Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?
The push for more privacy-compliant ad targeting, combined with recent advancements in the use of on-device signals like location and biometric data, could mean the industry is finally primed to unlock mobile’s true value.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod One Out Podcast advertising is in a tough spot. Although ad sellers are cautiously optimistic about 2024, as more listeners tune in and programmatic audio grows (albeit slowly), podcast advertising overall has been stuck in first gear for years, Digiday reports. What […]
Leanplum is leaning into machine learning and mobile marketing automation with $47 million in Series D funding, announced Wednesday. The round was led by Norwest Venture Partners with pinch-hitting from existing investors, including Canaan Partners, Kleiner Perkins Caufield & Byers and Shasta Ventures, and brings the company’s total funding to just over $93 million since […]
Welcome to episode No. 14 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. In the latest episode of AdExchanger Talks, mParticle CEO Michael Katz talks about the vision behind mParticle, a three-year-old startup that consolidates data feeds in the fragmented app ecosystem. He describes it as an “API of APIs.” That vision can […]
Mobile marketing platform Vibes thinks all of the fanfare around Apple Pay might bring mobile wallets into the mainstream. Thus, it rolled out a related mobile ad product called WalletAds on Friday in anticipation of that shift. WalletAds lets consumers download branded content, offers or coupons to Apple Passbook or Google Wallet directly from a banner ad. […]
Twitter has acquired Indian startup ZipDial, a company that has capitalized on the opportunity to provide consumers in emerging markets a way to connect with friends, family or, in this case, brands, without incurring large call charges. TechCrunch first reported the deal, and estimated it to be in the $30 million-$40 million range. For Twitter, which has […]
Smartphone penetration in Asia-Pacific is on the lower end, especially compared to the United States and North America, but it is growing. A new report from Forrester Research predicts that mobile marketing strategies will play a major role in the region in 2015. According to Forrester, smartphone penetration across the Asia Pacific region will be […]
Despite the recent flurry of mobile acquisitions, marketers are still somewhat in the dark when it comes to defining objectives for their mobile campaigns and deploying analytics tools to help them measure cross-channel reach, one study suggests. In a survey of agencies, vendors and 228 marketing professionals, the study by Forrester Research determined that 37% […]
“Real-time bidding inventory has been lagging because of publishers’ concerns that giving buyers the ability to bid on every single impression will drive their yields down, when in fact it should make them less under-sold. We’re now seeing a change in the supply side where they’re enabling more and more of their inventory to be […]
