Morketing每日监测7.11:AppsFlyer:亚洲应用安装欺诈风险比全球高出60%;MDC Partners整合旗下媒介代理商,开启改革第一步;Gartner报告:AWS市场份额下跌4%
日报

Morketing每日监测7.11:AppsFlyer:亚洲应用安装欺诈风险比全球高出60%;MDC Partners整合旗下媒介代理商,开启改革第一步;Gartner报告:AWS市场份额下跌4%

【摘要】每日营销资讯

1. AppsFlyer:亚洲应用安装欺诈风险比全球高出60%


AppsFlyer调查了机器人和恶意软件如何破坏亚太地区应用程序的。

主要发现

 

欺诈无处不在,但亚太地区受到的打击更大

虽然所有移动营销人员都应该注意应用程序安装欺诈带来的危险,但他们也应该知道在亚太地区(APAC)的打击特别严重,比全球高出60%。

 

六个月内,该地区的欺诈风险达到6.5亿美元

东南亚是受影响最严重的地区,损失达2.6亿美元,印度紧随其后(1.88亿美元),日韩两国的损失可达1亿美元。

 

金融行业受到的冲击最大,其次是购物和旅游

在亚太地区,超过一半的非财务应用程序的非有机安装都是欺诈性的。购物和旅行行业的安装欺诈率平均在35%左右。游戏的安装欺诈率很低,只有5-6%。

 

欺诈率趋势

从2018年11月到2019年4月,亚太地区的平均欺诈率约为25%,比全球平均水平高60%。

 

2. 联合利华要舍弃传统代理商模式,会有更多广告主效仿吗?

 

快消巨头联合利华(Unilever)打算不再将业务直接委任给单一的广告代理商,而要从大型广告传播集团的层面上去创建更深入的营销代理合作关系。

 

目前联合利华的营销代理商关系转变过程已经完成了三分之二,这样做的原因是希望可以寻到最合适自己的人才,而不想再考虑该人才或团队来自于哪个具体的代理商。

 

3. MDC Partners整合旗下媒介代理商,开启改革第一步

 

MDC Partners于本周二宣布要进一步合并旗下的媒介代理商厂牌,要将Assembly、EnPlay、Unique Influence、Varick与Trade X Partners同集团旗下的数据、技术、CRM和精准营销代理商Gale进行合并,并组成一个全新的网络。目前该网络还未被正式命名,同时MDC Media Partners及Assembly的全球首席执行官Martin Cass也将卸任,不过仍然会在公司度过一段过渡期。

 

Michael Bassik将接替Martin Cass成为MDC Media Partners及Assembly的CEO。Michael Bassik于2014年加入MDC Partners,担任全球数字业务运营总裁。之后他于集团内部成立了Yes and Co.并担任CEO。

 

Michael Bassik与Gale创始人Brad Simms会以联席董事长的身份共同领导该新网络。

 

4. 鲍威尔:Libra引发了洗钱等“严重担忧”

 

美联储主席:FB不打消人们顾虑,Libra项目就不能继续。据美国财经网站CNBC报道,美联储主席杰罗姆·鲍威尔(Jerome H. Powell)今日向美国国会委员会表示,如果Facebook不能打消人们对其数字加密货币Libra的顾虑,该项目就不能继续进行。

  

鲍威尔说:“Libra引发了一系列严重的担忧,涉及到隐私、洗钱、消费者保护和金融稳定等。这些都是应该彻底公开解决的问题。”作为向国会提交半年度货币政策报告的一部分,鲍威尔今日向众议院金融服务委员会成员提出了有关Facebook Libra的一系列问题。

 

5. 滴滴海外重点产品规划:日本和澳洲将推AI语音接单

 

滴滴副总裁、国际化产品技术部负责人卜峥在香港RISE创新大会上透露了滴滴的国际产品重点规划。其中,滴滴日本和滴滴澳洲即将推出司机免接触语音接单功能。

 

6. 《财富》中国500强排行榜:阿里腾讯领衔互联网行业

 

今年中国500家上榜的上市公司总营业收入达到45.5万亿元人民币,较去年增长14.8%,再创新高;净利润达到了3.625万亿元,较去年增长4.21%,相比去年24.24%的涨幅而言,受宏观经济影响大幅放缓。今年上榜公司的年营收门槛为162.38亿元,相比去年提升了17%。去年中国GDP首次突破90万亿元,这500家上市公司的收入总和也再次超过了中国当年GDP的一半。

 

互联网服务行业排名如下:


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7. Gartner报告:AWS市场份额下跌4% 阿里云增长近一倍

 

权威研究机构Gartner今日发布全球云计算市场数据,2018年亚马逊AWS市场份额下跌4%,阿里云份额增长近一倍。据Gartner统计,2018年全球云计算市场向头部进一步集中,3A(亚马逊AWS、微软Azure、阿里云)占据七成市场份额。

 

8. Lady Gaga在亚马逊平台推出首款美妆品牌

 

Lady Gaga is launching a beauty line, which seems inevitable given all the celebs with their own brands, from Rihanna to Gwyneth Paltrow. The surprise is that Gaga’s line, called Haus Laboratories, will be sold exclusively on Amazon. Business of Fashion reports。

 

9. 7月16日,谷歌、亚马逊、苹果将接受美国国会反垄断的正式调查

 

Alphabet Inc.’s Google, Amazon.com Inc., Apple Inc. and Facebook Inc. are sending executives to testify next week before a congressional panel investigating competition in the technology sector, according to a person familiar with the committee’s plans.

 

10. 营销人员离开第三方cookie后,还能获得转化吗?Firefox对其展开测试

 

Firefox is starting to block third-party tracking by default, which will throw a wrench into the business model of any company that relies on cookies.

 

But that doesn’t mean Firefox doesn’t care about how this change affects the bottom line – especially its own.

 

Beyond the normal usability testing done before rolling out a new product or feature, Firefox has been testing a small subset of users – fewer than 5% of its base – to determine how disabling cookies through Enhanced Tracking Protection (ETP), Firefox’s version of Safari’s Intelligent Tracking Prevention, will impact Firefox’s main revenue stream.

 

11. 法国广告技术公司Pubstack宣布融资230万美元

 

The French ad-tech company Pubstack said Wednesday it raised $2.3 million in seed funding from two VC firms and a handful of angel investors, including Criteo co-founder Romain Niccoli.

 

Pubstack’s tech is designed to make it easier for publishers to monitor their programmatic partners in real time, and it connects monetization data with what happened during a user session.

 

12. GDPR对实时竞价造成威胁

 

European regulators are circling real-time bidding companies, claiming the online ad framework violates GDPR by passing sensitive information through bid requests without explicit consent. Regulators in the United Kingdom and Ireland are investigating RTB, and Belgium, The Netherlands, Spain and Poland have also reported complaints, according to The Wall Street Journal. While European commissioners have focused primarily on big US tech companies in privacy probes thus far, RTB is different because it exposes user data to thousands of companies in the programmatic supply chain.

 

13. MDC Partners、GALE共同打造整合媒介渠道、技术和数据的生态系统

 

MDC Partners Inc. today announced the formation of a new media, technology and data network designed to bring addressability to the center of advertising strategy and creative media execution. The group aligns MDC Media Partners – including award-winning data-centric media agency Assembly – with GALE, a fast-growing global data, technology, CRM and addressable content agency. The collaborative network will be led by MDC veteran and digital media executive Michael Bassik and GALE Founder and CEO Brad Simms, as Co-Chairs.

 

14. Facebook为吸引视频创作者推出变现工具

 

Facebook is putting out the welcome mat for professional content creators by diversifying the ways they can earn revenue on the platform.

 

Creators can pursue up to four different revenue streams. They can set up subscriber-only paid groups, receive “stars” as tips from fans, rent their audience to their branded content partners and share in video ad revenue for mid-roll, pre-roll and image ads.

 

15. AMP如何帮助营销人员提升用户同Gmail营销邮件的的互动?

 

Gmail turned 15 earlier this year — and with it, the Accelerated Mobile Pages (AMP) feature is now a year old. AMP functionality was built to allow brands to be more creative with their email marketing strategies, offering increased opportunities for more engaging, interactive and streamlined experiences for Gmail users.

 

16. 华为可以和经美国政府许可的供应商合作

 

About two months after Huawei was placed on the Commerce Department’s Entity List, the Chinese telecom equipment and smartphone giant will be able to do business with American suppliers again–but only if they get a license from the U.S. government. Commerce Secretary Wilbur Ross made the announcement during a department conference, adding that companies must first demonstrate that the technology they sell to Huawei will not put national security at risk.

 

17. AT&T将于2020年推出流媒体服务HBO Max

 

AT&T’s acquisition of HBO  goes beyond just offering premium TV programming — the company revealed on Tuesday that it’s going to call its new WarnerMedia streaming service HBO Max, and that this will launch next spring, with more than 10,000 hours of content available to subscribers.

 

It’ll have Friends, dear readers, which is all that matters in the modern streaming wars, where, weirdly, services compete for dominion over a couple of decade-plus-old TV shows, including The Office and this highly unrelatable 90s NBC sitcom.

 

18. AppLovin为解决品牌安全问题收购SafeDK

 

Mobile marketing company AppLovin is announcing that it has acquired SafeDK.

 

While AppLovin  started out as a mobile ad business, it now bills itself as “a comprehensive mobile gaming platform,” offering tools for game developers around user acquisition, monetization, analytics and (through Lion Studios, launched last year) publishing. SafeDK, meanwhile, allows developers to manage all the different SDKs on which their apps rely.

 

19. 美团、阿里巴巴推出打车服务

 

Instead of switching between apps to secure a ride during rush hour, people in China can now hail from different companies using a single app. Some of the country’s largest internet companies — including ride-hailing giant Didi itself — are placing bets on this type of aggregation service.

 

20. Dataform融资200万美元,为数据仓库打造运营系统

 

Dataform, a U.K. company started by ex-Googlers that wants to make it easier for businesses to manage their data warehouses, has picked up $2 million in funding. Leading the round is LocalGlobe, with participation from a number of unnamed angel investors. The startup is also an alumni of Silicon Valley accelerator Y Combinator and graduated in late 2018.


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