MOBILE PROGRAMMATIC:

MAXIMIZING THE IMPACT

AND ROI OF MOBILE

ADVERTISING

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Q & A

Today’s Agenda

● How mobile programmatic differs from online

programmatic.

● The role of data in mobile programmatic.

● How to use the data you are already collecting.

● AOL use case.

What You’ll Learn

● What exactly mobile programmatic means from a media

buying and data perspective.

● How the existing data you collect is critical to

developing valuable audience segments.

● How to kickstart a comprehensive mobile programmatic

strategy that fits the unique needs of your brand or app.

Kelly Mullins

Head of Programmatic

TUNE

Michael Brooks

Mobile Sales and Strategy

AOL

Presenters

Making Mobile Marketing Better for Everyone

How data can future proof your mobile app campaigns

Presented by:

Kelly Mullins

Head of Programmatic, TUNE

TUNE provides the tools and software

to help mobile marketers measure,

optimize, and improve their user

acquisition across paid and organic

channels.

Launched MobileAppTracking in 2011 to solve attribution for mobile

app marketers with unbiased technology.

• 200+ Employees

• Working with the top grossing apps on iOS and Android

• Over 3 Billion attributions tracked every month

Who We Are And How We Got Here

A Few Clients Already Using TUNE

Brands

Mobile

Gaming

Simply stated, the ability to define an

audience, and then target that

audience through algorithmically sold

and bought media.

What is Programmatic?

Cookies

Web ad technology is built around the cookie.

In mobile apps that cookie infrastructure does not exist.

How Mobile Programmatic Differs From Online

IdsDeterministic: IDs belonging to a user or device such as

site login, or ad IDs such as IDFA and Android Ad ID.

Probabilistic IDs: Created by ingesting data points such

as IP Address, browser settings, language, etc. and using

statistical models to identify devices.

What Replaces The Cookie In Mobile?

How TUNE Collects Data

Customers attach URLs to mobile

campaigns to enable TUNE to collect

data on their behalf.

Clients collect data points that are

directly related to the KPIs they use to

manage their ad campaigns and their

business performance.

Data Consists of Ad Ids and Events

Campaign Creation

TUNE clients define their own event types to track in their

ad campaigns.

TUNE provides attribution that correlates advertising IDs

with selected events.

Measured Events

Typical success metrics/tracked events by vertical

● E-Commerce: search, view product, view sale,

purchase, etc.

● Travel: registration, rewards user, search, view hotel,

purchase

● Gaming: open, tutorial, level up, purchase

● Lifestyle: search, view, purchase

The Role of Events

Audiences

Audiences are a function of tracked events.

The greater the events, the richer the audience segment.

Creating Audiences

How TUNE Powers Programmatic

Once clients generate

their audiences they

are passed to DSP

who target those

audiences

algorithmically

How TUNE Powers Programmatic

Data is THE critical piece for creating

targetable audiences

● Retargeting

● Reengagement

● Acquisition

How Your Data Drives Programmatic

Retargeting

● Common retargeting campaigns would be installers who

have not opened recently.

o Other campaigns will focus on retargeting lapsed

purchasers, shopping cart abandoners, etc.

● TUNE passes those audiences to AOL or other DSP

partners

Retargeting Use Case

Poll questions

● What’s the biggest challenge in

programmatic advertising?

● What percentage of your cross-screen

media spend is bought programmatically

today?

● What’s the biggest challenge when working

with data for programmatic campaigns?

Kelly Mullins

Head of Programmatic

TUNE

Michael Brooks

Mobile Sales and Strategy

AOL

Presenters

24

MIKE BROOKSMOBILE SALES AND STRATEGY

25

MOBILE PROGRAMMATIC –20 BILLION BY 2016Mobile to overtake desktop in terms

of US programmatic digital display

ad spending in 2015

HOW HAS THIS HAPPENED?

26

• Greater adoption of attribution SDKs

• Movement from CPI to CPA

• Stronger partnerships and data flows between

attribution companies and publishers

• Media buying has become more comfortable

with automated processes

27

1st 3rdvs.

HOW DOES MOBILE PROGRAMMATIC WORK?

28

• Suppression Populations

• Re-engagement

• User Modeling

MOBILE PROGRAMMATIC AT AOL

29

• Free of charge, no data export fee

• Convertro partnership for MTA

• Communication into your current DMP

Data PrivacyThe highest level of compliance for you and your clients

As clients generate data through attribution on campaigns,

TUNE collects that data on behalf of clients

Data is never repurposed, only used at the direction of

clients for their benefit

Campaign and audience data remain the property of

marketers

Client Data Belongs To The Clients

Kelly Mullins

Head of Programmatic

TUNE

Michael Brooks

Mobile Sales and Strategy

AOL

Question and Answer

Thank you!

For more information, check out

www.tune.com