Week in Review – mobile advertisers want a code of ethics, PMPs grow

Anne Freier | February 23, 2018

Mobile Advertising


The big players

Keeping up with the competition, Snapchat has now added GIF stickers from the Giphy library to allow users to add them to their posts. The company launched the feature just a few weeks after Instagram rolled out similar features to Stories.
Instagram is pulling yet more features from Snapchat, but this time it has made them even better. In a move to boost usage of its Direct feature, Instagram Direct lets users send photo and users decide if recipients can view it once, temporarily or permanently.
Following the launch of 3D posts, Facebook has added support for the gIFT 2.0 file format. This lets interactive 3D page post creators add additional creative features to their posts. Creatives will get to create their own 3D modelling apps, websites and 3D cameras to share to the News Feed.
Music streaming platform Pandora has launched a premium marketplace that lets advertisers buy audio inventory programmatically for both mobile and desktop. The company is launching a pilot programme with car maker Volkswagen and more partners are to be added over the coming months.
Google Chrome’s ad blocker extension may have delighted users, but caused outrage among advertisers. Chrome is now the most used web browser on both mobile and desktop devices. Its overall usage has been predicted to be 56.31% in market share.


New research has unveiled that a majority of marketers would prefer a code of ethics for the advertising technology industry. A whopping 89% of respondents told media buying platform Iotec that a code of ethics would be useful to address issues surrounding media buying transparency.
Online shopping habits vary widely by age and gender despite reaching 96% of the adult online population, according to a new report from audience measurement company Verto Analytics.
Mobile ads grew strongly in Southeast Asia in 2017, according to the latest Nielsen Digital Ad Ratings Benchmark report. 93% of digital ad campaigns used mobile formats and overall, mobile reached higher or equal benchmarks compared to desktop and digital apart from within the age category.
More travelers are now using mobile devices to seek travel tips and inspirations than ever before, according to a survey by marketing personalization tech company Qubit.
According to the 2018 Travel Survey, 42% of travelers aged under 35 years are seeking out travel inspirations using their mobile devices. 36% use their mobile devices to also book trips.
The volume of monetised impressions across mobile private marketplaces (PMPs) grew 37% the year-over in Q4 2017, according to new research from publisher-focused sell-side platform PubMatic.
At least a quarter (25%) of customer service operations are looking to use virtual customer assistants (VCA) or chatbots to engage with their customers by 2020, according to new research from Gartner.

Product launches 

Weve, the mobile audience data company owned by telecoms firm O2, has just launched a new location verification technology for the UK. Weve Locate compares the GPS signals from app publishers against the O2 cellular network to allow advertisers to improve their reach of target audiences.
Fyber, the app monetization tech company, has launched Fyber FairBid, which addresses the inequality in header bidding for in-app ads. In order to develop the product, the company partnered with mobile ad platforms AdColony and Tapjoy.


On February 29th in Barcelona, Spain will greet hundreds and thousands mobile advertising professionals from all corners of the world at Mobile World Congress 2018. We want to help you to make the most of your visit and did a heavy lifting of gathering contact information about all mobile advertising companies that will be there for you to meet with.

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