Mobile Advertising 102

102Understand the Tech That'sChanging How We Advertise Table of Contents 1. The Five Players Who Cont'ol 74.4% of Mobile Ad Miarket Share2. Ad Nctworks vs Ad Exchangc53. Mobile Viewasility and Bis Data4. Rcach and Rcach Effcicncy in Digital Advcrzising5. Tracking th Trackers: Thi-d-Party Ad Scrving Today6. Thc Pros and Cons of Using Inscrtion Orders7.Programmatic Mcbi c: Adveit'sing Gone AL tomatcd8.I rackirg Mobile Ad Attribu_ion9. Thc Future of thc Mcbile Tracking Pixel10. 27 Mobile Advertis'ng Terms You Need to Know Introduction Our Mobile University 102 3ook takcs ovcr wrere ou- 101 cBock lcft off. It's still aimcd a:in:roducing many of the various top'cs t at live in the mobile acvertising eccsystem. However, now it starts tc gct a bit more complcx (wc cvan had a couple multi-talentedengineers write a few chaptersj. Such matters 2s ad xchanges, =racking pixcls, and big cata make thci- home among thcsc Sc read or undeterred. We promise you won't regre: it The Five Players Who Control 74.4% ofMobileAd Market Share The mobile advertising marke: is grcwins at a blistering speed, expected to top 510Qb llia glohaly by the erd of rext year. Thc fact that 74.4% of 't is contro led by fivc companics? Thot's incrcdibie. These "ve beherioths ar= what we rnigh= call the "major players". Eve"ything they do.frarn the e:ompanies t'ey a:quie to the technologies they prcduce, sends -idal waves cfchange across the industry. Who are trey? What do they de? How do they stack up? Find out in our breakdown below. MaiorPlaversoftheMobileAdMarket Google Google is the predominant orce in all mobile advertisiig, receiving over ha f of all riobilead revenue in 20' 4. YoJ might krow them as the popular scarch cnginc: but Google hasbeen acquir'ng mobile ac ech companies like clockwork to amass an impressive digitalerrpie. Frorr: :heir in-iouse AdWords advert'sing sery'ce to sjbsidiur ies like DoubleClickand AdMob, Goog e does it all. facebook No longer sclely the inzer net p ayt-ing for collee kids across carmpses, Facebook's reachis decidzdly ubiqdital.s, As the lzading 5ocial network worldwide. Fasebook raac.hes aver *bllio1 people, makins it tre serect place for advertisers o build their brand and run theirads. In recent years, Facesoo has doubled dow1 on riobile w th the widespread use cf tremobil Facebook app and thc acquisitior cf trc vidco advcrtising comp2ny, LivRail. Ewitter Twitter is another one of the social media behemo.hs to take advantage of the digitaladvertising space. The ricrc-slogging, netwcrking service offe"s riobil-fr iendly adexposu'e in the form c- bite-sizad, 14Q character "tweets", Advertis'ng cqunts or ama'crity of Twitter's revenue, with b-ards and companies purcrasing the righ: to promo:号their tweets targe:ed to specific users across multiple devices. yp Doe5 anyo1e even remember what a p1onehook is? Anyona? No? Wels, a1othsr secrificsto the Internet Gods I s Jpsose. Its me nory Ives cn, however, thrcugh YP, who effectivelyb-ings the old-world funct'cnality of tfe ahoncbook's yellow pascs to mobi c dcviccsand srands grow Lheir producl and corinecl wilh ccnsuimers ready Lo uy. PANDORA The internet radic 5ervice, Pandcra, offers a unique opportunity fo- brards waning toconnect with thei- audiences, Pandora boasts a 10Q% reg stered user base, allowirg i1sightinco not only consumcers' tastes and incrcsts, but also their prccise lccation. Sounc is apowerful form of rmedia tnat of'ten accompan'es us wrerever we go. Paidlora cepitalizesoni this with their imp"essive offering of targeced audio ads. MobileAdMarketShare Ccu"tesy of eMerketer, here's the last three years in et mohile i-ternet ad revenue.worlcwide. As yo.l can see, al :he names on this list αccupy the top five spcts with Google takirg anoverwhelm ng majority of total ad revenue. Fowever, t is interesting to note thatFacebook has pickcd up consiccrable steam, growing into a strong contender at trcnumber =wo szot. Twitter has alss gained scrle ground, wile both Purido"a and YP have begun to declirneno:ably. LaunchYour Campaign If these ve players con:rol so much of the mrobile advertising ecosystem, havi c.an youaccess it? Thc answer is thrcL gh acl networks and ad cxchanges. Thesc tecnnologies help advertiscrsIeserve space or =he to? pub ishers' platorms. below and we'll gJide yau troug7 the process: Ad NetwarksAd Excharges AdNetworksvsAdExchanges If you were co lcok us the definition of an ac network aid compare it to tha. of ar adexc:henge, ycu rright thin< -hey wer: the sarn: thing Dommit. To things tihot do the exact sgme stuff. Not ggoin. Yep. Unfortunately: the ad tech industry has a baffling velume ofcompanics/technolog'cs/cnti.ies/whatever :hat all sccm to bc steppins on cach othcr'stoes and performing suspiciousiy sirnilar roles. Which carn be really frustrating if you're trying to get a hanicle cn all the rroving parts. However, in the case af the ad netwark vs, ths ad exchange, there ar号 5ome importa