Announcements, analysis and opinions on industry trends around the mobile programmatic world.

Jun 8, 2016

The Elusive Art of Gaming Monetisation

Gaming monetisation is considered by some as a dirty practice; but, with the gaming category accounting for the highest share (23%) of the billions of downloaded apps, the fact can’t be ignored that gaming is a powerful business, with extremely rich sets of data. Noelia Amoedo, CEO, Mediasmart and.

Feb 25, 2016

Finding a Workaround for Effective Mobile Measurement

It’s MWC week, so naturally, the spotlight is firmly planted on mobile and in this piece, mobile measurements. Despite common beliefs, the technology required to measure the return on a mobile ad investment (particularly within apps) is fairly robust nowadays. A wide range of suppliers can now.

Jan 12, 2016

When Ad Formats and Mobile Programmatics Collide

The rapid evolution of programmatic ad tech has created platforms that can now use first and third party data and artificial intelligence to deliver very sophisticated predictive targeting – enhancing the media buying process to allow marketers to quickly target very specific audiences.

Oct 20, 2015

The Often Misunderstood Mobile User Privacy Landscape

There’s been a surprising degree of misunderstanding about privacy and tracking of users on mobile recently, from advertisers and consumers alike.

Aug 26, 2015

The Mobile Viewability Enigma

Mobile viewability continues to spark debate as mobile media buying becomes increasingly programmatic and both media buyers and sellers clamour for guarantees and standards. Either side are companies claiming viewability on mobile is not an issue and those who strongly argue it is, and data has.

Jun 11, 2015

Optimise, Track and Test in a Mobile First World

Certain market sectors now acknowledge that a ‘mobile first’ strategy is essential to their commercial futures. We’ve come a long way since the days when Uber was one of a handful of mobile-first businesses, and household names, such as Argos, are now committed to entirely mobile focused business.

May 1, 2015

Ensuring Native Ads Provide Real Value to Consumers

The rise of the native ad remains one of the hottest topics in digital media and there is growing acknowledgement of its ability to build trust and engagement with current and prospective customers.

Mar 5, 2015

Programmatic: An Opportunity, not a Threat

Media buying has been dramatically transformed by programmatic practices. Current technologies allow marketers to engage directly with their target audience in a more efficient way than ever. However, some professionals still see programmatic as a kind of threat that will replace human knowledge.

Dec 17, 2014

Measuring Post-Click Events: Best Practice Against “Fat-Finger Syndrome”

Mobile marketing is a medium that is still considered to be quite new in comparison to more traditional mediums like the more established TV and online. As such, it is normal to feel some uncertainty or trepidation when marketers choose to invest in mobile marketing. The market’s lack of maturity.

Oct 15, 2014

Promoting Mobile Apps in the New World

The mobile app market is reported to be valued in excess of €17.5 billion, according to the latest report by the European Commission, ‘Sizing EU App Economy’. The report also highlights the sector as one of the fields with the highest potential for growth and development.