Last week the Catalonian city of Barcelona played host to the highly anticipated Mobile World Congress (MWC), which saw the launch of the Galaxy S6, virtual reality headsets, printable selfies and Ikea’s plans to incorporate wireless chargers into its furniture.

MWC was, however, far more than a glorified gadget show, with insights, new product launches and keynotes aimed at the performance marketing world.

Facebook and IAB hosted a full-day conference on the topic of mobile marketing and advertising, discussing the new trends and products which are set to shape the industry over the next few years.

Earlier this year Facebook reported that mobile advertising accounted for 69% of its revenue and its flagship ad server, Atlas, acquired from Microsoft over a year ago, has been pegged as a game-changer in cross-device tracking.

PUSHTech announced the launch of a programmatic multi-channel mobile marketing cloud which combines predictive smart-targeting with programmatic campaign management and real-time optimisation.

In recent beta trials for clients, the new platform has seen increased ROI for marketing campaigns, including in-app push notifications, optimised campaign performance and up to 70% in cost savings.

Ad tech platform Tyroo launched its new Native Product Ads, enabling developers to monetise apps via transactional advertisers such as e-commerce businesses.

Tyroo claims that product ads enriched with native design will enable the consumer to experience shopping within their favourite applications. The product is currently available only for Android but the company is working towards the launch of iOS and Windows versions.

Meanwhile Headway Digital announced the release of its mobile marketing platform, MoBrain 2.0, which focuses on increased scale, transparency for mobile advertisers and publishers.

MoBrain 2.0, which initially launched in 2014, combines a demand-side platform and a private ad network that connects to direct publishers in the mobile commerce and mobile app sectors. The platform also includes a mobile-app ranking aggregator created to help app developers gain visibility within leading app stores.

Finally, Urban Airship unveiled changes to its mobile app engagement platform which will enable businesses to deliver personally engaging experiences to their customers across apps, Apple Watches and Android’s ‘Wear’ OS.

The platform will combine online and offline data within enterprise business systems and include new capabilities that will be made available over the coming weeks, powered by Urban Airship’s upcoming software development kit.