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User level data: Not all created equal - Vincent Fevrier, mopub

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As presented in the Israel Mobile Summit 2019
http://www.israelmobilesummit.com

Published in: Technology
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User level data: Not all created equal - Vincent Fevrier, mopub

  1. 1. Vincent Février User-level data: Not all created equal
  2. 2. Vincent Février Publisher Account Director, EMEA MoPub @ VincentFevrier4 User-level data
  3. 3. User-level revenue data? Impression-level revenue data
  4. 4. Guiding principles Access FlexibilityClarity Get access to data at the impression level in real-time once an ad impression is triggered. Receive a clear understanding of the precision of the revenue data. Distinguish between metrics that are exact (from real-time auctions) vs estimated (from ad networks). Publishers can use the data in their own BI stack or send to external partners for deeper analysis and reporting.
  5. 5. 5 New users 4 Smarter UA strategies 3 Reports & insights 1 Monetize with MoPub 2 MoPub provides ILRD Publisher (monetization team) MoPub monetization platform 3rd party mobile measurement & analytics partners or publisher’s in- house BI stack Publisher (User acquisition team) Acquisition channels (Campaign 1, Campaign 2, ...Campaign N) Mobile app growth cycle
  6. 6. What do publishers get?
  7. 7. Benefits 3 Monetize different users differently Understand the true value of each user 1 2 Take user acquisition to the next level True impression-level revenue data enables publishers to:
  8. 8. Use your own business intelligence stack, or send to external partners for deeper analysis and reporting. Flexibility for data analysis
  9. 9. All revenue data is not created equal. User-level ad revenue via API Impression-level revenue data Look under the hood. Simple math. Makes for a poor foundation for any ads LTV calculations. Impression-level data is more granular and accurate. More accurate data allows for more accurate ads LTV calculation. The more accurate the ads LTV calculation is, the more accurate the insights you will have.
  10. 10. Vincent Février Publisher Account Director, EMEA MoPub Yaron Avissar Chief Revenue Officer Tabtale Alexandre Pham Director of Partnerships, EMEA Adjust Making revenue data work
  11. 11. Thank you Learn more: www.mopub.com Get in touch: @mopub sales@mopub.com Vincent Février

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