![]() That’s super-interesting because an ad environment that is much cheaper but only 25% as efficient at pairing the right people at the right time with the right offer is going to be a significantly worse ad environment in every way besides privacy. ![]() So again, this kind of balance … proves there’s an opportunity for smarter buyers.” But prices decreased by even more than that. “So if you look at sheer numbers, that’s like 25% efficiency versus what we had before. There was a significant efficiency decrease, Iris said. What I mean, of course, is: how efficiently can the adtech ecosystem target an ad at the right person, at the right time, in the right context, and stimulate action? Our main topic: how DSPs function in the age of privacy-reduced signal.īut the relative iOS ad efficiency change since ATT has been a hard puzzle to solve, and I’ve asked multiple mobile experts without getting a straightforward answer. And they do it at scale: 3 million queries per second. Personal.ly is a demand-side platform that focuses hard on machine learning and AI to find profitable advertising opportunities, mostly for user acquisition and re-engagement. What is it now, after App Tracking Transparency, and in the age of SKAdNetwork? This was just one of the things I recently chatted about with Persona.ly’s Joseph Iris. ![]() ![]() Assume iOS ad efficiency pre- ATT with almost unfettered IDFA access was 1. ![]()
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