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#68 The Power of Programmatic for Mobile Gaming Apps

When you hit diminishing returns on Facebook and Google, how do you diversify your ad spend? Today’s guest shares his expertise and experience with programmatic media buying for a mobile gaming company.

Pau Quevedo is the DSP Lead for Goodgame Studios. He’s based in Hamburg, Germany, the epicenter of gaming companies in Germany.

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Questions Pau Answered in this Episode

  • What made you want to join a game development studio in the first place?
  • What made your company decide you needed someone dedicated to programmatic?
  • How has programmatic DSP changed in the past three years?
  • What is your outlook of the future of programmatic buying?
  • What’s the difference between waterfall and header bidding?
  • When you say contextual targeting, can you give us some examples of some levers that you think will be important for us to pull in our optimizations of programmatic media in the future?

Timestamp

  • 3:34 Pau’s background
  • 6:24 About Goodgame Studios
  • 9:30 Why you need different skills for programmatic
  • 11:03 Why Goodgame pivoted to programmatic
  • 13:42 The strongest DSP model
  • 19:07 Waterfall vs header bidding
  • 22:00 Optimizing programmatic going forward

Quotes

« We believe that programmatic is a bit more of a specific channel that requires a little different kind of skills in order to make it happen. »

Pau Quevedo

“Programmatic DSP is not a big channel for games. If you look at the companies, not many companies outside retargeting are using DSP at a large scale to acquire new users. And, there’s a reason for that.”