Adblock Plus For iOS Finds Its Way Onto Browsers

The maker of the ad-blocking software Adblock Plus released a version Tuesday for mobile iOS browsers, one day prior to similar news expected from Apple.

Apple’s forthcoming technology in iOS 9 expected Wednesday will provide ad-blocking capabilities on iPhones and iPads.

Aside from blocking advertisements from serving up, Adblock’s iOS free browser extension, released Tuesday, touts ways to protect users from malware and malvertising, protects mobile data, disables ad tracking, increases privacy, and extends battery life on the phone.

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Report: Calls Have 30 To 50 Percent Conversion Rates, Most Come From Mobile

A call is, generally speaking, a better lead than a click. But how much better is striking: calls have 30 to 50 percent conversion rates while clicks top out at 1 to 2 percent. That’s according to a new Call Intelligence Index report from Invoca.

The data in the report represent “more than 32 million phone calls placed to businesses across 40 industries in 2014.” The analysis determined that mobile marketing (search, display, etc.) was responsible roughly 54 percent of all calls to businesses. And 45 percent of calls to businesses came as a result of a mobile search.

Beyond this the overwhelming majority of business calls (75 percent) come from mobile phones.

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Booby-trapped Hugo Boss Advert Spreads Cryptowall Ransomware

Malicious advertising attacks (malvertising) have been plaguing mainstream sites and their visitors a lot these past few years.

While some are easy to spot and get rid of, others tend to be much more sophisticated and hard to shine light on.

On Saturday 11th, we discovered a malicious advert that was displayed on huffingtonpost.com as well as other popular sites, such a Zillow.com. This advert was used to deliver the Cryptowall ransomware via a Flash exploit.

The ad was loaded by a third-party advertiser (servedbyadbutler.com) initially called by delivery.first-impression, where it won the real-time bidding auction for $2.31 CPM (cost per thousand impressions).

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Private Exchanges And ‘Velvet Rope’ Access To Inventory

An audience member at Tuesday’s Programmatic Insider Summit in Scottsdale, AZ, told the private exchange panel that he has been told from some “open market exchange people” to look into private marketplaces because his company isn’t winning enough bids on the open exchanges.

How common is this, the ad buyer wondered, and is it a legitimate suggestion?

Brian Brownie, director of advertising operations at eBay, noted that a common misconception is that supply is limited in private marketplaces; that if an ad-buyer is worried about entering a private marketplace because it will limit their scope, that isn’t necessarily true. (Obviously, it depends on which private marketplaces are joined.)

“The supply is not necessarily limited by the fact that the priority has now changed,” said Brownie. “[On the open exchange], there are 10,000 buyers, and everybody is level,” he exclaimed. “Then you step into the private world, and you have 100 buyers. The inventory is the same — it just means they get to go in through the velvet rope.”

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What You Should Know about Programmatic Advertising

Advertising isn’t what it used to be. It’s more precise than at any other point in history. According to LinkedIn Influencer Tim Cadogan, “programmatic advertising” is expected to “grow tens of billions of dollars” by 2020, but what is it?

First there was “paid search” which peaked at the turn of the century and finally became a $58 billion industry–and paid search is still going strong. However, the growth of programmatic is outpacing even that of paid search. Is programmatic advertising set to leave paid search in the dust?

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