"The targeting reach of social apps is hurt by the update of millions of users on Apple's smartphones since last year," says IPG Mediabrands' Vincent Letang.

Verizon teams with the new NFL+ premium streamer, while T-Mobile -- a partner with multiple SVODs -- most recently moved to expand its Apple TV+ offer.

Remember Cheil's Lions-winning AR shopping app for retailer Tesco? That was 11 years ago. Why hasn't the industry accelerated even more frictionless, in-the-moment, on-the-go shopping experiences?

Mobile analytics firm Kochava, currently facing prosecution by the FTC, was sued this week by a California resident who claims the company violated state wiretapping laws.

"Ultimately advertising is an important end-market for these guys, because to drive app installs, it's so important for most of their end customers to spend money on advertising," GroupM's Brian Wieser explains.