At the end of every month, PerformanceIN will bring you its top mobile stories from over the past four weeks in a compact and concise roundup.

March saw the Mobile World Congress take place in Barcelona, which played host to a number of companies including Facebook and IAB which hosted a full-day conference on the topic of mobile marketing and advertising.

Also present was PUSHTech which announced the launch of a programmatic multi-channel mobile marketing cloud and ad tech platform Tyroo launched its new Native Product Ads.

In other news, Rakuten Marketing increased its mobile efforts with the acquisition of Silicon Valley firm Deep Forest and Samsung came out on top for impressions in the 2014 Mobile Mix Report: The Mobile Device Index from mobile advertising company Millennial Media.

Mobile advertising

Tim Koschella, managing director & co-founder and Kaya Taner, CEO & co-founder of AppLift talked us through an average day in the company, which has created a mobile app marketing platform that empowers mobile app advertisers to acquire and re-engage quality users at scale.

In the run up to Mother’s Day earlier this month, Criteo examined online transactions across over 170 million retailers in the UK to provide insight into popular product categories and key shopping trends, and according to Kenshoo’s Mobile App Ad trends research, marketers are required to spend more than twice the amount on Facebook mobile ads to drive app installations on iOS devices as they do on Android.

Also this month, Millennial Media’s Todd Tran explored Android Lollipop and what it means for marketers and Rubicon Project’s Jay Stevens looked at how Mobile World Congress can look at moving the mobile ad industry forward.