MoPub’s New SDK Helps Apps Tie User Value To Ad Spend

MoPub released an SDK update on Tuesday that gives app publishers access to impression-level revenue data. Historically, that type of data – which lets user acquisition managers attribute revenue and lifetime value to specific users at the impression level – has been hard to come by. Most third-party ad networks haven’t been set up toContinue reading »

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Twitter’s 2019 Priorities: Health, Revenue And Trying To Be Less Toxic

2018 was a pretty good year for Twitter, all things considered. Users are growing, if you don’t look at monthly active users (MAUs). Twitter is starting to get a handle on harassment, with machine learning models proactively identifying 38% of the abusive tweets taken down every week. And the platform has been profitable for fourContinue reading »

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Twitter Posts Unexpectedly Good Quarter, Plans To Go Big On DR This Year

Twitter is angling for its sliver of the performance advertising pie dominated by Facebook and Google. A top priority for the Twitter revenue team this year is to work on enhancing its Mobile App Promotion product, the company’s answer to app install ads. The opportunity is ripe, CFO Ned Segal told investors during an earningsContinue reading »

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Undaunted By Rising Costs, Skullcandy Goes Big On Social

Although Facebook, Instagram, YouTube and Twitter are getting more expensive, they remain the go-to places for brand-building campaigns. That’s the approach being taken by Skullcandy, the maker of headphones and audio devices, as it looks to grow from its action sports roots to a broader audience, according to CMO Jessica Klodnicki, who was hired inContinue reading »

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MAUs Are Falling, And Twitter’s Going To Stop Reporting On Them

Twitter’s got a new metric for Wall Street to chew on – monetizable daily active users (MDAU) – and something to hide: the fact that monthly active user growth is on the decline. Starting this quarter, Twitter will report the number of logged-in users it’s actually able to make money on rather than what CFO Ned SegalContinue reading »

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How Twitter Will Ensure Brand Safety For Video Advertisers In 2019

As Twitter’s video ad business grows, so does the amount of user-generated content on its platform. The challenge for Twitter, and brands that advertise on it, is to keep brands safe from, well, the Internet. In April 2018, 50% of Twitter’s business came from video advertising – and that still holds true today. In Q1Continue reading »

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Podcast: Time Traveling With Twitter

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. Two years ago, Twitter was a company in distress. Usage and revenue were in decline, executive turnover was rampant and the company was rumored to be for sale. “For someone who loves this company, and so many people at Twitter love the company, it was superContinue reading »

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Twitter Posts Much-Needed Earnings Boost, But Still Has Much To Prove With Advertising

Last quarter, Twitter’s stock got hammered after user growth stagnated, despite its solid financial results. But analysts appear ready to stop punishing Twitter for its user numbers. Although Twitter shed 4 million users in the third quarter year over year – monthly actives now total 326 million – the company’s stock grew nearly 3% in premarket tradingContinue reading »

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Why Liberals Are Backing (And Banking On) Beto O’Rourke’s Senate Campaign

Online spending records have shattered across the country during this year’s midterm election cycle, but no campaign has brought more attention to digital media than that of Democrat Beto O’Rourke, a Texas congressman running for Republican Ted Cruz’s Senate seat. No candidate this year has raised more money online or spent more on Google, FacebookContinue reading »

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Twitter Loses 3M MAUs Due To Platform Cleanup, GDPR

That moment when you realize Wall Street will never give you a break, even if you beat on revenue and report profits. #MAUproblems. Twitter’s stock tanked more than 16% in pre-market trading Friday morning based on lackluster user growth in Q2, despite reporting a 24% overall revenue uptick and a third sequential quarter of profitability.Continue reading »

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