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:

There have been some rumblings recently that Apple made a change to how apps get featured within the App Store’s "Featured" tab. This came after Apple changed the names of the “New” and “What’s Hot” lists to “Best New Games” and “All Time Greats”, amongst others.

Two years ago, Facebook threw a karate chop to the gut of the mobile marketing industry by creating revolutionary tools for mobile app marketers. Yesterday, Google responded with a one-two punch of its own, addressing both the demand side and supply side of the market.

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.

You can’t talk about innovation in Boston without mentioning MITX. The Massachusetts Innovation and Technology Exchange is a dynamic and growing community of thought leaders, collaborators, and individuals in search of insight, education and opportunity. Their annual awards event, held just last week, is one of the best and biggest of its kind in the nation.

No matter what your goal is on mobile – whether you’re trying to get users to download your app, or raise awareness for your brand – audience targeting is key to achieving success. This typically includes targeting based on key characteristics like who someone is (gender, age, etc.) and what they like (travel, games, sports, etc.).

The much-anticipated Apple Watch is finally here, as early pre-orders have begun to arrive. Already, 3000 apps are available on the device, and 20 million units are predicted to be sold this year. The buzz is clearly at a peak for consumers, as well as marketers, who are eager to find out how they can capitalize on this newest mobile device.

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.

This month was a significant one for the Fiksu indexes, as it marked the first time in history that the cost to acquire loyal app users (CPLU) surged passed the $3 mark. While hitting a historic high, this number isn’t surprising since it points a larger trend of rising costs and steadily growing competitive pressures observed across the landscape.

This week, Google is rolling out some changes to their search behavior that could make waves for app developers. First, you've probably heard about the update to their page rank algorithm that gives more credit to sites that have a mobile friendly design, ranking them higher on mobile search results. The changes -- referred to as "Mobilegeddon" by some in the SEO industry -- reward web pages for such mobile-friendly practices as:

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