Jayne Peressini

It is super critical to be able to connect the dots across channels because then you can have a consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience. [DraftKings]

Tag the ids within each ad creative: not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so you can really understand what drives results. [DraftKings]

Use a hold out group for push notifications to measure incrementally and find the point of diminishing return when sending too many. [DraftKings]

Success with text message for existing users (through a 3rd party) but not for acquisition

Seasonality is a big factor and it creates very different kind of lapsed users (that you want to retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that came mid-season. [DraftKings]

Having programmatic in-house you can create a lookalike model just like Facebook which allows you to target this audience not only on Facebook but also on programmatic. [DraftKings

If the UA team also does retention it becomes in their own interest to make sure they get quality users in. [DraftKings]