Business of Apps Podcast #218: Future of advertising: privacy and AI with Gaylord Zach, Head of Mobile Product at Verve
In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zach, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the advertising industry can adapt to a privacy-first world without sacrificing effectiveness. With regulations like GDPR and Apple’s ATT reshaping the ad tech ecosystem, Gaylord unpacks the challenges advertisers face today, from diminished data signals to the rising importance of trust and transparency.
Throughout the discussion, we learn how Verve is pioneering solutions like ATOM, their anonymized targeting technology, which identifies user cohorts while safeguarding individual privacy. Gaylord also shares insights into leveraging AI at the edge and integrating Google’s Privacy Sandbox to redefine audience targeting. Tune in to discover how advertisers and publishers can thrive in this new era of privacy-conscious innovation while maintaining meaningful connections with their audiences.
Today’s Topics Include:- Why targeting is crucial for advertisers and publishers
- Verve's approach to user privacy in ad targeting
- Privacy-first targeting approach
- Addressing relevant audiences without identifying individual users
- Practical example of such implementation
- Handling big diversity in targeting
- How Verve uses AI for its ATOM solution data processing
- Example of such usage
- What 3rd party ad targeting tech Verve team has tested and implemented so far
"For publishers aiming to monetize effectively, it’s crucial to represent their inventory accurately so advertisers can confidently invest in ad placements. Advertisers need to target the right audience, personalize messages, and present them with the best possible creatives. This helps create a good match between the ad campaign and the user. Finally, advertisers must measure campaign success and attribute performance to the relevant placements."
"Our technology, known as ATOM—short for "Anonymized Targeting on Mobile"—enables us to identify relevant user cohorts and create audience segments directly on the user's device. This approach allows us to deliver personalized ads without relying on third-party data, thus preserving user privacy. "
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