This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Come learn how to most efficiently use mobile DSPs to hyper-target and hyper-optimize your campaigns. Get tips, tricks, and advice on which platforms and tools to use for different campaign types.

1. Mobile Real-Time Bidding
Tips and Tricks
Tom Desaulniers
President & Co-Founder

2. Mobile Real-Time Bidding Summary
• Using Demand-Side Platforms (DSP) to purchase ad inventory from
Supply-Side Platforms (SSP aka Ad Exchange).
• Supply Side Examples:
• Mopub
• Google
• Smaato
• Demand Side Examples:
• SiteScout
• Go2mobi
• JumpTap (indirectly)

3. Choosing a Performance-Based Mobile
DSP
• Sign-up for 4 or 5 DSP’s, spend their minimum
• Things to look for:
• Targeting options:
• How much does the DSP take advantage of the ultra-granular targeting that only RTB
allows for.
• Optimizations options:
• Targeting is useless if you can’t take action on optimizations.
• Figure out what the DSP allows you to optimize on easily. What’s the process for
whitelisting, blacklisting, and changing bids.

4. Tips and Tricks on DSP Optimization
• Must have spend caps on some parameters (placements, autoblacklisting, etc) or else watch for “impression-burners”.
• Make sure to spend 2 or 3 times your CPA goal on each combination
of targeting parameters.
• Don’t just blacklist. Change the bid instead! That’s the beauty of
RTB.

5. Choosing a Mobile Tracking Platform
• Popular Platforms:
• MobAff Tracker
• iMobi Trax
• Other Options:
• Some DSP’s have a tracking platform built-in.
• This is always your best option and will always give you more flexibility when
optimizing, which makes more campaigns successful.

6. Thank-you!
Good Luck with Mobile RTB!