Instant apps are publishers’ newest ‘frenemy’ when it comes to monetization

Since the dawn of the iPhone, Apple has been designing, revolutionizing and, to some extent, controlling the way people interact with their mobile devices through a marketplace known as the App Store. When the App Store first opened, there were 552 apps. Today, there are 2 million iOS apps, and 2.2 million apps available in Androids Google Play store. Needless to say, getting a single app noticed in a sea of 4.2 million is far from simple. Whats more, individuals tend to use only a limited number of apps per month, and most of their time in apps is concentrated across a very small number of them, making the job of app marketers even more difficult.

Apps have become the foundation of mobile life. Theres an app for that! isnt just a slogan, its a lifestyle. You want to easily book a hotel room from your phone? Download the app.

This could soon change, however, with Googles introduction of Android Instant Apps, which let people use apps without having to fully download the app. Googles Instant Apps seem positioned to disrupt monetization efforts for Android developers by blurring the lines on how to define engagement and chipping away at the broader app store economy making it publishers newest frenemy on the block. Lets explore the hows and whys

You youve got what I need

Google says its just a friend trying to help developers bring users into their Android apps quicker, but more likely, Google is working to redirect peoples attention back to the mobile web. As the leader in advertising and search, Google made its name (and money) on the web and wants to keep as many people using it, whether on desktop or mobile.

Currently, only 27 percent of app installs come from search, which is the third-ranking form of app discoverability behind friends and family and browsing the app store. By downloading apps, users are leaving their search engine, most likely Google, and giving the newly downloaded app their undivided attention. Up until a few years ago, Google was unable to index information within apps, so that content didnt show up in search results and Google wasnt able to fully monetize from apps.

By distilling down to a single app feature, Google is not only providing a quicker way for users to access the best feature of an app while saving phone memory, they are also able to keep customers in the Google mobile web ecosystem, allowing them to collect more information, enhance their services and make money through advertising. In this respect, Android Instant Apps may diminish a publishers opportunities to monetize through in-app mobile ads because people no longer need to spend time installing and using the app on a regular basis.

Publishers solution, disguised as a problem

The three most popular monetization strategies for mobile publishers are paid (where someone buys the app), in-app purchases (where someone pays to unlock content or remove ads) and in-app mobile advertising (which includes the videos and banners that pop up every so often). If popularized, Android Instant Apps runs the risk of threatening these three monetization pillars: Why would someone want to pay for an app if they can access it quickly and ad-free via Googles mobile browser?

Every technological innovation brings with it new security concerns.

App developers face challenges larger than what falls under these three pillars, however. Its no secret that app retention rates are low, with around 25 percent of users only using an app once after 90 days. Some have argued the app boom is over, as people have been shown to download zero new apps per month.

With Instant Apps, app sharing will involve less friction when a friend shares a link to an app, you wont have to go through the rigmarole of launching the app store and wondering if its worth using up space on your phone to install. Instead, users can quickly launch the Instant App and access its core features and content.

For example, when sharing a link to a Buzzfeed recipe with a friend, that friend then clicks the link and it launches the Instant App, where they can view the shared recipe quickly and easily. Android Instant Apps could also help publishers expand their existing user base by modularizing their app into different Instant App versions and in the oversaturated app marketplace, a chance to increase discoverability is always welcomed.

Unfortunately, Android Instant Apps might simply discourage users from downloading the app altogether. And publishers may need to reassess the way they measure engagement for a streamed instant app, publishers wont be able to measure engagement by time spent using the native app, and so will have to measure by goal.

For example, a hotel app may see more rooms booked, or Starbucks may find more customers paying through their mobile platform why take the time and space to download a ticket-booking app you only use a handful of times a year for concert tickets when you could stream it on Instant Apps? Apps that offer a service of this sort, then, may see increased sales as a result of Instant Apps.

While downloads might initially fall, user engagement and retention could increase once people are exposed to the value and usefulness of your app through the mobile web. And a more invested user may be more likely to make in-app purchases and stick around longer, increasing the number of impressions for ads.

Whats next?

At this time, Android Instant Apps are available on select devices running Android 7.0 Nougat, and are being tested by several large companies, including Disney, Medium and Hotel Tonight. Instant Apps, so far, have been loading as fast, if not faster, than mobile web hyperlinks, while providing similar functions as an app. If the speed and product continue to deliver, the future of app development might include Instant Apps as part of their core code, changing the way apps are discovered and delivered. Apple may even include a similar capability for iOS apps to stay competitive with Android.

However, every technological innovation brings with it new security concerns. Google has added pop-up permissions for apps that collect particularly sensitive information, but this feature could allow a malicious developer to run arbitrary app code on a device without prior user consent. Whats more, one may wonder if theres an inherent inefficiency with web apps: The necessity to run JavaScript and the like instead of native code, the need for cross-platform compatibility and lackluster APIs compared to the ones available to native apps limit what can be done with web apps. Though its still too early to determine if Instant Apps are here to stay, one thing is certain: Users want their content delivered to them fast, and Google is on a mission to do just that.

The definition of a frenemy is someone you remain friendly with, often for potential gain, despite a dislike or rivalry. Android Instant Apps may mean that users download less and potentially spend less time in native apps, but they also break down barriers to entry and expose parts of your app to a broader audience, which may ultimately convert them to your product for the long haul.

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Nine online jobs that you can do from home – Economic Times

Economic Times

Nine online jobs that you can do from home
Economic Times
To monetise your blog, you can sign up for Google Adsense, which will allot you ads to place on your blog. After this, it's a waiting game to see if your account is approved. If it is, you can continue to receive ad placements and earn a steady, if not

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Who Will Be The Cowboys' Next Great Rival? – Blogging The Boys (blog)

Blogging The Boys (blog)

Who Will Be The Cowboys' Next Great Rival?
Blogging The Boys (blog)
The future looks bright for the Cowboys, but will that future also feature a new nemesis? by One.Cool.Customer@OCC44 Jun 19, 2017, 6:59pm CDT. tweet · share · pin · Rec. Troy Wayrynen-USA TODAY Sports. There is little doubt that the Cowboys are an …
Why, unlike fans, Cowboys have supreme confidence in 'machine-like' Kellen Moore as their backup QBDallas News

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The First 40 Days

Whenever the doorbell rang, the legendary Dorothy Parker reportedly said, What fresh hell is this? I feel the same way every day under President Trump. His speech to Congress on his 40th day as president was no different.

It was striking to see how this president has spent his first 40 days in office versus those of President Obama. Nancy Pelosi sums it up:

One week and one day from [Obamas] swearing in, the House passed the American Recovery and Reinvestment Act [the stimulus bill]. One week later, the Senate passed it. On February 17th, Four weeks from his inauguration, he signed a bill, which saved or created 4 million jobs [firemen, police, teachers and other essential services jobs]. He had already signed Lilly Ledbetter [equal pay for women, and], the childrens health insurance program

What has Trump done since his inaugural address, where he talked so pessimistically about our countrys decay and carnage without any respect for past presidents who were sitting there? Hes put Wall Street first and frightened immigrants. In his speech to Congress, Trump repeatedly tried to draw a connection between immigrants and violent crime. While every victim and every crime is a tragedy, it is also plain fact that immigrants actually commit crime at lower rates than native-born citizens. Why is Trump so intent on demonizing these people? Even kids are skipping school for fear they will be deported.

Despite promises to drain the swamp, Trump has filled Washington with Wall Street cronies and his billionaire business buddies. He has rolled back Obamas Wall Street regulations, like an SEC rule that forces oil companies to disclose payments to foreign governments (Vox). Trump said he wants to have clean air, clean water. Thats very important to me. But he just signed a bill that allows polluters to pour toxic waste back into the waterways. Does he intend to outright lie to the American people or does he not even see the contradictions between his promises and his actions?

His appointees at the EPA and Education Department seem intent on destroying their agencies. Steve Bannon even admittedly it plainly, saying the cabinet picks are meant to aid in the deconstruction of the administrative state. Trump says that he is quashing lobbying and special interests in Washington, but immediately kowtowed to the NRA allowing mentally disabled to own firearms.

Trump says he inherited a mess. But Stephen Colbert, who has never been better, helped clarify the truth for us, No, you inherited a fortune. We elected a mess. In fact he inherited a growing economy in America, while President Obama inherited a quasi-depression in 2009.

Trump claims credit for a bump in the stock market, but conveniently forgets that it was Obama who oversaw the second-longest bull market in history; the Dow went up 10,000 points. He brags about saving 700 jobs at one company, but doesnt mention the $7 million tax break they got in return. Obama presided over the creation of 15 million jobs during his tenure. If Trump wants to bring back jobs, why cant his branded merchandise, like his ties and baseball caps, be made here instead of China?

What makes America great is when our government is as good as our people, and acts with compassion and decency and humility…

Trump claims hes going to make Obamacare better, but the Republicans have yet to produce an actual plan that lives up to their promises. Since the ACA passed, the uninsured rate fell below 9 percent. The Health and Human Services Department Secretary has projected 30 million people could lose health care coverage if this Administration and Congress repeal it. Eight out of 10 people have been able to get coverage for less than $100 on the ACA marketplace because the cost is based on income. There are a record number of people signing up for ACA coverage this year.

Trump even tried to blame Obama for a failed raid in Yemen that Obama never approved. The father of the Navy Seal, Ryan Owens, killed during that raid refused to meet with Trump and said, Dont hide behind my sons death. As we now know, Trump wasnt even in the situation room, but instead was tweeting and promoting his own television appearance. The White House calls it a successful mission, but it has produced no intelligence, upwards of 30 civilians were killed including women and children, and a $90 million U.S. military aircraft was destroyed.

With the lowest approval of any new president on record, Trump, in a fit of paranoia, now blames Obama for protests against him. After endless tweets criticizing President Obama for time away from the White House, Trump has now spent approximately one-third of his first month on vacation, with three weekend getaways and multiple rounds of golf. His jaunts to Mar-a-Lago have already cost taxpayers $10 million.

Trump is a walking conflict of interest. His business ties have put him in violation of the Constitution since day 1, according to George W. Bushs ethics lawyer. The emoluments clause of the Constitution is there to keep our politicians from profiting off their position to make money off of foreign governments. Trump has been fighting to trademark his brand in China for a decade. After being elected, Trump threatened the long-held American support of the One China policy. Then he reversed his comments, saying he will continue to support China and suddenly he got his long awaited trademark deal from the Chinese Government.

The Government of Kuwait switched their reception from the Four Seasons to Trump Hotel in DC presumably to keep him happy. Trumps Muslim ban did not include any countries where he has business dealings, and strikingly missing from the ban were countries where the 9/11 terrorists came from, namely: Saudi Arabia and Egypt. It just came to light that Trumps Commerce Secretary was Vice Chairman of the Bank of Cyprus, famed for laundering the money of Putins oligarchs.

Trump has promised to make America great again. What makes America great is when our government is as good as our people, and acts with compassion and decency and humility When it encourages people to support one another When we celebrate our diversity and work together to make our bonds even stronger instead of living under a more authoritarian government trying to divide us. He has failed this test already in his first 40 days.

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This Is Why You Shouldn’t Want To Be Any Younger Than You Are Right Now

It’s hard to live in a society where youth is valued above all else. Youth is associated with being more fun, more free, more lively and everything else in between.

Products line the shelves to help people look and feel young, and the media and music willingly add to this culture. Everyone is young and beautiful. So, by time you hit 30, the world has made it seem as if there’s nothing else left for you.

There’s a huge problem with this. This is not only true for older people who can and should continue to live their lives, but also for people like me: the young.

When everyone around you views being young as a virtue, it becomes hard to get excited for the future, especially when the future is the only thing you can really think of. It’s hard when everyone and everything is an ode to your younger years.

You start to think, “Well damn, is this it? Is being young really all we have to live for? Is this really the highlight of my life?”

There’s so much more to life.

In your 20s, you truly are a baby. You’re just getting started. So, when everyone praises your youth, it makes you wonder, “Is life after youth so terrible? Do I have nothing left to look forward to? Does it not get any better?”

It does get better. So why in the world do we romanticize being young?

All people swear they would kill to be in their 20s again. But why? What exactly is it about being young that is so sought after? Youth is nothing but a constant state of change.

Maybe that’s what makes youth exciting: the idea that you have your whole life ahead of you. There’s the idea that you can do anything you set your mind to do. You could drop everything to backpack through Europe, and it would be OKbecause you’re not married. You don’t have children, and there’s nothing stopping you from going.

Maybe it’s eating a whole box of pizza and not worrying about your waistline or cholesterol. Maybe it’s being able to go out on a Tuesday and stay up until 5am, but still being able to make it through the workday by pounding a Red Bull or two. Maybe that’s what we’re chasing after when we think of youth.

Except that’s not what youth is.

Youth is a constant state of instability. It’s a nose dive off a cliff. You spend most of your time having no idea what you’re doing.

Youth is changing jobs every year, maybe even every fewmonths. You’re always in the constant state of starting something new. It’s never having a permanent address because you have no idea where you’ll be or what you’ll be doing next year.

It can make even the simplest adult things seem challenging. Where do you register to vote if you have no idea where you’ll be living come November? How many states do you have to file your taxes in because you have a job at school and a job at home, plus an internship you had in another state?

Being young is being stupid because you are stupid. You don’t know anything.

But people will expect you to know it all. If you do something wrong, they’ll blame your youth. But when you do something new and exciting, your youth will be the only reason why you did it.

Being young, in a sense, isalways having at least one foot still in your parents’ house because you truthfully can’t do your own laundry, cook or fill a tire with air on your own. Youth is stressful.

It’s making new friends every single year because every year, either your friends leave or you do. Nothing stays the same, and nothing will for years.

All these peoplethink they want to be young, fresh and free. But the young people would just kill for some stability: stability like always knowing where your next paycheck is coming from, always having an address to call home and always having friends.

Maybe people grow tiredof those schedules over time. Maybe they get over working 9-to-5, driving the same car and living in the same house.

But people grow tired of chaos too. Youth is chaos: unstable, everlasting, constant chaos. So, when we romanticize youth,we forget how difficult that stage of life actually is.

Youth is filled with uncertainty in every way. You don’t even know who you are yet. You’re still finding yourself as a person, and you’re testing how well you fit in the universe.

There are still questions to be asked and identities to shape. Your youth is what starts to form who you are as a person. Are you religious? Do you want to be a parent? Is money important to you? What do you believe?

There are still so many things about yourself that you need to figure out. The deeper questions get pushed back into chaos as you try to answer the simple ones.

Where are you living next year? How are you going to pay off your student loans? How are you going to make money? How long can you make the $36.17 in your bank account last?

I’m still young. But when I think about being anyyounger, I realize I don’t want to go back. It’s easy to remember the good times. It’s hard to remember the reality of the situation: the awkwardness, the lack of confidence and the trying to fit in. The more you age and the more you grow, the more you gain.

When we romanticize youth, we don’t think about what youth really is or how much we’ve learned along the way. We may carry nostalgia for our memories, but do we really want to live in those moments forever?

Being 16 and driving on your own for the first time. Being 18 and voting in your first election. Being 21 and not knowing a Long Island iced tea doesn’t have iced tea in it. Graduating from college and not having a job yet. Starting a new job and not knowing where you fit in the company. Not knowing if you chose the right career. Not knowing if your career is going anywhere. Being on your own for the first time, and still not knowing what you’re doing.

Does anyone really, truly want to be young forever? Or are we simply just too young to understand?

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This is what happens when you ignore the ‘do not climb’ signs at Uluru

The signs say “don’t climb” for a reason, mates.
Image: Getty Images

Three 23-year-old men have been rescued by emergency services after getting stuck on the sacred site of Uluru in the Northern Territory, Australia.

Despite signs asking people not to walk over the site out of respect for the Indigenous Anangu people (the area’s traditional owners), the men allegedly veered off the walking path and ended up stuck in a crevice.

Naturally, the three stooges trio are getting dragged online, with Indigenous and non-Indigenous social media users alike implying the incident is a classic case of karma, since polite requests against climbing the rock are well-known and reiterated by tour guides, travel sites and multilingual signage in the area.

It took 11 hours for a crew of vertical rescue staff from Northern Territory Police, Fire and Emergency Services (NTES) to safely rescue the men.

Uncle Sammy Wilson, traditional owner and chairperson of the board of Uluru-Kata Tjuta National Park, previously talked about the need for the government (who have never officially outlawed the practice) to sit down with the area’s First Nations people. “This is a sacred site that belongs to the Anangu, and some people say they want people to climb. Why? That is the big question,” he told NITV.

Wilson has previously said that if Aboriginal-operated guided tours were available to tourists, then the Anangu people would be able to share their culture, as well as receive a direct economic benefit from the site’s tourism.

“We’re not making money, the people, at the moment,” he says.”If people go and climb Sydney Harbour Bridge they make money, and this place they’re climbing, Uluru, this is from our ancestors.

“Why are they looking on top? Theyre looking at nothing, theyve got to learn and walk around Uluru.”

Meanwhile, one Facebook commenter captured the sentiment after the rescue by saying, “Uluru has a very powerful energy, this is why you don’t mess with it. And don’t ignore the advice of the traditional owners [sic] should have been simple enough.” Another said, It’s so rude. People should stay off it. Can you imagine just deciding to climb over St Pat’s Cathedral. People would go crazy. I’m not sure what they’re thinking. There are other ways you can soak in Uluru.”

Elsewhere the frequent rescues of site-climbers are a “huge effort for the NTES volunteers,” a spokesperson for the agency told the Sydney Morning Herald. “It’s wear and tear on equipment and it does cost a lot of money.”

Director of the Central Land Council, David Ross, who was not available for comment on Tuesday, has previously echoed the NTES’ safety concerns, saying the site has a “tragic safety record” that should be taken into account in decisions to ban climbing on the site.

Mashable have reached out to the Uluu-Kata Tjua National Park chairperson and Traditional Owner Sammy Wilson and the Mutitjulu Community Aboriginal Corporation for further comment.

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9 online jobs that you can do from home – Economic Times

Economic Times

9 online jobs that you can do from home
Economic Times
To monetise your blog, you can sign up for Google Adsense, which will allot you ads to place on your blog. After this, it's a waiting game to see if your account is approved. If it is, you can continue to receive ad placements and earn a steady, if not

Continue reading

How Crazy Of A Cowboys Fan Are You? – Blogging The Boys (blog)

Blogging The Boys (blog)

How Crazy Of A Cowboys Fan Are You?
Blogging The Boys (blog)
We all have our own level of craziness when it comes to the team we love. by DannyPhantom@DannyPhantom24 Jun 18, 2017, 6:00pm CDT. tweet · share · pin · Rec. Jerome Miron-USA TODAY Sports. Being a Cowboys fan is serious business for me. I live …

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Why is Donald Trump so obsessed with wind turbines killing birds?

Donald Trump delivered on a longstanding campaign promise Thursday by withdrawing the United States from the Paris Climate Accord, an announcement that, speaking without hyperbole, really did reverberate throughout the planet.

The main goal of the Paris Climate Accord is to reduce global emissions to ameliorate the human impact on our planet’s climate. It was agreed upon byevery other country on Earth save two. There weremany reasons given for Trump’s landmark decision. There are people who believe that the U.S. is unfairly impacted by the agreement. There are doubts about the efficacy of reducing carbon emissions. Some think it simply shows that America won’t kowtow to the world order.

But maybe the president had an ulterior motive? It’s not always fair to consider Donald Trump’s tweets as the tea leaves to his mind, but the man does seem to have a strong dislike for wind energy.

Why? Because they kill birds.

In August 2012, he bashed wind turbines for killing thousands of birds.

He was also upset not just about the death of birds, but how wind farms alter their migratory patterns.

A year later, a study was taken by the Canadian Free Press and extrapolated to claim turbines caused the death of 13 million bird each year in the U.S. Trump began to trumpet that number (as well as the higher end of the estimate, 39 million).

It’s worth noting that the U.S. Fish and Wildlife Service puts the number at 174,000 annually. Trump did not relent.

Interesting, that last tweet was sent from Scotland, where Trump led a campaign to stop a wind farm, not because of bird deaths but because he believed them to be unsightly.

Trump also claims that wind turbines are worse for birds the fossil fuels.

Although estimates vary, coal is by far the biggest contributor to bird deathswhen factoring in the effects of climate change, according to U.S. News and World Report.

It’s a drum Trump beat during the 2016 campaign as well.

The wind kills all your birds,” he saidat a rally in August 2016. “All your birds, killed. You know, the environmentalists never talk about that.

So… does Donald Trump just love birds?

Multiple White House officials did not respond to a query as to whether the president is an avian enthusiast.

But… probably not. Because it should be noted that the singlelargestcause of death in birds, responsible for the deaths of billionsevery year, is cats. And for what it’s worth, Trump has never tweeted any dissatisfaction with them

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Taylor Swift & Katy Perry Put Aside Their Bad Blood To Support The Reform Of THIS Law!


Recently, the two divas — along with artists including Paul McCartney, Kings Of Leon, Steven Tyler, and Lionel Richie –have signed a petition urging Congress to reform the Digital Millennium Copyright Act (DMCA), which was signed into law by Bill Clinton in 1998.

The petition — organized by music manager Irving Azoff — believes that tech companies have used the law to make money while singers and songwriters get zilch.

“It has allowed major tech companies to grow and generate huge profits by creating ease of use for consumers to carry almost every recorded song in history in their pocket via a smartphone, while songwriters’ and artists’ earnings continue to diminish Music consumption has skyrocketed, but the monies generated by individual writers and artists for that consumption has plummeted The growth and support of technology companies should not be at the expense of artists and songwriters.”

He does have a valid point!

On the flip side, The Internet Association — a group that represents companies such as Netflix and Facebook — asserts that DMCA is working perfectly fine!

“The Digital Millennium Copyright Act creates safe harbors for Internet platforms by ensuring they will not be liable for what their users do, so long as the platforms act responsibly These smart laws allow people to post content that they have created on platformssuch as videos, reviews, pictures, and text. In essence, this is what makes the Internet great.”

YouTube defended their practice, believing their current model benefits everyone.

“The overwhelming majority of labels and publishers have licensing agreements in place with YouTube to leave fan videos up on the platform and earn revenue from them Today the revenue from fan uploaded content accounts for roughly 50 percent of the music industry’s YouTube revenue. Any assertion that this content is largely unlicensed is false.”

Only time will tell whether Congress will reform the law or not!

[Image via WENN.]

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