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AppsFlyer Finds Economic Downturn Caused Declines in App Install Ad Spend Budgets

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AppsFlyer has released the 16th edition of its Performance Index, ranking the top media sources in mobile advertising across 11 regions and 22 app categories.

The latest version of the Index, which originated in 2015, found the economic downturn had a significant impact on the mobile app media space throughout 2023, as nearly all top media sources saw declines and app install ad spend budgets reduced by 20% in the third quarter of 2023 when compared to Q3 in 2022.

“In a world where excellence is redefined by measurable outcomes, marketers around the globe are keen to boost efficiency, and unlock unprecedented success – the same applies to African marketers.

The key to shaping this future of business brilliance lies in embracing data-driven strategies – our latest Performance Index explores how unique economic conditions have impacted the overall market, providing valuable insights on marketing strategies during an economic downturn, and implores marketers to make the right decisions when it comes to budget allocations,” said Michael Zaitsev, Managing Director for Africa & CIS at AppsFlyer.

Apple Search Ads and Meta Lead the Way Across iOS Gaming and Non-gaming

The best way to properly depict the state of the iOS media market is by looking at a single source of truth (SSOT). AppsFlyer’s first ever SSOT iOS index combines SKAdNetwork and traditional attribution, and accurately deduplicates between the two data sources.

Apple Search Ads (ASA) is the #1 media source for iOS gaming apps and non-gaming categories, coming in at #1 in almost all the rankings across every region and every category with high quality and unmatched scale, particularly in non-gaming.

The dominance of ASA in non-gaming is even more pronounced than it is in gaming, coming in at #1 in all the rankings across every category and every region except for Latin America with unmatched scale and high quality.

Although still far from its dominant iOS position before iOS 14.5, Meta ads continues to adapt in the post iOS 14.5 era, coming in at #2 in the power and volume rankings (power rankings combine quality and quantity metrics while volume only covers quantity).

The social network’s performance is mostly fueled by non-gaming apps on SKAdNetwork, Apple’s privacy-centric attribution interface, where it drives the highest number of installs, well above the competition.

Google Ads came in at #3 in the rankings thanks to its scale among non-gaming apps. It should be noted that for Google, iOS is secondary compared to Android, especially when compared to its web business.

For gaming apps, Applovin ranked 5th in the global power ranking, driven by success in casual and hyper casual games, followed by Unity Ads in 6th place, thanks to a #4 rank in casual and hyper casual games. ironSource ranked 2nd globally in social casino, and 2nd in hyper casual games in Western Europe, Indian subcontinent, Latin America, and the Middle East.

For non-gaming, Meta ads ranked 2nd in the global power ranking, driven by its performance in Life & Culture where it ranked 2nd, while Google reached 5th place (3rd in the volume ranking) thanks to a #2 power ranking in finance. Snapchat and Moloco ranked 3rd and 4th, respectively thanks to top-notch quality.


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E-Business

Schmidt, Ex Google Chief Says AI Risky in Terrorist Hands

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Eric Schmidt, former Google CEO
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Eric Schmidt, former Google CEO has expressed concerns about the extreme risks posed by artificial intelligence (AI) falling into the hands of terrorists or rogue states.

Schmidt, Ex Google Chief Says AI Risky in Terrorist Hands

Eric Schmidt, former Google CEO

He warned that nations such as North Korea, Iran, and Russia could adopt AI technologies to develop weapons capable of causing significant harm, including biological weapons.

Schmidt urged governments to oversee private tech companies, emphasising, “The real fears I have are not the ones most people discuss about AI, I talk about extreme risk.”

“I’m always worried about an ‘Osama Bin Laden’ scenario, where truly evil individuals take control of some aspect of modern life to harm innocent people,” he added.

With private companies driving AI advancements, he stressed the need for careful government monitoring and regulation. “It’s really important that governments understand what we’re doing and keep their eye on us,” he said.

His remarks followed a two-day AI summit in Paris, where the UK and the U.S. declined to sign a communiqué outlining the future direction of AI. The declaration on “inclusive and sustainable artificial intelligence for people and the planet” was endorsed by 57 countries, including India, China, the Vatican, the EU, and the African Union Commission.

The UK justified its decision, stating that the agreement lacked “practical clarity” on global AI governance and national security concerns.

Schmidt supports U.S. export controls restricting the sale of advanced AI microchips to certain countries, aiming to slow adversaries’ progress in AI research.

He also highlights the importance of international collaboration on AI safety, suggesting that cooperation with nations like China is essential to addressing global AI challenges.

 

 


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OpenAI CEO Rejects $97.4Bn Takeover Bid from Elon Musk

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Sam Altman, chief executive of ChatGPT-owner OpenAI
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Sam Altman, chief executive of ChatGPT-owner OpenAI, has firmly declared the company “not for sale” following a $97.4bn (£78.4bn) takeover bid from a consortium led by Elon Musk.

OpenAI CEO Rejects $97.4Bn Takeover Bid from Elon Musk

Elon Musk

Speaking at the AI Action Summit in Paris, Altman emphasised OpenAI’s mission to develop AGI (artificial general intelligence) for the benefit of humanity.

Marc Toberoff, attorney for Elon Musk, confirmed the bid submission on Monday.

In response, Altman humorously offered to buy Twitter for $9.74 billion on Musk’s platform.

Unlike many tech giants, OpenAI is not publicly traded but operates through a complex partnership between non-profit and for-profit entities.

Musk aims to return OpenAI to its non-profit roots, despite owning a rival firm, xAI.

Christie Pitts, a tech investor, expressed scepticism about Musk’s intentions, noting his competitive interests.

Altman echoed this sentiment, suggesting Musk’s move disregards OpenAI’s mission.

Altman, who holds no stock in OpenAI, advocates transforming the organisation into a fully for-profit company to raise more funds for AI research.

Although the board has the final say, the $97.4bn offer falls short of OpenAI’s previous $157bn valuation and rumoured $300bn in future funding talks.

Toberoff stated the consortium might increase their bid. Meanwhile, OpenAI is collaborating with Oracle, a Japanese investment firm, and an Emirati sovereign wealth fund on “The Stargate Project,” a $500 billion AI infrastructure initiative announced by President Donald Trump.

 

 

 

 


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Adobe Launches AI Video Tool to Compete with OpenAI

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Adobe yesterday released the first public version of an artificial intelligence tool that can generate video clips and revealed how much it will charge, but said it will not set pricing for major users such as studios until later this year.

The Firefly Video Model, as Adobe is calling the service, will compete against Sora, a model developed by ChatGPT creator OpenAI, and startup Runway, both of which currently offer video-generation services. Facebook owner Meta Platforms has also developed a video-generation AI model but has not given a timeline for when it will be released.

Adobe’s model differs from its rivals because it is geared toward generating clips that will fit into how film and television studios use Premiere Pro, its flagship video editing software.

To that end, many of the features that Adobe is emphasizing revolve around feeding existing shots into the video model and asking it to generate clips that fix or expand on shots that were taken on a real production set but that did not come out quite right.

Adobe said the service will generate five-second clips at 1080p resolution. While that is shorter than the clips of up to 20 seconds generated by OpenAI’s service, Adobe executives said the majority of individual clips in most productions are only three seconds.

Adobe said a user can generate 20 clips per month for $9.99 and 70 clips for $29.99. That compares with 50 videos for $20 per month with OpenAI’s plan at lower resolution and a $200 OpenAI plan that can handle longer, higher resolution videos.

Adobe is also working on a “Premium” pricing plan for studios and other high-volume video users and will release those pricing details later this year. Alexandru Costin, Adobe’s vice president of generative AI, said the company is working to generate 4K video and will remain focused on quality rather than longer clips.

“We actually think that great motion, great structure, great definition scheme, making the actual clip look like it was film, is more important than making a longer clip that’s unusable,” Costin told Reuters.

 


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