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The Smaato Blog

The Smaato Blog

Brian Finnerty

Brian Finnerty is Smaato's Director of Marketing. He leads Smaato's U.S. marketing team in San Francisco, CA.

Recent Posts

Will Data Transform Mobile Advertising?

Posted by Brian Finnerty on June 8, 2016

William Edwards Deming once said In God we trust; all others bring data”1 and how true that statement rings in the world of mobile advertising. Data underpins many decisions that app developers make when figuring out how to monetize their apps while sustaining a stellar user experience.

What’s all the fuss about data anyway, you might ask? For starters, advertisers pay significantly more money to app developers who can provide accurate data about their users. Looking at the Smaato platform, the eCPM for mobile ad impressions without data rose 42% year-over-year from 2014 to 2015. During the same time period, however, ad impressions that passed data saw eCPM rise by 120%. Without hiring a mathematician, we can conclude that apps with data deliver almost 3 times higher eCPM growth. Not too shabby.

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Mobile App Publishers Take Notice as Android eCPMs Surge

Posted by Brian Finnerty on April 28, 2016

Who’s winning the mobile platform war: Apple’s iOS or Google’s Android? In terms of sheer volume, Android phones outsell iOS phones globally, but historically iOS users have been considered more valuable by advertisers. That dynamic is now changing as Android makes fast inroads to take the top spot on both fronts.

With 80% market share,[1] it’s no secret that Android is the dominant global smartphone operating system. Even in a traditional Apple iOS stronghold like the United States, a majority of subscribers (52.6%) used Android devices to access their apps in Q3 2015. Apple’s iOS runs a close second at 42.7%, while smaller players like Windows and BlackBerry account for less than 5% of U.S. market share, according to Nielsen.[2] 

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