In the span of five years, mobile gaming has grown from the smallest segment of the gaming market to a USD$70bn (£61.6bn) industry. It’s unsurprising then, that the past couple of years have been huge for mobile gaming acquisitions, from Zynga buying Gram Games to Niantic adding VR-focused Seismic Games. In this piece, Simon Spaull (pictured below), MD EMEA, AppLovin, charts the most significant acquisitions in the mobile gaming space of late and what they signal for the future of the [...]

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In his latest piece, exclusively for ExchangeWire, Dr Augustine Fou, cybersecurity and ad fraud researcher, explains the many reasons that mobile is such a cybersecurity headache that continues to fly under the radar. I woke up in a cold sweat, my mind racing with a litany of unimaginable horrors brought on by today’s mobile technology and apps. Combine that with the collection and abuse of personal information by ad tech, and we have the perfect storm for a privacy and security [...]

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Writing exclusively for ExchangeWire, cybersecurity and ad fraud researcher, Dr Augustine Fou, is bucking the ‘2019 predictions’ trend, and reminding marketers to live in the present and keep a close eye out for fraudulent activity occurring in their campaigns right now. Many have come out with their predictions and prognostications for what is to come in 2019. That’s cool and all. But I don’t know many folks who can actually tell the future. So instead, let me spend a few minutes sharing [...]

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A report released by Liftoff and Leanplum on the state of mobile app marketing suggests that app marketers are coming under increased pressure to improve ‘deep-funnel interactions’, specifically around usage and in-app purchases. While CPA has dropped around installations and usage, the cost of getting users to make in-app purchases has increased by 56% year-on-year.   Compounding this increase in the CPA is the drop in the conversion rate to 2.8%. This is a huge concern for a lot of big gaming publishers, [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the EMEA region – and in this edition: Global Makes Strategic Acquisition, Bringing DAX to Canada; CMOs: Poor Data Management Costing Millions, Research by SBDS; Consumer Interest in Subscription-Based Apps Is a Boon for Marketers as Cost to Acquire Customers Drops by 50%; UK Brands Set to Unleash the Power of AI to Deliver More Personalised Digital Experiences by 2020. Global Makes Strategic Acquisition, Bringing DAX to Canada Global, the [...]

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PubMatic’s latest Quarterly Mobile Index (QMI) focuses on in-app advertising and what’s been happening in this space during the second quarter of 2018. Trends include the key role apps have had in driving mobile ad spend, the increasing use of private marketplaces (PMPs) by advertisers, and in-app fuelling mobile video, writes Roger Williams (pictured below), VP, international marketing, PubMatic, in this piece for ExchangeWire. Covering April to July 2018, the report straddled the pre- and post-General Data Protection Regulation (GDPR) environment, [...]

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Is independent ad tech on the wane? Its most vocal champion, Brian O’Kelley, is now a paid employee of AT&T. His company, AppNexus – for the best part of ten years the standard bearer for independent ad tech – is now part of the biggest telco in the world. You wonder where the priorities will lie in the coming 12 months. Will it continue to be the home of the innovative independent ad tech companies that built their business on [...]

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ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: New Ad Criteria from Acceptable Ads Committee on Eyeo; Pre-Bid Solution By Protected Media; AdsWizz Co-operates with Univision Audio Streaming Service; Exterion Media & Transport for London Announce Partnership with Euronews; and smart Launches Native In-App-CPM Solution. New Ad Criteria from Acceptable Ads Committee on Eyeo Adblock Plus makers Eyeo are releasing new criteria for their acceptable ads regulations. The independent Acceptable Ads Committee has [...]

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It would be foolish to underestimate the power of app retargeting to engage with your mobile gaming app users. As a consumer, you may think of retargeting as being followed around the web by the image of a pair of scissors you bought three weeks ago, but in mobile gaming, the opportunities to engage with users, based on how they have interacted with your gaming app, are not only smart, but also fruitful. Mobile game developers new to the app [...]

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User acquisition is evolving. Where it used to be all about the number of installs, developers are becoming smarter and more discerning about campaign metrics and tying acquisition activity back to the bottom line. Now it’s about finding the highest quality users and moving beyond impressions and installs, to engagement and lifetime value. TheGamingEconomy speaks exclusively with Amit Dar, general manager, U.S., Taptica, about why user acquisition for mobile gaming is changing and the importance of setting goals for quality, [...]

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