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The latest in mobile ad tech

The Sunset of the IDFA and the Dawn of Privacy-First Advertising

This article was first published on Medium. In the last few weeks, there has been a considerable buzz around Apple’s IDFA announcement with myriads of articles predicting the apocalypse, death, or similar doom

How to Best Re-Engage App Customers to Increase LTV

Ready to retarget and re-engage? Growing an app is a holistic process. Having a well-defined, paid user-acquisition strategy is crucial but marks just one puzzle piece among many. A

Verve Group Insights: The Impact of COVID-19 on Mobile Advertising

PubNative released a report back in April on the impact of COVID-19 on mobile ad spend from before the outbreak until March, looking at behavioral changes during different phases of the

Keep on Trackin’ – Post-Install Conversion Tracking for Successful Customer Acquisition and Retention

Unlike other marketing metrics, conversions have the ability to prove success or failure beyond reasonable doubt, allowing marketers to determine which strategies are providing the best results. With this

Applift and Verve Group’s Global Growth Continues with a Six-Country Expansion

Applift and Verve Group are proud to announce the launch of operations in a number of new countries - Australia, New Zealand, Colombia, Mexico, Poland and Turkey. The expansion,

Increasing App Ad ROAS by Optimizing Your App Store Listing

Paid advertising is an effective way to boost brand awareness and app downloads. App ads come in all different shapes and sizes. You can run Apple Search Ads and

How should app marketers go about increasing their customers’ LTV?

When it comes to life-time value (LTV) there is much that marketers agree on. It is the cornerstone of marketing performance, and it should never be surpassed by cost-of-acquisition

Beyond the Walled Gardens: Creating a Fairer Ad Tech Ecosystem

The largest ad networks in existence are self-attributing - they perform attribution on their network independently without the need for third-party trackers. This lack of transparency has led them

App Advertisers Need Branding. Here’s Why.

Key Takeaways: App advertisers focus too much on user acquisition campaigns which only represent the last stages of the customer journey. They therefore limit their growth potential by missing

Is Location-Based Marketing Still a Lucrative Option for Mobile Marketers?

Advertisers will spend $35.5B on location-based marketing by the end of the year in the US alone, EMarketer predicts. By 2021 it will account for 45% of total ad

A Beginner’s Guide to Mobile Programmatic Advertising

Following the popularity of our Beginner’s Guide to In-app Advertising and Adtech Acronyms, we have assembled the ABC’s of mobile programmatic advertising. It should be useful for those just

Mobile Growth in Times Of Crisis

This article first appeared on Gummicube's blog.   Despite the challenges that arise during unprecedented crises, there are still ways to adapt and reasons to be optimistic. Here are

Applift’s Compendium of Adtech Abbreviation

We know that there can be a lot of technical jargon in the world of adtech. Learning to distinguish between CPA, CPI and CPS could be vital to ensuring

How App Store Optimization Can Help Apps Break Into New Territories

App Store Optimization requires distinct strategies in each region an app is available in. With Apple bringing 20 new territories to the App Store, developers and marketers are presented

Amidst the Gloom of Coronavirus, Mobile has Proven to be a Source of Hopefulness and Helpfulness

Mobile advertising is one amongst many industries whose revenues are feeling the pinch from the consequences of the Coronavirus. Yet in these trying times, mobile has also proven itself

A Beginner’s Guide to In-app Advertising

For newcomers, in-app advertising can feel like a daunting process. Applift were one of the original pioneers of mobile performance marketing - we’ve compiled the key factors to consider

How CCPA Impacts Mobile Advertising and AdTech

Following the EU’s landmark General Data Protection Regulation (GDPR), California’s new law, The California Consumer Protection Act (or CCPA) is the US's most significant data privacy act to date.

Measuring Real Mobile Engagement Requires CPA

It is now beyond doubt that CPA is the most comprehensive and cost-effective model for mobile marketing. Our helpful infographic explains its evolution while showing how it provides enhanced