The topic of ad blocking has known tremendous renewed interest since Apple announced and launched the functionality to block browser ads with iOS9. We took this opportunity to sit down with Tim Schumacher, Co-Founder and chairman of Eyeo GmbH, the company behind the World’s most widely used desktop ad blocker, Adblock Plus. Eyeo recently brought ad blocking to mobile and, given our position, we were obviously curious to ask Tim about his views on the consequences of ad blocking for the mobile advertising ecosystem.
Kanika Upadhyay, Head of Ad Quality at AppLift, shares with us her wise words and lessons learned from over 6 years of experience in adtech:
From being an Ad Operations executive half a decade ago, back to leading a team of ad quality professionals, I have gathered many experiences both good and bad. Each one has been a learning which I shall never trade for anything else.
I have come across various functions and operations which always bask in the glory of how their product and engineering life cycles have evolved. I have met various vendors, all of them promising me best tools, proxy services and crowdsourcing. Their confident sales people have intimidated me with their terminologies, impressed me with techniques and, at times, surprised me with their pricing…
Some time ago, we explained the difference between first, second, and third party data and how each of them can be used for mobile advertising purposes. Today, we look into a different category split: deterministic and probabilistic data. Both typologies Continue Reading
Beyond business and pleasure, dmexco was the occasion to take up a serious topic within the mobile advertising industry: fraud. We took the opportunity to host a Work Lab together with mobile publisher platform Smaato. Our CEO Tim Koschella took the stage together with Smaato’s CEO Ragnar Kruse to offer their views and solutions on an issue plaguing the whole ecosystem.
Although the concept of customer lifetime value (LTV) for mobile users has gained a lot of attention in the past couple of years, there is still a lot of confusion and misunderstandings around both LTV’s definition and how it should be used for mobile campaigns. Let’s try and debunk the myths, set expectations straight and see how LTV can be effectively leveraged for mobile advertising.
Let’s start off with the reassuring feeling that a majority of players within the mobile industry are leveraging LTV for their user acquisition efforts, are thinking of doing it, or at the very least have heard of the term. This is partly due to a general shift in mentalities and expectations in the industry towards ROI-positive media buying, as we have now completely entered the third wave of mobile marketing. Mobile marketers now understand the value of having of having insights on what’s happening after the install, all along the user lifecycle, and how it impacts overall ROI down the line.
Welcome back to our Industry Exposed Series! This time around, we interviewed Vincent Tessier, VP Demand Partnerships at adsquare. Vincent explains how advertisers need to leverage data to ensure that they are correctly targeting the right users through value-added campaigns, and stresses the importance of ‘geodata’, as frequently-visited places is a strong indication of user preferences, interests and intentions. Lastly, he explains the necessity of ‘privacy by design’ to ensure that only the necessary data is collected and protected.
Three months after its launch, the Apple Watch hasn’t left anyone unmoved and seems to crystalize the somewhat ludicrous feud between Cupertino haters and fanboys. One thing is certain though: commentators don’t seem to agree on whether the Watch is a success or not.
7년전 애플의 앱 스토어가 출시된 이후로 모바일 앱 생태계는 견고하고도 지속적인 성장을 이어갔습니다. 물론 그와 관련된 프로덕트와 마케팅 역시 성장하게 되었죠. 앱 스토어가 출시되고 얼마 지나지 않아서 이 새로운 공간은 “땅따먹기”와 같이 공간을 차지하면 이득을 볼 수 있는 회사들의 놀이터가 되었습니다 – 이 공간에서 많은 회사들이, 특히 Rovio(앵그리버드)나 King(캔디크러쉬)과 같은 게임 회사들이 매우 짧은 시간 안에 성공을 이뤄냈죠. 오늘날 앱스토어 전반에 걸쳐 300만개 이상의 앱이 있습니다. 때문에 앱을 발견하는 것이 매우 힘들어졌습니다. 모바일 앱 개발자는 자신의 상품에 유저를 끌어들이기 위해 정말 높은 가치의 제안을 하는 것이 필요해졌습니다.
미국처럼 성숙한 시장에서는, 사람들이 사용하는 앱의 수는 감소하고 있지만, 그 적은 수의 앱을 더 오랫동안 사용하는 것이 추세라고 합니다. 제한된 시간 동안 제한된 수의 앱을 사용한다는 것이죠. 많은 연구와 조사가 이 현상을 증명합니다: 닐슨은 2015년 6월, “상위 200개의 앱 안에서 유저들의 시간의 70%가 소요된다”고 발표했습니다.
The mobile app ecosystem has gone through a rather solid and steady growth since the launch of the Apple App Store seven years ago, and so did the products and marketing associated with it. Shortly after the launch of the App Store, a “land grab” playground arose, where lots of companies – especially gaming companies, such as Rovio or King – found success in a very short amount of time. Today, over 3 millions of apps are available to the end customers across the stores, which makes discoverability extremely hard. Mobile app developers need a really high value proposition to attract users to their products.
In mature markets such as US, current trends show that people use a decreasing amount of applications, but spend more time in those fewer apps. In other words, users dedicate less time to a limited amount of apps. Many studies and surveys back this phenomenon: in June 2015, Nielsen revealed that “70% of the time spent is done within the top 200 applications”.
Welcome back to the Industry Exposed Series! In this instalment, we welcome Tyrone Sinclair, the COO of developer network Tap For Tap. Ty delved into the challenges facing smaller mobile developers today and expressed his views on the future of the mobile app advertising.