We know you're busy. Skim mobile ad news with our cheat sheet

4 Must-Read Mobile Industry Headlines [Fastest Growing Apps]( [Blog]( | [Resources]( WeeklyRoundup September 28, 2017 Top Stories Read on for a digest of the biggest stories hitting our industry this week. Apponomics [App Annie surveyed over 800 app marketers]( to learn where the app economy is, and where it’s headed. 63% of marketers across all app categories expected their companies’ app marketing budgets to increase, especially video, retail, and messaging apps. The single most important KPI for optimizing a company’s app marketing strategy is “active users,” with one-third of respondents selecting it. But gaming companies specifically chose “retention” and “LTV” more often. In comparison to other marketing channels like paid ads and email, organic search was the favorite - and not for just driving the most app installs, but also for attracting users with the highest LTV. Creative as standard It’s Advertising Week, and we’re up to our ears in buzzwords like AI, duopoly, and of course - mobile. [The Drum pointed out]( that mobile creative finally seems to have gotten its time in the sun, with a panel by executives from Facebook, R/GA, BBDO, and DDB calling today the “next golden age of creativity.” DDB’s Ari Weiss said, “creative is no longer a luxury… we need to think of braver ways to stand out. There’s so much resizing and rejiggering rather than creating new content for mobile.” Shady behavior Just last week, CheckPoint found Android malware called “ExpensiveWall” lurking in about 50 apps in the Play Store. But even after Google removed the offenders, CheckPoint discovered a new strain of the malware. Unfortunately, this isn’t uncommon - malicious apps frequently slip by Google’s Play Protect security suite. Since Android is an open OS, it doesn’t take much for hackers to dupe Play Protect’s scanning. For example, apps can be setup to execute their malicious code on a time delay, so that they’re shady behavior doesn’t start until after they’re accepted to the Play Store. The question now, according to CheckPoint, is how to dismantle the attacker business model. [Wired has more](. In Case You Missed It Want to sound smart at the water-cooler? We've got you covered. [Tencent rolls out advertising tools to help US advertisers in China]( - AdExchanger [China blocks WhatsApp, broadening online censorship]( - NYT [AndroidTO 2017 is over, here are the talk summaries and clips]( - XDA Developers This email was sent to {EMAIL} [why did I get this?]( [unsubscribe from this list]( [update subscription preferences]( ironSource · 17 Bluxome Street · San Francisco, California 94107 · USA