A key takeaway from the Cannes Lions advertising conference earlier this year was the emergence of programmatic as no longer a dirty word within the industry.

It is no surprise! According to a report just released from BI intelligence, programmatic will account for over $18.2 billion in U.S. digital ad revenues in 2018, up from just $3.1 billion in 2013.

So why is it creating such waves within the industry? Read this analysis to find out.
Industry Opinion by Charlie Faulkner, head of EMEA and APAC, Manage.com
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Today there are now many, many mobile ad networks that can bring value to a publisher’s ad inventory. Choosing a good mobile ad network can be an important decision, not only for the revenue that can be generated, but also for the ease of integration and the resources that will be required to implement it.

Here are 5 key factors that you should consider carefully when deciding which mobile ad network to use.
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Two things have become very clear recently:
• Facebook is serious about providing many advertising opportunities
• Consumers love to use Facebook over mobile

This excellent whitepaper looks at recent trends in Facebook advertising, and recommends specific strategies for maximizing returns from Facebook campaigns.
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More and more these days, mobile apps are “free” to download, and supported by advertising that is shown at the beginning and throughout the app.

But a recent study shows that in fact these in-app ads consume a lot of energy, and can be a serious drain on the already limited battery life of a mobile device.
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Retargeting is a fascinating and scarily effective marketing tool that has been used for customers buying online through desktops for some time. However, until recently, it was absent from mobile.

In this guest article, Simon Wajcenberg, Global CEO of Clash Group explains why this is now available, and what this ground-breaking development means for marketers and their brands. more»

In 2012, Google‘s advertising revenues were more than $40 billion, and the bulk of that was earned from their AdWords product.

Now Google has completely upgraded this key product to better focus on mobile and the rapidly growing multi-screen consumer behavior. more»

Mobile ad network Velti, has raised over $150 million during their Initial Public Offering in the US. becoming the first big mobile advertising company to go public.

This is another important milestone in the development of the mobile ecosystem as it shows that the market is now maturing with companies that our large and stable enough to go public. more»

Apple launched their iAd mobile advertising platform with much fanfare a couple of months ago, and has spent a lot of effort getting major brands to support it.
(see First iAd Campaigns Come To iPhone)

Now, Apple has made the iAd platform available for app developers who wish to generate leads for their iPhone apps.
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Adremixer is a mobile advertising campaign management and optimization platform that increases the efficiency and effectiveness of ads delivered through all the major mobile ad networks. more»

In a special ‘developer preview’ session recently, Apple unveiled its plans for the future of the iPhone.

The iPhone OS 4 will be the biggest revision to the iPhone since it was launched, offering many innovative new features.

One of the most important of these is iAd, the mobile advertising ad platform intended to put Apple in control of in-app advertising.

In this article we’ll look at the special features of iPhone 4 and what they will bring to consumers, plus how iAd is likely to effect advertisers, publishers, consumers, as well as the overall mobile advertising and marketing industry. more»

OfferMobi has launched the first “pay-per-call” performance-marketing network in the US for the mobile market.

The service allows advertisers to generate, track and compensate for high quality leads received through phone calls. more»

Smart phones make it easy for ad networks to bypass the mobile operator. A major bonus for advertisers is that this eliminates the cost of sharing revenue with mobile operators, and a major bonus for technology providers is that it eliminates the effort to integrate with a mobile operator’s infrastructure.

However, there may be some key advertising benefits that only a mobile operator can provide. In this article, Mark Westling, Founder and CTO of Sigma Limited argues that there are several compelling reasons to include the operator as part of the value chain. more»

The mobile advertising market continued to heat up recently, with Apple‘s acquisition of Quattro Wireless, a mobile ad platform and network company.

This move follows only weeks after global internet search company Google acquired rival ad networkAdMob. more»

Veteran mobile advertising company Smaato has published an interesting white paper that focuses on how to optimize revenue from mobile advertising.

In this period of reduced CPM prices, lower fill rates, and proliferating ad networks, this white paper will help many people understand the dynamics among the various parts of the mobile advertising chain and what can be done do to maximize ad revenue. more»

Network equipment vendor Alcatel-Lucent has teamed up with location based advertising firm 1020 Placecast to bring a new, location-based advertising service to brands and mobile operators.

The service will deliver targeted SMS and MMS ads to opt-in subscribers when they enter pre-defined location zones. more»

Gameloft, a leading international publisher and developer of video games for mobile phones, has announced the launch of a “performance-based” advertising campaign to build distribution of its popular game titles. more»

Amobee Media Systems has announced that they have launched mobile advertising for mobile giant Telefónica in Spain.

Telefónica is one of the world’s largest mobile operator groups, with close to 200 million mobile subscribers in Europe, Africa, and Latin America.
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BuzzCity, the global ad network and owner of mobile social network mygamma, has released a ‘white label’ version of their ad network system.

This new service is intended to enable major mobile publishers more effectively monetize their mobile internet traffic.
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Two of the major players in the growing mobile advertising industry have announced a long term strategic partnership. AdMob and MADS will work together to connect the AdMob marketplace with MADS publisher clients.

As “reach” and “ease of running a campaign” are such key goals for advertisers and agencies, this may herald the beginning of a consolidation in the mobile ad market. more»

Amobee Media Systems has extended its mobile advertising platform to support handsets built on Apple’s iPhone and Google’s Android operating systems. Phones based on these two are rapidly becoming very popular, especially with a demographic that is attractive to advertisers. more»

MediaCom, one of the world’s largest Media Specialist companies, has announced that it has launched a mobile campaign utilizing third party ad serving technology. The company claims that this is an industry first.

The campaign was to promote new services for client T-Mobile. The ads ran across the Nokia Media Network, and were served using Eyeblaster’s Ad Campaign Manager platform. more»

Amobee Media Systems and Qualcomm have announced a partnership that will ad-enable mobile widgets on Qualcomm’s Plaza platform. Widget applications have become hugely popular on the internet, and are expected to grow rapidly on the mobile internet as well. more»

Vodafone Hungary has selected mobile advertising technology company MADS as their partner to offer targeted mobile advertising on the Hungarian Vodafone Live! portal. more»

Platform-A, the advertising business of AOL, has launched a new third-party ad serving platform through Third Screen Media, the company they acquired just over a year ago. The platform offers “inventory partitioning”, a new technology which Platform-A says will increase monetization for publishers. more»

The advertising world continues to pay attention to the iPhone, which is beginning to represent a significant share of mobile web page views. JumpTap and Pinch Media will combine efforts to allow advertisers to place ads in iPhone applications. more»

Bango and Millenial Media have announced a partnership that will allow mobile advertisers to better understand the traffic that is being exposed to their ads, and so optimize for better performance. more»

Telefónica has launched a global mobile advertising alliance in partnership with Amobee Media Systems. The alliance will allow advertisers to show targeted ads of all types to Telefonica’s 170 million subscribers around the world. more»

Smaato and Ad Infuse have announced a partnership to provide in-application advertising solutions for advertisers, publishers and mobile operators. The partnership will see Ad Infuse’s adInMotion platform connected with Smaato’s SOMA platform in order to enhance both companies reach. more»

DoubleClick has announced that its mobile advertising delivery system, DoubleClick Mobile, is to integrate with other mobile ad networks including AdMob, Google’s AdSense for Mobile , Millennial Media’s premium MBrand and Decktrade Networks. The aim of this upgrade will be enable publishers to easily fill more of their available inventory. more»

In an effort to make it easier to demonstrate the financial viability of mobile TV advertising, GoldSpot Media has launched “Trial-in-a-Box”, their new prototyping platform to evaluate the profitability of targeted, interactive mobile TV advertising models. more»

Cellcom, one of Israel’s leading mobile operators, has announced that it has signed a multi-year contract with Media Layer to put ads on its mobile content services. This news is another sign that mobile operators are becoming more and more serious about mobile advertising, and are putting in place the systems required to serve ads. more»

NAVTEQ have announced that they will be using Operative to help them manage their online and mobile advertising inventory across a range of sites, including Traffic.com. more»

Recent articles in the New York Times and Wall Street Journal have given more details about Yahoo’s new integrated ad platform. Previously known as “APEX” (advertiser-publisher exchange), the platform will actually be called “AMP”, and is due to be rolled out during the third quarter of 2008. more»

Smaato has announced the launch of iSOMA, an in-application mobile advertising platform for iPhone SDK developers. It will enable developers to monetize mobile applications for the iPhone through mobile advertising. more»

Two major publishers – Fox Mobile Entertainment and NBC Universal – have signed agreements with JumpTap to manage advertising on their mobile sites. These publishers offer some of the most popular entertainment brands, including The Simpsons, 24, Heroes, Battlestar Galactica, and The Office. more»

Scandinavian mobile games company DIDMO has announced that 20th Century Fox will be promoting their new film “Dr. Seuss’ Horton Hears a Who!” on their platform. Didmo will also be expanding its mobile content platform into the US, UK, German and Spanish markets. more»

Boost Mobile , a life-style based MVNO owned by Sprint, has announced that it has launched a new mobile advertising platform for mobile phones. Acura and Fox Searchlight Pictures are among the first companies to advertise on Boost mobile’s new platform. Amobee will be Boost’s ad-selling and ad-serving partner. more»

Microsoft made two announcements demonstrating their ongoing expansion in the area of mobile advertising. Microsoft has been aggressively growing their mobile advertising business, both in terms of the services they offer and in the regions they cover. more»

We had a chance recently to talk with Minh Tran, Director, Head of Sales and Marketing, Nokia Ad Service. Minh has been one of the key driving forces behind the development and recent launch of the Nokia Ad Service and Nokia Ad Connector. more»

MobiAd News had a chance to chat with Russell Buckley, the European Managing Director of AdMob, one of the fastest growing companies in the Mobile Advertising space. more»

First Hop, a Finnish developer of messaging platforms, today announced Mobile Advertising Service, a modular service delivery platform optimized for the advertising business model. more»

Mozes, Inc, a Palo Alto based startup whose service allows users to setup and manage mobile marketing campaigns, has secured first round of venture financing from Norwest Venture Partners and North Bridge Venture Partners. more»

ShoZu announced a mobile advertising platform to enable media companies and brand advertisers to reach consumers on their handsets using ShoZu’s ZuCast direct-to-handset content delivery service.
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AdMob, Inc., announced this week that it had served 1 billion mobile ads over the past 6 month period. This is a major indicator of the growth in mobile advertising, as in the previous 6 months AdMob’s volume was 30 million ads.
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Millennial Media, a mobile-advertising services company, secures $6.3 million in Series A funding.
and launches new services. more»