Mobile Ad News Weekly – Apple gets back into mobile ad game, Instagram may launch longer video formats

First things first. Welcome to the new home for and Mobile Ad News! Make sure you check out this post from our founder James Cooper! Now back to the weekly summary of all things mobile advertising and app business.

The Big Players

Apple is planning to get back into the mobile and digital advertising business, according to sources familiar with the matter.


Twitter plans to reorganise its live video business and distribute functions to various content partnership teams.

Instagram could be launching a new tool that lets users upload long-form videos, according to reports by The Wall Street Journal.

Facebook has announced plans to partner with MoPub by Twitter, Fyber, and MAX in order to expand its header bidding functionalities.

The IAB just released new guidance for businesses that use in-app advertising to help boost fraud protections within mobile app marketing.


UK consumers are viewing more digital and mobile video content than ever before, according to the latest eMarketer report. The findings highlight that adults in the country are now spending around an hour viewing digital videos.

Smartphones were responsible for 35% of all email-driven revenue and 50% of email-based orders during Q1 2018, according to a new report by cross-channel marketing company Yes Lifecycle Marketing.

Just 30% of Generation Z shoppers view loyalty programmes as a positive thing, according new research by marketing company Kobie Marketing. The survey of 1,000 US shoppers found that a mere 15% of Gen Z engage with three or more loyalty programmes compared with the all-ages consumer average of 41%.

Facebook is no longer considered a desirable platform according to US teenagers. Usage of the social media platform dropped 20 percentage points within two years, according to new research by Pew Research Center.

Younger consumers are warming up to digital advertising formats compared to consumers aged over 35 years, according to Kantar Millward Brown research.

The cost per thousand app impressions (CMP) on Facebook jumped 122% in January 2018 compared to the previous year, according to new research from mobile app marketing company Liftoff.

Apps Apps Apps

Apple has slightly modified its App Store guidelines to allow apps that contain an app store inside, altering a long-standing rule that has operated since the store opened.

The newly introduced General Data Protection Regulation (GDPR) data protection rules in Europe have seen Continental AG ban the use of two popular messaging apps WhatsApp and Snapchat from its corporate devices.

Apple has launched ARKit 2, a new version of its augmented reality software development kit, ready for developers to add exciting new features to AR apps.

The company also plans to open its CarPlay automotive infotainment system up to third-party navigation apps with the release of iOS 12.

In addition, the company also introduced new frameworks in its latest version of MacOS which will allow developers to make iOS apps work on the computer platform.

Google has launched the third version of the Android P Developer Preview, which has a key new feature: The ability for developers to test out apps built on the new version through alpha and beta channels.

Product Launches and Mergers

Publisher-focused sell-side platform, PubMatic, just announced a partnership with publisher Ringier Romania, to help push programmatic in the Romanian market.

Eat, a restaurant discovery and booking app operating in the Middle East and North Africa (MENA), has secured funding from one of the largest VC firms in the region. The investment from MEVP was undisclosed but brings the total amount raised to $3.4 million.

10% Happier, the meditation app for “fidgety skeptics”, has raised $3.7 million in new seed funding, bringing the total raise to date to $5 million.

Social Chain Group CEO Steven Bartlett has announced his partnership with Unfold, the popular storytelling app which is reportedly attracting 75,000 new users every day.

Mobile data exchange adsquare just announced that it now offers real-time contextual data as part of its Mobile-First Data Exchange, allowing advertisers to target users by app context.

comScore, the media measurement company, is partnering with mobile audience data provider PushSpring in an effort to simplify the way marketers are managing their mobile ad campaigns.


Launched by Facebook, React Native is an open source framework that is being increasingly used by developers worldwide. React Native brings you the easiest way to commit to a native app solution in iOS and Android with its impressive traits and treasures it has to offer for mobile app development.

Creating an app is not as easy as it sounds. Find out How Can you Generate a Unique App Idea.

Anticipating customer behavior is a skill for all marketing teams to master. Spend time learning what your customers want and need before they tell you in order to offer the best experience possible.

Omnichannel Marketing isn’t just another meaningless buzzword. It marks a significant shift in how brands need to interact with potential customers. Find out what mobile marketers need to know.

Erick Fang, the CEO of Mintegral, explains why programmatic advertising is changing for the better, and what advertisers and brands can expect in the future.

New apps called parental controls show that the Internet might be a hostile environment for children today. Check out expert guidance by Theodore Soluri, an e-safety expert.

What could be the one major trend that many in the mobile space are overlooking?

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