What is a Mobile DMP and why should you care?Benjamin Hansz, VP EMEA & APAC, Fiksu

If you’re not targeting audiences on mobile...

...you’re missing out2

And you’re wasting your money

Audience targeted campaigns can lower costs by as much as 30%

3

4

The Challenges of building a mobile audience

1. The costs to find users are too high

2. Finding users is complex

3. Putting data to work is hard

A Mobile DMP is vital for marketing successToday's mobile DMPs provide data and audience-building technologies

that help you reach more people at better costs.

Building audiences

5

Good data is the key to successFirst-party

data

• Mobile IDs• IP addresses• Facebook IDs• Twitter handles• Email addresses• User attributes

• Neustar• Exelate• More

Combining data sets eliminates wasted ad spend, ensuring that the right messages are delivered to precisely defined audiences.

Behavioral data

• Mobile IDs• In-app events• Impression data • Fiksu Mobile Personas

6

Third-party data

Mobile data is different than desktop

Mobile apps Mobile identifiers(iOS Advertising Identifier,

Android Advertising ID)=

Desktop / web

Cookies(Not applicable to apps)

IP addresses(Wildly flawed for targeting)

=

7

Audience building examples

8

1. Re-targeting2. Personas3. Lookalikes

Performance improvements using Lookalikes

● 15-20% lower CPI● 15-20% lower CPR● 20-30% lower CPPU

9

Continually optimize for results

Continuous audience updates

See significant improvements in volume and cost per purchasing user vs. static

lists.

Cross-channel optimizationAllocate money to the channels that deliver

audience members most effectively.

Ad format & creative optimization

Emphasize formats and creatives that perform best, including display, interstitials, native, and video, for each stage of the customer journey.

Ad suppressionEliminate duplication across channels,

continually push responders to the next stage of the customer journey.

10

Beneficial effect of continuousaudience updates

● Up to 30% lower CPC

● Up to 50% lower CPI

● 5x better ROI

11

Fiksu is the largest independent source of mobile audience data

3.4Bmobile profiles

7.2Bapp downloads

26.1Tmarketing events

60Bdaily impressions

12

Thank YouBenjamin Hansz, VP EMEA & APAC, Fiksu

Learn more at:fiksu.com/ebooks