Airpush Announces Acquisition of General Mobile Corporation (GMobi)

Leader in mobile ad tech adds OEM mobile services powerhouse to its expanding global network

Los Angeles, CA USA & Shanghai, China. Airpush, the mobile advertising leader integrated into over 300,000 mobile apps, today announced the purchase of General Mobile Corporation (GMobi), a global provider of mobile Internet services and products driving revenue in emerging markets for mobile device Original Equipment Manufacturers (OEM’s). With this latest acquisition, Airpush now provides app developers with a comprehensive monetization platform encompassing a wide variety of revenue verticals such as advertisements, data and idle resources monetization.

GMobi reaches over 200 million users, with blue chip clientele including leading tech, retail and gaming brands such as Cheetah, Amazon, Uber and Baidu, among others. The acquisition of GMobi will complement Airpush’s existing mobile technology services in addition to its disruptive and high performing monetization and advertising solutions.

The new mobile solutions leverage advanced ad conversion metrics to gain increased user discovery to enhance sales capabilities. For Airpush customers, the GMobi acquisition means greater value via content delivery and end-user experiences.

“We’re excited to revolutionize how brands connect with consumers,” said Paul Wu, founder and CEO of GMobi. “Combined, GMobi and Airpsuh technologies will transform mobile advertising experiences.”

“Joining forces with GMobi gives advertisers access to a unique audience that is not available through other channels,” said Stefans Keiss, CEO of Airpush. “It’s a great basis for development and scaling of a new product (AI for App Monetization) that will completely change the way developers and OEMs monetize.”

About Airpush:

Winner of the DataWeek “Top Innovator in Advertising Data” award and recognized by Forbes as one of America’s “Most Promising Companies,” Airpush is a worldwide leader in digital advertising solutions. With powerful platforms integrated into over 300,000 mobile app, mobile web, and virtual reality properties, as well as one of the world’s largest consumer data marketplaces, Airpush provides some of the most diverse and highest performing monetization and advertising solutions in the industry. Founded in 2010, the company has approximately 250 employees and offices in Los Angeles and Bangalore, along with sales regions in all major markets.

About GMobi:

General Mobile Corporation (GMobi) is a global provider of mobile Internet services and products, driving revenue in emerging markets for mobile devices Original Equipment Manufacturers (OEM’s). Founded in 2011, the company currently partners with more than 100 OEMs on projects across 2000 different Android models, reaching over 170 million users worldwide. Headquartered in Taiwan, GMobi has offices in China, India, Russia, Singapore, Thailand and the United States.

EU General Data Protection Regulation (GDPR): What Does it all Mean?

The General Data Protection Regulation (GDPR) will become effective as of May 25th, 2018. The new legislation aims to protect personal data for all citizens of the European Union by regulating how organizations obtain, use and store personal data of EU residents, among other protections. In covering 28 countries and more than half a billion people, the GDPR has far-reaching affects for both citizens and the organizations that handle their personal information.

What does this mean exactly?

The core principals focus on giving consumers complete control over their own data, and how it’s collected, handled and used.

  1. Consumers own their data, not organizations. Through the GDPR, EU citizens have full control over their data, and final say in how it will be used — at all times. As a result, consumer consent is required for all personally identifiable information (PII) collection, sharing and usage. The regulation has also introduced the concept of “data rights,” where individuals have the right to see, edit, and delete all data a 3rd party has collected on them.
  2. Companies are required to protect the data they collect. The GDPR regulation introduces strict guidelines on how companies handle PII. Among other things, all organizations collecting PII must limit what they collect overall, add better security protocols, employ Data Protection Officers, and have data breach protocols that outline consumer notification plans.

Who does this affect?

All 510M citizens of the EU are protected by the GDPR. As such, all companies with an EU presence or who process personal data of EU citizens are also regulated by the GDPR. More specifically, the GDPR applies to any entity that; 1.) offers goods or services to EU residents, 2.) monitors the behavior of individuals in the EU, or 3.) are “in the context of” EU business operations.

This includes any advertiser, ad tech provider and other organizations that operate within the same capacity, including publishers, exchanges and DMPs. While advertising is clearly a focus of the GDPR, it also aims to limit any organization that uses data without the user’s consent to make personalized decisions.

This has far reaching implications for a wide variety of companies. For example, imagine being charged a higher insurance premium because an insurer has used your IP address to note your zip code, and thus the household income in your area. To the GDPR, “behind the scenes” profiling could foster discrimination and infringe on people’s legal rights.

The GDPR is against 3 primary actions:

  1. Building profiles on consumers using personal data without the person knowing, or having consent to do so
  2. Using said data in automated decision making
  3. The unsafe storage and distribution of PII

What’s included in “Personally Identifiable Information (PII)”?

A wide variety of data is considered PII, and extends beyond basic information such as name, SSN, IP address, geo-coordinates, cookie IDs and mobile identifiers. It also includes “pseudonymised” data if it can be linked to an individual. This means even hashed email addresses are considered PII if you can use it to target the user.

Specifically, “personal data” refers to data on a person who can be identified — directly or indirectly — by referencing an identifier such as name, an ID number, location, or an online identifier, among other things. The broad scope of this definition also includes device IDs and advertising IDs.

What are the “Data Rights” included in GDPR?

Under the GDPR, all companies need to enable EU citizens the ability to exercise the following rights:

  • Right to informed consent: Users must be clearly informed of what data is collected, why it’s needed, and how it will be used
  • Right to be forgotten: Users can request the data be deleted
  • Right to object: Users can prohibit certain data uses (i.e., opt-out)
  • Right to rectification: Users can request that any data be changed
  • Right to portability: Users can request that the personal data be transferred
  • Right to access: Users can access all collected data

How can PII still be used?

It’s important to note that the GDPR doesn’t stipulate that using PII is illegal, it just requires companies to get explicit permission to do so. Gaining such consent is regulated, however, and includes specific guidelines on what you tell the user and how you ask for it.

Users must be told how you’re using their data, and why — and should include the following:

Required Description
What Explain what type of data will be collected/shared. It must be specific to distinct purposes and not vague
With whom Detail the specific vendors/companies with whom you’re sharing data
Why Why you’re collecting and/or sharing the users’ data
Retention period How long the users’ data will be saved for
Specificity All of the above have to be explicit and clear; stating “for marketing purposes” or “future research” doesn’t suffice
Changes You’re required to gain new consent if you add a new vendor or want to collect different information

In addition, there are strict rules on how you can legally ask for consent from users, which should include the following:

Required Description
Opt-in Silence, pre-ticked boxes, or inactivity aren’t enough. It has to be an opt-in checkbox/button the user clicks
Can’t hide the description The explanation of what and how data will be used can’t be hidden in an expanded box, a link, or a lengthy privacy policy. It has to be clear to the user why the opt-in button is there
Can’t penalize users You can’t deny services/content to someone who refuses to give consent
Can’t force a “yes” You can’t require a data-sharing “yes” to finish a registration process; it has to be optional without a penalty
Have to honor If you’d still process the data regardless, asking for consent is misleading

Airpush and the GDPR

As a mobile advertising solutions provider, Airpush takes the GDPR very seriously and we’ve been hard at work making our network fully compliant with all regulations. In the coming weeks, we’ll be publishing more resources for both advertisers and publishers to help them fully understand the implications of GDPR and the usage of Airpush. We strive to ensure Airpush remains a transparent and compliant network with a focus on user privacy and experience.

For further reading on GDPR, read the full legislation text, or view a detailed overview here.

Airpush Guide to App Localization

Congratulations, your new mobile app is complete! The next step is launching a strategy that maximizes downloads as well as the revenue that your business can generate from them.

There are many elements that go into reaching this goal, but one of the most important is localization based on language, content, monetization strategy and app store distribution.

Learn more in this free whitepaper.

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Airpush’s Bundle 2 SDK helps developer earn 80% of revenue from 3rd party app stores

Challenge: WackiApps was founded in 2011, immediately finding success producing quality Android apps of all kinds, including wallpaper, trivia and games. The open nature of the Android platform allowed them to grow quickly and reinvest early earnings in order to propel the business’s growth even faster. Unfortunately, as the platform evolved, limitations were placed on the monetization strategies that were permitted through apps downloaded through the Google™ Play Store.

Solution: WackiApps was aware that with tightening developer guidelines, it was going to become increasingly important to publish different versions of apps for the Play Store and the large variety of 3rd party app stores available to Android users. WackiApps quickly integrated Airpush’s Bundle 2 SDK into their consumer downloads, because it’s specifically designed to maximize earnings from apps published on stores other than Google Play.

Results: WackiApps immediately saw dramatically increased earnings from using Airpush’s Bundle 2 SDK, especially from app categories that have historically been difficult to monetize, such as wallpapers. The strategy was so successful that the earnings from 3rd party app stores quickly grew to become over 80% of the growing company’s overall revenue. This enabled WackiApps to continue its rapid growth, which has included growing its internal team of developers as well as expanding its marketing team and budgets.

The strategy has been so successful, that it has resulted in a pivot to the company’s overall strategy. In addition to designing, launching and marketing some of the world’s premier mobile apps, WackiApps focuses on finding the best traffic throughout the world and maximizing its potential. Recently, this resulted in a huge win for the company, with them launching and monetizing the top trivia app within one of Android’s most popular categories.

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Airpush drives growth of new app by producing 3-5x more app downloads than any other network

Challenge: TableCard, a new app that allows users to check-in at their favorite restaurants to receive a discount, launched in late 2012 in targeted cities throughout the US. The founders knew that the first few months after launch would be critical for driving adoption, growing their reputation among mobile users and building the word of mouth that would create organic growth for years to come. Because the unique geographic and behavioral aspects of their app required a truly advanced set of tools, they began a search to identify the top mobile advertising networks in the world in terms of scale and reach, but also in terms of targeting and revenue optimizing technology.

Solution: TableCard’s founders did a comprehensive search of the options available in the mobile advertising industry, and decided to launch a campaign that ran on many of the top ad networks in the industry, including Admob, Millennial Media and Airpush. At Airpush, TableCard was assigned to a team of seasoned mobile advertising experts who guided them through the easy account setup process and provided award winning support so that they could quickly optimize the creative, targeting and reporting.

Results: In only a few short days, TableCard realized that Airpush was outperforming all other mobile ad networks in terms of traffic, conversion rates and overall engagement of users. Airpush also resulted in the lowest CPI (Cost-per-Install) of any of the top mobile ad networks used in the launch. To achieve these impressive results TableCard leveraged Airpush’s innovative and industry-leading mobile ad formats, including Push Notification, AppWall, Dialog and Icon Ads. The combination of advanced formats allowed TableCard to reach opted-in users in a variety of ways — shifting away from overused in-app banners that interrupt user engagement. Airpush’s geographic targeting capabilities also dramatically outperformed the rest of the mobile ad networks, allowing TableCard to send ads to users who’s precise locations made them the most likely to respond to offers in real-world locations. This advanced technology also allows TableCard to accurately plan and roll out growth plans in new markets with virtually zero wasted budget; an essential component of expansion plans of any small organization with plans of heavy growth into the future.

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Coca-Cola generates 10.6% CTR and 2% conversion rate with Airpush

Challenge: Coca-Cola’s “Reasons to Believe” global campaign highlights that the good in today’s world outweighs the bad and features a local slant for each country where the campaign runs. Universal-McCann and Turn Digital in Romania teamed up for the first time to extend the campaign to the mobile channel in Romania. The agencies turned to Airpush to reach Coca-Cola’s target  market with the goal of having the audience download the “Coca-Cola Reasons to Believe” app customized specifically for Romania. Airpush worked closely with Coca-Cola and its advertising agencies to configure a mix of geographic targeting and advertising formats to reach mobile users and achieve the highest app download results and return on investment.

Solution: Airpush’s team of mobile advertising specialists prepared a mobile campaign using their geo-targeting technology for the entire country of Romania along with Central and Eastern Europe. Further targeting included devices using Android 2.3 and up so they could best support the app as well as teenagers, which are the demographic sweet spot for Coca-Cola.

Results: Universal-McCann and Turn Digital were so impressed with the exceptional results of the campaign that Airpush executed for Coca-Cola that after the initial campaign run from October 31 to November 30, a second ad flight was added from December 6 to December 16. With state-of-the-art geo targeting capabilities and a variety of ad formats to choose from, Airpush mobile ad professionals developed a stellar campaign generating an amazing 10.6% clickthrough rate and industry leading 2% conversion rate. Airpush’s revolutionary targeting and delivery technology is setting new industry success standards for their clients. With results that exceed expectations and impress heavy-hitters including Coca-Cola and their worldwide ad agencies, Airpush continues to prove that it’s truly the world’s best mobile ad network.

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Appia sees more than 84MM+ clicks using Airpush

Challenge: As the world’s largest open app marketplace, Appia is committed to providing its developers and content creators with the best resources and opportunities for distributing and monetizing their work. In late 2011, Appia designed a strategic growth plan that included integration with the top mobile ad networks in the world,including Airpush.

Solution: 2012 began with Appia deploying a broad range of Airpush’s innovative ad formats- mixing Home Screen Notifications, Mobile App Walls, and In-App Interstitials – to increase app monetization for the 32,000 developers who market and distribute their creations through the Appia Network. By joining the Appia marketplace, Airpush’s productivity was set in direct competition with other ad networks, both in the amount of traffic generated and the lifetime value that it generated.

Results: The Airpush network’s industry leading ad formats delivered exceptional results for Appia as soon as it was launched in the marketplace. Airpush consistently produced a 38% better CTR than their current network, sometimes higher. Even more importantly than traffic, Airpush was able to produce much higher engagement than the dozen other ad networks that were included in the marketplace, resulting in a dramatically higher LTV and ROI. Appia now counts Airpush among the most important strategic partners and considers their award-winning support team to be an extension of their own company. New campaigns are planned out as a collaboration between the two groups and Appia has complete visibility and control of their productivity via Airpush’s industry leading SaaS portal. Appia’s 2012 growth plans were a resounding success, with hockey stick growth throughout the year that took it from 1 million to 16 million users in less than 12 months. Appia now delivers more than 25 million downloads per month to consumers in 175 countries and Airpush is considered to be one of the main reasons for this success.

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Airpush delivers high levels of engagement at 8% below target CPA

Challenge: In February, Apartments.com wanted to run a two-week campaign to increase SMS opt-ins from consumers in order to drive traffic during the height of apartment rental season. To accomplish this goal, Apartments.com relied on Airpush to help create a successful strategy with a 24-hour turnaround time.

Solution: At the time, the target cost per acquisition (CPA) was set at $3.00. Airpush developed a mobile click-to-SMS campaign in order drive opt-ins to the Apartments.com database, generating opportunities today, as well as increasing potential consumers for future SMS engagement.

Results: Despite launching in under 24 hours, the Apartments.com marketing team was very pleased to have worked with Airpush, stating that this campaign was the easiest they had ever implemented. It ran seamlessly, outperforming Apartments.com’s previous campaigns with other mobile ad networks. Total opt-ins from the campaign was 5,453, which when de-duped with Apartments.com’s internal CRM system, turned out to be 86% net-new clients. The click through rate on the confirmation link was a notable 41%, unsubscribe rates were below 1% and there were more than 2,000 visits to the Apartments.com website, demonstrating the extremely engaged nature of these mobile users. At the end of the campaign, the CPA averaged $2.75, saving 25 cents on each new acquisition and resulting in one of the highest ROIs in the company’s history. After this stellar performance by Airpush, Apartments.com is planning a new campaign to generate downloads of their mobile app.

Airpush exceeded expectations in every aspect of planning, execution and delivery of results, proving to Apartments.com that Airpush is the go-to mobile ad network for industry-leading success.

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Airpush delivers nearly 80% brand lift on a nationwide campaign for Stand Up To Cancer

Challenge: Stand Up To Cancer’s mission is to raise funds to accelerate the pace of groundbreaking research that can get new therapies to patients quickly and save lives now. In order to do this, the organization consistently launches media campaigns of virtually all kinds, driving awareness of programs and donations to researchers who combat the disease. SU2C planned their Kiss Cancer Goodbye campaign for the weeks leading up to Valentines Day, attempting to drive mobile users to share a kiss pic on social media and drive viral awareness of their initiatives.

Solution: When planning their Kiss Cancer Goodbye campaign, Stand Up To Cancer turned to Airpush as a key partner for driving brand awareness, social media sharing and an overall increase in donations to the mobile users throughout the country. Airpush’s creative services team designed a suite of their advanced Abstract Banners, which displayed SU2C’s videos within HTML5 engaging banners to drive heavy user engagement. Airpush’s experienced media planners also prepared a targeted, comprehensive campaign to run on the network’s 450,000,000 user network.

Results: Millward Brown Digital was contracted to do an independent, verifiable study on how the campaign impacted consumer sentiment and likelihood to donate for the mobile users that received the campaign. This included a survey submitted by both control and exposed groups who had only seen the ad. The results were extremely impressive, exceeding the expectations of the client.

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How to improve brand safety in mobile advertising

Mobile advertising can be a bit of a minefield.

Getting your ads out there is one thing, but making sure they’re where you want them to be as well as far away from any inappropriate content can be something entirely different.

Join us as we take a look at both brand safety and brand transparency, as well as what you can do to try and preserve them.

What is transparency?

In terms of mobile advertising, transparency means having full visibility of not only where your ads run, but also where they don’t.

Transparency is incredibly important not only for analytical purposes but also the overall wellbeing of your brand – and your peace of mind.

A few other important things to bear in mind when it comes to transparency:

  • Transparency in reporting leads to better campaign optimization. For example, being aware of a user’s network connection, OS, device, and so on can uncover certain segments where performance is higher or lower, thus allowing you to target future advertising campaigns more effectively
  • Transparency allows for much more effective testing. Having full visibility into where each ad runs allows for true A/B testing before full budgets can be applied
  • Transparency applies to user behavior after seeing an ad. Allowing full use of tags, tracking, URL variables, and more can help you gain a more complete picture of how effective your ad buys are

What is brand safety?

When it comes to mobile advertising, brand safety refers to ensuring that your ads never run near or within inappropriate or highly irrelevant content.

By displaying its ads in the wrong place a brand can seriously tarnish its reputation, for example by having an ad automatically run alongside a news story covering a tragic event, or a during a video promoting a controversial political or cultural view.

Ads being shown in close proximity to irrelevant content can have a similarly negative effect. Relevancy is key to return on investment, and without it your ad network is wasting your ad dollars.

However, there are steps you can take to ensure that your ads never wind up rubbing shoulders with inappropriate content in the first place.

How to improve brand safety

There are a number of things you can do to maintain brand safety in your advertising.

When it comes to ensuring transparency, you need:

  • A curated inventory to aid with accuracy
  • To accept third-party tags, which helps give you important post-campaign insight into where your ads ran
  • Full whitelisting and blacklisting of your mobile app and website inventory, allowing you to clearly define where you want your ads to appear (as well as where you don’t want them under any circumstances)
  • Full post-campaign reporting on impressions, viewability, and conversions so you know what worked, what didn’t, and how to plan your next ad campaign

Staying on top of the issue of brand safety itself primarily requires the taking of adequate precautionary measures, such as:

  • Proactively eliminating the risk of ads being shown where they shouldn’t, something Airpush does automatically with its proprietary keyword-matching algorithm
  • Direct integration with publishers to ensure a more curated, controlled inventory
  • Advanced targeting parameters in order to increase brand relevancy with a matched supply

Choosing the right ad network

When choosing an ad network, it’s important to make sure the one you partner with takes transparency and brand safety as seriously as you do.

You should also ensure that your ad network has a large network of first-party publishers in order to allow for greater control of where your ads run – a far better option than using networks that simply act as intermediaries.

Here at Airpush we strongly believe that upholding brand safety and ensuring full transparency are key to creating long-lasting relationships with our advertisers, and are always working on how we can do this even better.

Get started with a free advertiser account today, or alternatively get in touch with our sales team if you have questions or to discuss a potential partnership.