Kochava’s new, free Marketer’s Guide to OTT and CTV provides a foundational introduction to OTT and CTV that gives you a competitive edge in your approach to this powerful marketing channel. In this guide, we’ll unpack the evolution of OTT and CTV since the December 2005 launch of YouTube, the differences between OTT and CTV, a breakdown of streaming services and content providers, advertising strategies and best practices on these platforms, and performance marketing based on outcomes-based measurement.

Key takeaways from industry experts

At the end of 2023, Kochava hosted a webinar with industry experts from Samsung Ads and Sling TV/DISH. You can watch the on-demand recording here: Supercharge Your CTV Advertising with Outcomes-based Measurement. Below we’ve outlined four key insights derived from the discussion. Dive in as we explore these takeaways, and leverage them to enhance your CTV advertising strategy.

 #1 Understanding the inventory and device ecosystem

The key to mastering CTV advertising lies in navigating its fragmented nature. As inventories expand and category lines blur, it becomes crucial to understand where and how ads can be served. This knowledge allows for strategic placements and enhanced visibility, ensuring that campaigns reach their intended audiences effectively. Here’s a brief overview:

Streaming services: Ads can now be served on various streaming services (OTT platforms) such as Netflix, Hulu, Amazon Prime Video, and Disney+, where viewers consume on-demand content. While certain services offer an ad-free experience at a premium subscription rate, most have introduced discounted tiers in exchange for limited ads.

FAST channels: Free ad-supported streaming TV channels offer linear and on-demand viewing experiences 100% free with commercial breaks where ads can be inserted.

Network apps: Many traditional TV networks have their own streaming apps or digital platforms where viewers can stream live or on-demand content, providing ad slots within these streams.

Connected devices: Ads can be served through a variety of devices used to stream content. These devices can include smart TVs, CTV set top boxes and sticks (Roku, Amazon Fire, Apple TV, Chromecast, etc.), mobile phones and tablets, and even gaming consoles.

Programmatic exchanges: Automated buying and selling of CTV ad inventory through programmatic exchanges enables advertisers to target specific audiences across multiple CTV apps and services.

Direct deals/purchases: Advertisers can directly purchase ad slots from CTV publishers or platforms, often guaranteeing premium placement and specific audience targeting.

Cross-device targeting: Serving ads on CTV, then retargeting those viewers on other devices like smartphones or tablets can create a cohesive multi-device advertising strategy.

 #2 The emergence of FAST channels

FAST channel revenue is projected to reach $12bn in 2027. This forecast highlights a major shift in viewing habits to audiences increasingly favoring free, ad-supported content. This trend affords marketers a prime opportunity to connect with diverse demographics, particularly cord-cutters and millennials. To effectively engage these viewers, advertisers might target their campaigns within popular content genres on FAST channels, such as classic TV shows and movies.

Ad format selection is key, with pre-roll ads showing strong completion rates and mid-roll ads keeping viewers engaged. Interactive ads, though rarer, can significantly enhance engagement. Marketers must also consider user behaviour, including viewing times and multi-screen interactions, to optimize ad impact.

 #3 Advancing measurement for tangible outcomes

The paradigm of CTV advertising measurement is shifting from traditional metrics such as impressions and reach to outcomes-based approaches. Advertisers now seek to connect ad views with consumer actions, aiming to quantify the impact of their campaigns in terms of tangible results such as website visits, purchases, or app installations. As a result, CTV is no longer just a brand marketing play, but also a performance marketing medium where marketers can connect spend to direct response performance. Learn more about outcomes-based measurement in this related post.

 #4 Revitalize your strategy

When it comes to CTV campaigns, a clear objective-oriented strategy is paramount. Advertisers should consider the full spectrum of inventory options, including un-guaranteed spaces, to reach their target audiences effectively without overspending on data fees. The focus should be on delivering high-quality, engaging content, while also being mindful of frequency capping and the importance of testing different approaches.

The role of creative in streaming ads

The transformation in viewer behaviour has given rise to interactive ad formats like shoppable ads. Utilizing QR codes and cross-device targeting strategies, these ads offer a bridge between CTV and mobile, enhancing the potential for audience engagement. Creatives should be high-resolution and crafted to align with the campaign’s KPIs, ensuring they captivate viewers and drive the desired action. 

The intersection of brands and custom content

As brands explore the FAST space, the opportunity to create custom content tailored to campaign objectives and target audiences presents a novel way to engage with viewers. Sponsorships and partnerships in this space enable brands to craft unique experiences that resonate with their audience.

Navigate your CTV campaigns with Kochava

 Accurate outcomes measurement is the linchpin of campaign success. With tools that facilitate attribution and optimization, Kochava’s analytics and attribution solutions are at the forefront of enabling this precision. Brands seeking to explore custom content or channel bundling will benefit from partnerships that offer access to proprietary data, enhancing their ability to measure and understand their impact across CTV platforms.

The future of CTV advertising demands a blend of informed decision-making, adaptability, and strategic flexibility. By embracing a variety of strategies, including outcomes-based measurement and innovative creative approaches, brands can shape their success in the dynamic world of CTV advertising.  

Ready to learn more? Download Kochava’s new, free Marketer’s Guide to OTT and CTV! 

The post The Marketer’s Guide to OTT & CTV appeared first on Mobile Marketing Magazine.

Todays consumer lives in a world of always-on connected devices with an array of content deluging them at any given time – from ads on their phone when they first wake up to a TV spot over the morning news to a billboard on the side of the road during their commute.
In the competitive consumer landscape, brands must understand how ad dollars equate to meaningful customer engagements that satisfy the bottom line, no matter where those ads may live. Often, this means relying on an ad partner to fulfill a brand’s ideal audience composition.

The advent and rapid-fire growth of mobile has led to sweeping changes, as well as giant strides for marketers in the consumer’s path to purchase. Moving across devices and online and offline channels is our new reality. As a result, our approach to measurement has necessitated an evolution as the old, traditional way no longer measures up.

Leading marketers driving strong growth understand the value of having complete transparency into their data-driven marketing efforts, with measurement and attribution at the top of the priority list. Kochava was born out of this concept: secure, real-time data solutions to measure and optimize your marketing efforts. And, with great advancements in our platform and a deep ecosystem of preferred technology partners, we empower brands to measure the effectiveness of their advertising efforts across linear platforms and connected devices.

In 2018, there were approximately eight networked devices per person, a number expected to climb to 13.6 per person by 2022, according to Cisco VNI 2018. And with the rise of the Internet of Things (IoT) and smart home devices, which function as voice-enabled web browsers among other things, this means that many of these devices are shared among members of a household. Marketers understand the value of this interplay, not only in how they measure campaign effectiveness, but also in how they target new audiences.

Enter the Kochava Collective, the largest independent mobile-first data marketplace by volume, with more than 1 billion monthly active users, spanning over 7 billion devices. Offering audience targeting and data enrichment that global brands, demand-side platforms (DSPs), and others rely on for critical insights into user behavior, the Collective now includes device householding, wherein devices are grouped, based on a shared location. This offers new capabilities to target all devices within a given household and/or suppress future targeting for household-level services when one or more household members have already converted.

Broaden audience reach with householding
A direct-to-consumer (DTC) women’s apparel brand had previously been running pay-per-click ads, but wanted to expand their marketing to gain a competitive edge in the niche world of subscription eCommerce sales. When they discovered the Collective, they saw numerous audience discovery solutions. Using Audience Builder, they selected “interests and behaviors” and ”women’s fashions” and received a list of millions of devices to target – not a bad place to start a campaign. They selected their preferred ad partner, securely synced the target audience, and instantly activated an acquisition campaign.

To expand their reach, they tapped into the Collective’s householding capability and identified the additional devices mapped to the same households as their prior audience. This way, they could target beyond their female audience and reach the male consumers in the household as well – just in time for the holidays.

Make the Collective your secret weapon
Whether buying a prepackaged audience, creating a lookalike from your best users, finding users of your competition, or building your own based on rich criteria filters, the number of ways to grow your user base via the Collective offers untapped potential.

Thanks to advancements in measurement and audience segmentation, marketers have a variety of options to fundamentally change how they reach their target audience on the path to purchase. And as the old cliché goes, in mobile marketing, we’ve only just begun.

The post Pushing the boundaries of measurement in an always-on mobile world appeared first on Mobile Marketing Magazine.

Verizon turns to Majumdar to lead UK strategy
Monica Majumdar has been appointed UK head of strategy at Verizon Media. Reporting to UK managing director Anna Watkins, she will lead and build holistic strategic solutions for advertisers across its content brands and advertising platforms.

Majumdar joins from Spark Foundry, where she was head of strategy and planning for the agency’s key clients. Prior to that, she was strategy director at Spark Foundry and media group manager at PHD UK.

“This is an exciting time for the Verizon Media business here in the UK as a new brand,” said Majumdar. “With the strength of the Verizon global brand behind it, I’m very much looking forward to showing our clients the power and possibilities of how working together and building strategic partnerships can deliver clear ROI against their business objectives.”

Mackenzie becomes MediaCom UK exec
MediaCom UK has promoted James Mackenzie to chief investment officer. In his new position, Mackenzie will focus on building MediaCom’s relationships and partnerships with media owners.

Mackenzie joined MediaCom two years ago as head of investment, leading the investment team in the successful implementation of the agency’s new structure as well as being integral to a series of new business wins. He arrived at the company after three years at PHD, and has also held roles at Vizeum UK and Zenith.

“Jimmy joined us at a pivotal moment for our business – with the client/agency relationship changing, the media industry completely transforming and MediaCom itself needing to adapt and move with this. He made an immediate impact and has played a key role in our success over the last two years,” said Josh Krichefski, MediaCom UK CEO. “Jimmy is hugely knowledgeable about all aspects of trading and this, coupled with his calm and professional demeanour, has made him a huge asset for us, our clients and media partner. It’s a promotion that will ensure he can play a key role for us now and in the future and I’m genuinely delighted to be announcing it.”

Vodafone brings in Kumar as Business boss
Vinod Kumar has been hired as chief executive officer of Vodafone Business by the Vodafone Group. Reporting to Vodafone Group chief executive Nick Read, he will begin the role from 2 September 2019, at which point he will replace interim chief executive officer Vivek Badrinath.

Kumar has been managing director and chief executive officer at Tata Communications since 2011, having initially joined the company as chief operating officer in 2004. His career in telecommunications has included roles at Asia Netcom, WorldCom, Global One, and Sprint International.

“I am very excited to join the vibrant team at Vodafone Business,” said Kumar. “The global reach, the pervasive network and the brand loyalty that Vodafone has created makes it an ideal partner for any organisations digital transformation, regardless of size or industry.”

Harden joins Rubicon board
Advertising exchange Rubicon Project has appointed Sarah Harden to its board of directors, bringing more than two decades of experience in digital media, entertainment, and direct-to-consumer video to the board.

Harden is currently chief executive officer of Reese Witherspoon’s media company, Hello Sunshine. This followed five years of executive level positions at Otter Media/The Chernin Group, including president and executive vice president.

She previously served as a board member of ESPN-Star Sports, Star China Media and The Moby Group and as a board director overseeing successful acquisitions and exits of private portfolio companies including Crunchyroll, Fullscreen, Roosterteeth, McBeard, Stagebloc, and DLVR.

“I am very excited to have the opportunity to serve on the Rubicon Project board during such an exciting time for the company,” said Harden. “I’m looking forward to continuing to enhance Rubicon Project’s position in this dynamic market and strengthen our partnerships as we continue to add value to the ecosystem.”

Adjust hands board position to Clarizio
Lynda Clarizio has joined Adjust, a mobile measurement firm, as a non-executive board member. She will assist Adjust’s leadership in the strategic direction of the company.

Clarizio brings nearly 20 years of executive experience growing and scaling businesses within data and technology particularly. Most recently, she was president of Nielsen US Media, where she was responsible for leading the performance of Nielsen’s business providing media and advertiser clients with measurement and marketing effectiveness solutions across television, digital, audio and other media. Prior to that role, she was executive vice president for corporate development and operations at AppNexus. She also served as chief executive officer and president of Invision, and previously held a variety of executive positions at AOL.

Aside from Adjust, Clarizio serves as a member of the boards of directors of CDW, Resonate, OpenSlate and Human Rights First.

“Adjust is the leading global platform empowering brands with mobile attribution and other measurement along with best-in-class fraud prevention. I am impressed with the strong leadership of Christian Henschel and Paul Muller, and their commitment to bringing greater trust and transparency to the rapidly growing business of mobile marketing,” Clarizio said. “I am honoured and excited to work with Adjust as the company expands its platform and suite of measurement solutions.”

APAC directors named by Kochava
Mobile attribution platform Kochava has appointed Makoto Katayanagi as regional sales director for its Japan business and DongHee Cho as regional sales director for its Korea business.

Katayanagi’s hiring marks the opening of the company’s Tokyo office. He has a background in law and more than 15 years of experience in sales and development with advertising companies. He was previously sales manager at Group IMD and, before that, spent 12 years at ADK as a senior account executive.

“Im excited to be joining this great international team of professionals. The opportunities in Japan are wide open, and I look forward to expanding Kochavas services to new customers in this region,” Katayanagi said.

Cho was added to Kochava’s existing team in Seoul earlier this summer, bringing strong operational and development skills with him, and most recently served as executive director at GfK. Prior to that, he was a division head at Nielsen.

Thrillist recruits Kirsch to lead on content
Meghan Kirsch has been hired as chief content officer at Group Nine Media’s Thrillist. Reporting to Thrillist’s president, Ocean MacAdams, she will oversee all Thrillist content and brand identity, providing both vision and leadership for the written, video, production and design teams.

Kirsch has nearly 20 years of experience in the TV and digital media industries. She joins from Vice Media, where she was senior vice president of creative & marketing, leading a near 50-person team in the strategy, development and execution of all brand expressions and marketing campaigns for Vice, Viceland, Vice Digital, Vice News and Vice Studios. Prior to Vice, she served as vice president of brand creative & marketing at A&E Networks for 11 years, where she led the creative development for all off-air marketing communications for A&E, History Channel and H2, and created the brand identity for launch of lifestyle network FYI. Kirsch previously held consumer marketing roles at AMC Networks.

“I couldn’t be happier to join Ocean and this incredibly talented team,” said Kirsch. “There’s so much information, stimulation and noise out there. Thrillist’s eye towards curation and track record for creating the kind of impactful content that cuts through and creates a loyal fanbase makes it an exciting place to be. I can’t wait to dive in and help continue growing this great brand.”

Several global exec hires made at Flashtalking
Flashtalking, an independent ad server, has made a series of hires around the world as part of its ongoing global expansion. Juan Garriga has joined as senior sales engineer in Spain, while Eric-Alexis Fortier arrives as country manager in France and Tracy Yap becomes APAC account director in Singapore.

Garriga, who was formerly positioned with Eyeblaster/MediaMind and then as country manager for Sizmek, will contribute extensive primary ad serving and technical capabilities, to more deeply activate Flashtalking’s regional capabilities in that market.

Fortier brings significant experience in Dynamic Creative Optimisation (DCO), holding previous executive posts at ADventori and AdParlor (Adknowledge). In addition, he provides expertise across the telecoms, automotive, travel, eCommerce and retail verticals.

Yap, who was most recently with TripAdvisor and Adara, brings almost a decade of publisher and DSP experience to Flashtalking.

The company has also promoted Dom Satur to vice president of business development in Europe, having previously been vice president of solutions engineering for seven years. Chris Nachimas has joined in the US as vice president of solutions engineering and Fred DeCaro III has arrived from Sizmek in the new position of director of training & operational readiness.

Via names Rivkin on its board
Charles H. Rivkin has been appointed to the board of directors at rideshare app Via. He is currently chairman and CEO of the Motion Picture Association of America (MPAA) and has more than 30 years of experience as a media executive and US diplomat.

Before joining the MPAA, Rivkin served for almost a decade at the highest levels of the US government’s diplomatic corps, including as the US ambassador to France and Monaco and later the US assistant secretary of state for economic and business affairs at the Department of State.

“I am honoured to join Via as its first independent director,” said Rivkin. “Daniel [Ramot] and Oren [Shoval] have built an extraordinary company and I look forward to supporting their vision to bring a truly dynamic mass transit system to the world.”

Pair join OneM2M marcom committee
Nadja Rachow has taken up the position of chair of OneM2M’s marcom committee. She has been joined by Peter Kim, who steps into the position of regional vice chair of Asia for the same committee.

Rachow, who is communication director at ETSI, brings 20 years’ experience across the automotive, energy, transport, and logistics industries. She will lead OneM2M’s marketing and communication efforts as it continues to drive standardisation in the internet of things (IoT) ecosystem. This will include working closely with oneM2M’s technical plenary to help develop a strategy for its Release 4 specifications, which aims to enhance interworking of IoT applications within various industry sectors beyond telecoms.

“I am thrilled to be taking on the position of marcom chair at an incredibly exciting time within OneM2M, as work on Release 4 begins to ramp up,” said Rachow. “As more IoT applications and devices emerge on the market, it is critical that the industry understands the importance of standards in enabling a harmonious, thriving global-scale IoT ecosystem – and I look forward to driving this initiative forward.”

Kim, who has been heavily involved with OneM2M since its formation in 2012, is currently chief researcher at TTA. As the person in charge of operating and organising oneM2M in Korea, he has been actively promoting oneM2M and helping to recruit Korean companies to join and participate in the partnership project.

“As the IoT continues to gain pace in Asia and beyond, the need for an interoperable IoT framework is increasing with this,” said Kim. “In South Korea, we have already seen several multi-vendor oneM2M rollouts across various smart cities, providing cities with the freedom to choose solutions which fit their own requirements and won’t leave them locked in with insufficient, out-dated equipment further down the line. I look forward to continuing to drive awareness of the benefits of OneM2M as I embark on my new role as regional vice-chair.”

CarLabs.ai brings in Prince and Dalton
The company that creates digital assistants for auto brands, CarLabs.ai, has hired Geoffrey Prince as vice president of product and Robert Dalton as senior director of project management. Both previously worked at J.D. Power, serving various roles in the product and technology development sides of the business.

Prince will lead CarLabs’ product set as it expands its SaaS services throughout the auto industry both within the US market and internationally. He also previously served as the head of roduct at Affinitiv, where he assisted the executive team and private equity partners in delivering a technology-centric vision of the company and a roadmap for the needed digital transformation of the product offering.

Dalton has been tasked with transforming high-potential projects into financial and operational successes through the implementation of appropriate methodologies, procedures, and guidance techniques. In addition to his time at J.D. Power, he has also worked at Disney.

“We have reached an exciting time in our companys growth where we need proven experts to manage the rapidly developing opportunities presented to CarLabs,” said Martin Schmitt, CarLabs.ai CEO and co-founder. 

Parkes becomes Rufus Leonard boss
Rufus Leonard, an independent brand-led digital experience agency, has named Laurence Parkes as its chief executive officer. He steps into the role following his time as chief strategy officer, succeeding co-founder Neil Svensen, who will continue in his role as co-founder and will take on the new role of chair following 30 years as chief executive.

Parkes has held the chief strategy officer role since 2016, in which time he reframed the agency services under brand experience and launched products including the Brand Experience Index. He has been responsible for creating digital brand experiences for clients including PizzaExpress, Lloyds Banking Group, the AA, and Stagecoach.

Prior to joining Rufus, Parkes led strategy teams at network agencies including AMV, DDB and BBH. Laurence was most recently responsible for building and developing a 10-strong team of multi-disciplined strategists at AKQA’s Amsterdam office.

“It is rare to find an agency that has the strategic ability, experience design and technical expertise, in-house, to both define and implement our clients’ vision,” said Parkes. “Ever since our founders… started Rufus Leonard 30 years ago, we have been helping businesses create extraordinary experiences for their colleagues and their customers across all touchpoints. From BT’s first website in 1992 to BBC’s future of voice strategy in 2019. This is where Rufus Leonard is unique.”

The executive reshuffle has been completed with the promotion of Ale Cabra from managing partner to client services director and board member. She will be responsible for growing Rufus’ client business and fostering exceptional client service, across organic business development and overarching client growth strategies. Cabra joined Rufus in 2016 following roles at Razorfish, Collective London, and Publicis.

Bluetooth SIG adds Haipeng to board
Haipeng Jin has joined the Bluetooth Special Interest Group (SIG) board of directors as an associate member director. He will serve a two-year term on the board, which is responsible for the governance of the organisation and plays a vital role in driving the expansion of Bluetooth technology.

Haipeng is the co-founder and engineering vice president of Telink Semiconductor, currently leading the daily operations of Telink’s research and development (R&D) and product team. brings years of experience in developing and commercialising innovative low power wireless IoT technologies.

His appointment means the Bluetooth SIG board now consists of individuals from Apple, Bose, Ericsson, Intel, Lenovo, Microsoft, Nokia, Telink Semiconductor, and Toshiba.

“The addition of Haipeng Jin from Telink to the Bluetooth SIG board of directors is an honour and we look forward to Haipeng’s expertise and creativity,” said Mark Powell, executive director of the Bluetooth SIG. “With the rapid growth of Bluetooth to provide commercial and industrial solutions such as connected lighting, asset tracking, and access control, the expertise Telink provides will be beneficial as Bluetooth continues to add capabilities and enhance the technology to meet market demands.”

The post Movers and Shakers: Verizon, MediaCom, Vodafone, Rubicon Project, and more appeared first on Mobile Marketing Magazine.

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Kochava, the mobile attribution, analytics and optimization firm, has announced the integration of a number of push and in-app messaging providers with the Kochava Adapter Framework. The partner integration include Appboy, Leanplum, Localytics and Urban Airship. Kochava said it designed the Adapter Framework to support its customer’s desires for an omnichannel view of both user acquisition and user re-engagement efforts in a single dashboard.

Re-engagement of existing users is fundamental to mobile marketing success, and the Kochava platform has always allowed marketers to identify existing high-value users and trigger new targeted acquisition campaigns at the right moment. With the addition of push and in-app messaging integrations, the Kochava Adapter Framework now enables marketers to automate their mobile marketing campaigns and analytics through Kochava’s partners and track and understand how their messaging engagement and re-engagement efforts are attributable to their overall mobile media spend.

Using the Kochava platform, marketers can create, track and optimize a variety of new campaigns beyond their initial user acquisition campaign to increase the overall lifetime value (LTV) of their existing users. With the announcement of push and in-app messaging integrations, this class of campaign can now be tracked and attributed alongside all of a mobile marketers’ other campaign data, including email, mobile web and app media spend.

This latest addition to the Kochava Adapter Framework brings push and in-app messaging reporting to the Kochava platform so that events such as uninstalls and app deletes can now be used as event triggers to launch ad campaigns in real-time.

“Instead of buying a messaging technology company, or attempting to build out these key marketing capabilities ourselves, Kochava has taken the position that we want to leverage the investments that our customers have already made and empower them to employ the push and in-app messaging tools that best serve their specific needs,” said Kochava CEO, Charles Manning. “By partnering with the best push and in-app messaging providers, and coupling these technologies with the Kochava dashboard, we are providing marketers with the most comprehensive and unified perspective on attribution across channels and audiences.”

The post Kochava Integrates with Push and In-app Messaging Firms appeared first on Mobile Marketing Magazine.

The feature enables Marin customers to identify the influence of online ads on mobile app usage, with the increased visibility allowing them to optimise their digital marketing campaigns to improve app engagement and revenue.

According to research by Ofcom, 48 per cent of app users download apps only to never use them, a rise of 11 per cent on the same figure in 2012. On average, smartphone users download 23 apps, but only 10 get regular use.

With apps set to generate $77bn (£51bn) in worldwide revenue by 2017, it is crucial that advertisers are able to understand the links between their search, display and social campaigns and increases in app installs and user engagement. Marketers need to be able to maximise return on mobile apps and drive usage effectively to be successful.

By partnering with mobile app analytics providers, Marin Software aims to provide advertisers with attribution of digital marketing campaigns on mobile app usage, letting them track patterns in engagement and revenue.

“At Arena Media, we use AppsFlyer for our customers because the technology provides us with the ability to split traffic by device. This is significant because we can now drive desktop traffic as well as App installs from the same ad,” said Vilma Grosberga, senior search manager at Arena Media, part of Havas Media Group. “Integrating AppsFlyer with Marin enabled us to bring all data points into a single view, allowing our clients to obtain extremely important efficiencies in performance and campaign management.”

The post Marin Software Tracks App Usage for Ad Targeting appeared first on Mobile Marketing Magazine.

The ads, which have been beta tested over the the past few months, will appear in Twitters news feed just like promoted posts currently do, and will link directly to apps on Apples App Store or the Google Play Store.

Mobile app install ads are already incredibly popular on Facebook, accounting for 59 per cent of its total revenue in Q1 of this year, up from 30 per cent in Q1 2013. A large part of their popularity derives from Facebooks ability to target users based on a large number of factors, and Twitter will need to prove it has similar abilities to target ads effectively if it hopes to compete.

Twitter has partnered with a wide variety of mobile measurement companies to enable advertisers who take up the new app install ads to measure the full conversion impact of their campaigns, including initial installs and in-app conversion events. The partners include Adjust, AD-X, AppsFlyer, Fiksu, Grab, Hasoffers and Korchava.

Mobile attribution analytics company Kochava has worked heavily with Twitter during the beta testing. Its partnership with Twitter will extend the new app install functionality to Kochavas customer list while still providing them with the analytics tools that Kochava supplies.

“With the launch of Twitter Mobile App Promotion, an entirely new and extremely valuable channel has opened up to advertisers and the need to track and measure the effectiveness of this new channel is critical to its success,” said Charles Manning, Kochava CEO. “Opening up Twitter and offering the same best in class actionable mobile data means advertisers can optimise the return on their Twitter advertising investment from initial impression to lifetime value.”

Mobile ad optimisation company Fiksu have also announced that it is integrating its technology with the newly released app install ads following its participation in the beta testing phase. Fiksu for Twitter will provide its advertisers with programmatic real-time optimisation using a massive database of mobile information.

“Fiksu for Twitter delivers a full range of optimisation options that enable our mobile app marketing clients to more effectively reach their intended audience of possible app users,” said Micah Adler, CEO and founder of Fiksu. “Our integration with Twitter means our mutual clients can take advantage of our deep experience in mobile app install ads combined with Twitters immediacy, massive mobile reach and audience targeting possibilities.”

In addition to the rollout of app install ads, Re/code has reported that Twitter appears to be testing a Buy Now button. The button appeared on tweets by shopping app Fancy, and caused a checkout page to open up within the Twitter mobile app. Twitter have declined to comment, while executives at Fancy said that it would be difficult, if not impossible, for them to include this kind of function without Twitters approval.

Twitter announced a deal with Amazon in May that enabled Amazon shoppers to add products to the online shopping basket using Twitter, but the integration did not allow Twitter users to pay for products directly from the tweet, which is what the new technology appears to be aiming for.

The post Twitter Rolls Out New Tools for Advertisers appeared first on Mobile Marketing Magazine.

Program partners are able to add a tracking SDK into their clients apps to give them an additional measure of installs or further ‘downstream events’ from Facebook Mobile App ads.

In its email, the social giant highlights ‘ongoing efforts’ to ensure compliance with its data policy. It says that an internal audit found that HasOffers ‘was not adhering to the terms they agreed’, prompting the termination of the relationship.

A blog from Peter Hamilton, CEO of HasOffers, explains that this move by Facebook was ‘completely unexpected’. Thats in spite of his company already being made aware of an issue around its handling of Personally Identifiable Information, raised early in Facebooks audit that started in September. Hamilton says they sought clarification on this and offered solutions to remedy the situation.

He goes on to explain that HasOffers ‘did not violate any privacy regulations, and there was no data leakage or inappropriate data provided to advertisers’, something they claim has been confirmed by Facebook. Kontagent CEO Andy Yang likewise said in a blog that ‘no data leakage, user privacy or security integrity failures occurred’.

So what’s really going on?

Speaking to another Mobile Measurement Program firm, Kochava, its clear that Facebooks audit was intended to be stringent, even including staff interviews. “I was supremely impressed with the compelling level of interest from Facebook,” said Charles Manning, CEO. “And that was part and parcel of our agreement with them. I find it quite hard to believe that there was a level of surprise [from the companies concerned].”

Although he doesnt think this is the end for either company he adds: “Not being able to participate in mobile with the largest publisher in existence is not insignificant.” He doesnt, however, believe that yet another data scandal is bad for the industry. “This is a good indicator of health and growth in the space and industry – that partners are taking it seriously.”

While Christian Louca, CEO of the Tamome ad network, says that the reason many companies keep data is to do with improving relevance for consumers, rather than anything sinister, he doesn’t believe this is the last we’ll hear on the matter.

“The need to be seen to adhere to the privacy concerns that are so prevalent in the market at the moment is becoming more of an issue – this is just one of many data privacy scenarios that we will see happening down the line.

“Big players like Facebook and Google, with such huge user bases, have to be at the forefront of making sure that they are making stringent steps to make sure data is held responsibly by themselves, not passed onto companies it shouldn’t be and not mishandled.”

Commenting on HasOffers advice to clients, which includes adding the Facebook SDK into apps as a short-term fix, Manning said: “The solution that they are suggesting is not workable for most app companies. Integrating multiple SDKs into an app as a short-term fix will add 20MB to the size of the app. And 90 per cent of its features are not needed for most users.”

Andrew French, VP client services, at Somo said, knowingly or unknowingly [it would appear] the companies have been acting in breach of Facebook’s data privacy policy. “It remains to be seen where this goes next for HasOffers and Kontagent and whether they can change their own policies in order to get reinstated.

“But this is probably more about Facebook’s wider strategy. They clearly want to be in client apps, getting the coverage and owning the entire mobile ecosystem. This is yet another twist in the ever-changing mobile ecosystem and reinforces the need for specialists that can help navigate this kind of problem.”

The Facebook email explained that the change will come into force on 15 April. The company recommends three of its other 11 existing partners for these clients to move to, including Kochava, Ad-X and Apsalar.

The post Whats Behind Facebook’s HasOffers and Kontagent Kick Off? appeared first on Mobile Marketing Magazine.