CANNES — The mobile app industry has come a long way since the early days of the iPhone, but there’s still a significant gap between the time spent on mobile and the investment in mobile advertising.
Despite the fact that 80% of mobile device time is spent in apps, the advertising dollars have not followed suit.
Digital Turbine, a company that has been helping OEMs and carriers personalize devices and monetize experiences for the past decade, is working to change that.
Rich Data for Ads
In 2021, the company acquired two mobile SSPs, AdColony and Fyber, and consolidated them into a single exchange called DTX.
“Brands traditionally work with us today … on that exchange, buying full screen video with the audio on delivered within mobile applications,” says Jon Hudson, SVP of Global Sales at Digital Turbine, in this video interview with Tameka Kee for Beet.TV.
As part of the device onboarding process, Digital Turbine is able to capture rich data that can be used to enhance advertising campaigns.
“We sit in the actual firmware of the device,” Hudson says. “So I think the first unique part is that we power the smartphone experience.
“We have this kind of different view of the device than perhaps an application that sits on top of the device would have.”
The data captured by Digital Turbine is also deterministic and consent-driven, ensuring that the company is privacy-forward in its approach.
Navigating the Evolving Landscape of Attribution and Measurement
As the industry evolves, new ways of measurement are emerging, with attention being one of the most popular. However, Hudson cautions against jumping from one measurement approach to another just because it’s the “shiny new toy.”
“Marketers have to be conscious to not go just from one to the next one because it’s the shiny new toy, but actually learn from the different evolutions in measurement to get the best results,” he says.
The key, according to Hudson, is to combine different measurement approaches, such as attention scores and brand lift studies, to make the most of attribution and measurement in the wake of signal loss.
You’re watching coverage of Beet.TV’s Global Leadership Summit: Data, Identity & Measurement, a Beet.TV Leadership Series at Cannes Lions 2024, presented by Digital Turbine, IAS, Intent IQ & TransUnion. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
