Seizing the First Party Data Opportunity in Mobile Games Advertising
summary
Argues first‑party game data is the durable fix after ATT, citing 70% opt‑out and industry ad revenue dropping ~35% while CPMs fall up to 50%. Describes a lightweight implementation: tiny in‑game game tags that cohort anonymous player behavior, a backend that bids on cohorts, and creative testing against those cohorts. Claims this stack—server, bidder, cohorting—restores relevant ads, raises eCPMs and ROAS for publishers and advertisers, and scales without sharing raw user IDs.
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chapters (8)
- 0:00First party data opportunity
- 2:31Privacy changes in mobile ads
- 6:40Verticalization with first party data
- 9:05Building first party data systems
- 14:26Publisher-focused solutions
- 15:50Harnessing first party data
- 18:18Future ad opportunities
- 19:00Q&A
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