MMA Germany Roundup: Ad fraud gets sophisticated, Retail gets complex and Mobile Tower (June 28, Munich) is getting in gear

MMA Germany
May 29, 2018 · 7 min read

Save the date — and prepare to take mobile data to a higher level at our next event!

The growth of the perpetually connected consumer — fueled by the ubiquity and proximity of the mobile device in today’s modern culture — creates new opportunities for brands and companies that harness mobile data to drive results. Engaging audiences at scale requires timely, accurate and contextually-aware data. Above all, it requires consumer consent. Marketers must act in a way that demonstrates their respect for personal privacy and resolve to deliver advertising that is personal, relevant and — above all — appropriate. It can be a difficult balancing act, which is why MMA Germany is hosting Mobile Tower, an invite-only event (Munich, June 28) that offers a select group of businesses and brands the unique opportunity to listen and learn about the role of mobile data in campaigns and strategies to add relevance and value.

Check out our dedicated website here to register your interest to attend and find out more details about the agenda and the venue, where you are sure to enjoy a breathtaking view of the beautiful city of Munich. When we say we are taking mobile to a higher level, we mean it 😉

MMA SMARTIES Business Impact Index reveals market-leading, mobile-first companies

In a first for the industry, the MMA has released the 2017 Global and North America rankings of the agencies (Media, Creative, and Specialist), advertisers, brands and technology enablers that are “delivering the highest level of business impact through mobile-first campaigns.” The methodology for the Index, developed in close collaboration with WARC, the global authority on advertising and media effectiveness, uses the finalist and winner data from the previous year’s highly- competitive SMARTIES Awards programs regionally and globally assigning points to campaigns and the organizations behind them. Be sure to check out the winners (which include Unilever, Bayer and L’Oréal in Europe) and remember that the 2018 SMARTIES Awards call for entries is officially open and accepting submissions. For more information or to submit work for consideration, visit

Latest AppsFlyer report reveals just how sophisticated and dangerous ad fraudsters have become

Ad fraud has become what AppsFlyer, a platform for mobile attribution and marketing analytics, calls a “high stakes arms race.” When one form of attack is blocked, fraudsters find another way in, and they do it at an increasingly alarming speed. As a result, fraud comes in waves, as the latest report from AppsFlyer clearly documents. Drawing from data covering over 10 billion installs of 6,000 apps The State of Mobile Fraud: Q1 2018 report estimates “financial exposure to fraud in Q1 hit $700-$800 million worldwide.”

Watching your back starts with knowing the sure signs of mobile ad fraud

Misconceptions about ad fraud are decimating budgets and — worse — producing dirty data. Mobile Growth Summit interviews Niko Thielsch, Director Sales DACH & NORDICS at Adjust, a company that combines attribution for advertising sources with advanced in-app analytics and store statistics to provide app marketers granular insights, to help you understand, and get closer to solving, the problems caused by ad fraud. Niko also discusses the newly formed Coalition Against Ad Fraud and talks about new capabilities making it easier for marketers to build audience segments.

Google tells you everything you need to know about app users in Germany (and everywhere)

Mobile apps have become an integral part of everyday life, and a whopping 92% of smartphone owners rely on them every step of the journey. A new interactive graphic from Google looks at the profile of the average app user (age, gender) and helps us understand typical user behavior. Use these valuable insights engage your target audience and identify new ways to improve campaign reach and results.

Understanding the complex consumer retail journey just got easier

Research underlines the central role of mobile in the shopping journey, with studies showing
that nearly 60% of shoppers look up product information and prices while using their mobile phones in stores. It’s important for retailers to understand the complete customer journey in-store and on their mobile devices. However, traditional engagement KPIs such as clicks cannot tell the full story — which is why adsquare, a neutral mobile data exchange that brings together advertisers and data providers in a secure and privacy-friendly way, has introduced Footfall Measurement. The new solution enables a deeper understanding of the consumer journey. With it retail brands can measure offline consumer behavior in real time, optimizing their mobile advertising campaigns based on real-time store visits data.

MMA launches Brand Safety Agenda with over 20 major global advertisers

The rise in threats from fake news, inappropriate content, ad fraud — and much more — are turning up the pressure on brands and marketers to find solutions that will allow them to manage and protect their brand assets. To assist in the effort MMA has launched SAVE, a marketer-led Brand Safety Council whose members and leaders include: 1–800-Flowers, American Eagle, American Express, AT&T, Bank of America, Beam Suntory, Chobani, The Coca-Cola Co., CVS, eBay, Ford Motor Company, General Motors, JPMorgan Chase, LATAM Airlines, Mastercard, Match Group, Marriott International, MillerCoors, P&G, RetailMeNot, Target, Samsung, Unilever and Walmart. SAVE was established to support brands in developing processes, programs, benchmarks and safeguards to properly oversee and protect their marketing investments.
The MMA is inviting marketers interested in learning more about the SAVE agenda to participate on the Council to email The kick-off meeting will be held on June 5.

Our Pick of OMR podcasts

MMA Germany connects with the country’s top media outlets to provide you news and views about the cool people, companies and tech pushing the envelope. We welcome the opportunity to showcase their pick of top podcasts. In this edition of the OMR Podcast best-selling author and NYU professor Scott Galloway sits down with OMR founder Philipp Westermeyer. It’s an off-the-cuff discussion on current market dynamics, the state of digital in Germany and why he feels Germany should be churning out more unicorns.

Hot News & Views You Need to Know

  • New data shows Germany has a higher share of digital sales attributable to mobile and a greater proportion of internet users shopping via their mobile device. Nonetheless, France is forecast to post a 27% increase in mobile commerce sales this year, compared to Germany which will report a growth rate of 14.9%, below the 19.3% average in Western Europe. EMARKETER
  • Smaato, an advertising platform for mobile publishers and app developers, has integrated with Amazon Publisher Services (APS) to give in-app demand partners access to Amazon’s Transparent Ad Marketplace inventory. Publishers using Amazon’s services can now use a programmatic exchange to run ads for mobile users. MOBILE MARKETER
  • LZ Retailytics has released its new European Grocery Retail Ranking 2017. In total 4 German retailers grace the Top Ten: Schwarz Group, Aldi Group (North & South), Rewe Group, and Metro. GERMAN RETAIL BLOG
  • Audience measurement company comScore has released a new report (using multi-platform panel data from consumers in Germany, France, Italy, Spain and the U.K. to highlight trends and major differences in consumer behavior and consumption patterns in the travel sector across desktop and mobile apps. COMSCORE
  • Three out of five social media users (60%) in Germany say they avoid using social networks like Instagram or Snapchat on the go to minimize their data consumption, according to a new survey of 1,011 social media users in Germany over the age of 14 years from digital industry association Bitkom. TELECOMPAPER
  • German reinsurance company Munich Re has built a self-serve portal for employees to access a data lake in the hope that they will unearth innovative new business models. COMPUTERWORLD

Events Radar

14.05.2018, London, MMA Impact Forum London
15.05.2018, Munich, TactixX
25.05.2018, Berlin, Mobilisten Talk
06–07.06.2018, Berlin, NOAH Conference
14.06.2018, Berlin, Adtrader Conference
28.06.2018, Munich, MMA Germany Mobile Tower
03–04.07.2018, Berlin, Horizont Digital Marketing Days
21–25.08.2018, Cologne, gamecon2018
05–06.09.2018, Berlin, Mobile Growth Summit Europe 2018
06.09.2018, Berlin, Mobilisten Talk
11–13.09.2018, Köln, dmexco
20–21.09.2018, Hamburg, NEXT Conference
07.11.2018, Berlin, ATS Berlin
15.11.2018, Berlin, Mobilisten Talk
20–22.11.18, Berlin, Smart Country Convention

This monthly collection of news and insights is curated by Peggy Anne Salz — mobile analyst and content strategist at MobileGroove, and Chief Content Officer of the MMA Germany. Sign up for our newsletter to keep up-to-date on marketing news and developments in and around Germany.

MMA Germany

The Mobile Marketing Association’s German Local Council strives to accelerate the transformation and innovation of mobile marketing and advertising, and the technologies that enable their advancement in Germany and globally.

MMA Germany

Written by

Mobile Marketing Association's German Local Council strives to stimulate the growth of mobile marketing and its associated technologies in the country.

MMA Germany

The Mobile Marketing Association’s German Local Council strives to accelerate the transformation and innovation of mobile marketing and advertising, and the technologies that enable their advancement in Germany and globally.

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