MoPub Demand Newsletter, August 2016[article title="Partner Spotlight: 5 Questions for Marian Mischur, Senior Platform Partnerships Manager at Remerge" image="https://www.mopub.com/wp-content/uploads/2016/08/marian-mischur-remerge.jpg" anchor="spotlight"] 1. What trends do you see in mobile programmatic right now?
Native and video are becoming more and more relevant and popular, not only in premium areas but in performance driven budgets as well. Besides that, I feel data usage is becoming increasingly important, where Remerge is in the middle of the game, already utilizing first party data at scale.
2. What’s your favorite MoPub product?
Well, the exchange itself, of course. It offers access to huge audiences all around the globe without any complex approval process, so you can buy traffic right away. Adding to this, the availability of native ads at scale is something I really appreciate when working with MoPub.
3. What’s the biggest misconception in the market right now?
Attribution is a big topic and things get mixed up very frequently: Facebook and video networks are using view-through attribution with 1-day window, online players use view-through with 7 days, while many mobile performance DSPs are measured against click-through only. Customers must be careful to be able to compare apples with apples.
4. Crystal ball: what will we be talking about in the next 6-12 months?
Measurement. Advertisers, and hopefully also publishers will start to use first party data to streamline their activities. Especially on the advertiser’s side, the need and awareness will grow further and further to understand the impact of spent budgets - applying KPIs such as ROI and reengagement rate of users.
5. What's one thing you wish you could tell mobile app publishers?
Do not overload your users with ads, and use the concept of native ads to make the advertisement part of your story. If quantity wins over quality, you might end up with annoyed users and super low CPMs as performance will most certainly drop.
6. What are the biggest challenges facing re-marketers today?
Fragmentation. So far, a proper standard on how to measure, attribute, and on what logic should be applied, has not been developed. Thus, there are many combinations of logics and methods that need to be covered and dealt with. So before evaluating results, it is always important to check on what the basis for these results was and which attribution logics were applied. This is not only time consuming but also tricky in terms of defining "good" or "bad" results for all involved parties.
7. What are some of Remerge's recent success stories?
We are extremely proud of our global development, especially in the USA. It has grown from basically a one-man-show to a ten people profitable powerhouse with a significant footprint in the US market, all within the space of a year. We are opening up additional offices in New York, Singapore and Tokyo shortly to cover the demand with see in these regions.
Bonus: where's your favorite place to travel?
Well I might be a little biased, but just returned from a three-week trip to Bali and frankly, seeing manta rays left me pretty impressed. Definitely a place to return one day.From Remerge: We are a team of mobile ad tech veterans and serial entrepreneurs, dedicated to streamlining the app-to-app retargeting process. We replace all manual processes with technology, maximizing scale and performance for our customers. [/article]
Updated: August 2016