Q&A with Facebook Audience Network: The current state and future state of app monetization

September 22, 2021

Tags: Publishers, 2021

Natalie Breitbach
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Recently, our own Robin Wheeler, Global Head of MoPub, shared her take on the current and future state of app monetization with Facebook Audience Network.

And on Wednesday, September 29th, 2021, 1-2 pm ET we’ll continue the conversation in a panel discussion entitled “What’s next in mobile app ad monetization?” hosted by GamesBeat’s Dean Takahashi, and including Facebook Audience Network’s VP, Global Publisher Sales & Operations Steve Webb, and Vungle’s SVP of Global Revenue Scott Silverman.

Save your place here! And in the meantime, here’s a quick excerpt from our earlier conversation.

Steve Webb (Facebook Audience Network): How are today’s mobile ad tech changes driving positive change for the entire app ecosystem?

Robin: Overall, privacy is good for consumers, and this change is forcing a reset. Consumers will now have to clearly understand what value they’re getting from businesses in exchange for their data. 

Steve: What are the most promising innovations in-app monetization you think the industry will see looking forward?

Robin: Looking back, the pandemic ushered in a record year of mobile usage, and looking forward, we’ll see an accelerated pace of innovation. One example is AR/VR. It’s not new, but we’ll start to see it pick up steam as it will play a more significant role in in-game ad experiences.

Additionally, publishers are continuing to creatively diversify their revenue streams as different monetization models—like subscription—are becoming increasingly prevalent. 

Steve: What should publishers and developers prioritize now to prepare?

Robin: Simplify. Adopt bidding. You don’t have time to manage a complex waterfall.

For smaller publishers: Make sure you’re thinking about monetization all the way to UA and optimization. And for large publishers: You’re in a good place if you have multiple apps in your portfolio because this means you can leverage your own first-party data in a world where it’s becoming more scarce.

Steve: We’ve been talking about app publishers and developers, but what should app marketers think about moving forward?

Robin: Marketing Mix Modeling, which has been long leveraged for measuring campaigns, is coming to the forefront again.

Don’t miss out as we continue the conversation! Register for “What’s next in mobile app ad monetization?” on Wednesday, September 29th, 2021, 1-2pm ET.

About the author: Natalie Breitbach, Lead, Business Marketing

Natalie Breitbach leads MoPub’s business marketing efforts globally. The business marketing team's charter is to drive awareness and inspire consideration for MoPub's solutions through targeted digital, content, and event marketing reaching app developers and publishers, demand-side platforms, mobile marketers, and other MoPub partners. Natalie has over a decade of experience in marketing and digital advertising and is based in New York, NY, where she’s always on the lookout for dogs to pet.

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