Partner Spotlight: Match Group’s James Peng
Partner Spotlight is a series on our blog where we hear directly from advertisers, agencies, DSPs, publishers, and partners about industry hot topics, challenges, predictions, and more. In this edition we interview James Peng, Head of Mobile & Social Acquisition at Match Group.
MoPub: As a marketer, where do you see the biggest opportunity in mobile for 2017?
James Peng: For non-games, the biggest opportunity is actually on mobile exchanges and traditional mobile ad networks as more scalable targeting options become available in the market. This segment comprises a third of the mobile display market, yet has been the most difficult to scale for targeted advertisers due to the lack of data. The opposite is true for gaming advertisers as the price of impressions continues to rise as both advertisers and publishers become increasingly sophisticated.
MoPub: Do you think data is being used effectively in the mobile ecosystem?
JP: Far from it. We’re still far from having thorough deterministic user data across mobile devices – where it exists, data is sparse, non-standardized, or not priced to scale for user acquisition. Many publishers have proprietary first party data sets but either haven’t effectively used them or don’t know how to.
MoPub: What’s one change mobile app publishers could make to help them win more marketer dollars?
JP: To more efficiently deploy impressions, publishers should think about creative ways to utilize their unique data sets to more effectively reach the specific target audiences of their advertisers. To scale this further, advertisers should have means to access and craft appropriate targeting on their own.
MoPub: If you could give one piece of advice to DSPs, what would that be?
JP: Many DSPs tend to rely on a singular strategy, whether it be focusing on direct publisher deals, perfecting their machine learning stack, or other areas. The setup that will win in the future is the one that successfully aligns user level (not device) targeting with powerful conversion optimization.
From Match Group: Match Group is the world’s leading provider of dating products, with a portfolio of over 45 brands, including Match, OkCupid, Tinder, Meetic, Twoo, PlentyOfFish, OurTime, BlackPeopleMeet and FriendScout24, each designed to increase users’ likelihood of finding a romantic connection.
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