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Q & A
Today’s Agenda
● How mobile programmatic differs from online
programmatic.
● The role of data in mobile programmatic.
● How to use the data you are already collecting.
● AOL use case.
What You’ll Learn
● What exactly mobile programmatic means from a media
buying and data perspective.
● How the existing data you collect is critical to
developing valuable audience segments.
● How to kickstart a comprehensive mobile programmatic
strategy that fits the unique needs of your brand or app.
Making Mobile Marketing Better for Everyone
How data can future proof your mobile app campaigns
Presented by:
Kelly Mullins
Head of Programmatic, TUNE
TUNE provides the tools and software
to help mobile marketers measure,
optimize, and improve their user
acquisition across paid and organic
channels.
Launched MobileAppTracking in 2011 to solve attribution for mobile
app marketers with unbiased technology.
• 200+ Employees
• Working with the top grossing apps on iOS and Android
• Over 3 Billion attributions tracked every month
Who We Are And How We Got Here
Simply stated, the ability to define an
audience, and then target that
audience through algorithmically sold
and bought media.
What is Programmatic?
Cookies
Web ad technology is built around the cookie.
In mobile apps that cookie infrastructure does not exist.
How Mobile Programmatic Differs From Online
IdsDeterministic: IDs belonging to a user or device such as
site login, or ad IDs such as IDFA and Android Ad ID.
Probabilistic IDs: Created by ingesting data points such
as IP Address, browser settings, language, etc. and using
statistical models to identify devices.
What Replaces The Cookie In Mobile?
How TUNE Collects Data
Customers attach URLs to mobile
campaigns to enable TUNE to collect
data on their behalf.
Clients collect data points that are
directly related to the KPIs they use to
manage their ad campaigns and their
business performance.
Data Consists of Ad Ids and Events
Campaign Creation
TUNE clients define their own event types to track in their
ad campaigns.
TUNE provides attribution that correlates advertising IDs
with selected events.
Measured Events
Typical success metrics/tracked events by vertical
● E-Commerce: search, view product, view sale,
purchase, etc.
● Travel: registration, rewards user, search, view hotel,
purchase
● Gaming: open, tutorial, level up, purchase
● Lifestyle: search, view, purchase
The Role of Events
Audiences
Audiences are a function of tracked events.
The greater the events, the richer the audience segment.
Creating Audiences
How TUNE Powers Programmatic
Once clients generate
their audiences they
are passed to DSP
who target those
audiences
algorithmically
Data is THE critical piece for creating
targetable audiences
● Retargeting
● Reengagement
● Acquisition
How Your Data Drives Programmatic
Retargeting
● Common retargeting campaigns would be installers who
have not opened recently.
o Other campaigns will focus on retargeting lapsed
purchasers, shopping cart abandoners, etc.
● TUNE passes those audiences to AOL or other DSP
partners
Retargeting Use Case
Poll questions
● What’s the biggest challenge in
programmatic advertising?
● What percentage of your cross-screen
media spend is bought programmatically
today?
● What’s the biggest challenge when working
with data for programmatic campaigns?
25
MOBILE PROGRAMMATIC –20 BILLION BY 2016Mobile to overtake desktop in terms
of US programmatic digital display
ad spending in 2015
HOW HAS THIS HAPPENED?
26
• Greater adoption of attribution SDKs
• Movement from CPI to CPA
• Stronger partnerships and data flows between
attribution companies and publishers
• Media buying has become more comfortable
with automated processes
MOBILE PROGRAMMATIC AT AOL
29
• Free of charge, no data export fee
• Convertro partnership for MTA
• Communication into your current DMP
As clients generate data through attribution on campaigns,
TUNE collects that data on behalf of clients
Data is never repurposed, only used at the direction of
clients for their benefit
Campaign and audience data remain the property of
marketers
Client Data Belongs To The Clients
Kelly Mullins
Head of Programmatic
TUNE
Michael Brooks
Mobile Sales and Strategy
AOL
Question and Answer
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