Mobile advertising has had quite a ramp up over the past 5 years. First, it inherited technologies that could easily be transposed from the traditional web on the demand side, i.e. legacy banners ads, albeit with a slightly modified pixel resolution sanctioned by the IAB. But then, with the rapid arrival of performance advertising, fuelled by the booming app-economy, the technologies have had to rapidly adjust, catch up with the latest techniques (RTB, DSP), and innovate at the fringe where platforms are still lagging behind. Whoever is in the know needs to play hockey where the puck will be (i.e. the top right of the graph below):
We’re certainly not the first company trying to make native ads for mobile apps. Native ads have been around for a while. Actually, even before mobile apps were around (think Google search ads). But the market is asking for more.
Native ads need a lot more
Note: this article has been originally published on techcrunch
Flappy Bird has been a wake-up call to our industry. Not because of its success but because of what it has revealed about the App Store. This little game has unexpectedly reset to zero what works for users. And more.
As the developer of Flappy Bird, at the summit of its success, decided to kill his appbefore tens of millions of excited users, a tsunami has shaken the industry and the App Store, and has triggered a wave of new greedy clones that have inundated the market.
Suddenly the (well-known) flaws of the App Store have been exposed to the world in an unprecedented order of magnitude, reminding us how broken it is and how little has been done to fix it.
Apple is wreaking havoc by rejecting apps using IDFA for non advertising purposes. While this is a legitimate intent, enforcement by way of app rejection will penalize those who use it correctly, and yet, fall on the wrong side of interpretation. Today, we are releasing OpenIDFA to offer a compelling alternative that does not depend on Apple’s own frameworks and guidelines, while at the same time helping with general privacy concerns.
Some people never learn! On one side you had people using UDID when clearly they shoudn’t have. And so Apple deprecated UDID, just...