Mobile Marketing

Lack of Measurement Transparency for Mobile Ad Campaigns Restricts Flow of Brand Dollars

Six years after the launch of the iPhone, and nearly two million apps later, brand advertising accounts for a meager 20 percent of mobile ad dollars. In spite of every lofty forecast of mobile ad dollars predicting an imminent skew towards brand advertising, the share of brand spend has risen from 15 percent to 20 percent in the past five years.

Based purely on the nature of the medium, this makes little sense. Mobile leads all digital consumer media in both usage and engagement — a dream for the brand advertiser , right?

Why then are brands not pushing their agencies to divert dollars into mobile data? More importantly, why are agencies, the trusted advisors of brand CMOs, not recommending significantly more mobile spend?

Detailed conversations with major global brands and their agencies shed much light on this contradiction. While a number of issues exist, there is one overarching concern that emerges as the biggest blocker of brand dollars in mobile.

Read the Full Article

Anomaly Detection in Mobile Programmatic


Picture of Anindya Datta, Ph.D.

Anindya Datta, Ph.D.

Anindya Datta, the CEO and Chairman of Mobilewalla, is widely regarded as a front-running technologist, leader and innovator, with core contributions to the state of the art in large-scale data management and Internet technologies. Mobilewalla has pioneered audience measurement in mobile apps by applying ground-breaking data science techniques on the industry’s largest volumetric database of mobile app data. Prior to Mobilewalla, Anindya founded and ran Chutney Technologies, where he was backed by Kleiner Perkins and evolved into one of the earliest entrants in the application virtualization area. The company was acquired by Cisco Systems in 2005. Anindya has also been on the faculties of major research universities and institutes in the United States and abroad, including the Georgia Institute of Technology, the University of Arizona, the National University of Singapore and Bell Laboratories. Anindya obtained his undergraduate degree from the Indian Institute of Technology (IIT) Kharagpur, and his MS and Ph.D. degrees from the University of Maryland, College Park.