Keynote @thomasbcn at Applause.io, Barcelona 2019

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@thomasbcn
What’s next in UA?

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What’s next in UA?
• App channels evolution
• RIP UA manager
• Tracking limitations?

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1. UA channels : more of the same

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Facebook is going UAC!

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Facebook

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Google
Read more: Apptamin’s blog

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Beyond the duopoly
Credit Lorenzo Rossi, the Ad-vengers

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The “next five”
(inc. web + Microsoft, Verizon. Source: LUMA)

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Programmatic : from DSP to in-house
• Transparency
• Control
• Costs?
Read more:
- cost/benefit analysis, @pgbowen on Thinking programmatic
- history of UA, @eric_seufert on How things grow

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Offline: TV, OOH, Radio, Superbowl
Online: Influencers, Podcast, Spotify/Hulu…
The web is back? Paid content, Google Ads, PWA, web sdk…

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2. RIP UA manager
consumeracquisition.com

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consumeracquisition.com

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The return of mad men

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Storytelling is back in fashion
95% of new concepts fail. 10x creatives make a 100x difference

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Increasing data complexity
useracquisition.com

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Creative testing processes

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“Exhaustive ad creative experimentation and
analytical discovery are now the ways in which a user
acquisition team establishes a competitive
advantage”, Eric Seufert
Automated creative testing

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Source: Mobile Fix 24/5
Predictive creative testing

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AI era. Go BIG, or go home

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3. Tracking: flying blind?
• SANs attribution
• GDPR 2.0
• Apple killing the IDFA?

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