Misha Syrotiuk (Head of Ad Networks & programmatic for UA at Huuuge Games - casino games) talks about how to unlock scale outside the Google/Facebook duopoly.
Programmatic has a lot in common with Google App Campaigns (no search though): you need to wait before campaigns to start spending, shouldn't make changes on a daily basis, need to trust the algorithm and the "black box". However mostly no self-serve dashboard.
Do not have blind trust in your Account Manager -> don’t hesitate to be creative and suggest additional ideas.
You want to understand and ask questions to the DSPs on how and why their algorithm optimizes that way (usually different models each: lifetime value, cost per payer, etc.). Challenge the model used if it does not seem in line with your current goal, even talking to the product team.
Evaluation process: 1. Verification stage (references, case studies, etc.) 2. Ask for a test budget (a few thousands of dollars over 10-14 days and requiring 50 installs/day) 3. Assess cohorts quality 4. Move forward with IO if satisfying/promising (trend).
Regarding transparency and fraud you need to see in real time: publisher name, exchange name, creatives’ name, etc.
Transparency also gives you negotiation power because you can compare prices of going direct (e.g. Unity, Applovin) or through the DSP.
Programmatic has a lot in common with Google App Campaigns (no search though): you need to wait before campaigns to start spending, shouldn't make changes on a daily basis, need to trust the algorithm and the "black box". However mostly no self-serve dashboard.
Do not have blind trust in your Account Manager -> don’t hesitate to be creative and suggest additional ideas.
You want to understand and ask questions to the DSPs on how and why their algorithm optimizes that way (usually different models each: lifetime value, cost per payer, etc.). Challenge the model used if it does not seem in line with your current goal, even talking to the product team.
Evaluation process: 1. Verification stage (references, case studies, etc.) 2. Ask for a test budget (a few thousands of dollars over 10-14 days and requiring 50 installs/day) 3. Assess cohorts quality 4. Move forward with IO if satisfying/promising (trend).
Regarding transparency and fraud you need to see in real time: publisher name, exchange name, creatives’ name, etc.
Transparency also gives you negotiation power because you can compare prices of going direct (e.g. Unity, Applovin) or through the DSP.
Programmatic has a lot in common with Google App Campaigns (no search though): you need to wait before campaigns to start spending, shouldn't make changes on a daily basis, need to trust the algorithm and the "black box". However mostly no self-serve dashboard.
Do not have blind trust in your Account Manager -> don’t hesitate to be creative and suggest additional ideas.
You want to understand and ask questions to the DSPs on how and why their algorithm optimizes that way (usually different models each: lifetime value, cost per payer, etc.). Challenge the model used if it does not seem in line with your current goal, even talking to the product team.
Evaluation process: 1. Verification stage (references, case studies, etc.) 2. Ask for a test budget (a few thousands of dollars over 10-14 days and requiring 50 installs/day) 3. Assess cohorts quality 4. Move forward with IO if satisfying/promising (trend).
Regarding transparency and fraud you need to see in real time: publisher name, exchange name, creatives’ name, etc.
Transparency also gives you negotiation power because you can compare prices of going direct (e.g. Unity, Applovin) or through the DSP.
Notes for this resource are currently being transferred and will be available soon.
Definition: buying media in real time, on multiple ad exchanges, in multiple ad formats and using CPM as model.
[💎@2:12] Programmatic has a lot more in common with Google App Campaigns (no search though): you need to wait before campaigns to start spending, shouldn't make changes on a daily basis, need to trust the algorithm.
2 kinds:
For Huuuge Games’ portfolio: between 20 to 40% share in terms of UA spend depending on OS or country
Majority of DSPs want insertion orders of $20,000-$50,000.
Takes time because initially they don’t know what kind of users are the right users: start with finding what brings installs, then move to what brings payers, etc. Usually it takes a few weeks.
Facebook: app installs, event optimization, value optimization.
[💎@14:30] You want to understand and ask questions to the DSPs on how and why their algorithm optimizes that way (usually different models each: lifetime value, cost per payer, etc.). Challenge this if it does not seem in line with your current goal. Can even talk to the product team.
[💎@15:28]
50 installs per day is not enough but does show a trend. There should be payers already, even if not a whale. Helps assess if DSP is able to find the player’s profile.
DSPs produce their own creatives with your assets so they can iterate quickly.
Targeting remains #1. Once targeting is achieved, then creatives should be showing game (in this case casino).
[💎@20:08] Avoid “misleading” creatives: showcase the game truthfully.
[💎@21:28] Need to see in real time: publisher name, exchange name, creatives’ name, etc. Allows you to
Usually requires talking with the DSP’s product team.
Misha prefers to focus on what they do best: mobile games.
Definition: buying media in real time, on multiple ad exchanges, in multiple ad formats and using CPM as model.
[💎@2:12] Programmatic has a lot more in common with Google App Campaigns (no search though): you need to wait before campaigns to start spending, shouldn't make changes on a daily basis, need to trust the algorithm.
2 kinds:
For Huuuge Games’ portfolio: between 20 to 40% share in terms of UA spend depending on OS or country
Majority of DSPs want insertion orders of $20,000-$50,000.
Takes time because initially they don’t know what kind of users are the right users: start with finding what brings installs, then move to what brings payers, etc. Usually it takes a few weeks.
Facebook: app installs, event optimization, value optimization.
[💎@14:30] You want to understand and ask questions to the DSPs on how and why their algorithm optimizes that way (usually different models each: lifetime value, cost per payer, etc.). Challenge this if it does not seem in line with your current goal. Can even talk to the product team.
[💎@15:28]
50 installs per day is not enough but does show a trend. There should be payers already, even if not a whale. Helps assess if DSP is able to find the player’s profile.
DSPs produce their own creatives with your assets so they can iterate quickly.
Targeting remains #1. Once targeting is achieved, then creatives should be showing game (in this case casino).
[💎@20:08] Avoid “misleading” creatives: showcase the game truthfully.
[💎@21:28] Need to see in real time: publisher name, exchange name, creatives’ name, etc. Allows you to
Usually requires talking with the DSP’s product team.
Misha prefers to focus on what they do best: mobile games.
Definition: buying media in real time, on multiple ad exchanges, in multiple ad formats and using CPM as model.
[💎@2:12] Programmatic has a lot more in common with Google App Campaigns (no search though): you need to wait before campaigns to start spending, shouldn't make changes on a daily basis, need to trust the algorithm.
2 kinds:
For Huuuge Games’ portfolio: between 20 to 40% share in terms of UA spend depending on OS or country
Majority of DSPs want insertion orders of $20,000-$50,000.
Takes time because initially they don’t know what kind of users are the right users: start with finding what brings installs, then move to what brings payers, etc. Usually it takes a few weeks.
Facebook: app installs, event optimization, value optimization.
[💎@14:30] You want to understand and ask questions to the DSPs on how and why their algorithm optimizes that way (usually different models each: lifetime value, cost per payer, etc.). Challenge this if it does not seem in line with your current goal. Can even talk to the product team.
[💎@15:28]
50 installs per day is not enough but does show a trend. There should be payers already, even if not a whale. Helps assess if DSP is able to find the player’s profile.
DSPs produce their own creatives with your assets so they can iterate quickly.
Targeting remains #1. Once targeting is achieved, then creatives should be showing game (in this case casino).
[💎@20:08] Avoid “misleading” creatives: showcase the game truthfully.
[💎@21:28] Need to see in real time: publisher name, exchange name, creatives’ name, etc. Allows you to
Usually requires talking with the DSP’s product team.
Misha prefers to focus on what they do best: mobile games.