Week in Review – WhatsApp does Business, push notifications are ok and SDK spoofing fraud is addressed

Anne Freier

In Mobile Advertising. January 26, 2018

The big players

Spotify has launched a new multimedia format called Spotlight. It allows content creators to add visual layers to their audio streams – anything from news to podcasts. Visual layers can also include videos and text.
Facebook’s WhatsApp messenger has just launched a new app dedicated to small businesses. The WhatsApp Business app is now going live in select markets including the US, Indonesia, Italy, Mexico and the UK before being rolled out worldwide. It will be free to download on Android for now.
Facebook announced plans to launch a Europe-wide programme to boost digital competency. The company’s COO Sheryl Sanderberg announced that the programme aims to help EU companies to become equipped with digital competencies.
Around one billion devices globally are now estimated to be affected by cryptocurrency mining practices. That is why Opera has added a new feature to its mobile browser, which adds protection against cryptocurrency mining. The company already provides protection against cryptocurrency mining scripts on desktops.
Snapchat has unveiled a new feature addition which lets users share Stories outside of the app. Third-party services including other popular social networks are part of the line-up. Users who are already using the redesigned version of the app can access the feature immediately.
Anthony Noto, current COO at Twitter, has decided to leave the company to join SoFi, a Fintech start-up. He’ll be heading the company as CEO as of March 1. Unfortunately for Twitter, Noto is often rumoured to be the company’s top executive. He has previously received credit for boosting Twitter’s video strategy and focus on mobile video technology.


Consumer-generated content such as product and service reviews are having a growing influence on the way we shop, according to new research by Bazaarvoice.
Although 78% of shoppers still buy in-store, 62% of in-store shoppers also use their smartphones to check out reviews before committing to make a purchase.
Advertising expenditure is set to grow 5% in North America, 6% in the Asia Pacific regions and 2.6% in Western Europe in 2018, according to new research by Warc. Ad spend is likely to benefit from events such as the PyeongChang Winter Olympics, Fifa World Cup and the US mid-term elections.
With consumers spending ever more time online and using digital networks, Chinese Internet companies such as Baidu, Alibaba and Tencent (collectively referred to as BAT) will dominate programmatic ad spend in 2018. According to research by eMarketer, programmatic ad expenditure in China totaled $16.69 billion last year, representing a 48.6% increase compared to 2016.
More than half (52%) of smartphone users are finding that push notifications have improved, according to a survey by Localytics. The company surveyed 1,000 smartphone owners in the US and found that marketers may be getting better at mobile communication.

Product launches

Vungle, the performance marketing platform for in-app video ads, today announced its new Self-Serve platform for advertisers, which allows them to create, schedule and target video ad campaigns. The launch comes at a time when the worldwide in-app ad market is predicted to reach a growth to $201 billion over the coming years
Mobile advertising platform, YouAppi, has announced the launch of its re-engagement solution which aims to maximize the value of both organic and acquired mobile users. YouAppi Re-Engagement has been created to work with the company’s User Acquisition solution integrated within the 360 Platform.
PropellerAds, the performance advertising and self-service platform, has launched a new ad format – Push Notifications. This new format is intended for both desktop and mobile devices. The new release underscores the company’s unique ability to modernize and expand the scope of online advertising opportunities.
SDK spoofing is a new form of mobile app fraud quickly gaining momentum whereby fraudsters tap a stranger’s mobile device to install a fake app. The fraud attack usually goes undetected by the end user. However, the advertiser is still being charged. Now, app measurement company, Adjust, has come forward and launched a solution to tackle SDK spoofing, or replay fraud.
Mobile advertising technology companyAppLift, has just launched Audience Segmentation to its app ad platform. The feature works via a rule-bidding UI and is now available through AppLift’s DataLift 360. It lets advertisers create their own rules and audience segments based on in-app events.