April 25, at WeWork Myeongdong — notes from Arob's teaching + some extra research.
Data analysis
1. Market analysis
1) Mobile Index
Mobile Index
Global real-time rankings and revenue for mobile games — Google Play, Apple App Store, markets, operations, Japan, China.
www.mobileindex.com
2) APP ANNIE
App Annie - The standard for app analytics and app market data
App Annie is the standard for app analytics and market data, offering an easy-to-use unified platform for app businesses.
www.appannie.com
2. App analytics (attribution tools) adbrix
adbrix - Build your own data platform in 10 minutes
Experience the most advanced performance tracking and user analytics features.
adbrix.io
3. Mobile app inventory targeting
1) ADID | Identifier for Advertisers for iOS devices (IDFA)
- Always a cleartext value
2) IDFA | Google Advertising ID for Android devices
- Always a cleartext value or hashed value
- DoubleClick Ad Exchange Real-Time Bidding (RTB) protocol, user data processing info, Advertising ID decryption
3) Related items in roughly the same context
* With the release of iOS 6, the Unique Device Identifier (UDID) was replaced by the Identifier for Advertisers (IDFA).
* Every iOS device includes an identifier that lets developers and marketers track activity for advertising purposes.
* Users can reset it at any time.
* If LAT(data collection, remarketing, and interest-based targeting — all of it) is not enabled on the user's device, Ad Exchange does not pass the IDFA.
4. Tools that help with selling ad inventory
1) Ad Exchange: provides granular controls so your direct-sales performance doesn't suffer.
2) AdSense: better to use when your direct-sales business isn't large or channel-conflict concerns aren't significant.
3) Ad Exchange vs. AdSense — detailed comparison
5. Digital ad market > Programmatic selling > OPEN RTB bidding models
0) Sellers (publishers), buyers (advertisers, DSP - Demand Side players)
1) A transaction method where many DSPs bid in real time (real-time auction system, Real-time bidding).
2) In the past, SECOND PRICE - advertisers buying ad inventory paid the second-highest bid rather than their own winning bid. This gave the buyer (advertiser) an advantage, since they ended up paying less than they originally offered.
3) Later, FIRST PRICE - the winner pays exactly the amount they bid. This is more trustworthy than Second Price at least in the sense that both seller and buyer can see the settlement price of the auction. Most importantly, from the publisher's side, it eliminates the loss between the winning DSP's bid and the settlement price.
4) Recently, SECOND PRICE + FIRST PRICE - SSPs or Ad Exchanges that combine Second Price and First Price bidding using Hard Floor and Soft Floor.
* Hard Floor: the minimum bid price set in advance; bids below this are not applied to the transaction — i.e., the bidding floor price.
* Soft Floor: bidders don't know the set Hard Floor, so even if they don't meet it, the closest approximation is accepted as the winning bid.
- Similar to the hybrid approach explained above, ADOP currently implements Header Bidding by treating the eCPM of the existing Waterfall model's top-priority ad network as the Hard Floor (Floor Price).
In this approach, if the winning Header Bidding price is higher than the Hard Floor price, ADOP serves that winning ad as-is. If not, it serves the top-priority eCPM ad from the existing Mediation. Header Bidding winners that don't take the top spot are used as passbacks.
5) Understanding FIRST PRICE and SECOND PRICE (in detail)
Prototyping tools
Sketch (UI Tool) + Zeplin (Viewer)
Reference books on operations planning
Microcopy: The Complete Guide | Acorn Publishing, Kinneret Yifrah | 28,000 won
