Skip to content

Category: Data

Mobile Data: The Era of the Zettabyte

Mobile devices are the most important device for roughly half of the world’s population, and its share of data usage continues to grow steadily. Mobile data traffic will continue its trajectory at a compound annual growth rate of 57 percent from 2016 to 2019. Last year’s mobile data traffic was 50 times the usage we saw in the year 2000. According to Ericsson, the average smartphone user is consuming 1.4GB of data every month. This will result in a total data consumption worldwide of over one zettabyte this year, which is 1 trillion gigabytes (although that might still be hard to comprehend). How are…

Q&A on Data Science: What is Lookalike Modeling?

Every company on mobile has a deep-rooted desire to reach his or her ideal customer by leveraging data. Often, it is a brand or media agency that wants to target a specific audience; other times it is a mobile publisher who seeks to understand more about who is using their app. Both lead to core drivers such as increasing profits, lifting sales and conversions, or growing monthly active users. The three key data components for a healthy ROI include who is the ideal audience, and how to reach/target this ideal audience. Data collected is used to predict user interests and…

Why Every Advertiser and Agency Needs a Data Management Platform

With the proliferation of mobile devices in recent years, advertising has become increasingly complex. No longer can one assume that one device equals one person as was usually the case on desktop. Today, people are using a number of different devices to interact with each other and with brands. In addition, they are doing so using a variety of channels, for example through email, social, and search. While consumers are clearly channel and device agnostic, data often is not. Dominant players not wanting to share, outdated cookie technologies, a lack of technical standards, there are a number of reasons why…

Why Every Mobile Publisher Needs a Data Management Platform

We’re living in tumultuous times in the online advertising industry! In one short decade, we’ve gone from relatively straightforward cookie-based desktop advertising, to the complex web of adtech players trying to tackle omni-channel advertising. Data Management Platforms (DMP) are designed to make sense of the massive streams of data that are generated by this complex system. Unlike advertisers and buy-side agencies who have long recognized the value of DMPs, publishers underutilize them and many do not realize how to use a DMP to its full potential. We think it’s time to fix this. What do DMPs do? DMPs provide services…

Data Science: How to Detect Lat/Long and Prevent Location Spam

Location features and data collection are becoming the peloton in mobile development. BIA/Kelsey predicted in a recent study that location targeted revenues will soar to $18.2 billion in the US in 2019, up from $4.3 billion in 2014. Similarly, Google emphasized the importance of location for mobile users by saying over 50% of mobile searches have local intent, for example, to find a shoe store nearby. Moreover, other research found that a whopping 78% of these searches resulted in an offline purchase. Clearly, having a user’s correct location is absolutely pivotal for a successful outcome, yet very few developers, publishers and advertisers truly understand the intriciacies…