Who Is Guru Gowrappan? New Oath CEO Described As Strong Operator, “Thinking Leader”

Oath COO Guru Gowrappan will take the reins of Verizon’s media and advertising subsidiary following the departure of Tim Armstrong, the former AOL CEO who has overseen the telco’s consolidation of AOL and Yahoo into a single platform, at the end of the year. Verizon hired Gowrappan earlier this year from Alibaba, where he hadContinue reading »

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Branch On Acquisition Of TUNE’s Attribution Biz: “You Can’t Have Measurement Without Fixing The User Experience”

For the last four years, mobile measurement company TUNE has been “fighting with one hand tied behind its back,” said Alex Austin, CEO and co-founder of California-based deep-linking outfit Branch. In 2014, TUNE lost its Facebook marketing partner badge for allegedly retaining user data for too long. “But we’re giving TUNE both its arms backContinue reading »

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App Marketers Compelled To Embrace Automation – And Give Up Control

The robots are taking over user acquisition on Facebook and Google, and that’s (mostly) a good thing. Whenever one of the large platforms automates an aspect of UA, it means more time for focusing on strategy and creative rather than drudgery, said Jess Hasenplaugh, head of UA at Berlin-based mobile game studio Wooga. “I’m happyContinue reading »

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AppLovin Acquires MAX In A Bid To Spur In-App Header Bidding Adoption

The in-app header bidding space is gathering momentum – but not fast enough for AppLovin. The mobile ad network has acquired MAX, a startup that came out of beta just over four months ago with a solution that helps app publishers get a fair shake on the open exchange, the company announced Wednesday. “There areContinue reading »

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DoorDash Blends Brand And Performance To Deliver The Marketing Goods

When DoorDash partnered with The Cheesecake Factory in December to give away 10,000 free slices of cheesecake, the food delivery app set up a cross-functional war room to deal with the logistical complexity. Free food is always a strong customer acquisition tool, but if marketing pushes an offer and product isn’t in the loop, usersContinue reading »

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AppOnboard Enables Try-Before-You-Buy Demos For The Google Play Store

App demo and analytics platform AppOnboard is angling to help users avoid downloader’s remorse. On Thursday, the company released a product called app store demos that lets people try an app directly within the Google Play store without having to install it first. Apple doesn’t enable equivalent functionality within the App Store, at least forContinue reading »

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Loyalty Is The Most Important Item On The Menu At TGI Friday’s UK

Generating loyalty in the casual dining space is about more than just serving up tasty food. Competition is fierce, and without a rewarding experience both online and offline, customers will just tuck in elsewhere, said Steve Flanagan, CMO at TGI Friday’s in the UK, where the brand operates 84 restaurants with three new locations inContinue reading »

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Gay Dating App Scruff Isn’t Interested In Third-Party Relationships

Scruff has a love/hate relationship with programmatic advertising. When the gay dating app, which now has more than 12 million users, first came on the scene in 2010, its monetization strategy could pretty much be summed up in one word: AdMob. But in January, the Grindr competitor decided to remove all its banner ad slotsContinue reading »

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Growth Gurus From The Gaming World Are In High Demand At Brands

Uber, Postmates, Yelp, SmartNews and other nongaming apps are scooping up growth marketing talent from the mobile gaming world – and the reasons make perfect sense. App publishers are spending more on performance marketing, and those running user acquisition at gaming companies are some of the most data-driven mobile marketers in the biz. “Gaming professionals haveContinue reading »

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Indie App Developer Alegrium Teams Up With AppLovin’s Lion Studios To Make Its App Marketing Roar

Tapping into international markets, particularly the US, is lucrative but far from easy for a mid-size game developer from Indonesia, especially one trying to replicate a viral hit. Jakarta-based game studio Alegrium saw immediate success with a series of trivia apps that have collectively racked up tens of millions of downloads since the first title,Continue reading »

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