In this edition of Mobile Monday, we are examining the genius behind Lyft’s new SDK and the struggle behind a content publisher’s need to monetize.
Lyft & Native Integrations
Understanding that mobile users expect convenience and streamlined app experiences, mobile-first ride sharing service Lyft recently launched a new ride request SDK for iOS. This would allow users to quickly request a ride to a destination from within another app.
While one might argue that switching between apps for such a task isn’t a problem, consider the viewpoint of the publisher of the app that the user was originally in. If the user never leaves the app, there’s more opportunity to further engage them within the given app session. For Lyft, the more apps they are directly integrated into, the more likely users are to turn to them over the competition.
At the end of the day, it’s a brilliant move and testament to the need to streamline the mobile experience.
The Related Content Struggle
As discussed by Lucia Moses of Digiday, publishers face a tough struggle: how loose should their ad monetization whitelists & blacklists be? While the lines between content and advertisement are clear for full-screen ad placements, related content boxes are much more ambiguous. Due to this ambiguity and the potential for user deception, the ad units can also be lucrative. As a result, the clickbait links at the bottom of an otherwise trusted news article may contain rather inaccurate or low quality stories.
For publishers looking to safely and effectively monetize their content without associating their brand with low quality ads, a few questions are advised:
- Do you know the quality of the demand coming through with each monetization partner?
- Are you comfortable with that quality?
- Do they offer IAB level controls at a minimum?
- What other controls do they offer you?
- How can you clearly differentiate your premium content from ads such that the ads are still appealing, but not confused with native app content?
About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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