Week in Review – Latest product and solution launches address range of mobile advertising issues

Anne Freier

In Mobile Advertising. February 16, 2018

The big players

Facebook has confirmed rumours that it is testing a button to ‘downvote’ a post. Users will be able to not only hide certain comments by downvoting, but also report the posts to Facebook.
Facebook has just adapted its advertising metrics to help companies improve their insights into posts and campaigns run across the social network. Businesses tend to use such metrics via Page Insights to find out how many people are viewing their posts.
According to a news announcement by US news site Cheddar, Vice President of Sales at Snap Inc., Jeff Lucas, has decided to leave the company. Lucas joined Snap Inc. two years ago following a role as sales chief at Viacom.
Snapchat has officially opened up its Marketing API for developers. That means, as of today, anyone interested can integrate the API.
Google has become a leading source for revenue among app developers. The company, which posted double-digit sales increases on its ad network for the latest quarter is now approaching an annual revenue of $20 billion.


A whopping 71% of social media users aged 12 to 17 years will be using Facebook regularly in 2018, according to new data from research firm eMarketer. The projected 2.2 million users actually represent a downgrade of 8% compared to an earlier forecast from eMarketer.
Proximity mobile payments are on the rise with over a third of smartphone users (34.9%) above the age of 14 years making a payment using their phone at least once every six months. According to new research from eMarketer, these transactions are at physical point of sale (POS).
The Internet Advertising Bureau (IAB) UK has just updated its digital advertising guidelines to ensure greater transparency among the industry.The latest additions have been made to address social media advertising, influencer marketing and self-publishing.

Product Launches

For advertisers in need of more scale, programmatic interactive mobile advertising company, CrossInstall, has launched an Opportunity Forecast Tool (OFT) which lets advertisers hone in on improving their campaigns. The OFT shows marketers where they could adjust their CPI minimally in order to increase conversions.
PubMatic, the mobile advertising company with a focus on publishers, recently announced that it would no longer charge advertisers fees when using its platform to make a transaction.
Telefónica, the network operator, has just announced a new artificial intelligence (AI) solution for mobile apps. The solution helps to improve app notifications for end users. In order to roll out the AI feature, Telefonica teamed up with Swrve, the marketing automation platform.
Go2mobi, a global demand side platform (DSP) for programmatic advertising, is expanding its integration with Google’s DoubleClick Ad Exchange (AdX), one of the world’s premier mobile traffic sources.
Mobile marketing platform Adikteev has just announced a $12 million Series B funding round. Based in France, the company provides tech data and artificial intelligence to boost ad ROI. It hopes to use the cash to boost its international presence.
Mobile marketing platform Branch has launched Universal Ads, which lets advertisers measure mobile ad campaigns across web and app properties. The product is based on People-Based Attribution Engine (PBAE) offering advertisers a more complete view of cross-screen ad performance.
Following dismay by advertisers and brands over potentially placing ads with offensive content, AdSecure, the ad verification tool provider, has announced a solution. The company updated its scanning technology to recognize and identify ads that are non-compliant with Google’s Abusive Experience Report.


Location-driven mobile advertising has significantly grown in importance over the last few years. To discuss the current issues affecting mobile location marketers, we’ve spoken to Ian James, GM International at mobile marketing company Verve.


If you are in the affiliate marketing industry, you are most likely familiar on the different types of TIERS of GEOs that are available. So, for those who doesn’t know the difference, I’ll explain briefly.