How to Unlock Scale outside the Duopoly

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7

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.

Source:
How to Unlock Scale outside the Duopoly
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
January 29, 2020
Added to the Vault on:
February 20, 2020
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💎 #
1

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. 

02:12
💎 #
2

Do not have blind trust in your Account Manager -> don’t hesitate to be creative and suggest additional ideas. 

11:15
💎 #
3

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. 

14:30
💎 #
4

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). 

15:28
💎 #
5

For casino games avoid “misleading” creatives: showcase the game truthfully. 

20:08
💎 #
6

Regarding transparency and fraud you need to see in real time: publisher name, exchange name, creatives’ name, etc. 

21:28
💎 #
7

Transparency also gives you negotiation power because you can compare prices of going direct (e.g. Unity, Applovin) or through the DSP. 

23:03
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💎 #
1

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. 

02:12
💎 #
2

Do not have blind trust in your Account Manager -> don’t hesitate to be creative and suggest additional ideas. 

11:15
💎 #
3

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. 

14:30
💎 #
4

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). 

15:28
💎 #
5

For casino games avoid “misleading” creatives: showcase the game truthfully. 

20:08
💎 #
6

Regarding transparency and fraud you need to see in real time: publisher name, exchange name, creatives’ name, etc. 

21:28
💎 #
7

Transparency also gives you negotiation power because you can compare prices of going direct (e.g. Unity, Applovin) or through the DSP. 

23:03
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💎 #
1

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. 

02:12
💎 #
2

Do not have blind trust in your Account Manager -> don’t hesitate to be creative and suggest additional ideas. 

11:15
💎 #
3

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. 

14:30
💎 #
4

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). 

15:28
💎 #
5

For casino games avoid “misleading” creatives: showcase the game truthfully. 

20:08
💎 #
6

Regarding transparency and fraud you need to see in real time: publisher name, exchange name, creatives’ name, etc. 

21:28
💎 #
7

Transparency also gives you negotiation power because you can compare prices of going direct (e.g. Unity, Applovin) or through the DSP. 

23:03
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Basics of programmatic

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:

  • Managed (usually what is referred to when talking about programmatic DSPs): Liftoff, Aarki, CrossInstall, Chartboost DSP, etc. You talk to your Account Manager (AM), little control of where the ad is served. Basically send budget caps and creatives (-> more similar UAC)
  • Self-served (fairly new): Kayzen, Appreciate. More control but also means you need to make changes quickly.

Companies it could be a good fit for

  • Have already explored media buying on Facebook and Google or other channels (Snapchat, Twitter) => looking for new options.
  • Have a big investment opportunity and can wait weeks/months for results to mature
  • With products that do not have low CAC
  • Where there are limitations on advertising in Duopoly (e.g. social casino in Russia, Belgium)

For Huuuge Games’ portfolio: between 20 to 40% share in terms of UA spend depending on OS or country

$20k+ spend and exploration time needed

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.

Avoid reacting too fast, challenge/explore with AM, be transparent

  • Scale too fast - early results might come from some “random players”
  • Pausing too fast
  • [💎@11:15] Blind trust in Account Manager -> don’t hesitate to be creative and suggest additional ideas
  • Not being transparent
  • Asks the hard questions and go deep with AM to understand how they work


How to evaluate DSPs from ML perspective

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.

Evaluation process (test budget)

[💎@15:28]

  1. Verification stage: asking about past performance: references, successful case studies -> reach out if you have connections
  2. Ask for a test budget - a few thousands of dollars to spend over a few weeks , with no obligations: require about 50 installs per day for a period of at least 10-14 days.
  3. Assess cohorts quality
  4. Move forward with IO if satisfying/promising

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.

Creative strategy

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.

Transparency is a must

[💎@21:28] Need to see in real time: publisher name, exchange name, creatives’ name, etc. Allows you to

  • Spot fraud
  • [💎@23:03] Leverage for negotiation power (can compare prices in direct - e.g. Unity, Applovin - or through DSPs).
  • Verify that user profile is the right one

Machine Learning education/learning

Usually requires talking with the DSP’s product team.

Building programmatic in-house

  • Need to be really BI-savvy
  • Few full time people: a few in BI, one in UA for at least 1 year and probably years. Takes time to build and be approved by exchanges
  • A few million dollars per year

Misha prefers to focus on what they do best: mobile games.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Basics of programmatic

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:

  • Managed (usually what is referred to when talking about programmatic DSPs): Liftoff, Aarki, CrossInstall, Chartboost DSP, etc. You talk to your Account Manager (AM), little control of where the ad is served. Basically send budget caps and creatives (-> more similar UAC)
  • Self-served (fairly new): Kayzen, Appreciate. More control but also means you need to make changes quickly.

Companies it could be a good fit for

  • Have already explored media buying on Facebook and Google or other channels (Snapchat, Twitter) => looking for new options.
  • Have a big investment opportunity and can wait weeks/months for results to mature
  • With products that do not have low CAC
  • Where there are limitations on advertising in Duopoly (e.g. social casino in Russia, Belgium)

For Huuuge Games’ portfolio: between 20 to 40% share in terms of UA spend depending on OS or country

$20k+ spend and exploration time needed

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.

Avoid reacting too fast, challenge/explore with AM, be transparent

  • Scale too fast - early results might come from some “random players”
  • Pausing too fast
  • [💎@11:15] Blind trust in Account Manager -> don’t hesitate to be creative and suggest additional ideas
  • Not being transparent
  • Asks the hard questions and go deep with AM to understand how they work


How to evaluate DSPs from ML perspective

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.

Evaluation process (test budget)

[💎@15:28]

  1. Verification stage: asking about past performance: references, successful case studies -> reach out if you have connections
  2. Ask for a test budget - a few thousands of dollars to spend over a few weeks , with no obligations: require about 50 installs per day for a period of at least 10-14 days.
  3. Assess cohorts quality
  4. Move forward with IO if satisfying/promising

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.

Creative strategy

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.

Transparency is a must

[💎@21:28] Need to see in real time: publisher name, exchange name, creatives’ name, etc. Allows you to

  • Spot fraud
  • [💎@23:03] Leverage for negotiation power (can compare prices in direct - e.g. Unity, Applovin - or through DSPs).
  • Verify that user profile is the right one

Machine Learning education/learning

Usually requires talking with the DSP’s product team.

Building programmatic in-house

  • Need to be really BI-savvy
  • Few full time people: a few in BI, one in UA for at least 1 year and probably years. Takes time to build and be approved by exchanges
  • A few million dollars per year

Misha prefers to focus on what they do best: mobile games.


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↘ At this point, you know what to do ↙
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Basics of programmatic

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:

  • Managed (usually what is referred to when talking about programmatic DSPs): Liftoff, Aarki, CrossInstall, Chartboost DSP, etc. You talk to your Account Manager (AM), little control of where the ad is served. Basically send budget caps and creatives (-> more similar UAC)
  • Self-served (fairly new): Kayzen, Appreciate. More control but also means you need to make changes quickly.

Companies it could be a good fit for

  • Have already explored media buying on Facebook and Google or other channels (Snapchat, Twitter) => looking for new options.
  • Have a big investment opportunity and can wait weeks/months for results to mature
  • With products that do not have low CAC
  • Where there are limitations on advertising in Duopoly (e.g. social casino in Russia, Belgium)

For Huuuge Games’ portfolio: between 20 to 40% share in terms of UA spend depending on OS or country

$20k+ spend and exploration time needed

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.

Avoid reacting too fast, challenge/explore with AM, be transparent

  • Scale too fast - early results might come from some “random players”
  • Pausing too fast
  • [💎@11:15] Blind trust in Account Manager -> don’t hesitate to be creative and suggest additional ideas
  • Not being transparent
  • Asks the hard questions and go deep with AM to understand how they work


How to evaluate DSPs from ML perspective

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.

Evaluation process (test budget)

[💎@15:28]

  1. Verification stage: asking about past performance: references, successful case studies -> reach out if you have connections
  2. Ask for a test budget - a few thousands of dollars to spend over a few weeks , with no obligations: require about 50 installs per day for a period of at least 10-14 days.
  3. Assess cohorts quality
  4. Move forward with IO if satisfying/promising

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.

Creative strategy

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.

Transparency is a must

[💎@21:28] Need to see in real time: publisher name, exchange name, creatives’ name, etc. Allows you to

  • Spot fraud
  • [💎@23:03] Leverage for negotiation power (can compare prices in direct - e.g. Unity, Applovin - or through DSPs).
  • Verify that user profile is the right one

Machine Learning education/learning

Usually requires talking with the DSP’s product team.

Building programmatic in-house

  • Need to be really BI-savvy
  • Few full time people: a few in BI, one in UA for at least 1 year and probably years. Takes time to build and be approved by exchanges
  • A few million dollars per year

Misha prefers to focus on what they do best: mobile games.