| Latest news on mobile apps |  |
| Industry Highlights
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- Tapjoy tops 1 billion mark
More than a billion devices have now activated Tapjoy, with about half that number added in just the past eight months. On a monthly basis, the mobile ad and monetization platform has about 110 million active users, with three-quarters outside the U.S., including 44 million in China. The big numbers reflect "the trend we're seeing in mobile apps as developers, content owners and ecosystem competitors around the globe support in-app commerce as the surest way to monetize apps," said Ted Pollak, a senior gaming analyst from Jon Peddie Research. TheNextWeb.com
(12/6)
    
| Marketing & Monetization
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- Etsy overhauls mobile for holidays with an iPad focus
Noting the potential of Apple's iPad for holiday shopping, Etsy has revamped its iOS application specifically to take advantage of the tablet's larger screen. "An Etsy visitor on an iPad is likely to view more pages and spend more time on Etsy than a visitor on any other mobile device, so, the first Etsy for iPad app includes features geared towards these highly engaged users," said Adam Brown, an Etsy spokesman. Etsy has also introduced an app for Android. MobileCommerceDaily.com
(12/7)
- Mars offers branded holiday recipes in mobile campaign
Holiday recipes that include the use of products from the Mars Chocolate's M&M and Dove brands are the draw for the company's holiday mobile campaign. Clicking on the ad in the "Today" show's iPhone application takes users to a landing page with a short video and the recipes as well as the option of creating a shopping list for ingredients on a separate site that can be bookmarked. Mobile Marketer
(12/7)
| Wireless Ecosystem
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- Amazon looks to set itself apart by offering free A/B testing
Amazon is offering A/B app testing to application developers to entice development on its platform, Sarah Perez writes. That service differentiates Amazon from Google, which expects developers to use third-party A/B testing, and Apple, which will only publish the finished app. The company says the testing mechanism is free to developers making apps for the Amazon Appstore, where downloads are up 500% in the past year. TechCrunch
(12/6)
| Marketers Needs
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- Wireless carriers use Big Data to personalize daily deals
AT&T and Verizon are offering retailers access to data on their networks to increase the personalization of daily deals. Gap, Staples, Zales, Duracell, Motorola and Discover are among the brands using AT&T's ATTAlerts, which require an opt-in but no application download. Verizon Selects will use location, browsing history, mobile app usage, demographics and interest data to target opt-in consumers. "Carriers have the quantity and variety of data required to personalize offers, but just as important, they have a unique ability to analyze and act on the data in real-time," Globys Vice President of Global Marketing Lara Albert says. Mobile Marketer
(12/7)
| Developer Corner
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- Mozilla appeals to developers' entrepreneurial spirit
Mozilla is pitching developers on the Firefox open-source mobile operating system platform by comparing its fee structure to competitors. "If you're looking to build and develop mobile software without the 30% toll [Apple charges], Firefox OS will appeal to you," says Jay Sullivan, vice president of products at Mozilla. Sullivan pointed out Mozilla's "payments API" would allow developers to open their own application stores for distribution. CNET/The Download blog
(12/6)
| Public Policy
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- Privacy groups time report to influence FTC on COPPA
A report sponsored by Common Sense Media and the Center for Digital Democracy says that a majority of parents and other adults don't like their children's behavior being tracked online or through mobile devices, even if it's anonymous data being collected. More than 9 in 10 parents are opposed to specific tactics such as location tracking and asking information about children's friends. The report is intended to influence the Federal Trade Commission as it considers expanding the Children's Online Privacy Protection Act. The Hill/Hillicon Valley blog
(12/6)
, Adweek
(12/6)
- Calif. sues Delta over smartphone app's lack of privacy info
Delta Air Lines is facing a civil suit from California's attorney general for failing to provide information about its privacy policy in its smartphone application, the first time an app maker has been sued for privacy-related
reasons, according to a published report. The state contends that Delta violated a 2004 state law that mandates online services to "conspicuously post" its policy. The Wall Street Journal
(12/6)
| MMA News
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- Webinar: Mobile Video A Huge Opportunity for Brand Engagement (Dec. 11)
The surge of video on mobile platforms is driving behavioral changes in consumers. In an era of video everywhere thanks to smartphones and tablets, businesses must grasp the potentially monumental difference in how consumers are motivated. This important webinar will answer the most important questions: What behavioral shifts are occurring? Who is driving these shifts? What tactics are most successful? What are the major content trends in video? It will also reveal key usage trends, the latest research validating the ad effectiveness of mobile video and how mobile video is improving ROI for major brands. Mobile video presents a unique opportunity to create brand awareness, so don't miss this opportunity to understand what it means for you. Register for this free webinar.
- Webinar: New Mobile Web Ad Measurement Guidelines and the Impact of "Client Side Counting" (Dec. 19)
The MMA, in partnership with the Interactive Advertising Bureau (IAB US) and the Media Rating Council (MRC), has issued updated guidelines on how to measure and count mobile web ad impressions. Version 2.0 of the "Mobile Web Advertising Measurement Guidelines" includes a change that requires client-side counting for mobile web ad impressions, which will increase consistency with computer-based ad measurement, make impression counts far more robust and reliable, and may help to reduce mobile discrepancies. In this webinar, the MMA will review the importance of guidelines, the general benefits of industry standards and the core principles of ad measurement. These guidelines are principally applicable to mobile marketers, wireless operators, mobile publishers and ad serving organizations, and is intended as a guide to accepted practice. Additionally, planners and buyers of mobile media advertising can use these guidelines to assist in determining the quality of measurements. Importantly, webinar participants will learn about the impact of client side counting, why it is considered a high quality industry standard in the desktop web and how it will potentially impact buyers and sellers of mobile web advertising. Register for this free webinar.
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