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BizReport : Mobile Marketing : October 14, 2015

Mobile Roundup: Growing mobile scale

In today's mobile roundup, one new report indicates growing scale for mobile brands, and two releases to help mobile brands connect.

by Kristina Knight

First, AppLift has launched AppLift Labs. The new offering is an internal task force set up to help with mobile user acquisition and mobile engagement.

"Mobile marketing is one of the fastest-growing industries in the history of technology and it is incumbent upon established companies such as AppLift to keep the pace and continue to lead innovation by seizing new opportunities," said Vaibhav Gupta, AppLift's Chief Innovation Officer. "AppLift Labs will provide a dedicated, supportive environment in which the most entrepreneurial-minded and innovative ad tech professionals can tackle our industry's key challenges."

Meanwhile AerServ reports their in-app mobile video sales have increased by 300% (YoY); much of the growth can be linked to AerServ's partnerships with PubMatic, Smaato and AppNexus.

"We've seen tremendous growth in sales over the past year, and demand for our inventory is only increasing" commented AerServ CEO Josh Speyer. "Advertisers are realizing that mobile video, and specifically in-app mobile video, is one of the most effective ways to engage with consumers. Through strategic integrations with industry leaders, we have continued to grow the number of buyers we are able to offer publishers across mobile video."

And SimplyMeasured has acquired DataRank; this is the second acquisition by SimplyMeasured in the past two months. The move will solidify SimplyMeasured's data capabilities. DataRank is a social intelligence firm.

"The main struggle for marketers today is how to find, understand and leverage data to improve campaign performance for their brand," stated Simply Measured CEO, Adam Schoenfeld. "Basing campaign decisions on passive listening and vanity metrics is no longer enough to show social ROI or justify the investment to CMOs. Marketers need real social intelligence and research to discover new opportunities, understand online conversation, and take action. By adding DataRank to the Simply Measured family, we're providing marketers with a solution for every step of the process, from researching new opportunities, to attributing ROI, to measuring campaign success."

Tags: AerServ, AppLift, mobile ads, mobile marketing, mobile trends, SimplyMeasured

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