AppsFlyer taps 98% of world's mobile devices for data | How mobile marketers can reach out to motoring public | Stripe launches swift signups for new accounts
May 26, 2017
MMA SmartBrief for Apps
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Industry Highlights
AppsFlyer taps 98% of world's mobile devices for data
AppsFlyer has unveiled Active Fraud Insights 2.0, a platform that uses metadata from 98% of mobile devices globally, plus machine learning, to help advertisers detect fake activity. The tool identifies fraudulent installs, fake clicks and false DeviceID resets, among other actions.
VentureBeat (5/25) 
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Marketing & Monetization
How mobile marketers can reach out to motoring public
Mobile marketing began with billboards that appealed to the motoring public and is shifting to cars that are connected to the internet. Bill Ogle explores how marketers can take advantage of the technology as it relates to consumers on the go.
MediaPost Communications (5/25) 
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Wireless Ecosystem
T-Mobile rolls out number-sharing Digits app
(Robyn Beck/Getty Images)
T-Mobile has created a new app called Digits; it allows users to connect their phone numbers to other internet devices, such as laptops, tablets and work phones. The new option will be rolled out for free to all T-Mobile numbers on Wednesday.
Bloomberg (5/25) 
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Google's GIF making just got better
Google's new Data GIF Maker offers easy paths to the classic yet popular animation tool for journalists and other storytellers. The feature focuses on making comparisons, asking users to enter the information before downloading the GIF.
VentureBeat (5/26) 
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Marketers Needs
Facebook offers full-width mobile ad format
Facebook is claiming a 34% increase in monetization for mobile ads that take advantage of its new Audience Network full-width ads. The ads are 58% wider than in the standard IAB-approved format.
Adweek (5/25) 
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Microsoft renames live-streaming platform, adds features
Microsoft's Beam live-streaming platform is now dubbed Mixer as the product pursues success on a global scale. The renaming also comes with a few new features, including "co-streaming," which allows as many as four people to broadcast streams simultaneously via split screens.
Android Authority (5/26) 
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Developer Corner
Twilio Functions relieves developers of tiresome tasks
Developers have a new way to speed the creation of their event-driven apps with the beta introduction of Twilio Functions. The new platform handles all the routine tasks associated with managing servers and other infrastructure.
TechCrunch (5/25) 
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Public Policy
Texas law allows Uber, Lyft to operate in Austin
A Texas law overriding local ride-hailing regulations will allow Uber and Lyft to return to service in Austin beginning Monday. The new law establishes statewide rules for such services, canceling out Austin's rules, which the two services had deemed too restrictive.
The Texas Tribune (5/25) 
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MMA News
From AI to Apps: 7 Takeaways from the 2017 MMA Mobile Marketing Leadership Forum
This year's MMA Mobile Marketing Leadership Forum -- "Mobile: The Marketing Imperative" -- served as a potent example of where mobile stands today, among consumers and marketers. At a time when marketer apps are de rigueur, and mobile programmatic the dominant way of buying ads, marketers are looking to infuse their mobile experiences with much deeper engagement, their metrics with much closer ties to the bottom line, and their content with much deeper relevance for consumers. "The mobile imperative is basically looking at what can we do with mobile right now and what is it going to fuel over the next few years," said Day 2 keynote speaker Suffiyan Syed, digital product innovation lead at SapientRazorfish.

Check out seven critical takeaways from the event here.
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Are you concerned about Walled Gardens and Data Quality?
As part of the next phase of the Marketing Attribution Think Tank, the critical attribution industry initiative to help marketers select and apply MTA solutions with confidence, the MMA is pleased to announce the formation of two working groups to dig even deeper into the issues identified as priorities by the majority of marketers: Walled Gardens and Data Quality and Accuracy. These groups, comprised of a select group of brand marketers who will meet regularly, will be the frontline in developing standards and a code of conduct to bring increased transparency, accuracy and data verification to crucial metrics brands rely on for allocation of media dollars and other business decisions.

To participate, please opt-in for one or both groups.

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Editor's Note
SmartBrief will not publish Monday
In observance of Memorial Day in the US, SmartBrief will not publish Monday. Publication will resume Tuesday.
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