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 Erik Lundberg, Chief Revenue Officer at Artsai.
MoPub: What’s the biggest misconception in the market right now?
Erik Lundberg: Many mobile app install user acquisition campaigns still only use click-based install attribution. However, there is tremendous value in each MoPub ad impression and view-through attribution is very real. If you are not using view-through attribution you are not accurately measuring your campaign. Online advertising used to be focused only on driving clicks, but for many years now online marketers have valued conversions driven from impressions. Mobile marketing will follow.
MoPub: What’s your favorite MoPub product?
EL: We work with all MoPub ad products — our favorite MoPub product is native video. We recently published a case study illustrating how Artsai increased campaign performance 40% with native video vs. standard native ads. Our AI driven Dynamic Creative Optimization technology and data partnerships dramatically improve campaign performance for all ad units.
MoPub: What’s one thing you wish you could tell mobile app publishers?
EL: Mobile app publishers can dramatically increase their revenue by better utilizing and optimizing their first party data and quality 3rd party data. Artsai’s machine learning adaptive marketing automation technology enables publishers to unlock the power of data, dramatically increasing CPMs and revenue for publishers and improving campaign performance for their advertisers.
MoPub: Bonus question - any advice for 2018?
EL: For your MoPub campaigns, and for your life, don’t keep doing the same old thing. Change it up. Innovate. Optimize. Achieve greatness. You and your boss will both be much happier!
From Artsai: Artsai’s Adaptive Marketing Automation technology optimizes the entire customer lifecycle journey: user acquisition, re-engagement, monetization, and more. Our dynamic creative optimization combined with look-alike modeling, 1st and 3rd party audience cluster optimization, and AI driven bidding typically doubles RTB campaign performance for the publishers and marketers we work with. Learn more at http://www.artsai.com.
ⓒ 2018 MoPub, Inc.
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