To get the most monetization from your app, it is most essential to inculcate a monetization platform that adheres best to your app’s needs – Arpit Jain, GreedyGame, Full Interview

Arpit Jain, Founder and CEO, GreedyGame

Arpit Jain, Founder and CEO, GreedyGame

GreedyGame is India’s leading Mobile-First Native Ads platform that helps app and game publishers monetize better with native ad formats and help acquire genuine users globally. Below is a snippet from a recent interaction between team IT-Voice and Arpit Jain, Founder and CEO, GreedyGame:

Prateek: How can Google AdX boost your App Revenue?

Arpit Jain: The mobile app industry is experiencing tremendous growth, across the globe. As Mobile app usage is increasing, the number of apps downloaded is also growing. Making money with the right app monetization strategy is the next critical step after developing an app.

Google Ad Manager(AdX) is one of the most popular advertising platforms available for app publishers. It is an ad exchange platform for publishers to sell their ad inventory to advertisers and agencies, including AdSense, Ad Exchange, and demand-side platforms, using real-time bidding technology.

Google AdX can help you scale your app monetization. It can maximize ad revenue and the publisher can access wider inventory types for monetization. They get access to millions of advertisers and other third-party networks in real-time through Google’s demand with dynamic allocation. This increases the competition for ad inventories, which results in increased revenue per ad unit sold. Google AdX provides ad services, which include mediation and fallback ads to enhance your ad revenue. It is also known for its granular control over who gets to see your ads or what type of ad formats you want to show on your app. With Google AdX, you can target based on the user Device category, Device manufacturers, Language, Operating system, Internet connection, and Geographic location.

Prateek: How to choose the right app monetization platform for your app?

Arpit Jain: Some app monetization platforms are specific to perform while others may perform as a one-stop function. So depending on what the app needs, platforms are chosen accordingly. It’s beneficial to work with a monetization platform with expertise and experience that’s directly related to your app and what you’re trying to accomplish.

Different apps require different monetization platforms according to their requirements. For eg., some mobile monetization platforms would be better suited for games, having features that would fulfill the requirements/information the gaming app would need. We suggest researching the successful competition of your app and its ad networks. Tools like MobileAction allow you to see what ads competitors are running on their app, what their impressions are of ad platforms they are running on. Monetization platforms targeted at your needs will offer you the expertise to optimize revenue for your app. To get the most monetization from your app, it is most essential to inculcate a monetization platform that adheres best to your app’s needs.

Also, it is essential to integrate an ad exchange or ad network within your advertising supply chain, in order to truly access advertising demand at scale.

One of the most critical parts of narrowing upon the option is to determine what ad to show. Without prior insight into how ads are displayed on the apps, it could lead to the app hosting poor quality ads, resulting in the dissatisfaction of both parties. This is done with the help of AI, where technology lends a hand in determining what ads to place where. In situations where multiple brands want to advertise to your app users, the logical choice would be to have all of them compete in a real-time auction and then place the ad of the highest bidder. In this situation, many platforms use what’s called the Waterfall technique to determine which ads to be shown. Under such a system, different advertising demand sources/ad networks are placed in sequential order.  When the initial ad source has nothing to serve, the next option in this predetermined chain presents its claim. This method is commonly used but is not optimal for app publishers and developers since it can lead to latency, suboptimal ad fill rates, and lower per-impression prices for ads.

With the right monetization platform, you will not bore users with monotonous ads and will be able to acquire new users. It must be noted that finding the right monetization method for your app must be done before publishing the app, not after.

Prateek: How the use of technologies like AI & ML can transform the AdTech Industry in India?

Arpit Jain: The core use of technologies like AI & ML is to identify target and lookalike audiences to improve targeting and increase the efficiency of campaigns. These technologies are mainly used for personalizing user ad experience.

The programmatic platforms use AI/ML is used to figure out which impressions they’re likely to win so as to reduce bidding costs. We use AI/ML is personalizing ad creatives as per user or the app UI on which the ad is shown to maximize performance and revenues for publishers

Prateek: What trends will dominate the industry in the coming years?

Arpit Jain: We believe that trends like the following may dominate the industry in the years to come:

  • Our industry mainly faces problems with the transparency and accountability of the resellers. the AdTech industry is trying various frameworks to combat this defect of the ecosystem. This may increase the publishers to implement ads.txt, a file with verified sellers of the publisher’s inventory. This allows advertisers to detect unauthorized resellers and prevent fraud in the early stages of programmatic buying.

  • Online privacy concerns:  – Online privacy concerns: In the last few years privacy security has become one of the most notable programmatic trends. With the usage of third-party data being canceled many social media sites have to re-evaluate how they use and collect customer information. A surge in privacy legislation is making it harder to use tracking cookies to target and personalize ads for users based on their online behaviour.

We feel that this new regulatory framework disrupts the existing models of tracking users’ behaviour but opens the doors for advertisers to gather users’ data with their consent.

  • Native advertising/in-game ads: Native in-game ads are one of the most creative forms of in-game advertising. The essential message is embedded right into the video game, resulting in an advertising experience that isn’t intrusive. You can, for example, incorporate an advertising banner all the way down the field of play in a sports event.

Prateek: How affiliate marketing is transforming and what solutions does GreedyGame offer?

Arpit Jain: Affiliate Marketing is a great way to reach out to influencers and get your brands to tap into the front of a new audience while creating low-cost conversions.

GeedyGame provides the following solutions:

  • Create a brand awareness campaign

  • Performance Campaign

  • Programmatic Media Buying

  • ROI based mobile marketing campaigns

  • Branding and Performance Campaigns [CPC, CPL, CPR, etc ]

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