This blog post is co-authored by MoPub's Julia Martin and Jacob Kreimer.
The world of mobile programmatic brings together tens of thousands of mobile app publishers and hundreds of demand-side platforms (DSPs) around the globe — but what determines how connections are made? To help publishers and DSPs understand each other's desires, motivations and goals, we recently hosted MoPub Match!, a unique “dating gameshow” session at Mobile Growth Summit. Check out the full video below, or read on for the highlights of the five themes we covered.
How big is your pipeline? Programmatic is a big space with demand-side platforms (DSPs) representing hundreds of thousands of marketers and advertisers across verticals — but many DSPs differ in terms of the types of buyers they represent, and how they work with those buyers. This diversity is a big win for publishers because it creates competition, which maximizes revenue. “A different mix of categories and verticals is definitely very attractive for a publisher,” said Jam City’s Sally Lu.
Does ad size matter? Some DSPs are more inclined to buy certain ad formats, while others are open to all — as long as they are able to meet their key performance indicators (KPIs). The Trade Desk’s Tiffany Lee noted, “Video is becoming more and more popular, and mobile video is an easy way for us to access eyeballs,“ while LinkedIn’s Peter Turner stated, “Size does matter; the LinkedIn Audience Network [...] only buys native ad sizes.”
Just call me data. Data is precious to publishers and buyers alike, and programmatic provides a way to value that asset in a variety of different ways. Criteo’s Adam London mentioned the importance of passing device ID and location data, while Liftoff’s Kate Handley shared, “We engage in user-based lookalike targeting as opposed to an inventory-focused approach [...] It’s more about understanding what an ideal user looks like for a specific advertiser, and how to acquire them.”
Performing under pressure. DSPs talked about what kind of inventory performs well for them and how they hit their KPIs. “When a publisher can integrate an ad experience into the user flow, it tends to work really well,” Liftoff’s Kate Handley noted. “As long as it’s brand-safe, that’s Criteo’s biggest focus. We work with a number of partners and have our own metrics and quality controls,” said Adam London. Peter Turner echoed this sentiment, adding that LinkedIn’s advertisers’ top priority is “quality in a safe environment.”
Dream dates and deal breakers. Publishers should be aware of what DSPs are (ideally) looking for, and what they may perceive to be “deal breakers.” All demand partners agreed that poor-quality or fraudulent traffic is the biggest deal breaker. From the publisher perspective, Jam City’s Sally Lu noted that buy-side education is still often needed around mobile gaming inventory; many high quality audiences are spending significant time in gaming apps, which means this inventory can be a great place to reach them.
Interested in joining us as a “contestant” for a future edition of MoPub Match? Tweet to us and let us know!
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