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Mobile marketing news curated for industry professionals. Every other week we will curate a mobile news roundup, bringing together the latest in mobile growth news to keep app marketers, developers, and anyone else involved in the app eco-system up to date. Get more news delivered directly to your inbox by subscribing to one of our bi-weekly newsletters.
How federal scrutiny of mobile location data might affect marketers
“Federal agencies and lawmakers are taking aim at technology and cellular companies that collect sensitive geolocation data from people’s mobile devices. The heightened scrutiny may have repercussions for brand marketers who rely on the data as a valuable indicator of consumer behavior.”
iOS Continues to Hold Onto Market Share Despite Privacy Changes, New Report Finds
“[A] new report has found that some parts of the status quo have been slow to change. iOS’ market share of ad spend was 34% in April 2022, down just 4% from April 2021, when Apple implemented iOS 14.5, according to data form Adjust, a mobile ad-tech firm. The data is drawn from 4000 Adjust clients, who are typically running advertising campaigns with mobile outcomes in mind.”
Adjust and TikTok iOS 14.5+ Guide Finds User Opt-in Rates Reaching Upwards of 50% in Select Regions
“Mobile marketing analytics platform Adjust and leading short form video platform TikTok today released a joint guide, “iOS 14.5+: Success made simple with Adjust and TikTok” offering insights and best practices to help mobile marketers, developers, and advertisers navigate the ever-evolving world of user privacy on mobile. Because opt-in rates can range from 17% to 50% across geographies, the report also details differences by region or market, to better inform strategy or benchmark what is or isn’t working from country to country.”
Why Some Brand Marketers Are Going Back To Their Roots With Mix Modeling
”You can’t blame brands from being pretty much done with promises when it comes to digital marketing. First, there was the promise of the internet followed by the promise of personalization. Later came the promise of multi-touch attribution (MTA). But the methodologies that underpin the programmatic web are falling into disrepair.”
Appodeal partners with Adjust to enrich its growth platform with attribution insights
“Appodeal has joined forces with Adjust, the mobile marketing analytics platform, to deliver a growth experience to all mobile app and game creators. With this partnership, all Appodeal users now have access to their user acquisition (UA) and attribution data from a single dashboard.”
T-Mobile refreshes ad business with new name and app-based insights
“T-Mobile recently rebranded its advertising sales business and introduced a program to help marketers reach consumers based on app usage, which the company says is a strong indicator of consumer intent.”
RCS mobile marketing campaigns in Brazil and Africa by Upstream drive 37% rise in conversion rates over SMS and 137% higher click-through rates
“With Google set to abandon the use of cookies from 2024, and the popularity of Android devices growing in almost every market, RCS has been gaining significant attention across the world with the expected number of RCS-capable subscribers to reach 3.8 billion by 2026.”
AppLovin offers to buy video game software maker Unity in $17.5 billion deal
“AppLovin has offered $58.85 for each Unity share, which represents a premium of 18% to Unity’s Monday closing price. Unity will own 55% of the combined company’s outstanding shares, representing about 49% of the voting rights.”
