Apptivate: App Marketing Explained - Pioneering On-device Bidding for the Android Privacy Sandbox - Trenton Starkey (Google), Gaylord Zach (Verve Group), Pan Katsukis (Remerge)

Pioneering On-device Bidding for the Android Privacy Sandbox - Trenton Starkey (Google), Gaylord Zach (Verve Group), Pan Katsukis (Remerge)

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Rating: 4.8 (3721 reviews)

06/12/24 • 31 min

How will mobile demand-side platforms (DSPs) and supply-side platforms (SSPs) bid on and sell ad placements via Google’s Privacy Sandbox for Android? Find out as Remerge’s CEO and Co-founder, Pan Katsukis, interviews Verve Group’s Head of Mobile Product, Gaylord Zach, and Google’s Android Privacy Sandbox’s Product Manager for the Protected Audience API, Trenton Starkey. Mobile advertisers and publishers can learn about the all-new on-device auction system, how it works, and how they can prepare for the rollout of the Android Privacy Sandbox.

Questions Answered in this Episode:

What is Verve Group’s approach to the Privacy Sandbox? And what led you to become one of the first SSPs in the industry to test the auction system?
How is early testing of the Protected Audience API going?
Can you describe the on-device bidding test between Verve and Remerge?
How did the test work? What challenges were there in the implementation and testing? How are you solving these challenges?
How can advertisers and publishers prepare for the rollout of Android’s Privacy Sandbox?

Timestamp:

0:26 Today's Topic: Privacy Sandbox
1:22 Meet the Guests: Trenton Starkey and Gaylord Zach
2:16 Verve Group’s approach to Privacy Sandbox
5:28 Why Google is collaborating with the industry to build the Privacy Sandbox
10:27 The importance of early testing of Android’s Protected API
12:55 Recap of Verve and Remerge’s on-device bidding test
20:09 Next steps: What’s changing for publishers and advertisers?
33.48 Final thoughts

Quotes:

28:26 - Pank Katsukis: ”These milestones for the Privacy Sandbox are the foundations for setting up, running and scaling campaigns in the privacy-first era.”

31:40 - Trenton Starkey: ”Now is the time to work on our privacy-focused solutions. It’s a great opportunity to rethink how advertisers and publishers can keep delivering great experiences.”

34:56 - Gaylord Zach: ”By having powerful technologies at hand, we can really develop advertising products that allow us to reach the right audiences.”

Mentioned in this Episode:

Questions Answered in this Episode:

What is Verve Group’s approach to the Privacy Sandbox? And what led you to become one of the first SSPs in the industry to test the auction system?
How is early testing of the Protected Audience API going?
Can you describe the on-device bidding test between Verve and Remerge?
How did the test work? What challenges were there in the implementation and testing? How are you solving these challenges?
How can advertisers and publishers prepare for the rollout of Android’s Privacy Sandbox?

Timestamp:

0:26 Today's Topic: Privacy Sandbox
1:22 Meet the Guests: Trenton Starkey and Gaylord Zach
2:16 Verve Group’s approach to Privacy Sandbox
5:28 Why Google is collaborating with the industry to build the Privacy Sandbox
10:27 The importance of early testing of Android’s Protected API
12:55 Recap of Verve and Remerge’s on-device bidding test
20:09 Next steps: What’s changing for publishers and advertisers?
33.48 Final thoughts

Quotes:

28:26 - Pank Katsukis: ”These milestones for the Privacy Sandbox are the foundations for setting up, running and scaling campaigns in the privacy-first era.”

31:40 - Trenton Starkey: ”Now is the time to work on our privacy-focused solutions. It’s a great opportunity to rethink how advertisers and publishers can keep delivering great experiences.”

34:56 - Gaylord Zach: ”By having powerful technologies at hand, we can really develop advertising products that allow us to reach the right audiences.”

Mentioned in this Episode:

Previous Episode

Building Your In-App Community - Amadeus Norén (Amity)

Amadeus Norén is the Director of Product Marketing at Amity. Amity’s platform provides customizable SDKs for every social feature imaginable so that app-based businesses can launch, grow, and monetize their in-app social community. In this episode, you’ll learn how to leverage this community, and why not doing so could be a missed opportunity for your brand.

Questions Amadeus Answered in this Episode:

Why should businesses consider moving away from social media platforms to build their communities within their apps?
Why is it important for apps to own the user data of their social network?
How can apps monetize their in-app communities?
How can you use the customer feedback collected from the conversations of your in-app community?
Does Amity’s platform address the challenges companies are facing right now?
What does your day-to-day look like when marketing Amity’s products?
Can apps track revenue or user engagement generated from within their in-app community?

Timestamp:

0:49 Amadeus’s background
1:27 What is Amity?
4:32 The decline of Facebook group organic reach
5:43 Why build your community within your app?
7:44 How to monetize your in-app community
9:17 Use cases for collected customer feedback
11:40 Amity’s AI tool
14:24 Marketing Amity’s products
17:13 Evaluating the performance of Amity’s platform
19:17 User expectations for social networks
22:23 What’s Amadeus excited about in the future

Quotes:

(4:42-5:01) “Ten years ago, your organic reach for a Facebook page was 20 to 15 percent. Currently, the organic reach for all of the following that you’ve built up on your Facebook page is one percent. So in order to reach your audience, you now need to pay for ads to reach those people.”

(9:37-9:46) “You can take all of the data from conversations that are happening in your in-app community, analyze it with AI, and make smarter decisions for the future.”

Mentioned in this Episode:

Next Episode

undefined - Privacy Sandbox for Android: The Protected Audiences API - John Koetsier (Growth Masterminds), Luckey Harpley (Remerge), Omri Gal (Singular)

Privacy Sandbox for Android: The Protected Audiences API - John Koetsier (Growth Masterminds), Luckey Harpley (Remerge), Omri Gal (Singular)

This week, we bring you an episode from Singular’s Growth Masterminds Podcast about what targeting and retargeting will look like for mobile marketers on the Android Privacy Sandbox, featuring Luckey Harpley (Remerge’s Principal Product Manager), Omri Gal (Singular’s Head of Privacy), and host John Koetsier. Learn about the initial testing and campaigns that Remerge has run with Singular’s new SDK for the Sandbox’s Protected Audiences API – and find out what to expect when the rollout takes place.

Questions answered in this episode:

What is the Protected Audiences API?
What’s the function of the protected apps signal API?
How is this related to the Topics API?
How will targeting work with the Privacy Sandbox?
How will retargeting work with Privacy Sandbox?
Tell us about Singular’s testing of the Privacy Sandbox
How does retargeting work when user data stays on the device?
How can app marketers prepare for this?

Timestamp:

1:25 What’s new with the Privacy Sandbox?
3:46 What is the Protected Audiences API?
5:15 How does the Protected Apps Signal API work?
6:30 Is it a better Topics API?
10:56 What will targeting look like with the Privacy Sandbox?
12:45 What will retargeting look like with the Privacy Sandbox?
17:20 Testing Singular’s SDK with the Privacy Sandbox
23:00 How retargeting can work with on-device data
24:20 How can mobile marketers prepare for the Privacy Sandbox?

Quotes:

(3:47-4:00) “The Protected Audiences API started off its life as an API focused on solving the retargeting problem, but it’s become a lot more than that. I think remarketing will, in the end, be a small part of it.”

(23:00-23:26) “It’s not that all information lives on the device, but rather, all the information that can track a user across apps lives on the device. So our advertisers will still be able to track with their MMP partners. They just won’t know which users are in app A, B, C – but they’ll still know what users are doing in app A – and what they’re doing in app B and C. They just won’t be able to connect them together.”