Two months ago it was Apple’s rollout of iOS 14.5. Last month it was Google’s announcement that will, in essence, zero out Google Advertising ID (AAID). The mobile publishing world has seen its share of disruption over the years, which is why publishers have to reach into the past to find ways to monetize, now and in the future.
In a recent MGS Scale session, LiveRamp’s Jason White, SVP, Head of Publishers, and Bob Walczak, Strategic Advisor and Consultant to TextNow, discussed the current mobile landscape, the impact recent changes have had on monetization, and what it will take to succeed in this new era of programmatic advertising.
In this clip, Bob highlights the importance of first-party data and building relationships with consumers: