services. Miha Mikek, Founder and CEO of Celtra, explains that the company’s aim is to help brands and partners transform to become “highly performant, data-driven, effective

Mobidea’s New Affiliate Tracking Platform Supercharges Media Buying Optimization

Picking the right strategy and finding the best offers when you dedicate yourself to affiliate marketing is probably one of the most time-consuming tasks of your day-to-day. It all revolves around analyzing and testing until you can be comfortable with your choices and become fully ready to increase your investment. That’s why Mobidea is proud to announce their new Mobidea Platform with Integrated Affiliate Tracker Capabilities. Mobidea’s mission is to allow affiliates to be more autonomous and make sure you achieve your end goal: get to become financially independent. That’s why they’re betting on data and automation, giving you more of each with their latest release. Welcome to the data revolution. Here are a few things worth mentioning about Mobidea’s new platform with Integrated Tracker

Spotify is testing Sponsored Song adverts to boost mobile app music plays

Spotify is experimenting with a new advertising unit which lets labels promote single songs as part of a playlist. The ‘Sponsored Song’  adverts have popped up above user playlists and are targeted to match consumer music tastes. As shown in an example by Liam Maloney of the track “Call Me” by NEIKED, the format is no longer a standard banner, but an instantly playable track. For now, it’s only a test, but the feature could be launched later this year if successful. Importantly, it appears Spotify has added the option for Premium users to opt-out of seeing the Sponsored Content by changing their settings. As the music app continues to explore new revenue streams following the announcement of a $389 million operating loss in 2016,

Tapjoy brings rewarded mobile ads to Atari’s game app portfolio

Tapjoy, the mobile advertising company, has partnered with interactive game maker Atari, to roll out rewarded adverts for its mobile games. Players of the hit game  RollerCoaster Tycoon Touch can now earn free in-app coins when they choose to watch videos and engage with ads from Tapjoy’s ad partners. The rewarded ads will also be available for games Goon Squad and Lunar Battle soon. Tony Chien, Senior Director of Marketing at Atari, says that the company is focused on the end-user experience. Earning in-app freebies in exchange for simply viewing content may be one way to do that. “We chose to make Tapjoy one of our first ad partners because they represent such a high number of premium brands and the quality of their ad products is second to

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