Jumptap attended the first-ever San Francisco edition of the Mobile Media Summit, held this week at the Julia Morgan Ballroom. The conference was standing room only, and attendees heard about apps and ads from the top minds in mobile.
Jumptap Chief Product Officer Adam Soroca shared his insight during the 9:55am panel Make me FAMOUS! How Leading App Developers Have Gained Distribution along with fellow panelists BPN Chief Strategy Officer Chris Hiland, King.com EVP of Global Ad Sales & Business Development Mark Charkin, and Mediabrands Chief Innovation Officer Quentin George. The panel was moderated by Ad Age SF Bureau Chief Cotton Delo.
Mobile Targeting: Art or Science?
Cotton Delo asked panelists if they thought targeting was more of an art or a science in mobile. Adam Soroca felt that targeting should be seen as a science. He noted that the market has changed with the introduction of third-party data and that science is a critical component to any app promotion strategy. Overlaying third-party data brings both accuracy and accountability to targeting. Campaign metrics prove it works and it also allows for more advanced reporting. King.com echoed Adam’s sentiment. “The way we choose games is a science” said Mark Charkin. He advised app developers to test, bring online learnings into mobile, and make decisions based on science, not art.
The Privacy Debate
The moderator also raised the issue of privacy, a continual hot topic in mobile. Does targeting with data on mobile cross a line with consumers? Overall, panelists agreed that it’s prevalent online – and advertisers expect the same targeting capabilities with mobile. Adam Soroca noted that data is a way to provide consumers with relevant ads, but pointed out that there is a privacy-friendly way to target audiences. He felt consumers must be provided with Notice & Choice.
Next time, watch Jumptap live at the Mobile Media Summit, Los Angeles edition. Date to be confirmed next week.