Exclusive Interview with Mobupps CEO Yaron Tomchin by CelBe

Recently Mobupps CEO Yaron Tomchin gave an interview to CelBe about Mobupps' latest innovation, providing a glimpse into the future of connected TV advertising and the transformative impact it promises to deliver. There are key points in their discussion:

🔹Market Trends Driving Development;
🔹Unique Selling Points;
🔹Adaptation to Specific Audiences;
🔹Integration with Existing Digital Campaigns;
🔹Effective Cross-Device Targeting;
🔹Addressing Ad Fraud and Viewability Challenges;
🔹Compliance and User Data Protection.

So, find out insights into Mobupps' new product for connected TV advertising via the interview.

CelBe: Can you provide an overview of Mobupps' new Connected TV Ads product and its key features?

Yaron Tomchin: Mobupps offers CTV inventory (like Crackle, TubiTV, Chromecast and others) based on the Pay-For-Performance (CPA) model. Mobupps (“MAFO”) automation technology lets advertisers spend only on the best-performing channels for their brand, thanks to MAFO’s real-time budget planning and KPI optimization technology. Mobupps' extensive experience operating a Real-Time Bidding (RTB) advertising platform, with a significant focus on CTV, significantly improves Mobupps' reach and effectiveness on CTV inventory. By using advanced technology and automation tools like MAFO, Mobupps can optimize ad placements and target relevant audiences across different connected TV platforms.

CelBe: What market trends or consumption behaviors led to the development of this connected TV ad product?

Yaron Tomchin: The increasing adoption of connected TV devices among consumers has created a significant opportunity for advertisers to reach audiences through this channel. Consumer behavior trends show that people are spending more time in front of connected TV devices and are likely to continue to do so in the future. The reason Mobupps decided to focus on CTV was to introduce cross-device attribution, which allows companies to very closely track user activity such as app installs and in-app engagement. Because of this development, Mobupps understood that it could leverage its automation technology (MAFO) to automate campaign management, optimize ad placements, and target relevant audiences based on data-driven criteria, giving Mobupps the ability to partner with advertisers on a pay-for-performance basis. models to work on.

CelBe: What sets Mobupps’ Connected TV ad product apart in the market and what are its unique selling points?

Yaron Tomchin: Mobupps is one of the few companies that can offer CTV inventory on a fully pay-for-performance basis, eliminating the learning curve and allowing advertisers to only pay for actual results.

The MAFO automation system can optimize campaigns based on CPA goals and find the best ad placements across a wide range of channels. This automation ensures precise targeting and efficient campaign management.

Another advantage is MAFO's numerous channel integrations across iRTB, OEMs, SDKs and PMPs, which give MAFO the advantage of having the best reach among all partners in this space.

CelBe: How does Mobupps' new product adapt to specific audiences, and what customization options are available to advertisers?

Yaron Tomchin: Mobupps offers broad reach across multiple channels including OEMs, SDK networks, media buy opportunities, programmatic channels and private viewing networks. Advertisers can tailor their campaigns to reach specific channels or platforms where their audiences are most active.

Additionally, Mobupps leverages data-driven targeting capabilities to help advertisers reach specific audience segments based on behaviors, interests and demographics. By analyzing data points such as IP addresses, device IDs and first-party data (where available), Mobupps can target individuals and households with relevant content.

Connected TV platforms also use probabilistic modeling that includes various data points such as IP addresses to target households with relevant ads. Mobupps can use this modeling technique to target households based on statistical probabilities and patterns.

CelBe: Can you explain how seamlessly Mobupps’ Connected TV ad product integrates with existing digital advertising campaigns?

Yaron Tomchin: Advertisers can align their existing digital campaign goals with Mobupps' performance-based models such as CPA or CPI. This alignment ensures consistency in campaign goals and enables a unified approach to measuring success across different advertising channels.

Additionally, Mobupps offers wide reach across multiple channels including OEMs, SDK networks, media buy opportunities, programmatic channels and private viewing networks. By leveraging these channels, advertisers can seamlessly add connected TV advertising to their existing digital campaigns and reach audiences across multiple touchpoints.

CelBe: What advertising goals can Mobupps’ Connected TV product support?

Yaron Tomchin: Our Connected TV ads product can help advertisers achieve various advertising objectives, including:

Performance: Mobupps offers performance-based models such as CPA or CPI that allow advertisers to optimize campaigns for specific actions and outcomes. Targeting & Engagement: Mobupps can help advertisers reach specific audiences through data-driven targeting capabilities to deliver personalized ads to households and individuals, and also improve user engagement by delivering interactive and compelling ad experiences across connected TV devices. Awareness: Advertisers can use Mobupps' Connected TV product to increase brand awareness and visibility among Connected TV viewers through engaging and relevant ad placements. Cross-channel integration: Advertisers can seamlessly integrate connected TV advertising into their existing digital campaigns to create a unified omnichannel strategy and maximize reach across multiple touchpoints.

CelBe: What key performance metrics does Mobupps prioritize when evaluating the success and effectiveness of connected TV promotions?

Yaron Tomchin: We prioritize several key performance metrics when evaluating the success and effectiveness of connected TV promotions.

Cost Per Acquisition (CPA): Mobupps evaluates cost per acquisition to measure the efficiency of acquiring new customers through connected TV promotions. This metric helps advertisers understand how cost-effective their campaigns are in generating conversions.

In-app event completion rates: For app advertisers, in-app event completion rates are essential metrics that show user interactions within the app after install via Connected TV promotions. Mobupps evaluates these rates to understand user behavior and optimize campaigns for specific in-app actions.

Cross-screen conversions: Mobupps leverages attribution tools such as Appsflyer, Adjust, Branch and Kochava to attribute cross-screen conversions from OTT/CTV to mobile, tablet and other connected devices. By prioritizing cross-screen conversions, Mobupps can measure the impact of connected TV promotions on generating conversions across devices.

CelBe: How does Mobupps ensure effective cross-device targeting for connected TV ads, taking into account the different devices viewers use?

Yaron Tomchin: Mobupps ensures effective cross-device targeting for connected TV ads by leveraging advanced targeting capabilities and integrations with mobile marketing platforms (MMPs) such as Appsflyer, Adjust, Branch and Kochava.

Such MMPs offer outstanding cross-device attribution solutions that enable advertisers to track user engagement and conversions across multiple devices. They provide insights into the customer journey and help optimize cross-device targeting. By accurately attributing conversions to appropriate devices, advertisers can measure the impact of connected TV ads on actions across devices.

The MMPs also provide audience segmentation capabilities that allow advertisers to create targeted user segments based on device usage patterns and behavior. This segmentation helps tailor advertising campaigns to specific audiences across devices.

CelBe : What creative possibilities does Mobupps' new product offer advertisers in terms of ad formats and interactive elements?

Yaron Tomchin: Traditionally, Mobupps uses CTV preroll video ads as well as display ads. Preroll ads typically range from 15 to 30 seconds in length and are strategically placed at the beginning of the video content to ensure high visibility and engagement with viewers who are actively watching CTV programming.

Screensaver banner ads are static or animated display ads that appear on the screen when the CTV device is not in use or is in screen saver mode. Screensaver banner ads aim to capture viewers' attention during quiet moments and increase brand awareness by displaying relevant and eye-catching visuals.

Both creative formats can reinforce brand messages, promote new products or offers, and drive engagement.

CelBe: How does Mobupps address ad fraud and viewability challenges in connected TV advertising?

Yaron Tomchin: Mobupps addresses ad fraud and viewability challenges in three ways:

First, Mobupps works with ad verification partners like Pixalate to monitor ad fraud across RTB activity and ensure brand safety by identifying and filtering fraudulent traffic.

Second, across the extensive Mobupps network, the automation tool MAFO plays a critical role in fraud prevention by leveraging real-time data from attribution-based fraud detectors such as P360 and Adjust Fraud Suite to improve fraud detection and mitigation efforts in the advertising ecosystem. The tool proactively detects and flags potential instances of ad fraud, including invalid traffic, bot activity, click fraud, and other deceptive practices that can impact campaign performance.

Finally, Mobupps optimizes ad placements to maximize visibility and engagement, ensuring ads appear in high-traffic areas of the CTV interface where they are more likely to be noticed by viewers.

CelBe: Can you share insights into how Mobupps works with content creators and streaming platforms to improve the connected TV viewing experience?

Yaron Tomchin: Although content creators are not currently available for targeting through the platform, Mobupps has access to a wide range of CTV inventory sources and programmatic channels through direct platform integrations via iRTB. Additionally, we offer access to premium inventory that includes streaming platforms across CTV devices. Our services are further enhanced by using compelling preroll ads and screensaver display ads to effectively capture user attention and drive engagement.

CelBe: Given the evolving privacy regulation landscape, how does Mobupps ensure compliance and prioritize protecting user data in its Connected TV advertising product?

Yaron Tomchin: Mobupps is committed to ensuring compliance and protecting user data in its Connected TV Advertising product.

First, Mobupps stays abreast of the latest developments in privacy regulations around the world, including frameworks such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), among others. By maintaining knowledge of these regulations, the company ensures that its activities comply with the latest legal requirements and standards.

Mobupps also uses advanced techniques such as anonymization to improve the protection of user data. These methods help protect user identities and minimize the risk of unauthorized access or misuse of personal information. By anonymizing data, Mobupps can effectively use the information for advertising purposes while reducing the privacy risks associated with identifiable user information.

Transparency and user control are also fundamental aspects of Mobupps' data protection strategy. The Company provides clear and accessible information to users about its data collection and processing practices, as well as granular controls that enable users to effectively manage their privacy settings. By offering transparency and control, Mobupps aims to build trust and confidence among users and strengthen its commitment to protecting user data.

Mobupps also employs robust security measures to protect against unauthorized access, data breaches and other potential threats.

Ultimately, through its comprehensive approach to privacy and compliance, Mobupps aims to increase trust and confidence among both users and advertising partners in its Connected TV Advertising product.

Celbe: What future developments or improvements does Mobupps have planned for its Connected TV ad product, and how does the company plan to remain a leader in this dynamic market?

Yaron Tomchin: Mobupps is committed to advancing its connected TV ad product by integrating video content creators and expanding its network of direct streaming partners. Given the growing influence of content creators in advertising, Mobupps plans to incorporate such collaborations into its CTV advertising strategy. Content creators have enormous reach and generate significant engagement, and the company aims to improve the effectiveness of its ads and engage with audiences in a more authentic and engaging way.

Additionally, Mobupps intends to increase the number of direct streaming partner integrations within its platform to further expand its current reach. This expansion will give advertisers access to a broader range of premium content and audience segments, enabling more targeted campaigns. Mobupps aims to remain a leader in the dynamic CTV advertising market, providing advertisers unparalleled reach and effectiveness in reaching their audiences.

Overall, Mobupps remains committed to progress and adaptability to the evolving connected TV advertising landscape. The Company seeks to enhance the capabilities and effectiveness of its Connected TV ad product and position itself as a leader in the CTV space.