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Company News

12 Inspiring Female Architects in Software and Data!

October 10, 2017  •  MWomen2.0

Hollywood’s Silicon Valley TV show continues the long-established narrative that here in the Silicon Valley, technology / startups equals guys in hoodies / jeans. That’s not always the case; leading ladies who code in Halt and Catch Fire (“the West Wing with computers”) and Mr Robot are worth watching.Here are 12 female architects in software, data and more to inspire the next generation of girl geeks and technical women:Aruna Susarla, Senior Architect, PayPal Aruna cares deeply about pe...

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Top 10 advertising partners for video app ads

September 19, 2017  •  Tune Blog

At our recent conference, Postback, Senior Marketing Manager at Poshmark Esther Hwang said that one of the top things marketers can do is avoid overusing just a few channels.“I think the main challenge that Poshmark faces — and I think a lot of other advertisers face — is finding scale outside [the Facebooks, Twitters, Pinterests, and Snapchats] that’s scalable and comes from a different source,” Hwang said. “Because after a while, the users that you hit are going to start overlappin...

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Top Ad Networks Partner to Fight Ad Fraud with Adjust

September 19, 2017  •  Martech Advisor

Berlin And San Fransisco: Today Adjust announced the expansion of its Coalition Against Ad Fraud (CAAF) with a new set of strategic partners and guidelines for entry. All CAAF members have contractually undersigned these guidelines in order to participate in the fight against fraud. New members AdAction, AdColony, AppLift, Aarki, Dynalyst, Fyber, i-mobile, Inmobi, IronSource, Jampp, Liftoff, Nend, Remerge, Vungle and YouAppi join a growing list of platform leaders that have pledged to tackle mob...

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How Game Advertising Is Uniquely Suited For Consumer Engagement

September 19, 2017  •  IAB

Games differ from other forms of entertainment mainly because play requires active participation from consumers. Advertisers and publishers need to keep in mind the unique characteristics of a “lean-in” game experience when deciding on the best integration and media placements. There is a unique opportunity to leverage ad formats which drive both retention for publishers AND awareness and purchase intent for brands. And that’s why the IAB Game Committee, which I am a co-chair of, will be...

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A guide to programmatic in China

September 07, 2017  •  Digiday

China is a hotbed of programmatic activity, with many Chinese investors aggressively acquiring U.S. ad tech firms and Western programmatic players building operations in the country.But the Chinese ad tech landscape is very different from that in America. For instance, in the U.S., vendors — excluding companies like Facebook and Google with walled gardens — serve as either a demand-side platform or a supply-side platform because of the conflict of interest. But in China, most programmatic pl...

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The Trade Desk tackles in-app viewability measurement with InMobi and Rubicon Project

September 06, 2017  •  VentureBeat

Ad fraud is on everyone’s lips these days.Whether we’re talking about off-screen mobile ads, fake clicks, or viewability issues, the industry is rife with problems. The good news? The industry is — piece by piece — coming together to right these wrongs.Today, The Trade Desk joins the fray by announcing a collaboration with InMobi and Rubicon Project, creating what the company claims is a first-to-market in-app viewability measurement solution.It has been widely accepted that there aren...

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MAXIMIZING YOUR CREATIVITY AND INVESTMENT ON MOBILE

September 01, 2017  •  Ad Age

This webinar will explore theconsumers' mobile user experience and how advertisers can optimize their video advertisements for the mobile device. We will also share what tools marketers need to assimilate their ads for the mobile platform and address any issues related to mobile creativity and interactivity.Key themes include:How advertisers can adapt their TV ads for mobileMobile-only formats that really engage and deliverNew standards in mobile videoHow to set up mobile marketers for successAl...

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Stay Ahead of the Mobile App Marketing Curve

August 31, 2017  •  MKTGinsight

Grab your smartphone and scroll through your Facebook feed or view a few YouTube videos and note the popularity of mobile video ads. They’re seemingly everywhere. In fact, according to mobile ad network InMobi’s “North America State of App Performance Marketing” study, their use has just surpassed banner ads by 2%.That’s just one of many trends taking shape in mobile today. InMobi’s study aims to give mobile app marketers a view into those trends, as well as:what’s working and what...

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Week in Review – What happened in mobile advertising this week

August 25, 2017  •  MobyAffiliates

Let’s start with a very interesting study posted by eMarketer this week. It seems that Facebook may be losing steam to Snapchat and Instagram when it comes to younger users. According to the forecast, Facebook usage among teens is expected to drop 3.4% to 14.5 million this year. Meanwhile, Snapchat usage is likely to increase a whopping 25.8% to 79.2 million users a month.This week, Google announced new publishing tools that the company hopes will boost subscriptions for news publishers. The f...

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B2C Marketing: How Wattpad was able to boost in-app video ad completion rates by 98%

August 24, 2017  •  MarketingSherpa

SUMMARY: In a delicate balancing act of keeping audience and advertisers happy, Wattpad boosted in-app video ad completion rates to over 98%. By bringing influential writers into the ad process, the marketing team was able to successfully integrate video ads into the community.Read below how the team developed a monetization strategy that focused on preserving the storytelling experience for users.Courtney Eckerle, Senior Managing Editor, MarketingSherpaTHE CUSTOMERWattpad is a global multi-...

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Many App Marketers Think Ad Fraud Is a Serious Problem

August 18, 2017  •  eMarketer

Ad fraud is a major concern for the majority of app marketers worldwide, according to a survey conducted by InMobi in July. The poll found that 59% of respondents thought of ad fraud as a serious problem that ad networks needed to address.In addition, the survey revealed that 40% of app marketers believed they understood how ad fraud was perpetrated, as well as its potential effect on their advertising campaigns. But a significant number—44%—either knew what ad fraud was but wanted to learn ...

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Physical Meets Digital in the Future of Retail

August 18, 2017  •  DMNews

At this year's eTail East conference held in Boston's Back Bay, it was clear that data-driven retail is in the process of taking a huge leap beyond eCommerce. From all sides, the message was clear: The retail customer journey no longer traverses two distinct channels, online and in-store. It's a holistic journey, crossing many channels and devices, and retailers who can't keep up with today's agile customer are in jeopardy.Indeed, a number of observers were quick to name — off the record — h...

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4 ways AI can supercharge your remarketing strategy

July 31, 2017  •  The Next Web

Remarketing seems deceptively simple. It’s a smart way for brands to reconnect with consumers who may have visited a website, but not necessarily pulled the trigger to make a purchase. It also allows you to position targeted ads to an audience who has previously expressed interest in products on your website, while they are simultaneously browsing the rest of the internet.On top of that, it offers perfect targeting, where every single user can be lined up against a value proposition that needs...

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Confused by VPAID vs. VAST? There's a Clear Choice in Video Ad Standards

July 27, 2017  •  Ad Age

The two hours a day using video-related apps on their smartphones, and nearly 20% of all media consumption happens within mobile apps.With this in mind, advertisers have shifted their focus to mobile marketing -- creating new platforms, standards and buying strategies designed to capture the attention of today's voracious, mobile users.Currently, there are two video standards in the market: Video Player-Ad Interface Definition (VPAID) and Video Ad Serving Template (VAST). But not every standard ...

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InMobi's On A VAST Adoption Mission

July 21, 2017  •  MediaPost

At least 90% of mobile video is consumed in-app, making viewability, attribution, and measurement hot topics for in-app video.Arun Pattabhiraman, global head of marketing at InMobi, spoke with Digital News Daily about viewability and fraud challenges for mobile video.Digital News Daily: Mobile video is a big driver of growth for mobile advertising. What might be holding up growth around in-app mobile video?Arun Pattabhiraman: There’s still a gap in the market in terms of how buyers execute vid...

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Tune Aims To Help Marketers Stop Fraud Mid-Flight

July 20, 2017  •  AdExchanger

Fraud fighting takes teamwork.Mobile measurement and attribution platform Tune rolled out a fraud prevention solution on Thursday that aims to help marketers and ad networks share campaign data and take action on it in real time.“Marketers and their ad partners need to collaborate rather than finger point; there’s enough blame for everyone to take some,” said Tune CEO Peter Hamilton.The tool, Hamilton said, is predicated on the need for transparency in the ongoing effort to tamp down on ad...

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PEOPLE ON THE MOVE

July 16, 2017  •  Chicago Business Journal

Martin manages the North America Remarketing business for InMobi. The remarketing team partners with marketers that are looking to drive long-term success through customer lifetime value, increase ROAS, drive in-app engagement, re-engage users and maximize revenues in a mobile-first environment.

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Consortiums Take On The Duopoly; Pivotal Analyst Downgrades Four Agency Holding Companies

July 11, 2017  •  AdExchanger

A consortium of news publishers spearheaded by the industry trade group News Media Alliance is leading another charge against Google and Facebook. The group includes titans like The New York Times, The Washington Post and The Wall Street Journal, as well as many local and regional papers that have lost revenue to the duopoly. The NMA publishers want Congress to step in and allow a “safe harbor” for collective bargaining between newspapers and Google and Facebook, claiming their online ad dom...

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Meet The New Chief Growth Officer

July 10, 2017  •  CMO.com

The advent of technologies that enable marketing to demonstrate its impact on the top line are clearly a benefit to both the function and the larger organization. But the ability to connect the dots between marketing efforts and revenue generation has shone a spotlight on CMOs and their teams. There is an increasing expectation that marketing will serve as the growth engine for companies.“We clearly have technologies that allow CMOs to take a level of revenue responsibility they have never had...

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A quiet force that has propped up mobile advertising is suddenly sliding

July 10, 2017  •  Business Insider

For years, game ads - that is, ads that urge people to install the latest mobile game app - have quietly served as the lifeblood of mobile advertising.As more people started playing games on mobile devices in recent years, a growing number of marketers were finding these games to be a solid place to run video ads.But things may be changing.The mobile advertising company AdColony let go of close to 100 people a few weeks ago. And one of the problems the company's parent company Opera identified w...

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