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4 Must-Read Mobile Ad Headlines This Week [View this email in your browser]( [Fastest Growing Apps]( [Blog]( | [Resources]( WeeklyRoundup May 24, 2017 Top Stories Read on for a digest of the biggest stories hitting our industry this week. 10 takeaways from Google I/O Google held Google I/O 2017, its 10th annual developer conference, last week and announced 101 updates for app developers. First, the number of Google Play developers with more than 1M installs grew by 35% this past year. Also, Android O is in beta and will be available to everyone later this year. Android Go is a new OS built for lower-cost devices with 1GB of memory or less. Android Studio 3 is in preview. Android Instant Apps are open to all developers. Android Things lets developers create connected devices. Google Play Console is getting an overhaul. Google Payment API lets users pay with credit cards in-app. And you can advertise your app on Play Store pages now. Phew. [Here's a list of the top 10](. [And here’s a list of all 101](. Half time for games: UK’s app market Verto Analytics compiled a report on app usage in the UK. Communication and social media apps are the most popular app category - representing 44% of UK users’ app time. Fitness and finance apps are the two fastest growing app categories. But it’s not all sunshine and roses. Games, the third largest app category in the UK, dropped by 16%, lowering its share of overall app time from 18% in September to 13% this March. comScore found similar results. In fact, games was nowhere to be seen in their report. [eMarketer says]( “it could reflect games’ lessening hold on people’s mobile app time, but it could also be more of a seasonal blip.” Still, “it may be too soon to count out games. All it takes is one breakout game for the category’s time spent numbers to bounce back.” What’s in a name? The IAB is trying to replace the word “programmatic” with “automation.” (Ironically, the report suggesting the change was released the same day as the IAB Programmatic Symposium). [AdAge asked industry insiders]( their thoughts on the subject. The general consensus is that “automation” is a bit simplistic for everything programmatic has to offer. Instead, insiders suggested “addressable” or “pipeage.” But - we’ve already gotten so used to saying “programmatic.” It might be hard to consciously change our vocabulary. Let’s see if it sticks. Tip of the iceberg Last month, according to the WSJ, Apple told social-networking apps in China (including WeChat) to disable the “tip” functions in their apps since it violates App Store rules. If they don’t, Apple will take a 30% cut of all cash transfers - or worse, kick them out of the App Store. Naturally, developers in China aren’t too happy with Apple’s decision, arguing that the tipping function is what brings people back to their app. Plus, the app makers don’t even make money off the tip. [The WSJ says]( this isn’t the time for Apple to be rocking the boat in China. Its revenue is already sliding; its market share dropped from 16% in 2015 to 9% in 2017; and the iPhone has fallen to #4 in the market behind three homegrown brands. Meanwhile, China is the biggest market for Apple’s App Store, surpassing the US in revenue in 2016. Apple’s pressure on app developers in China risks alienating powerful companies, turning off Chinese iPhone users, and drawing unnecessary attention from regulators. In Case You Missed It Want to sound smart at the water-cooler? We've got you covered. [Apple and Nokia end legal spat by signing multi-year patent agreement]( (VentureBeat) [Chinese trio carve up a quarter of global smartphone sales in Q1: Gartner]( (TechCrunch) [Mobile header bidding eCPMs jumped 55% YoY]( (ExchangeWire) This email was sent to {EMAIL} [why did I get this?]( [unsubscribe from this list]( [update subscription preferences]( ironSource · 17 Bluxome, San Francisco, CA, USA · San Francisco, California 94107 · USA