Today, on February 17, the Liftoff platform announced the launch of the Post-IDFA Alliance. This is a coalition of services and platforms that is designed to solve the problems associated with the restriction of IDFA by Apple. The association includes, in addition to Liftoff, companies such as Fyber, Chartboost, InMobi, Vungle and Singular.

There are only a few weeks left before the introduction of new rules regarding IDFA. Apple said that the privacy policy on its platform will take effect immediately after the release of the iOS 14 beta update.

In details about the work on A/B tests, they tellIlya Tumenko, Publishing Director at AppQuantum, and Oleg Semenov, Marketing Lead at Appbooster.

AppQuantum advertising monetization managers have prepared a continuation of the analysis of how mobile advertising works today. In the second material, they covered in detail the issues of setting up advertising mediation.

Unity now has the ability to integrate with Snapchat. This is an important step for both companies, which is designed to help mobile game developers and advertisers increase their reach and attract new users.New Opportunities for Snapchat Advertisers

What advertising channels did miHoYo resort to when Genshin Impact was released, — the Chinese analytical platform SocialPeta told in a column for App2Top.

During the winter holidays, revenue and downloads of games traditionally grow. This is reflected in the mobile advertising market, as well as the price per thousand impressions. At the same time, in order to maximize income, it is necessary to take into account, among other things, the peculiarities of individual regions.In the new Gamesindustry material.

Marketers Nikita Okan and Margarita Nikolaeva, who participated in the promotion of Hustle Castle, Zero City, Tacticool, Love Sick and many other games, prepared an ultimatum guide for setting up advertising campaigns on Facebook. It concerns both the preparation of UA purchases at the early stages, and working with traffic at the global launch of the game.

Zynga has published a study on the behavior of users of its mobile games and their attitude to advertising. It turned out that the company’s projects are played mainly by parents, and the overwhelming number of respondents launch games to escape from reality.Zynga prepared the report jointly with the National Research Group.

Apple closes loopholes related to the hidden use of personal data of users of iOS applications. Email lists for targeting similar audiences are also banned.

Advertising-based fraud in mobile games is a global problem. According to Adjust, the number of fraud has increased by more than 170% over the year, and fraudsters are increasingly faking organic traffic.From January to August 2020, Adjust analyzed more than 14.3 billion installations worldwide, including the United States, Europe, Latin America and China.

The musical game Muse Dash has a unique story. Thanks to UGC videos in TikTok, she got into the tops. The stars might not have come together if it wasn’t for the application for creating interactive wallpapers for the desktop.

When launching an advertising campaign, you should not rush. First, you should check whether the revenue from paying players can recoup the cost of traffic. This is done with the help of test purchases. Sergey Ryabov, Vice President of Advertising and Marketing at AdSide Media, talks about how to conduct them correctly in his guide.

A table of several dozen materials on marketing and working with the community appeared on the web. The list was compiled by Victoria Tran, community director of InnerSloth.Victoria shared a link to the table on her Twitter and noted that the list could be much larger.

Marketing company YellowHead analyzed more than 300 million impressions of commercials of games in the genre of social casino. As a result, she highlighted a number of features in the promotion of such projects — from the color of the buttons to the time of the logo display.Basic tips and statistics

AppQuantum advertising monetization managers have prepared a detailed analysis of how mobile advertising works today — from highlighting general principles to immersion in “waterfalls” and bidding.

In recent months, mobile developers and marketers have been in limbo. They don’t fully understand how Apple’s desire to oblige companies to request permission from users to collect personal data will turn out. As our Digiday colleagues found out, Apple recently shared additional information on the issue. Unfortunately, there was no good news.

The marketing company Adjust has launched a new analytical tool — Subscription Tracking. It shows statistics on the actions of users of mobile subscription services.

Not only hyper-casual can achieve a low CPI. Marketing company Soomla told about five mobile games in which the cost per installation is less than $ 0.5.