Fake App Installs Collectively Cost Companies Billions https://ift.tt/2Hs2zY4 Digital app install fraud, for which companies falsely get charged, has become increasingly common. Cleartrip, an online travel company, experiences fake app installs all the time. “Literally, a few seconds ago,” said Ronak Jain, mobile and growth marketers at Cleartrip, when asked about the last time the company experienced app install fraud. “Fraud is a challenge in our industry and every day we see a new type.” There are multiple ways that hackers commit fraud such as injection, pushing malware in the app, and faking app installs on devices. “They take the claim for the attribution,” Jain said. Digital ad fraud for mobile and in-app advertising will cost advertisers up to $42 billion this year, and a total loss from fraud will reach about $100 billion by 2023, according to Juniper Research. Developers pay the app store, such as Google Play, each time someone downloads and installs their app -- forcing companies like Singular to step up and invest more in their technology to detect when the app doesn't get installed or when the app contains some sort of malware. advertisement advertisement “We are much more evolved in terms of [putting in the] safeguard from fraud,” Jain said. “We generally pay on the purchase event CR on the Install. If it was a pure install game, it would harm us in a big way.” Still, finding fraud on Android devices remains challenging. Existing solutions rely on probabilistic “tests” designed to determine with some level of certainty whether a particular install is fraudulent. Some of those tests include analyzing the time between when someone clicks on an ad to the time they open the app. Tests can blacklist public IPs or proxies, fingerprint the CPU to determine whether it is a simulator, check for sensors, and more. While these are all good methods, according to Singular, they are not good enough to prevent highly motivated fraudsters from running large-scale, profitable app-install fraud campaigns. Singular uses all of those tactics, but it also developed a deterministic method to prevent Android fraud at the time the app gets installed on the device. Last week Singular released what it calls a deterministic Android Install Validation tool in an updated prevention suite that features iOS install validation and hyper engagement, which is used mostly when fraudsters flood ad networks with fake clicks to gain credit for an app install or a conversion. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2019 at 02:49PM
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SocketLabs Email Service Now Available Through SAP App Center https://ift.tt/2HtDlbP SocketLabs is offering its email delivery platform via the SAP App Center in cloud and on-premise deployment models. The arrangement allows both firms to expand their product offerings. In addition, SocketLabs will now be able to provide its technology on a “truly global scale,” states Keith Hontz, who recently joined SocketLabs as chief revenue officer after serving as global vice president at SAP America. SocketLabs is now empowered to market and sell software applications on top of SAP Cloud Platform. The SocketLabs service now provides these features:
In general, the platform enables users to create, send and track high-volume email, while addressing email delivery and performance challenges, the company says.
advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2019 at 01:32PM Location-Based Ad Fraud: Probably Worse Than You Think https://ift.tt/2NyQlRu Juniper Research has estimated that total online, mobile and in-app ad fraud losses will reach $42 billion globally this year. But almost by definition, video and other location-based advertising ought to be targeted to a degree that minimizes fraud and waste, right? Well, that’s the theory. And there’s no denying that many brands are seeing enhanced performance by employing location advertising. That’s why location-targeted mobile ad spending within the U.S. alone is expected to reach $38.7 billion by 2020 —up from an estimated $26.5 million this year, per BIA/Kelsey’s forecast. Nevertheless, due to poor-quality data and mistargeted location impressions, anywhere from 30% to 80% of location ad spend is being wasted, according to new research by data intelligence company Location Sciences. advertisement advertisement Specifically, based on the company’s audit of a total of 500 million digital location targeted impressions delivered in the U.K. and the U.S. between January and June of this year, up to $65,000 of every $100,000 spent on location advertising is outside of the targeted area or is based on signals of insufficient quality to deliver targeting requirements. Approximately $29,000 worth of impressions were delivered outside of the targeted area, and another $36,000 worth were possibly being wasted due to location signals of quality insufficient to deliver the targeting requirements. Whereas 90% of impressions should be of high enough quality to be used for specific location targeting, in this analysis, half of the suppliers had a signal quality score of less than 70%, according to the report. Suppliers use GPS signals, IP addresses and other data to guide targeting, they explain. But just 14% of the impressions tracked in this study used GPS signal data, which is far superior for the purpose than IP addresses. Why? In part because some apps don’t secure users’ permission to access location data. More than a third (36%) of the top GPS-enabled apps were found to display location fraud. Does Location Sciences have an agenda? Sure. It conducted the study because it’s in the business of using a proprietary platform to verify the accuracy and quality of data used in proximity-targeted advertising. But the company lays out its methodology (and I’m sure there are other experts out there who can assess this far better than I): The data were collected directly from suppliers, via a tag embedded in digital creative, when the ads were served. Measurements and data recorded included latitude and longitude, device ID, publisher ID, and the IP address of where the ad was served and connected to the internet. Further, the company acknowledges that there are a number of competent suppliers out there. Some location data suppliers “are doing an excellent job — in our analysis, 40% of suppliers showed nearly 100% accuracy in location and 35% near 100% accuracy in signal quality,” says Location Sciences CEO Mark Slade. Still, “there is a large percentage of suppliers who are significantly underperforming,” he adds. The takeaway here seems obvious, if not perhaps all that comfortable for those who haven’t peered into this kettle of fish as yet. “As with all data, the key to improvement is transparency,” sums up the company’s Chief Business Officer, U.S., Jason Smith. The analysis found that a 40% increase in location signal quality and a 10% increase in accuracy could be realized by enhancing transparency into data. While it’s not marketers’ fault that bad data is on the market, it’s critical that they “understand the complexities of location data collection and distribution,” the company’s U.S. President, Warren Zenna, wrote in a recent blog. “If you haven’t already, start interrogating how your partners source and verify the location data they are using to build your campaigns. How successful have they been at targeting your desired audience? As time marches on and losses mount, it will become harder to raise your hand and admit you were complacent…” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2019 at 09:08AM
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The Currency of Influence in Marketing — Buy, Sell, or Trade https://ift.tt/2Znnw1B Influence is its own form of a modern digital currency. Influence is able to overcome almost any obstacle, and more than ever, it's the powerful (sometimes-hidden) global fuel that helps drive our multi-trillion dollar online business world. In fact, according to the 2019 Edelman Trust Barometer “In Brands We Trust?” report, 63% of consumers trust what influencers say about brands much more than what brands say about themselves within their advertising messages. An even more telling statistic from the same study is that 58% said they had purchased a product in the past six months because of an influencer, as shown below. As the internet has matured since its 1991 creation, networking between people around the world has expanded to truly astounding heights, helping make wonderful projects and partnerships happen. [bctt tweet="It’s not about who has the most followers, or the gaudiest personal brand. It’s about who resonates most with your specific customers and prospects. — Nick Nelson @NickNelsonMN" username="toprank"] By learning the importance of influence, how best to incorporate it into your own life and marketing, and how to deal with some of its primary challenges, B2B marketers and brands can harness the power of influence and reach new levels of business and personal success. Whether you call it influence, networking pull, or professional persuasion, connecting with successful people in your industry will bolster your own efforts both today and long into the future. Buy: Influence Is Loaded With StrengthsSuccessfully wielding online influence today puts the world at your fingertips. As with gold or paper money, the currency of influence can be earned, accumulated, spent, traded, or used towards philanthropic causes. When influence is willingly shared it has the special quality of creating other new introductions and connections, setting in motion a sphere of professional networking and knowledge that can keep growing as long as you put in the effort to understand and maintain it. [bctt tweet="Working with influencers is about building solid relationships that last over time, not just a summer fling. — Ashley Zeckman @azeckman" username="toprank"] Just as influence comes in vastly varying degrees, so to do influencers, who can take the form of micro-influencers or other specialty varieties. Recent data from several surveys shows that micro and niche-influencers are forging stronger target audience connections and boosting long-term loyalty. Heather-Mae Pusztai of Buffer recently took a close look at micro-influencers, in “Why Micro-Influencers May Be the Most Effective Influencer Marketing Strategy.” [bctt tweet="Topically, the influencers you work with must have relevant expertise, insight, interest, and audience, ultimately aligning with your goals and expertise of your brand. — Caitlin Burgess @CaitlinMBurgess" username="toprank"] More and more brands are looking to harness the power of influence through influencer marketing initiatives. In fact, influencer marketing spending in the U.S. and Canada has seen 83% year-over-year growth, accompanied by second-quarter spending of $442 million, according to recent research data from Instascreener. Over the next 12 months, 65% of multinational brands plan to increase influencer marketing spending, according to the World Federation of Advertisers. We’ve explored the unique strengths of influencer marketing in many recent articles, including these helpful takes:
Sell: Influence Is Rife With ChallengesWho really has influence and who is merely claiming to? Building influence is time-consuming, so why should I even bother? There’s little doubt that celebrity influencers have faced increasing skepticism, but the process of finding true B2B industry experts who are hyper-relevant to your industry is as important as ever, and we’ve looked at how to go about this in several recent pieces:
Trade: Influence’s Future Strong Yet Still UnfoldingMeasuring influence has changed over time and will continue to evolve. Will the ability to achieve and grow online influence remain fully accessible to everyone, or will those holding little influence and clout face insurmountable obstacles in the future? Will a backlash against celebrity influencers — or perhaps even twinfluencers — continue, or will methods and systems evolve that help us filter out pretenders and make it easier to discover and connect with true industry experts? [bctt tweet="The growth of influence on individual and organizational effectiveness in the B2B marketing world will continue for years to come. @leeodden" username="toprank"] Educator and writer Lillie Marshall recently took a look at the challenges that even using the word influencer can sometimes present, and the role diversity can play when considering the quality of influence. She ultimately prefers using the word "sway" over influence, a fine synonym in my book as well. [bctt tweet="It’s a fine balance to embrace the power and joy of our voices, yet honor what audiences truly desire. — Lillie Marshall @WorldLillie" username="toprank"] Several additional resources we've compiled to dig in and explore how influence and influencer marketing can intertwine to help B2B firms are these:
Influencer Marketing Offers a Win-Win PartnershipWhether you call it influencer marketing or working with top relevant experts in your industry, the quality of influence itself has a timeless and unmistakable power to drive successful marketing campaigns. [bctt tweet="When identifying and qualifying influencers, go beyond what the numbers are and see what that data really means. — Amisha Gandhi @AmishaGandhi" username="toprank"] Here are three articles with examples of how influencer marketing has helped B2B firms achieve strong results:
The post The Currency of Influence in Marketing — Buy, Sell, or Trade appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh August 27, 2019 at 05:30AM Use Of Smartphones, Social Media Enlarge A User's World https://ift.tt/2ZrA8E2 Around the world, the continued spread of smartphones and social networks is expanding people’s social horizons. That’s according to new research from the Pew Research Center, which included responses from respondents in 11 nations. Across cultures, greater access to smartphones and social networks translates to virtual connections with more diverse groups of people. Specifically, smartphone owners were more likely than those who used less sophisticated phones (or no phone at all) to regularly interact with people from different religious groups. For example, 57% of Mexican smartphone users reported frequently or occasionally interacting with people of other religions, compared with 38% of those with less mobile connectivity. Those consumers with smartphones were also more likely to have access to new information about health and government services, Pew found. Across most of the 11 emerging economies, people with smartphones also tended to be more likely to interact regularly with people from different political parties, income levels and racial or ethnic backgrounds. advertisement advertisement For example, more than half of Mexican smartphone users (54%) regularly interacted with people who support different political parties, compared with 30% of those without smartphones. They were also 24 percentage points more likely to interact with people of different income levels and 17 points more likely to interact with people of different racial or ethnic groups. Across these 11 emerging economies, smartphone and social media use were highly connected. A median of 91% of smartphone users in these countries also used social media or messaging apps, while a median of 81% of social-media users saying they own or share a smartphone. As with smartphone users, social media and messaging app users stand apart from non-users in the regularity of their interactions with people who are different from them, Pew found. For example, 52% of Mexican social-media users regularly interact with people of a different income level, compared with 28% of non-users. That said, Pew’s results did not show with certainty that smartphones or social media are the cause of people feeling like they have more diversity in their lives. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2019 at 06:06PM Wild Sky Media Launches Mom.com, Focus On Mobile Usage https://ift.tt/2zjm1SD
Wild Sky Media, publisher of brands like LittleThings, CafeMom, Revelist and MamasLatinas, has launched a new platform called Mom.com. The new platform will cater to “all things mom,” covering the range of motherhood experiences from conception through college. Mom.com was designed with mobile usage first in mind to create a fresh, modern experience. “Based on the insights we collected through our parenting portfolio and our proprietary Kaleidoscope Moms study, we learned that moms overall are looking for a multitude of perspectives to then take those ideas and mash them up into her own solutions,” Emily Smith, president, Wild Sky Media. “The endless search results and first-person narratives, community boards and social stories create anxiety and take too long to arrive at answers. We sought to make it easier, distilling those scenarios into one easy-to-read platform, built for moms on-the-go.” advertisement advertisement The platform will cull its content from more than 24,000 articles from its portfolio of parenting sites. Mom.com plans to add hundreds of new commissioned pieces to answer parenting questions faced by modern moms, such as: “Should I post pictures of my baby on social media?” or “How do I teach my child to be open-minded?” Eventually, the site plans to include content from verified sources to “fill in the full range of experience we all face as parents today.” Mom.com uses machine learning with personalization to help users navigate the site more quickly. Smith said: “Our machine-learning algorithm tracks clicks and interests of the user in order to serve them up the perfect piece of content. This smart content recommendation applies not only to the site experience, but also to email campaigns and push notifications.” As a result, the Mom.com marketing team can segment audience groups to target special promos, content or surveys to drive further engagement. Last Monday, the site launched a new format that spotlights views from a group that includes pediatricians, therapists and experienced moms to help moms new to certain situations. “We know, in most cases, there is no ‘one way’ to solve a problem, and our ‘Perspectives’ format allows users to research a variety of recommendations all in one place,” said Smith. “It’s fast to load, easy to scroll on mobile, written in bite-sized summaries that busy moms can read in a hurry, and affirms our inclusive and judgment-free ethos.” While the platform doesn’t yet have a sponsor, that was by design. Smith noted the team wanted “be free to time things based on engineering and content deliverables.” “Our mantra is to build it, prove it out, and then bring along marketing partners who share the same values and beliefs,” Smith said. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2019 at 03:54PM 'New York Times' ' USA Today' Launch Editorial Projects About Slavery https://ift.tt/2zncvOj
The New York Times
and USA Todayare producing editorial projects around the year 1619, a look back at the beginning of slavery in the United States and how it has shaped history. On August 18, The New York Times Magazine published a special project commemorating the 400-year anniversary of August 1619, when the first enslaved Africans arrived in what would become the United States. Spearheaded by Times journalist Nikole Hannah-Jones, the special magazine issue examines the legacy of slavery in this country, with stories, poetry and artwork from notable black writers and artists. The Times also published a special section of the newspaper devoted to the history of slavery. The publisher printed and distributed hundreds of thousands of extra copies of the special issue and section to reach a larger audience. advertisement advertisement The magazine and section are part of a big, multidisciplinary effort the Times is undertaking this fall, called "The 1619 Project." The project also includes a podcast series featuring Hannah-Jones, which launched on August 20 on “The Daily” podcast. New episodes will roll out in September. Separately, USA Today is taking a tech approach to the anniversary. Its “1619: Searching for Answers” project launched last week with an interactive augmented reality (AR) experience about the journey enslaved Africans made aboard the San Juan Bautista boat through the dangerous Middle Passage. The AR interactive was written by author Dolen Perkins-Valdez, narrated by storyteller Tamara Winfrey-Harris and showcases a painting by artist Richard Press Sr. The experience guides users through historical events researched and documented by USA Today’s editorial team, according to the publisher. "1619" is the ninth project this year for the USA Today's emerging tech team. The team hopes to complete a dozen in 2019. The experience lives in the new augmented reality section of the USA Today mobile app. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2019 at 02:48PM New Suite Offers Email Marketing Tools To Salons https://ift.tt/2HpACA8 SalonBiz Software, a provider of management software for salons and spas, has launched a suite of tools that can help users conduct email campaigns. The new product, Communications Suite, offers several automated features, including email marketing, appointment reminders, confirmations, automated reviews and guest feedback, the company says. Salons can create branded emails with drag-and-drop templates and track results with analytical reporting, the company says. In addition, email and text reminders and confirmation can increase frequency of visits by reducing no-shows. The objective is to help salons and spas “maximize their connection with clients in the age of real-time communication," while saving time, states Louie Lago, President of SalonBiz. The company notes that salons must maintain high standards of service and mobile communication with a flexible workforce. Founded in 1994, SalonBiz offers a suite that facilitates inventory management, appointment booking, business benchmarks, reporting, multi-location management, communications, eCommerce, online booking and gift cards, product recommendations, prebooking, and mobile applications, for salons and spas. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2019 at 11:19AM Analyst Forecasts Positive Growth For Dish Network https://ift.tt/31Y2Aee Based on its probable growing ownership of advanced 5G video and communications spectrum -- despite sinking satellite TV subscribers -- Dish Network has a optimistic growth story, according to one analyst. Richard Prentiss, media analyst at Raymond James, says this comes from a number of factors. They include whether it remains a pay TV-only operator with a “significant” 5G spectrum portfolio, or adds older 4G wireless operations, due to federal regulatory settlement deals from the T-Mobile/Sprint propose merger. Additionally, he says, gains could come from other lawsuit settlements filed by many state attorney generals against the merger. “We think it is an opportune time to buy Dish with the [T-Mobile/Sprint] merger saga hopefully wrapping up in the next six months, and the ramping of 5G network deployments by U.S. carriers needing multiple spectrum bands.” Monday morning trading of the stock rose 4% to $32.28. The stock is up 28% since the beginning of the year, but down 10% from last August's trading levels. advertisement advertisement Dish Network has seen steady declines in its satellite TV programming business. For its recent second-quarter financial report, Dish satellite subscribers were at 9.6 million, with its internet-delivery pay TV service, Sling TV at 2.4 million. Overall subscribers dropped by 259,000, with the bulk of the decline coming from its satellite business. Sling TV added just 7,000 subscribers in the period. Second-quarter revenue fell 8% to $3.19 billion from $3.46 billion. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2019 at 09:39AM Q2 Was The Best Of Programmatic Ad Quality, Q2 Was The Worst... https://ift.tt/2ZkZlkc Mixed signals are coming from two reputable sources on the quality of programmatic ad inventory. According to one -- cybersecurity firm Confiant -- the overall quality of programmatic ad inventory has risen to its highest level in the second quarter of 2019. According to digital ad fraud management firm Pixalate, nearly a fifth of all programmatic ad inventory still is fraudulent. Part of the disconnect no doubt comes from the different ways these firms look at programmatic ad quality. advertisement advertisement Confiant, which has been tracking programmatic ad quality for five consecutive quarters, buckets it into three groups -- in-banner video ads, explicitly malicious ones, and generally "low quality" ads that don't live up to the general criteria accepted by most advertisers -- but none of them are explicitly tracking fraudulent ads. The good news, according to Confiant, is ads falling into these buckets has fallen to the lowest level yet -- just fractions of a percentage point. The bad news, according to Pixalate, is that ads categorized explicitly as fraudulent -- defined as ads being served to "audiences" known to be "invalid traffic," still represents about 19% of all programmatic ads served during the second quarter of this year. That ranks the U.S. ninth among the top 15 nations. Significantly, Pixalate finds such fraud is pervasive across all types of digital ad inventory in the U.S., including 25% of all mobile in-app ads, 22% of all programmatic OTT or CTV (connected TV) ads, and 29% of all (iOS) social media apps. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2019 at 07:48AM |
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