Month: June 2017

Week in Review – What happened in mobile advertising this week

This week, header bidding has seen a bit of a boost with Amazon being integrated by two major mobile ad companies as part of its cloud-based header bidding solution Amazon Publisher Services. Rubicon Project and PubMatic both announced integration with the Transparent Ad Marketplace to help publishers take advantage of real-time bids. At the same time, Snapchat continues to stir the creative app tools market by launching its Snap Map, which was heavily criticised over the potential to bully users digitally. Potentially, Snap Map could be opened up to advertisers, but the company hasn’t revealed any plans just yet. In order to combat terrorism, tech leaders Facebook, Twitter, Microsoft and YouTube have announced their joint launch of the Global Internet Forum to Counter Terrorism. The companies hope to

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Better together: Verve, Immersion and Barometric announce new partnerships and acquisitions to boost mobile advertising capabilities

Verve acquires push marketing company Verve, the location-powered mobile advertising company, this week announced the acquisition of matchinguu GmbH, the German push marketing specialist. The company hopes that this will boost its expansion into international markets. Matchinguu offers proximity based push and in-app notification products that will be implemented into Verve’s Velocity platform. That means, Verve clients can reach European audiences through enhanced mobile ad experiences. Ian James , General Manager International at Verve, says: “The acquisition came naturally, thanks to the complementary technologies and both parties having similar missions: enabling great storytelling through location-powered data. We are opening the doors to Germany’s foremost push technology; working together will make our offering even stronger for our clients and bring Verve firmly into the heart of

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Google demoes mobile VR video advertising format developed by the Area 120 workshop

Google’s Area 120 research unity may be on track to unveiling its first mobile advertising unit for virtual reality (VR) applications. The project is dubbed Advr and focuses on video ads that will ultimately run in VR environments. Area 120 launched in 2016 as a Google workshop for experimental ideas. It runs early-stage tech projects. With mobile developers having demanded a way to monetise their VR apps, Area 120 has recently presented a first potential format. The demonstration video (see image above) shows a cube with logos floating inside a VR app. Google says that users can engage with the format by clicking on it. The company continues that it would like the new VR ad formats to be easy for developers to implement and be

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