Mobile advertising trends to watch in 2019

• In the US, digital ad spends recently passed $100 billion due to dominant increases in mobile advertising and video ad spend.

Christian Hargrave

PubMatic released its first Quarterly Mobile Index (QMI) of 2019. The report includes key trends, providing both advertisers and publishers with insights around mobile advertising, leading to smarter programmatic strategies and future mobile opportunities.

In the US, digital ad spends recently passed $100 billion due to dominant increases in mobile advertising and video ad spend. As mobile advertising continues to evolve, it’s imperative for advertisers and publishers to both understand and prepare for these changes.

PubMatic’s Q1 2019 QMI report reveals the top four trends to watch:

Due to Video, Mobile Ad Spend Accelerates – The promise of 5G has the potential to bring powerful and interactive content and experiences, changing the way and speed at which video is consumed.

Mobile In-App Header Bidding Still Needs Time to Grow – Despite recent popularity and publishers’ pressure to optimize mobile in-app header bidding, lack of knowledge has led to new obstacles in adoption.

Safety Practices Take Center Stage as Fraud Rises – The majority of additional programmatic display dollars over the next year will go to private setups like PMPs. 
  
The Opportunity for Growth in APAC is Massive – Marketers in APAC are becoming more knowledgeable in programmatic strategies, illuminating the need to adopt automated ad strategies in other parts of the world.

For the first time, consumption across mobile devices will overtake television, as video viewing habits continue to impact the fight for attention. This has led marketers to spend $29 billion globally on mobile video advertising. The appearance of 5G makes focusing on mobile all the more important, as the expectations arise that consumers, advertisers and publishers will see a dramatic change in how video is consumed. This will lead to more seamless, complex video ad experiences for mobile users.

“Mobile advertising continues to see monumental increases in spending, while still making strides towards greater transparency and returns, which is hugely important for publishers and advertisers. That said, the industry is only now learning how to properly take advantage of in-app header bidding, which has led to more obstacles,” explained Paulina Klimenko, SVP, Corporate Development and GM, Mobile at PubMatic. “In order to find success, app publishers should consider the differences in header bidding between desktop and in-app and how the implementation efforts will impact their dev teams.”

Despite mobile advertising’s massive growth, spend within Android apps is down 17% year-over-year, while iOS has seen an increase of 68%. Most recently, Google blacklisted 6 apps from a major app developer for large-scale fraud, reflecting a trend of ad fraud schemes targeting GooglePlay apps. To avoid fraudulent apps and sophisticated invalid traffic impressions, marketers’ tactics have shifted inventory to in-app PMPs.

Programmatic, the automated buying and selling of digital media, is an intrinsic aspect of the advertising industry in North America and Europe, but there’s still room for growth in the Asia-Pacific (APAC) region. As mobile connectivity and mobile phone users has grown in APAC, the region’s advertisers and agencies are seeing the benefits in targeting mobile-first consumers through automated buying, though at roughly different paces.  With 359 million new mobile users coming in the next half decade, there is a greater urgency to adopt automated ad buying strategies in other parts of the world. Source: https://appdevelopermagazine.com/mobile-advertising-trends-to-watch-in-2019/

Zeta Global Acquires Sizmek’s Data and Programmatic Platform

• Zeta Global’s acquisition of Sizmek assets is impactful to the current programmatic marketplace because the resulting Zeta DSP will mark the first time that data of this quality and depth is offered in a DSP and will be at no cost
• Zeta owns the third largest data set in the world with 2.2 billion probabilistic profiles and 750 million connected, deterministic profiles in its database.

By Ameya Dusane May 01 2019

The deal signifies a new monetization pipeline for the company and a superior DSP coming to market

New York: Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, retain them longer and grow their value, today announced that it has closed the acquisition of certain assets from online advertising technology company Sizmek.

Zeta Global’s acquisition of Sizmek assets is impactful to the current programmatic marketplace because the resulting Zeta DSP will mark the first time that data of this quality and depth is offered in a DSP and will be at no cost. Zeta owns the third largest data set in the world with 2.2 billion probabilistic profiles and 750 million connected, deterministic profiles in its database.

“We look forward to welcoming the talented Sizmek DSP and DMP teams and integrating their technology into our data and marketing clouds to deliver a uniquely valuable solution for clients and partners,” said David A. Steinberg, Zeta Global CEO, Chairman and Co-Founder.

Under the terms of the acquisition, Zeta now owns Sizmek’s DSP and DMP platforms and is hiring over 200 Sizmek employees. Zeta will soon make its proprietary data cloud and AI derived audiences available to Sizmek clients and partners . “We are witnessing the convergence of the world’s best AI with identity and intent data,” said Mike Caprio, former Chief Growth Officer for Sizmek, now a Divisional President for Zeta. “We’re excited to see this acquisition come together and believe that the combined company is better positioned to help our clients improve performance – across channels and across the customer lifecycle.”

Forrester principal analyst Joe Stanhope and author of the recent report A More Perfect Union: Adtech And Martech Convergence Will Revolutionize Marketing commented, “Convergence is happening and it will affect tens of billions of dollars in marketing spend. Connecting and delivering customer interactions across touchpoints and devices is pushing marketers’ current analysis, orchestration, and execution capabilities to their limits. Nowhere is the struggle more acute than efforts to build stronger connections between advertising and marketing, which promises tremendous potential synergies in coordinating insights, profiles, targeting, personalization, and execution.”

Speaking exclusively to MarTech Advisor David A. Steinberg Zeta CEO, added, “This acquisition brings a proprietary data cloud combined with a world-class DSP to the programmatic marketplace for the first time. The resulting Zeta DSP will mark the first time that data of this quality and depth is offered in a DSP, at no cost, as a part of using our platform,” said David A. Steinberg, CEO of Zeta Global. “Zeta owns the third largest data set in the world with 2.2 billion probabilistic profiles and 750 million connected, deterministic profiles in its database. We are excited to service our clients through this united company and look forward to the weeks and months ahead as we integrate.”

Source:https://www.martechadvisor.com/news/ads/zeta-global-acquires-sizmeks-data-and-programmatic-platform/

• Entered into a binding letter of intent to acquire all of the issued and outstanding equity units of mPlore, LLC, a leading mobile content delivery platform based in Texas with operations in Newport Beach, California
• Clients include Microsoft, Google, Yahoo, and Ericsson
• Upon completion, the accretive acquisition will add another revenue stream to GLN’s growing platform of advertising solutions.

Vancouver, British Columbia–(April 10, 2019) – Good Life Networks Inc. (TSXV: GOOD) (FSE: 4G5) (“GLN“, or the “Company“), a Vancouver-based programmatic advertising technology company is pleased to announce that it has entered into a binding letter of intent (the “LOI“) to acquire all of the issued and outstanding equity units (the “Units“) of mPlore, LLC (“mPlore“), a leading mobile content delivery platform based in Texas with operations in Newport Beach, California (the “Transaction“). GLN will acquire the Units for an aggregate purchase price of US$7,000,000, subject to adjustments.

The acquisition of mPlore will allow GLN to access the growing mobile advertising segment and capitalize on mPlore’s cutting edge mobile platforms used to deliver content, mobile apps, mobile search and advertising solutions to consumers. Established in 2015, mPlore currently works with tier-one mobile carriers like T-Mobile and Sprint along with OEM (Original Equipment Manufacturer) device manufacturers worldwide to deliver solutions to market. mPlore’s clients include Microsoft, Google, Yahoo, and Ericsson. Upon completion, the accretive acquisition will add another revenue stream to GLN’s growing platform of advertising solutions.

“Following the success of our recent Net Applications R&D project, providing on page advertising technology to consumer’s mobile devices, we are excited to announce the acquisition of their mobile division, mPlore,” said Jesse Dylan, CEO of GLN. “mPlore is a leader in mobile ad technology, with a suite of innovative products targeting mobile users. According to the IAB’s (Interactive Advertising Bureau), Canadian Media Usage Study, 91% of adults 18-34 access the internet on their mobile device and we are thrilled to expand our revenue opportunities into one of the fastest growing segments, mobile advertising.

“It is predicted that the mobile ad spend will surpass all traditional media combined by 2020 (1),” stated mPlore Chairman, Pete Wilson. “Our technology combined with GLN’s will allow us to expand and capitalize on the exciting advertising opportunities available as more and more consumers view content on their mobile device.”

Under the terms of the LOI, consideration for the Units will consist of the following:

1. US$2,850,000 in cash, payable to the Unit holders of mPlore upon closing of the Transaction;
2. a performance earn-out of up to US$2,100,000 in cash based on mPlore achieving mutually agreeable benchmarks over 24 months (terms to be disclosed upon signing the Definitive Agreement); and
3. a performance earn-out of up to US$2,100,000 in common share purchase warrants of the Company (“Warrants“) payable upon mPlore achieving mutually agreeable benchmarks, over 24 months (terms to be disclosed upon signing the Definitive Agreement) based upon the greater of (i) the 10-day volume weighted average trading price of the Company’s common shares on the TSX Venture Exchange (the “TSXV“) immediately prior to the date of issuance; and (ii) the lowest price permitted by the policies of the TSXV.

The LOI contemplates the parties acting in good faith to finalize and enter into a definitive share purchase agreement (the “Definitive Agreement“) within one-hundred and twenty (120) days from the execution of the LOI. The LOI was negotiated at arm’s length.

The closing of the Transaction will result in the termination of a research & development agreement entered into by GLN and Net Applications Holdings LLC (“Net Applications“) in 2018. mPlore is the mobile division of Net Applications.

The closing of the Transaction is conditional upon the Board of Directors and TSXV approval and the satisfaction of customary closing conditions to be contained in the Definitive Agreement.

About mPlore

mPlore is a division of Net Applications, a leader in digital performance solutions by enhancing impression quality and brand safety. Established in 2015, mPlore is a mobile content delivery platform which delivers a suite of products including, mobile search, content, mobile data and ad delivery to its clients. mPlore allows clients to target, display, market, deliver and monetize content and advertising to mobile device users.

The GLN Story

GLN’s patent pending technology is the engine that sits between advertisers and publishers. A highlight of GLN’s tech is that it does not collect PII (Personal Identifiable Information). Built for cross device video advertising: Mobile, In-App, Desktop and CTV (Connected Television) the GLN Programmatic Video Advertising Platform has among the lowest fraud rates of similar vendors in the industry. Advertisers make more money by reaching their target audience more effectively. GLN makes money by retaining a percentage of the advertiser’s fee.

GLN is headquartered in Vancouver, Canada with offices in Newport Beach and Santa Monica California, New York and UK and trades on the TSXV under the stock symbol “GOOD” and The Frankfurt Stock Exchange under the stock symbol 4G5. For further information on the Company, visit www.glninc.ca

(1)https://www.emarketer.com/content/mobile-ad-spending-to-surpass-all-traditional-media-combined-by-2020

CONTACT

Investor Relations
[email protected]

Jesse Dylan, CEO
604 265 7511

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Forward Looking Statements:

Forward-looking statements relate to future events or future performance and reflect the expectations or beliefs regarding future events of management of GLN. This information and these statements, referred to herein as “forward‐looking statements”, are not historical facts, are made as of the date of this news release and include without limitation, statements regarding discussions of future plans, estimates and forecasts and statements as to management’s expectations and intentions with respect to the Company’s acquisition of mPlore. These statements generally can be identified by use of forward-looking words such as “may”, “will”, “expect”, “estimate”, “anticipate”, “intends”, “believe” or “continue” or the negative thereof or similar variations.

These forward‐looking statements involve numerous risks and uncertainties and actual results might differ materially from results suggested in any forward-looking statements. Important factors that may cause actual results to vary include without limitation, risks relating to the timing of the acquisition of mPlore, successful completion of the acquisition of the Units, execution of the Definitive Agreement, the number of securities of GLN that may be issued in connection with the Transaction; GLN realizing on the anticipated value of acquiring the Units, GLN maintaining its projected growth, approval of the TSXV and general economic conditions or conditions in the financial markets.

In making the forward‐looking statements in this news release, the Company has applied several material assumptions, including without limitation that the integration with mPlore’s technology will be successfully completed in the time expected by management and will generate the anticipated revenue and expand GLN’s global reach per management’s expectations. GLN does not assume any obligation to update the forward-looking statements, or to update the reasons why actual results could differ from those reflected in the forward looking-statements, unless and until required by applicable securities laws. Additional information identifying risks and uncertainties is contained in GLN’s filings with the Canadian securities regulators, which filings are available at www.sedar.com.

To view the source version of this press release, please visit https://www.newsfilecorp.com/release/43993