Our guest today is Beth Gilmore, is a marketing consultant and founder at The New Department. Beth has an incredible wealth of experience in the programmatic space from her work as the Head of Commercial Partnerships at MoPub.

In today’s conversation, Beth shares some fascinating insights about how many levers marketers have to understand and unpack their programmatic performance, if they only dive deep enough to understand what happens under the hood. From understanding what happens even before an ad is shown to being able to influence where in a publisher’s inventory an ad is shown, there’s so much possibility that this conversation highlights for advertisers - and I’m thrilled to uncover so much goodness in today’s interview.

Key Highlights:

🤔 Why it’s important to understand what parameters a DSP takes into consideration in formulating their bids.

😲 Why a bidder might correctly identify a bid request that might drive an install or purchase - and yet lose an auction.

🤷 Why a bidder might win a bid request and might not end up showing an impression.

⏳ What the lifecycle of an ad is like - from when it’s loaded in the system to when it’s eventually shown.

🔅 How bidding on lowest-priced inventory can be suboptimal in driving performance.

🗄️ What the best way is to think about privacy or confidentiality concerns around sharing data with DSPs.

💡 Why DSPs sometimes may not have access to high performing inventory from publishers - and how they should address this situation.

💯 What session depth means - and why it’s important for a marketer to be mindful of this.

Check out the full transcript and show notes here: http://mobileuseracquisitionshow.com/episode/unboxing-the-black-box-moving-the-hidden-levers-that-drive-programmatic-performance-with-beth-gilmorefounder-at-the-new-department-former-head-of-commercial-partnerships-at-mopub/

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