Advertising Technology Blog

TikTok launches Category Exclusion and Vertical Sensitivity controls for advertisers, building on Inventory Filter. These offer more brand suitability options, with third-party verification and a unified Brand Safety Hub in Ads Manager.

Privacy changes like ATT and cookie deprecation reduce addressability. Brands must adapt mobile strategies focusing on in-app ads, first-party data, and alternative IDs to reach users where 90% of mobile time is spent.

In 2023, US ad spend on weight-loss drugs by Novo Nordisk and Eli Lilly surged 250% YoY. However, both cut ad spending in recent months due to supply issues. Eli Lilly's DTC website outperformed pharmacy sites in engagement. Targeted ads, especially in Spanish, reached specific communities. Ad spend variations correlate with stock prices non-linearly.

Tennis Clash leads with peak revenue of $1.1K and 52K active users. Mini Tennis sees stable but low numbers. Tennis Arena declines. Others have minimal activity.

In Q1 2024, top iOS VPN utilities in Russia showed varied trends. Free VPN Proxy peaked at 310K downloads and $5.4K revenue. VPN Satoshi saw revenue growth to $12.3K. VPN Matreshka increased active users from 45K to 142K.

Commerce media relies on two types of machine learning (ML): Organic and Ads. Organic ML predicts item click-through rates (pCTR) for ranking, evaluated via A/B tests. Ads ML predictions are part of a complex system involving bidding and budgeting; inaccuracies can misplace ads and reduce revenue. Separating these ML models allows teams to optimize independently without interference, a strategy used by big tech companies.

Google's 2023 Ads Safety Report highlights generative AI's impact on ad enforcement, blocking 5.5B ads and suspending 12.7M accounts. LLMs improve policy enforcement against scams. New measures include Limited Ads Serving and synthetic content disclosures.

TikTok joins Ad Net Zero to reduce advertising's carbon footprint. Commits to operational carbon neutrality by 2030, renewable energy, and climate misinformation policies. New incentive offers for advertisers: spend $100-$1500, get matching credits plus expert support.

TikTok's quarterly safety report shows commitment to trust and transparency. New advertisers can get up to $1500 in credits with spend, plus expert support. Offer applies to new self-serve SMB accounts with terms.

Liftoff offers exclusive mobile app insights across all verticals using GameRefinery's methodology, providing competitive intel, engagement mechanics, user archetypes, monetization tips, and social strategies to help developers outperform competitors.

The tCPA optimizer helps acquire high-quality users who complete specific in-app events. Set meaningful actions, realistic goals, allow 7 days for learning, and adjust goals manually if needed.

Liftoff hosts exclusive MAU 2024 events in Las Vegas including a speakeasy party, Sphere experience, women in mobile brunch, Topgolf networking, and luxury rooftop drinks to connect with mobile industry professionals.

Unity's Tapjoy from Unity launches Daily Rewards, a new Offerwall campaign type that encourages users to return daily by offering rewards for completing tasks, boosting engagement and ROAS.

Google announces new ads tools for mobile game developers, including AI-powered asset suggestions and immersive in-game ads to enhance creativity, revenue, and engagement.

TikTok launches SKAN 4.0 solution with Crowd Anonymity, offering longer attribution windows, reduced null conversion, and advanced reporting. Beta tests show 37% lower CPA and 220% higher conversion rates versus SKAN 3.0.

The DSA regulates digital services in the EU and UK, impacting mobile advertising. Liftoff supports publishers with new features for compliance, providing detailed ad information for EU/UK users to ensure transparency and safety.

Marketers face complexity in cross-channel measurement. Meridian, an open-source MMM, offers innovation, transparency, actionability, and education. It helps improve accuracy and decision-making.

Liftoff ranked as a top ad network in Singular's 2024 ROI Index, excelling in ROI, retention, and scale across iOS/Android, gaming/non-gaming, and global/regional categories based on $10B+ ad spend analysis.

A creative strategy is essential for mobile app marketing success. It combines compelling content with strategic planning to increase app installs and engagement. Key steps include defining objectives, understanding your audience, and setting KPIs. Best practices emphasize consistency, agility, and leveraging AI for optimization.

Bidding strategies on TikTok include Cost Cap for stable CPA and Maximum Delivery for maximizing conversion volume. Align strategy with goals: cost control vs. volume. Consider upper-funnel vs. conversion objectives.