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Israel Mobile Summit 2018 Summary

As everyone in the mobile industry knows, spring brings with it a plethora of global conferences and summits. This is especially true in Israel, where many companies develop and market for mobile apps and technologies. This is why Israel Mobile Summit, although not one of the big conferences, is so important in the mobile world. Israel Mobile Summit 2018 was held in Tel-Aviv, the heart of the Israeli industry and brought together developers, media companies, app studios, brands and agencies from across the mobile marketing landscape, to make for an interesting and insightful event with great networking opportunities.

Who was there?

We know that the mobile market is dynamic, with new innovations and constantly changing daily. Having said that, it was surprising to find that this year, unlike previous times, many regular and stable sponsors were absent, and we were unable to see the booths of veteran Israeli companies. . They were there, however minimizing their presence. Why so? First, the split between the two conferences, Tel-Aviv and Madrid, forced some companies to consider their participation costs. Another reason could be the changes we’ve seen to the ad network industry over the past year – fraud and consolidation. As the industry evolves and customers become more fraud-savvy and sophisticated, there will be less room for smaller networks that often act as “cookie cutters” in the vehicle supply chain. This caused many smaller networks to close or sell to larger, tech-intensive media companies who could facilitate all of these new requirements. All in all, this has created an opportunity for new brands and foreign companies to shine in the limelight and show off their opportunities at the Israel Mobile Summit.

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What did we discuss?

As the mobile industry is vibrant and dynamic, its focus is constantly changing. A few years ago we heard almost nothing but ASO, and this year I’m almost afraid to mention it. Boom campaigns are also disappearing from the public arena, as both stores’ algorithms make it very difficult to see ROI from such traffic and as a result, more and more companies understand that they need to segment redefine your money for more lucrative marketing campaigns. The main agenda of the summit focuses on the latest news and trends in user acquisition, monetization, retention/engagement, re-engagement, as well as analytics and data science. Many seminars and discussions revolve around perhaps the hottest topic in the mobile industry today – fraud prevention technologies.


What really caught the attention at the conference were the group discussions about fraud and its impact today on UA ​​campaigns. Representatives from major companies (some of which happen to be our clients), such as Gett and Appsflyer, shared their best practices on how to fight fraud and how to deal with it. fraud through technology. At the end of the day, the party has allowed for some more relaxing environments that help create cooperation and understanding. The clear result from that is that the entire industry shares the same challenges and I am pleased to discover that we are certainly leading in many areas but we must continue to learn and adapt to these challenges. change in our roller coaster industry



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