The Audience Builder - Paul H. Müller (CTO of Adjust)
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The document is a presentation from The Mobile Measurement Company about their new Audience Builder tool. It introduces the Audience Builder as a way for app developers to (1) create user profiles and segments from app data, (2) export segments to partners like Facebook and Google, and (3) gain more control over user data and ad delivery. The Audience Builder will be free to use until the end of September.
The Audience Builder - Paul H. Müller (CTO of Adjust)
- 1. The Mobile Measurement Company BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI SYDNEY • PARIS SINGAPORE • NEW YORK • SAO PAULO • LONDON JAKARTA • SEOUL
- 2. The Mobile Measurement Company Paul H. Müller CTO & Co-Founder 2 Changing the game with the
- 3. The Mobile Measurement Company „There's a whole ocean of oil under our feet!” Data is the new oil and you are just giving it away 3
- 4. The Mobile Measurement Company 4 On average every one of you is sharing data for all app users with 10 partners. Many even share revenue data with networks. 10
- 5. The Mobile Measurement Company ‣ You are sharing data with networks that have a severe conflict of interest ‣ You are sharing sensitive business data like total revenue, DAUs, MAUs and growth rates ‣ You pay for networks to create user segments without any price transparency as this is typically part of the margins ‣ You are limited in your choice of networks for sophisticated retargeting campaigns ‣ New retargeting campaigns have long warm-up 5
- 6. The Mobile Measurement Company 6 Introducing the Audience Builder
- 7. The Mobile Measurement Company What does the Audience Builder do? ‣ creates user profiles with all relevant data from your adjust SDK feed ‣ computes conditional real-time segments from theses profiles ‣ splits segments into non intersecting groups ‣ exports segments via simple token based URL as list of IDs or tokens ‣ uploads segments to API based partners like Facebook and Google 7
- 8. The Mobile Measurement Company What can you use segments for? ‣ enable simple RTB-bidders to run re-targeting campaigns without warm up ‣ create Facebook look-a-likes for whales without sharing revenue data ‣ exclude active users from campaigns ‣ A/B test different networks on the same segment 8
- 9. The Mobile Measurement Company –Joe Biden „This is a big fucking deal.“ 9
- 10. The Mobile Measurement Company ‣ gain control over your ad delivery ‣ only share need to know data ‣ reduce fraud and mistargeting ‣ keep your data & your money 10
- 11. The Mobile Measurement Company Launch date: June 15th 11
- 12. The Mobile Measurement Company –Steve Jobs „One more thing.“ 12
- 13. The Mobile Measurement Company 13 The Audience Builder will be free till end of September
- 14. The Mobile Measurement Company 14 Paul H. Müller CO-FOUNDER & CTO paul@adjust.com ADJUST HQ Saarbrücker Str. 37A 10405 Berlin Germany Moscow