MOBILE ADVERTISING

Mobile Advertising Platform Mintegral Supports SKAdNetwork, Apple's Official Attribution Solution

Mintegral | November 10, 2020

Mobile advertising platform Mintegral has announced that it now supports SKAdNetwork, Apple's official attribution solution, becoming one of the first mobile ad platforms in China to do so. Publishers and developers partnered with Mintegral can still get accurate installation attribution through SKAdNetwork, even after Apple deprecates IDFA. In June this year, Apple announced several new user privacy features at the Worldwide Developers Conference (WWDC), one of which was that starting with iOS 14, app developers will need to obtain explicit user consent before they can access the Identifier for Advertisers (IDFA). The news drew significant reactions from the entire mobile advertising ecosystem. IDFA is a random identifier assigned by Apple to individual devices, just like Google's GAID, which allows advertisers to target and track users' behavior more accurately to measure the effectiveness of their ads and help them decide how to better allocate their advertising budgets. From IDFA being enabled by default, to requiring user consent for iOS 14, Apple's move in its current format is bound to greatly increase the likelihood of users disabling IDFA. Although Apple has delayed its planned privacy changes to IDFA, targeted advertising effectiveness is projected to decrease in the foreseeable future. As a result, an increasing number of mobile advertising platforms are looking for alternative solutions, with SKAdNetwork being generally considered as one of the more optimal alternatives.

Spotlight

Social Intelligence is the practice of gathering data from social media platforms to generate insights that can help with key business decisions. In one of the first uses of the term in 2010, Forrester defined Social intelligence as “the management and analysis of customer data from social sources, used to activate and recalibrate marketing or business programs”.

Spotlight

Social Intelligence is the practice of gathering data from social media platforms to generate insights that can help with key business decisions. In one of the first uses of the term in 2010, Forrester defined Social intelligence as “the management and analysis of customer data from social sources, used to activate and recalibrate marketing or business programs”.

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Apple Leaves Advertisers Shocked

Apple | June 13, 2022

When Apple revealed iOS 16 last week at its developer conference, the marketing world was anticipating a data cut-off coming from iPhones, meaning mobile advertising would no longer remain the same for iPhone users. However, Apple shocked advertisers and marketers alike by not introducing any data cut-offs. “We were expecting the same announcement,” said Andrew Casale, CEO of Index Exchange, the programmatic ad marketplace. “We were expecting the same announcement,” said Andrew Casale, CEO of Index Exchange, the programmatic ad marketplace. Mobile marketers were expecting Apple to expand its anti-tracking feature on iPhones, but the company appeared more reserved at the Worldwide Developer Conference. Advertisers think that Apple might be feeling the pressure from companies voicing their dissent about the company’s tactics. Meta had recently slammed Apple for its anti-tracking grievances. Apple has never clearly addressed the issues in the advertising ecosystem full of publishers, developers, third-party ad tech vendors, and businesses that advertise. “There’s been a lot of collateral damage, where privacy was more expensive than [Apple] thought,” said Rabah Rahil, chief marketing officer at Triple Whale, an e-commerce mobile marketing platform. “It’s one thing to put privacy first when everyone’s rich, but it’s another thing when people are going through really challenging times and economic headwinds.” Rahil has been working with thousands of small and medium-size merchants on Shopify, merchants that use mobile app marketing to grow. He thinks they are struggling because of Apple’s advertising changes. Apple has made it hard for apps and publishers to get direct information on their audience unless the person gives direct permission. However, IP addresses have brought some solace to marketers so they can keep measuring their ad campaigns, which ad placements were effective and which audience to target. Most marketers think Apple changed how it delivers it anti-tracking notices. It may still prevent data-sharing. It could make options like Private Relay, one of the last vestiges of tracking, more available.

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NBCUniversal’s Peacock Makes $1 Billion in Upfront Ad Sales

NBCUniversal's Peacock | July 01, 2022

NBCUniversal's Peacock streamer made $1 billion in ad sales during its upfront ad negotiations, with total digital and streaming sales up 20% from last year, according to the media conglomerate, which confirmed today that it had concluded its upfront negotiations. NBCU is the latest media company to announce the end of its upfront season, capping off a season in which many marketers frequently adjusted budgets to account for market uncertainty caused by various economic factors such as the war in Ukraine, a potential recession, and inflation, among others. Even so, NBCUniversal reported its highest digital and streaming intake to date, as well as the highest-grossing upfront since Comcast completed its acquisition of NBCUniversal in 2013. Last year, the company announced that it had secured $500 million in commitments for its streamer Peacock. This year, the streamer more than doubled its commitments. According to NBCU, pharmaceuticals was one of the strongest categories in the upfronts, with a nearly 40% increase above all other industries, closely followed by a 30% increase in travel spending. NBCU also reported a 30% increase in advanced advertising deals, which are data-driven deals that allow brands to target audiences beyond the traditional age and gender demographics. The company reported a 20% increase in broadcast entertainment, the NFL, and multicultural segments, owing to Hispanic rights to the 2022 FIFA World Cup. According to a source close to the situation, the company's volume this year surpassed that of last year for the first time in its history.

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Comcast Advertising's New Report Finds Optimal TV and Streaming Advertising Balance

Comcast Advertising | June 10, 2022

The Comcast Advertising Research 2022: Actionable Insights for the Modern TV Advertiser is a new, cross-industry report published by Comcast Advertising. Using proprietary data, the research offers a unique perspective on the present situation from the perspectives of viewers, buyers, and sellers, concluding with a detailed and fact-based proposal for the best balance between TV and streaming advertising. Comcast Advertising, the advertising division of Comcast Cable, consists of the advertising sales segment Effectv and the media and technology division FreeWheel. Both divisions contributed to the report's detailed results, giving readers a broad viewpoint. The report delves into a practical "success formula" for contemporary advertisements after analyzing the most recent patterns among viewers, purchasers, and sellers. Based on an analysis of more than 20,000 campaigns, Comcast Advertising advises marketers to invest 20 to 30 percent of their TV budget in streaming advertising and the remainder in traditional TV. The report concludes with projections for the following years. These forecasts include the future of streaming, the significance of first-party data, the change to audience-based buying, the scalability of targeted advertising, and programmatic expansion. Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers." Mark McKee, General Manager, FreeWheel, said, "This has been an incredible year for TV advertising's progress and innovation, and this is clearly evident in the discussions we've having every day. From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It's critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that."

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