Build a UA Strategy Around Affinity With Contextual Ad Targeting
summary
Claims a switch from behavior-based UA to feature-driven affinity targeting using GameRefinery’s dataset: analysts codify games into 52 sub-genres, then train models to predict several hundred data points per title (demographics, player personas, motivations, visual style, core mechanics). System maps device IDs to audience profiles, scores game–creative fit, and flags which creatives match which audiences, showing higher LTV and better traffic quality for similar-feature targets; processing is GDPR and CCPA compliant and already used by customers like Futureplay.
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chapters (9)
- 0:00Introduction
- 0:48Game Refinery product and metadata
- 2:34Origin of contextual targeting
- 4:06Contextual metadata for UA
- 6:21Privacy-compliant targeting
- 8:56Contextual metadata data points
- 11:28Matching games and creatives
- 12:33UA targeting benefits
- 13:19Q&A
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