Delivered at Casual Connect USA 2016. Smartphones are stuffed with data about the people who use them. Still, mobile users are faced with irrelevant, intrusive ads and scared of losing privacy. As a result, developers get less ad revenue and advertisers fail to interact with their market. In this talk, Itamar will share why switching to the user-centric approach is a must and how transforming ads into personalized in-app experiences can take your advertising to the next level.