By 2017 mobile is predicted to account for nearly three quarters of US digital ad spend, making it one of the most far-reaching and effective platforms to target consumers.

But mobile advertising didn’t arrive overnight. It’s the culmination of years of marketer trial and error, combining advancements in four key areas:

As the proverb goes, “April showers bring May flowers,” and the same may be true for marketers in April. While this past month represented another expensive one for mobile, particularly on a year-over-year viewpoint, it also may prove to be very fruitful. As leading brands heightened their focus on strategic mobile spending and higher-value targeting, loyalty rates of app users (and the cost to acquire a loyal user) has improved slightly.

It may not be surprising that 86% of senior-level marketers say it’s absolutely critical or very important to create a cohesive customer journey.

But in 2015, that isn’t quite as easy as it may have once been. As our new ebook describes, the customer journey in general, and more specifically how marketers track it, has gotten significantly more complicated.

Consumer media habits are shifting, and they’re shifting toward mobile and away from television. In fact, for the first time ever, Americans spent more time on their mobile devices than watching TV.

Yet, for more traditional marketers, in many cases TV still remains the dominant advertising medium. And while mobile budgets have grown over the last several years, they’re still not on par with the amount of time spent on mobile.  

If you’re wondering who to invite to a conference to guarantee a lively discussion, I suggest bringing ambitious, like-minded, mobile-obsessed women together. This Tuesday, I had the privilege of attending the Mobile Women to Watch summit in New York City as a 2015 honoree. Finalists accompanying me on this year’s list came from several recognized brands such as Walgreens, GM, Starwood and executives from leading ad agencies and mobile companies.

Today marks an important milestone in Fiksu’s history. This morning we announced that we secured  $10 million in debt funding from Silicon Valley Bank, which means more support to fuel our global expansion and ongoing product development. With this new financing we have the room to build out even more innovation in the world of programmatic ad tech for mobile and serve a broader audience of clients around the world.

A new study conducted by MobileDevHQ, an ASO company recently acquired by Tune, suggests that where an app ranks in search results, rather than where it ranks in the top charts, is the most important component of discoverability. But we’re not so sure that paints a complete and clear picture: consumer intent in this and similar surveys is actually quite unclear.

The difference between searching and "searching"?

In just the first 72 hours, Apple sold more than 10 million new iPhone 6 and 6 plus devices, which isn’t all that surprising based on what seemed like added anticipation. What remains somewhat surprising, however, is that the iPhone 6 seems to be crushing the iPhone 6 plus in sales.

The long awaited “bigger than bigger” iPhone 6 and 6 plus models officially hit stores today, and eager fans across the globe have been waiting in line for hours attempting to get their hands on one of the shiny new devices. A quick look at our iPhone adoption tracker shows the iPhone 6 is quickly outpacing prior models just a few hours after release.

Have you gone for a hike in the mountains this summer? Well, then you’re following in similar footsteps as app marketing costs – which have continued to climb in July’s Index. The Cost Per Loyal User (CPLU) Index, which measures the cost of acquiring a loyal user for brands who proactively market their apps, came in at $1.97. This represents a 9 percent increase year-over-year and the second-highest peak in the four year-history of the Fiksu Indexes.