People, news and views from and about the mobile sector.
This year mobile app advertising has been facing up to the delayed impact of Apple’s privacy changes. Where web advertising went through Intelligent Tracking Prevention (ITP) and the limiting of third-party cookies in Safari several years ago, mobile app advertising is now navigating the challenges of Apple’s iOS14.5 and its IDFA restrictions.
With the digital advertising industry worth around $400B and mobile representing nearly 70% of that number, it would be safe to say there is enough data being generated to allow brands to make informed decisions about what does and doesn’t work when it comes to deciding where and when to place their mobile ads.
Via a series of online and social media takeovers going live on 4 March and running for three weeks until Wednesday, 24 March, O2’s latest campaign will highlight the plight of the seven million people across Britain who do not currently have access to a web-connected device.
Vincent Tessier is Brand & Agency Lead EMEA – MoPub at Twitter. In a career in digital media spanning over a decade, he’s worked at companies including Adsquare, AOL, Alchemy, Trademob and La Place Media, one of the first publisher cooperatives.
Tobias Knutsson, CEO at Adverty, outlines why a combination of both brand and performance advertising in-game is uniquely powerful.
Ethan Lewis is VP of Engineering and Product at real-time data and omnichannel measurement and attribution company Kochava.
By Jimmy Jakobsson, CEO and