The Need
- Educate product & engineering teams of an ad tech company on the behaviors & motivations for high value mobile users who make in-app purchases, as the team lacked understanding of these users.
- Provide insights to help the teams fine tuning bidding models to better identify high value users and bid more competitively, so that the platform may strengthen both advertiser outcomes & publisher eCPMs.
The Highlights
- Created an internal training deck to educate the organization on the the state of mobile monetization and the types of users who make in-app purchases
- CEO was quite excited to have this intelligence, disseminating it to the entire DSP organization.
- As a result of the knowledge sharing & conversations, the organization made adjustments to its bidding methodology to improve win rates, advertiser performance, and publisher eCPMs.
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