I have a new article up on MediaPost looking at the various types of ad fraud in the mobile media space and how brands and their partners can combat them.
Media quality remains a top challenge for digital marketers. With mobile ad spending accounting for 70.3% of total U.S. digital advertising spending, many of the techniques used to perpetuate fraud as well as detect it have migrated from desktop to mobile. Mobile ad fraud comes in several varieties; let’s take a look at several of the most prominent.
Many brands struggle to prove ROI for their digital media spend. These 3 simple strategies can to tie real-world conversions to digital advertising.
Unlike TV and Radio advertising, digital media offers the possibility of tracking individual ad views to purchases. Many brands have made this leap for their online and in-app purchases, but a much smaller number have taken the next step and started tying digital media to real-world activity – or even realized that it’s possible!
That’s a huge missed opportunity – for modern advertisers being able to accurately link media to sales is an essential step in proving the value of campaigns. There are three main strategies that can be used to do this deterministically. Continue reading →
I’ve been thinking about privacy and the inherent conflict between the drive by advertisers to want to know more and the need to respect end users personal information. I ended up writing two articles about it. The first is up on the RadiumOne corporate blog and talks about threats to end user Personally Identifiable Information (PII) presented by the growing trend toward integrating mobile analytics tools with programatic media buying solutions and how RadiumOne is addressing that issue.
The second post is up on iCrunchData news and goes a bit more into the nuts and bolts of digital media targeting, as well as some of the threats to user data posed by solutions that don’t use the data themselves but store it on behalf of third parties.
Yesterday I put up a new post on how to optimize your mobile app’s URI scheme. The post is mostly technical but touches on a few important points – notably the fact that the mobile app ecosystem is a fragmented series of walled gardens. This is in sharp contrast to the free and open web where anyone can add content and anyone can access it.
If you feel the way I do about free speech, feel free to insert your own rant here about the privatization of the (virtual) commons. This is the digital equivalent of town squares where free speech was legally protected being replaced by malls where a rent a cop will firmly escort you off the premises if you try to do any sort of outreach. Continue reading →
URIs are the app equivalent of a URL on the web – they specify the path to the content in your app. For mobile developers who want to use deep links to send end users to specific content in their apps, having well structured URI’s is therefore very important.
The sheer number of mobile apps means that tons of potential URI schemes are out there, since every app can—and should!—have its own. No industry standard for URI scheme creation exists, despite some attempts. Accordingly, I’d like to offer a few suggestions on how to pick a URI scheme that will gives users the best possible experience. Continue reading →
In the last month I’ve been reviewing and revising the job description for Sales Engineering (SE) at work as I work on expanding my team here. These guidelines form a sort of code of honor that I try to adhere to as a professional and outline what I look for in potential team members. They aren’t always easy to live up to, but making the effort is its own reward. I hope they will help you as much as they’ve helped me. Continue reading →
The last of my 4-part series on the state of the Electric Motorcycle industry is now live! This was a really interesting project because I got to dig deep with representatives from some very cool companies including Harley Davidson, Zero Motorcycles, and Mission Motorcycles.
I chose those three because Mission is an early-stage startup that’s just starting to monetize and sell technology but hasn’t delivered their bikes to consumers yet, Zero is a late-stage startup that has already carved out a space and brand recognition for themselves, and of course Harley Davidson is the first of the big global manufacturers to move into the space in a serious way. I also sent an interview request to Brammo, but they did not respond in time. I hope I’ll be able to talk to them next time.
The contrasts and similarities in positioning and organizational culture and the way those differing cultures influenced the bikes each company has introduced was absolutely fascinating.
This is an industry that is changing very fast and shows a lot of promise. And as someone who works in the mobile technology space the incorporation of mobile tech into these bikes is particularly interesting. I had a lot of fun doing the research and writing and hope you enjoy the articles.
I’ve written a new technical blog post for the MobileAppTracking Website on how MAT (my day job) handles multi-touch attribution. It’s a cool feature that adds a lot of value for our clients but there has been some confusion about how it works so I wanted to explain it for our clients.
Acquiring users costs money and keeping them is hard. Every app has some amount of churn but how much and under what circumstances depend entirely on you and the experience you’ve created. Since it’s impossible to measure uninstalls – on all three mobile platforms uninstalls happen at the OS level outside the app and are thus invisible to the app developer and to SDK-based measurement – the next best thing is to capture key engagement points and measure dropoff based on the number of users who hit each of these.
Since the functionality and flow of mobile apps vary so radically, it’s impossible to identify specific events that everyone should track. So instead I’m going to go through a few common types of events that I see our clients measure and the value propositions behind each. Continue reading…