Week in review: Dec 7 - 11

Our weekly mobile marketing review:

Creativity: What's The Matter with Mobile Advertising?

AdNews walks us through the current state of creativity in mobile advertising, and it's huge potential for brands and agencies.
> Link to the article.

How Many Apps Do We Actually Use?

There’s almost always an app for that, whether “that” is a taxi service, food delivery or a video game. But with so many popping up all the time, how often are any of them being used? Most apps are not even retained for a full day.
> Read on eMarketer

Bauer Media: The Future is Programmatic. The Future is Now.

By now, most publishers have gotten over their hang ups about programmatic selling and made the tech core to their revenue operations. But few have gone as far as Bauer Xcel Media, the U.S. digital offshoot of European magazine giant Bauer Media, which has ditched its direct sales force in favor of a “100 percent programmatic” approach.
> Read on Digiday.

Brand Building: Not All Maths

As media consumption becomes more complex, agencies urgently need to invest in both their programmatic and creative capabilities. Maths versus magic: is there an optimal balance in brand building? Guardian's Lindsay Pattison investigates.
> Read on The Gardian.

Apple's Top 25 iOS Apps of 2015

As they do each year, Apple has just dropped its hand picked list of its favorite iOS apps. Many of them are things you’ve probably seen before — but many of them are pretty unheard of.
> Here's the list, via TechCrunch.

The Current State of Mobile Fraud

Over the past few years, cyber criminals have cost advertisers billions of dollars from "non-human" traffic on digital ads. Today, Forensiq and AppLift are releasing a report suggesting that fraudsters are gaining traction with mobile ads.
> Readon AdWeek.