Google’s AdMob Bids Adieu To The Waterfall With Its Take On In-App Header Bidding

Google is testing header bidding – again. But this time it’s for in-app demand. On Thursday, Google announced the kickoff of a beta test to blow up the waterfall mediation model within its mobile ad network, AdMob, and replace it with a unified auction. “Think of it as [Google’s] Exchange Bidding, but for networks,” said SissieContinue reading »

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Reddit Woos Advertisers With In-App Native Ads

Reddit is banking on native mobile ads to generate advertiser karma. Starting March 19, advertisers will be able to buy native promoted posts in Reddit’s official iOS app, with Android inventory to follow within the next few weeks, the company said Wednesday. The only visual difference between in-feed native posts and organic posts created byContinue reading »

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Drawbridge Exits Media Business In Europe Before GDPR Storms The Castle

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The cross-device identity company Drawbridge abandoned its advertising business in the EU and is trying to reconcile its data business with GDPR regulations beginning in May. Drawbridge founder and CEO Kamakshi Sivaramakrishnan confirmed the company’s reversals in Europe in an email to AdExchanger. Drawbridge will transition its EU partner services to the company’s New YorkContinue reading »

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Mobile Data Has A Quality Control Problem

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This is the second in a series of deep dives from AdExchanger on mobile fraud and mobile data quality, including guides to fraud tactics and threat vectors and practical solutions from advertisers in the growth and user acquisition trenches. Read the first story: “2018 Will Be A Year Of Reckoning For Mobile App-Install Fraud.” MobileContinue reading »

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Placed Opens Its Location Insights Tool To The Masses

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Placed, the Snap-owned location data company, is giving away its analytics tool for free. Starting Thursday, brands and media planners can use a public version of its insights service to view foot traffic trends for around 2,000 businesses in the US. Placed pulls the aggregated data from its opt-in panel of around 166 million dailyContinue reading »

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Google’s App Ads Chief On Why Less Is More When It Comes To App Campaigns

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AdWords, search, display, the Play Store, YouTube, AdMob, the Google Display Network… App advertisers used to have to run six or more campaigns at once with Google to try and achieve a single objective. But, as of November, there’s been only one way to promote apps across all Google properties: Universal App Campaigns. Google firstContinue reading »

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What’s Old Is New Again As Online Sellers Rediscover SMS Text

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Mobile texting never quite made it into the marketer toolkit, but some online sellers are re-examining SMS as a more cost-effective way to engage known customers than advertising. And ecommerce tech vendors are beefing up mobile messaging because the channel now supports data-driven segmentation, like retargeting campaigns. These capabilities are increasingly valuable as frictionless mobileContinue reading »

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Ubisoft On Why Devs Need More Than Data To Ferret Out Fraud

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Data is helpful in the fight against fraud, but it’s not enough, said Martzel de Domingo, who leads user acquisition at French gaming giant Ubisoft, whose titles include “Assassin’s Creed” and “South Park: Phone Destroyer.” Fraudsters know how to hide behind the numbers. “Some people might not look to see what’s happening after an install,”Continue reading »

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Ericsson Emodo Beefs Up Its Ad Tech Chops With Placecast Acquisition

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Ericsson remains keen on ad tech. On Wednesday, the Swedish networking and telecom company announced its acquisition of Placecast, a combo data management and demand-side platform (DSP) for location data. Placecast is now part of Emodo, Ericsson’s programmatic mobile ad platform that helps telcos monetize their subscriber data. Emodo is housed within a newly createdContinue reading »

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Branch Snags Facebook Mobile Measurement Badge, Releases Paid Attribution Tech

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Deep-link startup Branch earned its Facebook mobile marketing partner (MMP) stripes on Wednesday and launched an attribution tool for paid media called Universal Ads. Branch is the first MMP added to Facebook’s marketing partner program since around 2013. When the company launched in 2014, it focused on deep-linking across owned-and-operated content – for example, tracking clicksContinue reading »

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