On-device channels are no longer all about preloads. Today, telcos represent another performance marketing channel with transparent reporting and deeper insights. To get the full picture behind the performance of your on-device campaigns, it’s critical to prioritize long-term KPIs. It’s the only way the stickiness of users acquired through these channels really shine. Why?On-device campaigns reach users when they’re setting up their new devices and looking to download apps they’ll use throughout the device lifetime, not necessarily right away. Think about it - if you download a booking app from an ad during device setup, are you planning to book a vacation immediately or later down the road?This means attribution is a waiting game for on-device campaigns, with day 30 as the turning point. In fact, if a user engages with your app 30 days down the line, they’re more likely to stay active for a long period of time. Simply put, LTV is high for on-device campaigns. This means you want to be looking at KPIs that allow you to measure and optimize the value of the users you attract far down the road.ROASROAS is king when it comes to measuring the long-term value of your users. To get the clearest idea of your ROAS and how to optimize it, there are a few things to keep in mind. First, ROAS should be measured on D30/60/90 not D1/3/7. This is because, with on-device channels, users are likely to open an app within the first 30 days or longer - when a user downloads an app during device setup, they do so expecting to open it in the future, not right away.You should also pay attention to how it’s being measured. ROAS is calculated by dividing the amount of revenue a campaign generates by the amount it costs to run it. In the context of on-device campaigns, that revenue comes from in-app purchases, subscriptions, or ad monetization.When measuring the effectiveness of your on-device campaigns, it’s important to calculate ROAS using your on-device ad revenue rather than average ad revenue, which will be lower. That’s because ad revenue is high for users acquired through on-device campaigns - on-device channels use unique data points and deep algorithms to ensure the right bid for each individual user. To get the clearest picture of where you stand in relation to your ROAS goals, you should integrate ad revenue with your on-device platform.Once calculated, ROAS gives a clear monetary view of your campaigns, so it’s clear how much you spent vs brought in. This monetary value is important because it tells you if your on-device campaigns are reaching valuable users. Looking at ROAS by placements, you get insight into which placements are doing it best. With the knowledge of how to maximize ROAS, you’ll maximize the long term value and engagement of your users, too.Cost KPIsComparing LTV to spend will help you determine whether or not your users are spending enough to cover your spend and ultimately turn a profit. You can even pinpoint areas of your strategy that are effective, and those that may need adjustment.There are a few ways to measure cost effectiveness. Here are the most common two, especially for on-device campaigns.Cost per action (CPA)If it’s quality you’re looking for, first, run a CPA campaign to confirm that you’re looking in the right places for users who will engage with your app. To count as a conversion, users must see the ad, install the app, and complete the action you preset. You’ll only pay for the users who reach a chosen point in the app experience after installation. A CPA that is higher than LTV is a clear indicator that your campaigns are focused on less relevant channels or touchpoints, while a CPA that is lower than your LTV confirms that you are attracting high quality users.In the context of on-device campaigns, this is key because it means you won't pay immediately for a user who may not engage for a month or so. The pricing model also integrates in-app revenue, which is useful for apps that rely more on IAPs than ads.Cost per retained user (CPRU)It’s also worthwhile to keep track of how much you’re paying for the user that’s still there on day 30. CPRU takes into account conversions and retention rate - if your budget is $10k, you have 1000 conversions and a day 1 retention rate of 20%, you come away with 200 converted users at a $50 per user acquisition cost. If you can increase retention, you end up with higher quality users at a lower CPRU.Measuring CPRU, retention becomes a success metric for your UA campaigns and can help you determine whether you have enough engaged users to cover spend.On day 30 and beyond, these KPIs can help you optimize your on-device campaigns to reach the most engaged users with high LTV.

2022 on-device mobile advertising overview and 2023 trendsWith new app sectors, device models, and marketing techniques shaping 2022, it’s crucial to stay up to date on the next big opportunities in on-device advertising. As 2023 begins, let’s explore what worked this past year and what will continue to be important.The smartphone industry in numbersLet’s first look at the state of the mobile ecosystem in 2022.- Worldwide smartphone shipments in 2022 were around 1.2 billion (1)- Samsung held 22% of the market share in 2022, maintaining the No. 1 position (1)- Total shipments of 5G-enabled smartphones were expected to reach 650 million units by the end of 2022 (2) - Android maintained its position as the leading mobile operating system worldwide in the fourth quarter of 2022 with a close to 71.8% share (3)- Trends in the market- The amount of devices sold and the technology they’re equipped with has a huge impact on what is possible with on-device advertising.Incorporating CTV into your on-device advertising strategyCTV, connected TV advertising, is expected to receive huge advertising investments in 2023, growing at a rate of 27% according to MarketingDive, making it a great time to consider how you can incorporate CTV advertising into your on-device advertising strategy.First, with a seemingly unlimited number of streaming services available today, it’s becoming harder for users to keep up with paid subscriptions. To create a more sustainable revenue stream, many platforms are working on offering less expensive plans with an ad-supported option.Second, as it stands, 95% of TV ad spend comes from Fortune 500 companies focused on branding, but these companies only represent 33% of US business revenue. With TV bigger than any other social network, the channel needs to be accessible to all kinds of advertisers. CTV advertising, a performance marketing channel (WiFi has a static IP, which allows advertisers to link every device in a household), makes that possible all while delivering 900K impressions per second in the US alone.On top of that, CTV can work in conjunction with your existing on-device advertising strategy, when the app is already on the phone, to increase engagement and retention. For example, CTV advertising can be used as a form of push notifications to encourage users to open your app for the first time or recommend a new way to engage with the app’s features. As the technology continues to evolve, more opportunities will unfold, such as opening the app directly from the CTV ad to start interacting immediately. With CTV advertising, your on-device advertising efforts could have an even greater impact.Listen to our podcast with Vibe, an all-in-one TV ad platform.Using AI to create more efficient on-device advertising experiencesIn the current macroeconomic climate, it’s even more critical to find ways to stand out on channels you’re already using, like on-device advertising. How? Utilizing innovative technology such as AI to make your efficient channels more efficient.AI will create better advertisements by writing headlines and creating ads - you can use generative AI to create text and images for your on-device advertising notifications and full-screen offer campaigns. AI can also enable predictive analytics - discovering insights, making predictions, and unifying your data - when it comes to on-device advertising, these tools can help you determine which audiences you should be reaching and how that audience is engaging on their devices.Most interestingly, however, is the opportunity to improve interactivity with users through creatives. For instance, a full screen on-device ad for an eCommerce app could allow users to try on various items to see which looks best. A full screen ad for a food delivery app could allow you to take a virtual tour from a nearby restaurant to your home to get a feel for how fast delivery can be.Today, AI is well equipped to help you drive productivity and creativity across your media mix.Growing smartphone brandsSamsungAs of January 2023, Samsung has a market cap of $335.28 billion according to Companies Market Cap. On top of that, Samsung’s brand value was evaluated at $87.7 billion in 2022, which represents 17% growth compared to $74.6 billion in 2021, ranking the company in 5th for three years in a row on Interbrand's Best Global Brands of 2022.Samsung’s Galaxy Z series, where their foldable phones live, are the market leaders in the foldable space. In fact, from January to October 2022, the number of foldable smartphones Samsung contracted to enterprise customers increased by 105% compared to the same period in 2021 according to Samsung. At CES 2023, Samsung announced a new technology for foldable phones, Flex Hybrid.Samsung also recently unveiled the Galaxy S23 series. The main upgrade on these devices is the 200-megapixel main camera, along with the use of the Snapdragon 8 Gen 2 chip, which will allow for better AI performance and power efficiency.On top of that, while many large chip manufacturers have begun scaling back their chip production due to external concerns, Samsung will increase chip production in 2023, especially at its largest semiconductor plant in Pyeongtaek. This prepares them to take a big portion of market share as demand for chips returns to normal levels.Learn more about Samsung in 2023.GoogleWith the release of Google’s revolutionary Pixel 6, housing Google’s first Tensor chip, at the latter end of 2021, Google saw massive sales growth in the first half of 2022. According to Canalys, Google sales in North America were up 380% in Q1 2022 year over year and 280% in Q2 2022 year over year. For reference, leaders in market share only saw 1-4% annual growth.In 2022, Google iterated on the Pixel 6 with the Pixel 7, which is powered by the next-generation Google Tensor G2 processor. First of all, Pixel 7 is “sleek, sophisticated and durable” and the regular size is more compact than Pixel 6. The Pixel 7 is also being shipped with Android 13, the best Android experience yet.So, what’s expected in 2023? According to rumors, it might be the best year for Pixels yet, marked by the company carving its own way rather than following others. One new innovation in 2023 includes the Pixel fold, otherwise known as the Pixel notepad. With the release of this device, Google will have beaten Apple to the foldable space. Google also plans to release the Pixel Tablet, which means they’re beginning to challenge the Apple dominant tablet market. Along with new innovations that push the envelope, Google will also improve on their already high-performing devices. We can expect Google to release the Pixel 7a, Pixel 8, and 8 Pro throughout 2023. These are phones that will continue to appeal to the masses and keep Google in the spotlight.Top 5 app categories using on-device advertising in 2023It’s also important to have an idea of which app categories are on the rise, so you can learn how and why advertisers are finding success through this channel.1. Brands with apps are investing in on-device advertisingAs marketing teams face budget cuts, brands are rethinking their spend and focusing on channels where consumers are most active - mobile.In fact, according to Oberlo, mobile advertising spend in the US in 2023 is expected to reach $355.1 billion, surpassing $300 billion for the first time. Ultimately, now that mobile has a larger audience, higher usage levels, and is more reputable, big brands are beginning to look beyond traditional channels, to on-device advertising, to get in front of new, quality users through their phone screens.McDonald’s Spain achieves 64% app launch rate and drives over 34K installs with Aura2. Food and rapid delivery apps are continuing to growCOVID-19 accelerated the shift to ordering in from delivery apps rather than eating out. Since then, many other factors have continued to drive the food delivery app industry forward - convenience, increased demand, safety, etc. In fact, the entire food delivery app industry is expected to reach $320 billion market size by 2029 according to Business of Apps. Ultimately, with more delivery riders and route optimizations technologies, delivery is faster and cheaper than ever, driving incremental growth despite diminishing COVID-19 protocols.Glovo increased Aura installs by 5x and decreased CAC by 60%Rapid delivery apps, or apps that deliver groceries within 10-30 minutes of app order, are also attracting millions of users and big name investors. Rapid delivery apps are largely operating out of major cities across the UK, US, and Europe, with a few first movers leading the market in these areas - Getir, Flink, Gorillas, Gopuff, Weezy, Dija, Jiffy, Fancy and Snappy are all notable names.Read more about rapid delivery apps3. Classified apps are allowing users to buy and sell wherever they areAs the economy faces uncertainty, people are spending time sifting through their belongings and making decisions about what to keep and sell. Now classified platforms, especially on mobile, represent a major opportunity for growth.eBay Kleinanzeigen (Classifieds) boosts installs with AuraSubito looked to Aura to boost engagement 4x, grow scale, and diversify their user acquisition strategyMilanuncios reduces cost per lead 47% with Aura4. News apps are users go-to to stay updated on current eventsThe share of US consumers reading online news on a smartphone more than doubled between 2013 and 2022 according to Statista. “News on the go” through mobile devices has become the norm. This means that news apps are no longer an add-on to people’s typical news source, but the main character - encouraging news apps to focus on their app discovery and user acquisition strategies. We’ve seen a similar trend in Europe as well over the last year.SmartNews drives 35 million installs and meets retention goals with AuraHow Le Figaro reduced costs 70% and reached retention goals in 3 months with Aura5. eCommerce apps are making it easier to shop from your phoneSimilarly to news apps, eCommerce apps have also seen immense growth, creating a more competitive environment - more than half of all internet traffic comes from a mobile device. This is most likely due to the effects of COVID-19, which turned people away from brick and mortar. In 2023, smartphone retail eCommerce sales are expected to pass $432 billion, up from $148 billion in 2018 according to Statista.OTTO sees over 100% MoM growth and significantly increased ROI for their ironSource Aura volumeAliExpress Russia drives over 400K installs and exceeds their KPI goals with ironSource AuraOzon drives over 900K installs and exceeds KPI goals with ironSource AuraOverall, the state of the smartphone industry, key trends in the Android market, and the growing app categories, all have had an impact on the success of ironSource Aura. With on-device advertising becoming more prevalent, Aura saw a record year in 2022.The growth of AuraIn 2022, the team at ironSource Aura focused on expanding the on-device channel’s available touchpoints so advertisers like you can continue to drive value and meet valuable users at scale. New placements - such as the Discovery Widget that offers new apps to users directly from their device’s +1 screen on a daily basis - use contextual information to reach users in the right ways and at the best times for maximum, long-term engagement.ironSource Aura also expanded to new carrier and telco partners in 2022 beyond our current partnerships with Samsung, Vodafone, Orange, and Boost - announcing our Samsung partnership in MENA.It’s been an incredibly successful year thanks to both our advertiser and telco partners. Looking forward to continued success in 2023!Full list of Aura’s on-device advertising content from 2022Case StudiesFugoVery/DentsuInspired SquareDish Retail Wireless engages its 8M customers with AuraBlogsLaunching a new report "5G: The consumer perspective"4 ways advertisers can optimize their 5G on-device advertising strategyThe mobile advertising ecosystem in SpainHow agencies can drive incremental growth through mobile on-device campaignsHow to leverage on-device advertising to create a frictionless install experience7 questions to ask yourself when evaluating a new user acquisition channelThe first 30 days of an on-device campaignLooking to boost your game’s LTV? Try an on-device advertising campaignNo guts, no glory: MAD//Fest 2022 with ironSource AuraThe 3 most important KPIs running an on-device acquisition campaignAn inside look at the Japanese mobile economyThe what, why and how of web-to-app acquisition campaignsArticlesHospitality Tech | Four Ways Hospitality Marketers Can Innovate in the Post-Pandemic Future via a Mobile AppRCR Wireless News | The new device experience: How mobile carriers successfully ‘get in’ on the app economyTotalRetail | How to Leverage Your App to Get More CustomersPodcastsAdam Hadi, Current | How to deeply integrate influencer marketing into your productJean-François Grang, Purchasely | How to succeed with a subscription monetization model for your appDave Edwards, Audiomack | Bridging the knowledge gap between music creators and the app economyAndre Kempe, Admiral Media | Back to the basics: How will performance marketing survive?Tobias Boerner, Fastic | The real people behind your app: community-based apps and the growth loopPeter Fodor, AppAgent | Storytelling and mobile apps: a tale as old as timeKaran Bhavnani, Tripledot | Growth trends: team structure and experimentation in a high growth environmentGreg Turtle, What3Words | Gaining a growth edge with media for equity dealsAdrienne Rice & Sarah Chafer, M&C Saatchi Performance | What consumers want from brands this holiday seasonThomas Petit | How to optimize your subscription app today to grow tomorrowResearchBack to school shopping trends for your app or brand in 2022Travel is back in-style: 6 trends advertisers should keep in mind in 20228 key findings to help you master your holiday advertising strategyWebinarBuilding your 3 pronged holiday UA strategy: Creatives, offerwall, and on-device advertisingReports5G: The Consumer PerspectiveOn-device advertising 101: A report by Singular and ironSource AuraThe 2022 modern mobile consumer: app discovery and monetizationThe mobile marketers’ guide to mastering the holiday seasonResourcesCanalys QualcommStatista

Web developers will be able to start leveraging on-device AI in Microsoft’s Edge browser soon, using new APIs that can give their web apps access to Microsoft’s Phi-4-mini model, the company announced at its Build conference today. And Microsoft says the API will be cross-platform, so it sounds like these APIs will work with the Edge browser in macOS, as well.  The 3.8-billion-parameter Phi-4-mini is Microsoft’s latest small, on-device model, rolled out in February alongside the company’s larger Phi-4. With the new APIs, web developers will be able to add prompt boxes and offer writing assistance tools for text generation, summarizing, and editing. And within the next couple of months, Microsoft says it will also release a text translation API.  Microsoft is putting these “experimental” APIs forth as potential web standards, and in addition to being cross-platform, it says they’ll also work with other AI models. Developers can start trialing them in the Edge Canary and Dev channels now, the company says.  Google offers similar APIs for its Chrome browser. With them, developers can use Chrome’s built-in models to offer things like text translation, prompt boxes for text and image generation, and calendar event creation based on webpage content.

Join Fox News for access to this content You have reached your maximum number of articles. Log in or create an account FREE of charge to continue reading. By entering your email and pushing continue, you are agreeing to Fox News' Terms of Use and Privacy Policy, which includes our Notice of Financial Incentive. Please enter a valid email address. Hackers are pretty scary. Amoral, hooded figures with magical computer skills that can break into anything within minutes. At least that is what most of us think of when we hear the term "hacker." It is not exactly a realistic or particularly representative image, but, at the same time, it is not too far off the mark either. What many people do not realize is just how much hackers can learn about you from a data broker file, detailed profiles compiled from your personal information collected and sold by data brokers. This hidden industry fuels much of what hackers use to target individuals today. Illustration of a person’s personal data. (Kurt "CyberGuy" Knutsson)What is a data broker, and why should you care?When most people hear the term "data broker," on the other hand, they draw a blank. Is it a person or company that buys and sells data? Basically, yes. Data brokers collect, sort, analyze, package and sell access to personal information. Whose personal information? Anyone's and everyone's, including yours.THINK YOU CAN DELETE YOUR DATA YOURSELF? HERE’S WHY YOU’RE PROBABLY WRONG Illustration of a person’s personal data. (Kurt "CyberGuy" Knutsson)What kinds of personal information do they deal in?Here is a list of possible data points you, random companies, your worst enemy, your neighbors and, yes, hackers can find in a data broker file:Full namePast legal namesKnown aliasesSocial media handlesGenderSexual preferencesDate of birth or ageSocial Security number (SSN)Current and past home addressesCurrent and past phone numbersCurrent, past and secret email addressesPolitical preferences and affiliationsOccupationCurrent employerEmployment historyBusiness associatesEducationMarital statusMarriage and divorce recordsFamily status (number and ages of children)RelativesProperty informationVehicle registrationAssetsFinancial informationBankruptcies, judgments and liensLicenses (drivers license, firearms permits, etc.)Court recordsCriminal recordsMugshotsSex-offender statusHealth historyLocation dataIP informationDevice information (phone, tablet and computer models)Web browser informationShopping habitsInterests and hobbies.Quite the list, is it not? It is not exhaustive; there is more that data brokers collect and more yet that they and their customers can infer from data points like these. What exactly a given data broker has will depend on which category it falls into.HACKERS CLAIM MASSIVE BREACH OF COMPANY THAT TRACKS AND SELLS AMERICANS' LOCATION DATA Illustration of a person’s personal data. (Kurt "CyberGuy" Knutsson)Types of data brokers: Who's collecting and selling your information?The most visible data brokers are commonly known as people search sites or people finder sites. These are the sites that show up when you Google yourself, or a hacker Googles you. They are just the tip of the iceberg, though. There are other data brokers that do not bother indexing individual profiles with search engines, preferring instead to deal with other companies and even governments directly. These are the other major types of data brokers, in addition to people search sites:Marketing data brokers focus more on your browsing habits, past purchases and interests. They are responsible for "personalized marketing" as well as helping other companies target you with those surprisingly relevant ads you see online.Recruitment data brokers collect and process personal information to offer background screening services to organizations evaluating job candidates or performing background checks before making an offer. Unfortunately, although illegal, there is nothing actually stopping unscrupulous employers from using the much less regulated and reliable people search sites for the same purposes.Risk mitigation brokers aggregate a variety of background, criminal, property and other information to provide assessment reports to various investment and business companies. The information they collect is aimed at helping such companies manage risk in taking on new business.Financial information brokers collect various personal finance and background information for credit companies and banks to calculate your credit score and may influence your eligibility to get loans and lines of credit.Health information data brokers collect information about your general health and sell it to companies in healthcare and related fields. This information can be used to target you with health product ads and even set your insurance premiums.Hackers are most likely to use people search sites, though; they are easily accessible, eminently searchable, relatively cheap (with trial offers for as little as a dollar) and do not ask any questions. Other data brokers may also sell personal information to hackers, but they tend to sell profiles in bulk.Want your data taken off this market?It is perfectly normal to want no part in any of this. Unfortunately, there is no federal law on the books in the U.S. that would either prevent this kind of data trade or give you an easy, legally enforced way to opt out.The good news is that, thanks to an incomplete patchwork of state laws, personal information removal services can approach hundreds of individual data brokers on your behalf with legally binding data-removal requests.While no service can guarantee the complete removal of your data from the internet, a data removal service is really a smart choice. They aren’t cheap — and neither is your privacy. These services do all the work for you by actively monitoring and systematically erasing your personal information from hundreds of websites. It’s what gives me peace of mind and has proven to be the most effective way to erase your personal data from the internet. By limiting the information available, you reduce the risk of scammers cross-referencing data from breaches with information they might find on the dark web, making it harder for them to target you. Check out my top picks for data removal services here. Kurt's key takeawaysIt is easy to feel overwhelmed when you realize just how much of your personal information is out there, and how many different players are collecting, selling and using it. But knowing how data brokers operate is the first step to taking back control. Whether it is people search sites or the less visible brokers working behind the scenes, your data is valuable, and you deserve to know who has it and what they are doing with it. The good news is, there are tools and services out there that can help you clean up your digital footprint and protect your privacy. So, do not just sit back and hope for the best — take action and make your data work for you, not against you.CLICK HERE TO GET THE FOX NEWS APPIn your opinion, what should be done to give people more control over their data? Let us know by writing us at Cyberguy.com/ContactFor more of my tech tips and security alerts, subscribe to my free CyberGuy Report Newsletter by heading to Cyberguy.com/NewsletterAsk Kurt a question or let us know what stories you'd like us to cover.Follow Kurt on his social channels:Answers to the most-asked CyberGuy questions:New from Kurt:Copyright 2025 CyberGuy.com. All rights reserved.  

Android’s “Scam Detection” protection in Google Messages will now be able to flag even more types of digital fraud.