Advertising Technology Blog

UA managers optimize campaigns by adjusting bids and targeting, but rely on gut feelings due to delayed LTV data. Predictive analytics can forecast LTV early using deep learning, but is resource-intensive and requires large datasets.

Mobile ad fraud wastes billions yearly. Categories: attribution hijacking (real users, fake clicks) and fake installs (bots, device farms). Fraudsters evolve, exploiting industry complexities. Key to combat: education, secure SDKs, post-attribution detection.

Attribution identifies user sources via third-party SDKs. Deep linking uses that data to route users to specific app content. Deterministic matching offers 100% accuracy; probabilistic uses statistics. Key mechanisms include URI schemes, Universal Links, and App Links.

Honor of Kings earned $258M, up 58% YoY. PUBG Mobile $177M, Genshin Impact $163.5M, Pokémon GO $159.3M, Roblox $138.7M in December 2020.

In 2020, mobile app consumer spending hit $111B globally, up 30.2% YoY. Games drove 71.7% of revenue. First-time installs reached 143B, up 23.7%. TikTok and Zoom saw huge growth among non-game apps.

Creators boost brand awareness. Disclosure tools like Branded Content Tag ensure transparency. Contact creators for policy compliance. Use trademark reporting for violations. Healthy ecosystem requires joint effort.

Five mobile games, led by PUBG Mobile and Honor of Kings, each earned over $1 billion in 2020. Pokémon GO, Coin Master, and Roblox also joined the billion-dollar club, driven by pandemic-related engagement.

Only 2% of App Store games revenue comes from publishers earning under $1M. Apple's new 85/15 split for small developers benefits few, while top earners (2.7% of publishers) account for 97.4% of revenue.

Apple's iOS 14 policy forces apps to show a prompt discouraging tracking, harming personalized ads crucial for small businesses. Facebook argues it's profit-driven, exempts Apple's own ads. This may force free services to charge, hurting small businesses and content creators.

Pokémon GO earned $1B in first 10 months of 2020, its best year yet. Despite pandemic, it thrived with stay-at-home features. US leads revenue at $1.5B. It ranks No.3 in global player spending.

Insights from Business Suite and Commerce Manager help optimize social media content and shop performance. Courses cover metrics, trends, and audience understanding for better business results on Facebook and Instagram.

ROI accuracy in mobile marketing depends on accurate attribution and cost data. Separating these risks mismatches and fraud. An integrated solution ensures consistency and better optimization.

Instagram messaging enables brands to increase sales and satisfaction. New Messenger API supports Instagram, allowing businesses to manage conversations, automate responses, and integrate with CRM for personalized service.

TikTok introduces Business Account, offering brands tools for organic audience connection, real-time metrics, and follower insights. Setting up is free and quick, enabling brands to engage authentically and grow their business.

Advertising Week introduces Google Ads Insights page and Performance Max campaigns to help businesses understand consumer trends and automate ad buying, enabling real-time response to demand.

Fortnite was removed from app stores, losing $1.2B revenue. PUBG Mobile leads in battle royale. Fortnite's absence may be filled by competitors like Call of Duty: Mobile.

Link Facebook and Instagram accounts for Business Suite. View alerts, messages, and comments. Schedule cross-platform posts. Use Insights for performance. Boost posts or create ads. Access via desktop or mobile app.

Facebook won't collect IDFA on its iOS 14 apps, will update SDK for SKAdNetwork, and suggests a dedicated ad account for iOS 14 campaigns. Audience Network monetization may decrease, potentially making it unsustainable on iOS 14.

Signal saw 65,000 US installs after WeChat ban order, up 30% from prior period. QQ tripled installs to 15,000. Signal leads as WeChat alternative.

Instagram introduces Reels, a feature for creating 15-30 second multi-clip videos with audio and effects. Reels can be shared in Feed and discovered in a dedicated tab. Public accounts reach larger audiences; private accounts only share with followers.