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 Vitaly Pecherskiy, COO and Co-Founder of StackAdapt.
Vitaly Pecherskiy: Interestingly, a lot of marketers still seem to have negative perceptions of mobile app inventory, even though the majority of people spend their time on mobile devices and in apps (according to eMarketer by 2019, mobile will surpass TV as the medium attracting the most minutes in the US and apps account for over 90% of internet time on smartphones). Many marketers think that they should only advertise on a small whitelist of apps because of data and brand safety standards. However, with advancements of 1st party data and tight control of the quality of inventory, there is no reason why marketers can't achieve high-quality advertising experiences in apps at scale.
VP: It is pretty safe to say that publishers have little insight into the campaign goals of advertisers. What separates outstanding publishers from the rest, is their concern for the success of the advertiser as well as their own. High viewability, integrated or light ad experiences may not be appealing if the focus is on driving revenue in the short-term because it puts users first at the expense of publishers serving them more ads. Publishers who want to build a sustainable long-term business need to understand that advertisers get only more sophisticated around measurement. Sooner or later apps that neglect to deliver on the core premise — to provide great ad experiences to engaged audiences that achieve advertiser goals — will just be blacklisted.
VP: Delivering meaningful results amid an evolving digital landscape requires stakeholders to develop new perspectives, think creatively, and act strategically. Sometimes this means simply applying best practices to campaigns and other times, it could require thinking outside the box. Not every marketer is equipped to do that 100% of the time. And as there seems to be continual room for improvement and growth in the advertising ecosystem, we decided to add a Creative Studio offering. These services that help marketers improve their overall advertising, regardless of format, to result in more engaging experiences for consumers and respectively better campaign performance for marketers. Improving the ad ecosystem one ad or campaign at a time for clients is a continual success story for us, clients, and the industry.
From StackAdapt: StackAdapt is the #1 programmatic native advertising platform helping agencies accelerate customer engagement and acquisition. Our company's purpose is to fearlessly invent the future. We think that we are in a unique position, given our work in machine learning and data science, to understand the complexity of human behaviour. We believe our research will help us master the art of problem-solving, invent technology that helps solve some of the world's greatest challenges, and advance human existence by transcending our inherent limitations.
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