Week in Review – Snapchat, Spotify boost mobile ad offering whilst Google removes billions of bad ads

Anne Freier | March 16, 2018

Mobile Advertising

The big players

Snapchat is now letting publishers use the app to share their branded content. Previously, publishers were not able to share ads between their videos and articles on Snapchat Discover.
Music platform Spotify has officially expanded its audio self-serve advertising platform into the UK and Canada. The Spotify Ad Studio launched back in fall 2017.
Google removed over 3.2 billion ‘bad’ advertisements in 2017 – up from 1.7 billion in 2016 according to the company. The company removed the ads to avoid the ad network falling victim to malicious purposes.
Rubicon Project, the online ad company, has just axed 100 jobs in an effort to reduce costs. Following a reduction in revenue of 57% year-on-year in Q4 2017 and a net loss, the company decided to take the drastic measure.


According to the latest report by Kaspersky Lab, the security experts, the number of mobile malware threats declined in 2017. However, the Mobile Malware Evolution report highlighted that the overall volume of mobile malware attacks increased.
Mobile app advertisers are paying premiums for first impressions, which can be as high as 100% of the average eCPM, according to research from Soomla, the mobile ad measurement firm.
Advertisers may be grossly undervaluing traditional advertising media such as radio and newspapers in favour of online video, according to new research by Ebiquity UK commissioned by Radiocentre, UK.
A majority of shoppers (80%) are now using mobile apps to buy products or stay in touch with retailers. However, despite this, just half of UK retailers have actually invested in mobile app technologies, according to Visualsoft, the digital agency.
Social media dominates smartphone usage among Gen Z consumers. Indeed, 91% of them were using at least one social media platform, whilst 51% also said they used social media constantly, according to research by Hill Holiday.
One in three regular Snapchat users are willing to spend over £100 on their mobile, which is more than 74% compared to the average Brit. According to new research by Criteo, the commerce marketing company, the impact of social media on shopper loyalty and online purchasing may be larger than expected.

Product launches

Tapjoy, the mobile advertising platform, has announced the launch of Interplay Studio, where an in-house design team will be helping brands and marketers to optimize their ads for applications.
Mobile advertising platform, InMobi, has just partnered with GeoEdge, the provider of ad security and verification for mobile ads. Together, the companies will be able to provide high quality ads and a cleaner marketplace that offers safe and engaging user experience.
Urban Airship, the mobile engagement platform, has just launched the first in-app automation engine through which brands can create rich, interactive in-app ads that can be precisely targeted to meet consumer behaviour and lifecycle events through automation logic.
Smaato, the mobile advertising platform for publishers and app developers, just announced the implementation of Protected Media’s in-app and video ad fraud protection technology. 
OpenX, the ad tech provider, just announced revenue growth of 20% during Q4 2017, marking its tenth straight year of growth. The company benefitted from significant investments in mobile, video and other initiatives.


If an app isn’t opened after 7 days, chances are it will never be. In the mobile app industry, everything developers do is done with the user in mind – or at least that’s how it should be. However, most mainly focus on user acquisition and forget that the users they acquire have little impact if they don’t stick around for the long haul.
Southeast Asia is grabbing the attention of app advertisers all over the globe. With internet penetration growing at an impressive rate and only 53% of its combined population online today, the region has huge potential. Find out more.

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