On 18 May, Google announced at its I/O developers conference and on the Android developer’s blog that it was launching Android Instant Apps – the ability to stream apps without them being downloaded to a device – and, in doing so, potentially completely changed the course of app development.
ExchangeWire were keen to delve into this transformational move, seeking expert opinions from industry leaders.
According to Google, developers have been crying out for the [...]
Tags androidapp developersapp publishersapp streamingAppsgooglegooglein-app advertisingin-app mobile advertisingMobilemobilemobile advertisingmobile appsMobile Displaymobile displaymobile marketingmobile monetizationmobile publishersonline mobile advertising
Mobile monetisation for premium publishers has been an ongoing topic of controversy, due to the fragmentation of content consumption, lack of mobile-first technology, limited understanding of the mobile infrastructure, and how mobile is generally consumed. However, technology has moved on, and the opportunities are there for premium publishers to get the most out of their mobile audience. Paul Gubbins (pictured below), UK country manager, PubMatic, tells ExchangeWire how premium publisher reticence towards mobile monetisation came about, and how it can be overcome.
Tags in-app mobile advertisingMobilemobile advertisingmobile monetizationmobile publishersmobile yield optimisationpremium publisherpremium publishingProgrammatic MobilePublisherpublisher monetisationpublisher monetization
The ability to have a holistic view of the mobile marketplace offers up countless opportunities and challenges. ExchangeWire speak with Keith Winter (pictured below), COO, Opera Mediaworks about their position in the market, as well as the trends and opportunities that exist for both advertisers and publishers globally.
ExchangeWire: As a mobile advertising platform, Opera Mediaworks encompasses many different properties. What is your footprint in the mobile industry?
Keith Winter: Opera Mediaworks is one of the largest mobile advertising and marketing platforms [...]
The cookie may not be dead, but with smartphone consumption continually growing, mobile device IDs could reign supreme as the media landscape continues to converge. Leo Giel (pictured below), chief revenue officer, YouAppi, tells ExchangeWire that marketers should not ignore device IDs in their mobile targeting strategies if they want to effectively identify their audience in a connected world.
In the last decade, my daily media habits have expanded exponentially as I added a smartphone, a [...]
In February, Three announced an ad-blocking deal with Shine Technologies in the UK and Italy to “tackle excessive and irrelevant mobile ads”. The technology has not yet been rolled out across the Three network; but the announcement has been very well publicised, as the industry tries to understand what such a deal could mean for the future of digital mobile advertising. ExchangeWire speak with Ben Barokas (pictured below), co-founder and CEO, Read more
App streaming versus HTML5. What’s the difference when it comes to effective mobile advertising? Well, the differences are plenty but to find out the benefits and the reason both formats exist, ExchangeWire speaks with Wally Nguyen (pictured below), CEO, mNectar.
Playable ads are certainly not a new concept – mNectar itself has been established for over three and a half years. However, many don’t realise that the playable ads they are viewing (or, ideally, playing) [...]
ATS Paris 2016, which took place on 13 April, was concluded by a panel discussion around the hot topic of how we make mobile work. Here, ExchangeWire recaps on the lively debate.
Moderated by Ciaran O’Kane, CEO, ExchangeWire, the panel saw Alexandra Jarry, director of Seller Cloud, southern Europe, Rubicon Project; Danny Hopwood, vice president solutions & platform operations, EMEA, Publicis Media (formerly VivaKi); Mathieu Rostamkolaei, vice president, Mozoo Group; and James Prudhomme, managing director EMEA, Index Exchange discuss how the industry [...]
Tags ATSATSats parisMobilemobilemobile ad campaignsmobile ad networksmobile advertisingmobile devicesMobile Displaymobile displaymobile engagementmobile marketingmobile metricsmobile monetizationmobile nativemobile publishersmobile spendmobile strategymobile videomobile yield optimisationProgrammatic Mobile
It’s well documented that advertising investment in mobile lags far behind consumer mobile usage. How can advertisers effectively navigate this space? ExchangeWire speaks with Jess Beldner Maurer, business development director, Flashtalking, about the growing opportunities that exist in mobile and how advertisers can best take advantage of them.
ExchangeWire: How can advertisers be more informed of users’ behaviour when cookies remain unavailable?
Jess Beldner Maurer: This is a very timely issue, particularly in mobile environments. Advertisers should be looking to partner with [...]
Turkey isn’t a market you often hear or speak of when it comes to ad tech, but according to Hulya Altunbas (pictured below), CFO, ReklamStore, it’s a market that is full of opportunities and is experiencing significant growth. Here, Altunbas speaks with ExchangeWire about how Turkey’s young market makes social and mobile an exciting prospect for ad tech.
ExchangeWire: For those of us not familiar with ReklamStore, please tell us about your company and core offering.
Hulya Altunbas: ReklamStore is the leading digital advertising [...]
Native is often touted as the solution to combatting ad blocking, particularly in the mobile space; but does it really work? ExchangeWire speaks with Rakhee Jogia (pictured below), regional director of Rakuten Display Europe, Rakuten Marketing, about what brands need to consider before going all-in on a native mobile strategy.
Native ad formats have been around for a long time, but the growth of mobile has catalysed their adoption among marketers to become the new normal. Given the concerns raised by [...]