Advertising Technology Blog

In-app advertising revenue is projected to reach $353 billion in 2024, over 40% of digital ad spend, growing at 9% CAGR through 2027. Transition from waterfalls to in-app bidding boosts publisher revenue by ~60% through real-time competition. Key benefits include equal access for all bidders, higher eCPMs, and detailed data signals for optimizing bidding strategies. Publishers should integrate more bidders and leverage platforms like MAX to maximize monetization.

Casual gaming UA costs doubled to $2.17 CPI, with iOS at $4.83 vs Android $0.65. LATAM has lowest CPI ($0.44) but lower ROI. New genres like 3D Match and monetization trends like web stores are emerging.

Chinese games hold 31% global mobile revenue, expected to reach $39.6B by 2027. Success requires localization, adapting to regional trends, and strategic UA. Guides like Liftoff's help with ROI benchmarks and monetization insights.

The open internet offers incremental growth opportunities beyond walled gardens. Supply path optimization is complex, with intermediaries inflating costs. Moloco's in-app bidding SDK creates a direct publisher-marketer path, eliminating fees to improve ROI. It enhances ML predictions with high-quality signals, giving marketers better transparency and control over ad rendering for improved engagement.

SKAN 4.0 adoption remains low due to implementation challenges and past bugs, despite offering improved measurement. Marketers should understand source identifiers and conversion mapping, while preparing for SKAN 5.0's enhanced user activity insights.

SKAN 4.0 is Apple's privacy-focused attribution framework for iOS ads. It introduces a four-digit source ID, crowd anonymity tiers, coarse-grained conversion values, and multiple postbacks to provide more campaign data while protecting user privacy.

To boost performance on TikTok, establish data connections like Pixel and Events API, captivate with native creative and creators, focus on outcome-based measurement, optimize continuously, and test and learn using Split Testing.

The Moloco SDK is a new solution for app publishers to maximize revenue by accessing Moloco's global advertisers directly. It is a certified bidding partner for AppLovin's MAX and Unity's LevelPlay. The SDK benefits both marketers (improved ROI, better performance, transparency) and publishers (direct demand, ML technology, creative control). Partners praise its high eCPMs and performance.

Advertising is key to e-commerce growth, as seen with Amazon and Walmart. Amazon derives 68% of profits from ads, while Walmart generates 12% of profits from Walmart Connect. Commerce media delivers high margins without heavy capital expenditure, enabling reinvestment in lower prices, distribution, and innovation. Balancing user relevance, advertiser results, and profit reinvestment is crucial.

Generative AI enhances mobile ad campaigns by enabling rapid creative ideation, testing, and optimization. Experts emphasize using AI for scalable testing, maintaining brand compliance, and leveraging quality data for better performance.

SparkLabs team explores AI tools like ChatGPT, MidJourney, and DALL-E for ad production, forming a task force to test 50+ tools. AI aids ideation, scriptwriting, and visual concepting. Key insight: AI complements human creativity, but flexible adoption and team-wide testing culture are crucial for seamless integration. The webinar offers actionable lessons for ad operations leaders.

TikTok webinar for SMBs on creative performance. Learn successful ad strategies, key themes for captivating content. July 11, 2024, 11AM BST, via Zoom.

Top 5 US iOS business games in Q2 2024 showed mixed trends. My Perfect Hotel grew in downloads, revenue, and users. Business Empire had fluctuating downloads but rising users. Outlets Rush saw declining downloads and revenue. Idle Bank Tycoon increased revenue and users. Idle Office Tycoon peaked then dropped.

In Q2 2024, top Russian utilities showed varied performance. VPN apps like Free VPN Proxy peaked at $7.3K revenue and 14.8M weekly active users. Yandex Browser maintained 23-24M weekly users. Downloads fluctuated across apps, with VPN - fast peaking at 655K weekly downloads.

In-app ads offer superior viewability (78-85% vs 63% mobile web), 2x higher clickthrough rates, and brand-safe environments compared to social and search ads. Users spend 85% of screen time in apps, making them high-engagement channels. Advertisers should leverage immersive formats (full-screen video, playable ads) and AI-powered targeting for better ROI.

Cannes Lions 2024 highlighted key trends: Gen Z marketing demands authenticity; AI shifts from theory to practical use in ad creation and buying; cookie deprecation pushes data clean rooms and AI for audience targeting; mobile gaming offers non-gaming brands new reach. AppLovin and Wurl emphasized cross-device connection. Practical advice: leverage AI for personalization and test mobile gaming ads.

42% of adults over 50 play mobile games over an hour daily, with fun and relaxation as top reasons. Advertisers should use interactive ads in popular genres like card and match-3 to engage this growing audience.

AI is transforming advertising by enabling better audience insights, faster creative production, and real-time measurement. Tools like Veo generate high-quality video from prompts, helping businesses connect with users at scale.

For UA campaigns, selecting the right ad network is crucial. Key factors include reach, audience relevance, ad format support, pricing models (CPC, CPI, CPA), and analytics capabilities. Define clear goals and target audiences before launching. Use engaging creatives tailored to your brand and run A/B tests. Start small to gather data, then scale high-performing campaigns. Monitor metrics like CTR, conversion rate, CPA, and ROAS to optimize. Stay updated on trends to adjust strategies.

Prioritize creative empathy and resonance to connect with today's selective audiences. Blend paid and organic content on TikTok for authentic engagement. Remix assets and prioritize TikTok-first creative for better returns.