According to online marketing specialist AdTruth, though the mobile ad market is currently worth $2 billion a year, that accounts for just 5 percent of the money generated from digital display advertising as a whole..
It's a disparity the firm believes is highlighted all the more when you consider the "incredible consumer adoption of mobile, the dramatic shift in media mix occurring, and the 'lean back' experience in the mobile environment foundational to effective advertising."
The wrong track
In the firm's view, the economics "simply make no sense", which led the firm to sample the views of "28 of the best minds in mobile from over 18 companies on two continents" to find out where things are going wrong.
Their conclusion? Most issues with mobile advertising trace back to tracking or, as AdTruth puts it, a "lack thereof actually."
"While so much of the industry is focused exclusively on app to app performance tracking to replace the UDID, this group recognises the larger issue," said the firm on its blog.
"Sure, performance tracking is key and is a big part of it, but we want to open up ALL use cases in mobile, at scale, globally, in a very short tight frame. Targeting and re-targeting, reach & frequency capping, data enrichment, and performance tracking are all at our fingertips."
Consumer care
Improving user tracking, however, risks angering consumers, especially when carried out in what has quickly become an environment where people are worried about personal security.
"A vastly better consumer experience is needed when it comes to mobile advertising," added AdTruth.
"With the PC declining and the cookie in trying times to say the least, we need alternatives that are effective and fair to consumers.
"What's important to recognise is that the focus on the consumer is not just about privacy. Thats a given. Its also about a great experience. Better ads with more relevancy and no invasive user experience."
[source: AdTruth]
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Related Articles
News
Jun 5th, 2013
AdTruth underlines growth, as its mobile ID tech supports one trillion ad impressions per month
News
Jun 9th, 2012
AdTruth pre-empts WWDC keynote claiming Apple will roll out a direct UDID replacement
Top Stories
Feature
May 17th, 2024
New release roundup: The best new mobile games from a battle royale to a console classic remake
Feature
May 16th, 2024
Behind the scenes: How adding sandwich offers to an idle merge game boosted three metrics at once
Events
Valencia Indie Summit 2024 | Europe | May 16th |
Digital Dragons | Europe | May 19th |
GamesBeat Summit 2024 | North America | May 20th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Nordic Game Spring 2024 | Nordic | May 21st |
Impact 2024 - Indie Games | May 23rd | |
MomoCon 2024 | North America | May 24th |
Morocco Gaming Expo | Africa | May 24th |
Popular Stories
Feature
May 14th, 2024
53 top mobile games in soft launch: Squad Busters, Battle Guys: Royale, Plants vs. Zombies 3, LEGO Hill Climb Adventures, and more
Feature
May 13th, 2024
Hot Five: Dubai's new Gaming Visa, April's mobile game charts, and Xbox studio closures
Feature
May 14th, 2024