Retargeting is the go-to tactic when growing your app

When you have an app whose user base is growing leaps and bounds, retargeting becomes a key strategy to keep up with the pace. Although with the recent privacy changes in iOS, retargeting has faced some impact, but still it continues to be a powerful tool for app marketers running campaigns both on Android and iOS (given the users opt-in to tracking). In this article we will go through all the aspects of retargeting and answer some of the common questions related to it. Let’s start with the firs

Programmatic Video Advertising in India

Videos have emerged as the most preferred form of content over the last few years on the wave of an unprecedented global growth in video consumption.

What is Ad Exchange? Benefits for Publishers and Advertisers

As digital advertising continues to take over marketing budgets, there is a need to demystify the role of an ad exchange platform. Despite being an integral part of online ad campaigns, many publishers and advertisers are not well versed in the benefits that this technological mediator provides. What is Ad Exchange? Ad exchanges are digital marketplaces that enable the automated buying and selling of ad media. They are a part of the programmatic ecosystem, as they are powered by real-time bid

Dynamic Future of Mobile Advertising and what the future holds

As brands compete to grab customer attention in an increasingly crowded marketspace, the space of digital marketing is witnessing rapid evolution and path-breaking shifts. Increasing penetration of smartphones and mobile devices has entailed the need for multi-pronged advertising strategies that can attract consumers on the go. The Covid 19 pandemic has further accelerated the shift towards digital advertising while shrinking traditional ad spends on TV and print media. Media investment company

Financial sector needs programmatic data-driven advertising

In recent years, the financial sector has been embracing the move to digital disruption. Reputed financial organizations need to know about their customers to market personalised financial products and services. However, the financial sector is yet to take advantage of the opportunity offered by programmatic data-driven advertising. New, innovative business models in India such as contactless payments like Paytm, and peer-to-peer lending platforms like Cleartax are changing the way customers vie

What is A/B testing?

To understand A/B testing, we need to first look at the fundamental method of problem solving known as Trial and Error. It is characterized by repeated, varied attempts which are continued until success, or until the practitioner stops trying. According to W.H. Thorpe, the term was devised by C. Lloyd Morgan (1852–1936) after trying out similar phrases "trial and failure" and "trial and practice". Testing different variations is one of the quickest ways to learn, and Digital Advertising is no

Why is there a flurry of Adtech Merger and Acquisition in 2021?

After a relatively slow 2020, merger and acquisition (M&A) activity in the adtech sector has seen a significant surge in 2021 — one that goes well beyond the natural curve of the overall market. The past few years have set the stage for this moment, and we are now looking at a maturing industry that is ripe for — and, in fact, requires — consolidation to continue to fulfill its promise. Some of 2021’s most notable moves included the following: * June 2021: Verve Group, the mobile ad tech unit

3 Lessons from CRED for the Mobile Advertising World

Imagine yourself sitting behind a desk in Finland in the year 2000 sending out a normal SMS containing the news headlines of the news organisation that you work for. It’d be hard to fathom in your wildest dream that you’d be the trailblazer of an industry which is going to be worth above $60 billion in 20 years. The News headline messages, mentioned above, included advertising, and so the mobile advertising and mobile marketing began and thereafter marketers began to experiment with this new ex

Programmatic Strategies employed by 3.14 to drive growth and app loyalty

Mobile Programmatic has truly evolved from its status as the ‘buzz word’ in advertising, with over 88% of US ad dollars are being spent programmatically and 2 thirds of which is being funneled to mobile. Marketers are finally making the transition but the programmatic skills shortage has meant that it has been difficult for many companies to bring programmatic experts in-house and they have been rightly depending on the industry experts to drive the growth for them. In order to explain briefly