Apptica Talks. Episode #6. UA from in-house DSP perspective with Alessandro Giuliani from Dataseat

"Being perfectly efficient with how much we bid and finding the right users in this pro-privacy ecosystem is a new game".

In this episode Apptica Talks about UA from in-house DSP perspective with Alessandro Giuliani, commercial director at Dataseat.

Dataseat is a transparent contextual DSP built for a privacy-complaint, device ID-less world.

What we have talked about:

• Onset, evolution and main values of Dataseat
• Insights into bidding, transition from behavioural to contextual strategy
• Ad campaign optimisation: manual optimisations and ML
• SKAN evolution vs  probabilistic
• Trends in 2023
• Upcoming conferences where you could grab a coffee with Alessandro

Key takeaways:

• When you run the company, the most important aspect is empathy, the opportunity of understanding your colleagues and your team, making sure that the communication is delivered in the most efficient way.
• Being perfectly efficient with how much we bid and finding the right users in this pro-privacy ecosystem is a new game. Now we are not going to know who a user is anymore, but there are other important variables (phone model, location, operational system, etc) that can help with the right targeting - contextual one.
• Optimisation campaigns start with ML, but still with support of data humans can make decisions that ML cannot. Therefore, efficient optimisation needs a hybrid approach: ML + manual analysis.
• Affinity of a publisher to the advertiser product is important in a contextual approach. Research of similar apps is crucial.
• Your vision of an ideal creative might be ruined by performance and does not coincide with the expected results.
• Creative is a piece of code that should be automatically uploaded in an impeccable way when the bid is received. Close interaction with the partners is a way to achieve that.
• SKAN definitely complicates the way of doing UA. It’s an extreme way of supporting the users’ privacy. It breaks a link between an impression and an install by introducing privacy thresholds.
• Privacy is a key. DSPs and all players in the industry will have access to less data. Partners will be more keen on exchanging data rather than concealing it.
• There will be a reduction of a number of DSPs and ad networks the app developers work with. They will select only some due to transparency and SKAN thresholds; if you spread your campaigns everywhere, you might have less access to privacy threshold, whereas if you use one DSP, then you allow this DSP to have more visibility of data.

You can learn more about Dataseat on the website and get more insights in its blog.

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