Applift’s journey is that of a pioneer and a game-changer. When we started back in 2012, our efforts were focused on the needs of the app advertisers and from early on we established a strong focus on performance metrics. Realizing Continue Reading
If attribution is the commodity, shouldn’t anti-attribution-fraud measures be baked into offerings rather than billed as an add-on product?
Digital advertisers say they want transparency, but not many would know what to do with it once they got it. And it leads to the question of whether transparency is fueling advertiser paranoia?
Blockchain technology in ad tech is not just another buzzword. The technology has the potential to solve some of our most pressing challenges, writes Maor Sadra in the latest edition of AppLift Thought Series.
Does the lack of standards in mobile attribution result in an uneven measurement of who should be attributed with each conversion?
Even as media buying continues its sea change from traditional direct order technology to programmatic, mobile advertisers struggle to unlock the potential of unified media buying at scale. Programmatic offers an alternative to the labor-intensive and inefficient process of manual direct buys, yet advertisers are finding publishers hesitant to get on board.
Mobile advertisers tapping into the programmatic opportunity should expect to see this resolved in the very near future, as penetration among publishers increases. In fact, programmatic ad spend grew to over $10 billion in the U.S. in 2014, and mobile’s share of all US digital ad spend will reach 72% by 2019, predicts eMarketer.
AppLift recently announced the acquisition of Bidstalk, an enterprise DSP provider with some amazing technological capabilities, thereby adding another important ingredient to our demand stack. This evolution didn’t come in a day, but was rather the result of our market vision and our understanding of the future of adtech (advertising technology) and martech (marketing technology, solutions enabling you to manage your existing customer base).
Here I would like to give a bit more background on one of the main reasons why it was important for us to invest in a programmatic DSP with RTB capabilities and, having spent years on both the demand as well as the supply side, explain how I see the industry evolving forward.
Mobile gaming TV ads were all the rage at this year’s SuperBowl, with Supercell spending a few million dollars on no less than Liam Neeson for their Super Bowl prime time TV ad. On top of casting and production costs, the Finnish game studio also paid out a whopping $9 million for the 60 second media spot. Close contender, Machine Zone used the services of Kate Upton and “only” spent $4,500,000 on one 30-second TV advertising spot.Beyond these high-profile examples, more and more mobile app and game publishers are testing TV as a medium to market their apps; This includes the likes of King, War Gaming, InnoGames, Big Fish, Good Game Studios as well as a few other well regarded studios.Why are mobile app developers suddenly advertising on a medium we ‘digital’ people thought was going towards extinction? How does a mobile app developer track the success of their TV campaign? What is the “entry” ticket to TV, and why should a mobile developer work with an expert to run TV? These are the questions we’ve sought to answer over the last year.
“Adtech Full Stack” or “Full Ad Stack” is a term used increasingly frequently in the ad tech space. During the past year, hardly a day went by without any announcement of a large advertising conglomerate acquiring a company to complete their “Full Ad Stack”. This sudden interest and trendiness for the term leads me to ask: What are these stacks and why is the market so hung up on the need to build or buy one?