Last Casual Connect in Tel-Aviv introduced many interesting lectures and panels. However, this is the one when ad-networks secrets got revealed. These are the top 9 moments of the panel presented in an easy video navigation tool.
Lior Shiff – Co-founder and ex-CEO, Product Madness
Guy Tomer – Co-founder and CMO, TabTale
Niko Vouri – Co-founder and COO, Rocket Games
Yaniv Nizan – Co-founder and CEO, SOOMLA
Noam Neuman – VP Mobile Strategy at Matomy
Fernando Pernica – Mobile Monetization at Ad-Colony
Minute 5:29 – The Secret Guage
Lior asks Fernando whether there is a way for ad-networks to dynamically manipulate rev-share rates for publishers and create periods where they are more competative. Can you gues the answer?
Minute 12:06 – What Surprised Yaniv
Lior asks Yaniv what surprised him the most when lifting the hood of the black box. Not all app users are made equal apparently.
Minute 14:30 – When Ad Networks get Naughty
Guy tells the story about an ad-network that didn’t play by the rules and showed inappropriate ads to kids user audience.
Minute 32:11 – Brands – Friend or Foe
When a big change comes along you can either get defensive or find the opportunities that change creates. While the entrance of brands to mobile ads makes buying users harder it creates new monetization opportunities that translates back into the ability to place more competitive CPI bids.
Minute 33:09 – Is there an Unbiased Mediation?
Why is the ownership of mediaiton by ad-networks a problem? Bias and lack of transparency come into play here.
Minute 35:54 – Ad Networks’ Transparency
Guy explains that regardless of their various attempts to get more data from the ad-networks they still couldn’t get granular data and even aggregated data is sometimes tough.
Minute 37:07 – Lack of Transparency is a Double Edged Sword
Fernando explains how mediation is a black box for the ad-networks and how the lack of transparency goes both ways.
Minute 39:53 – Are There Ad Whales?
Lior is asking Yaniv and Guy whether or not Ad Whales exist. Guy explains that he can’t track it today but Yaniv is answering with precision: “We have seen $124 generated by a single user”.
Minute 45:43 – How Would You Leverage Ad LTV Data
Yaniv is asking Niko what would he do differently if he had the power to know. Niko explains how granular ad revenue data can impact their user acquisition decisions.