Targeting

• The Programmatic Counter-Revolution: Why the Industry Needs to do its Bit to Avoid a Personal Data Backlash

  1 month ago News

  

  In this special contributed piece, Erick Fang, CEO of AI-driven ad platform Mintegral, considers the need for the programmatic sector to make the case for its responsibility, or risk imprecise regulation becoming the dominant governing force.   From time to time, I hear about a revolution in the online advertising business. Occasionally, I’ll listen in to conversations talking about how programmatic is up-ending the industry – changing ad buying habits, how consumers interact with adverts and transforming the industry with it. I do, [...]

• Ad Tech Spotlight Q&A: ironSource's Cross-Promotion Solution

  2 months ago News

  

  Mobile app advertising, monetisation and mediation outfit ironSource recently expanded its platform to offer a cross-platform mobile cross promotion solution. The distinct tech promises to offer a previously unseen approach not yet offered to mobile app developers and publishers by existing solutions. But just what does the new platform provide that is quite so different? And why has cross promotion historically been a tricky entity to perfect? We caught up with ironSource’s VP of product developer solutions, Nimrod Zuta, to find [...]

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• ironSource debuts new cross-platform mobile cross-promotion solution

  3 months ago News

  

  Mobile monetisation and marketing outfit ironSource has launched a new cross-platform solution that enables mobile developers to manage cross promotion campaigns while utilising a suite of ad network capabilities. Available to those that use the ironSource mediation platform – which TheGamingEconomy has previously covered – the new solution promises to maximise the value of all existing users by driving the adoption of games from across a given developer’s catalogue of titles. According to a statement to the press, the new ironSource technology [...]

• NBA 2K19 and the 'unskippable' ads fiasco

  3 months ago News

  

  2K’s long-standing and wildly popular basketball game NBA 2K19 has in recent days been the subject of a flood of frustration from players unhappy with the premium title’s apparent ramping up of ‘unskippable’ ads. It appears some of that frustration may be partially unfounded; the ads may not be unskippable, and they have always been part of the game. But the momentum that has built in recent days has seen a lashing out against 2K’s use of ads – and that [...]

• Next-Gen On-Device Mobile AI: What Is It & What Might It Mean for Game Ad Tech?

  5 months ago News

  

  Tencent, Qualcomm, and Vivo recently announced a new partnership, with a view to refining game experiences by harnessing the potential of on-device mobile AI. We’ve all heard so much about AI in recent months that it’s easy to assume any reference to it is simply over-enthusiastic marketing speak. But what this collection of tech giants have underway is pretty fascinating. It’s also somewhat confusing, as it’s a little complicated on the technical side of things. So let’s take a look at [...]

• PepsiCo Planned Space-Based Orbiting Billboard for Gaming Ad Campaign

  5 months ago News

  

  U.S. soft drinks giant PepsiCo was, until recently, planning to launch a gaming-focused advertising campaign hosted on billboards suspended in space. If you’re not familiar with ‘stratosphere advertisements’ – also known as ‘orbital display ads’ – brace yourself. Russian tech outfit StartRocket plans to releases networks of tiny ‘cubesat’ satellites into space, which can be arranged into formations that project light back to Earth; perhaps assuming the form of a company logo or slogan. As such, the satellite arrays essentially offer orbiting [...]

• What Does House of Lords Proposed 'Digital Authority' Mean for Games?

  6 months ago News

  

  A new report from the House of Lords has proposed the formation of a new ‘Digital Authority’ to monitor and even regulate technology companies, and make sure that UK law evolves in tandem with technology. As reported by the BBC, the document looks at tech firms’ management of data and privacy breaches, and their handling of problematic social behaviour over online platforms. The reports’ authors have branded responses to such issues as ‘inadequate’, and stress a belief that self-regulation on some [...]

• ironSource Debuts New Platform for Monitoring Return on Advertising Spend

  9 months ago News

  

  Mobile monetisation and marketing outfit ironSource has unveiled its new ROAS Optimizer platform, which offers users a means to monitor the return on advertising spend (ROAS). Only last week, we saw how advertising is increasingly valuable to casual mobile game revenues. But as the in-game and app-based advertising model continues to find a more established footing, its ecosystem is at the same time evolving into a rather complex beast. ROAS Optimizer hopes to address that complexity, while simultaneously automating bid optimisation with a [...]

• Indian Gamer Behaviour Must Be Played Up to Better Target Ads

  1 year ago News

  

  Users’ behaviour and gameplay must be considered so that ads do not get pushed to the wrong group of gamers, leading to bad user experience and a waste of inventory. In a Q&A with ExchangeWire, Nazara Games CEO, Manish Agarwal, discusses the challenges he faces in supporting the Indian ad market and stresses the need for brands to produce creatives that do not interfere with gameplay experience. And he should know, considering Nazara has more than six million monthly active [...]