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Mainad

In-App Versus Open Web: Adopting Strategies for Optimal Customer Engagement

Optimizing mobile engagement requires an understanding of what both avenues offer and how they can be used effectively for customer engagement. The mobile app market is booming — expected to drive revenues of $189 billion next year — but a new crop of advertising options is set to send growth into overdrive. Google has opened up Discover inventory, Spotify sponsored playlists are now available to international brands, and Instagram is paving the way for instant purchase ads. So, is the writing on the wall for open web…

TechBytes with Piero Pavone, Co-Founder and Chief Operating Officer, MainAd

What was the most impactful event/moment of the year for you (specific to your industry and expertise)? The growth of header bidding. This meant that most SSPs moved traffic from first-price to second-price auctions, and had a major impact on the industry. We responded by completely changing our campaign optimization strategy to focus more on maximum rather than minimum spending. The result is that publishers get the highest price for their inventory and advertisers gain more transparency around how much they are…