Behind the scenes mobile data collection

Collection of data while apps aren’t active is going to be one of the big things in 2014.  This includes Foursquare location tracking (story below), Shazam listening, Runkeeper with fitbit-like tracking functionality.

Another related story will be the use of mobile data to solve the cold start problem with apps.  Before, when you install an app that is dependent on location history, you’d have to wait until it collects data before you could do anything useful with it.  Now, on iOS, the app has access to historical data so you’ll see benefits immediately post-installation.

Foursquare briefed ad executives recently on a new initiative to track the location of users’ phones, without requiring them to check in, according to Digiday. The app is able to do this by taking advantage of the “Background App Refresh” feature on iOS7 devices. On Android devices, Foursquare is pinging smartphones “every few minutes” to determine a user’s location. So, Foursquare no longer needs users to publicly check in to know where they are.

via Foursquare Surpasses 45 Million Registered Users, And Begins Collecting Data In New Ways 2 – Business Insider.

An Analytical Framework for Brand Advertising for Mobile Games and Apps

Well put together framework that I’m still digesting:

Some of the biggest innovations in mobile marketing in 2014 will come from enhanced tracking and an increased use of broad marketing strategies. It is interesting that App Annie, one of the leading app store chart tracking services, just launched a basic mobile advertising analytics product in beta – another sign of things to come. Learning will take time and the companies which develop a profound understanding of media mix and their own funnel metrics will begin to build that sought after “publisher leverage” that will create and cement the position of global winners in the market. Count on some exciting years of learning ahead!

via An Analytical Framework for Brand Advertising for Mobile Games and Apps | Initial Capital.

AT&T shuts down mobile part of AdWorks advertising network

Thought this would’ve been bigger news:

AT&T (NYSE:T) is shuttering part of its advertising network that had allowed advertisers to deliver ads based on the behavior of AT&T’s mobile subscribers. Instead, the company is focusing on tracking subscriber behavior via its U-verse TV service and other internal platforms.

via AT&T shuts down mobile part of AdWorks advertising network – FierceWireless.

NY Times covers Drawbridge, which is selling multiscreen tracking solutions for marketers

Drawbridge, founded by a former Google data scientist, says it has matched 1.5 billion devices this way, allowing it to deliver mobile ads based on Web sites the person has visited on a computer. If you research a Hawaiian vacation on your work desktop, you could see a Hawaii ad that night on your personal cellphone.

And a bit about how it works:

Drawbridge, which was founded by Kamakshi Sivaramakrishnan, formerly at AdMob, the Google mobile ad network, has partnerships with various online publishers and ad exchanges. These send partners a notification every time a user visits a Web site or mobile app, which is considered an opportunity to show an ad. Drawbridge watches the notifications for behavioral patterns and uses statistical modeling to determine the probability that several devices have the same owner and to assign that person an anonymous identifier.

So if someone regularly checks a news app on a phone in bed each morning, browses the same news site from a laptop in the kitchen, visits from that laptop at an office an hour later and returns that night on a tablet in the same home, Drawbridge concludes that those devices belong to the same person. And if that person shopped for airplane tickets at work, Drawbridge could show that person an airline ad on the tablet that evening.

via Selling Secrets of Phone Users to Advertisers –

Decade-Old StumbleUpon Finds Profits in Mobile

Nice to see StumbleUpon chugging along:

StumbleUpon’s 100,000 advertisers have grown to like the app, too. Comedy Central pays as much $75,000 for a few days’ worth of ads on StumbleUpon. The Viacom-owned television network’s campaigns include video clips promoting its “Drunk History” show and a Web game where users spar with a digital version of actor James Franco.

via Decade-Old StumbleUpon Finds Profits in the Mobile Era – Bloomberg.

Some history on these guys (from the same article):

“Founded in 2001, StumbleUpon’s mobile resurgence comes after a tumultuous decade. The startup was acquired by EBay, spun out, and then failed in its online-video and search efforts. Camp stepped down as CEO last year to spend more time working on Uber, the taxi-booking service he helped start, and a similar app for chartering private jets.”


No More Notification Ads and Icon Ads in Android Apps

Looks like Google is bringing some order to the notification advertising space.  This will have a huge impact on the notification ad networks such as Airpush and Leadbolt:

Here’s a Google Play policy change that will make a lot of Android users happy: Android apps will no longer be able to install home screen icon for third-party services and show notification ads.

via No More Notification Ads and Icon Ads in Android Apps.