By Seb Joseph
Contextual targeting not programmatic-driven volumes are key to premiumising mobile media amid the flurry of ineffective ads being “blindly bought” through ad networks, claims gaming publisher Gameloft.
It is why the business opened its ad inventory direct to marketers four months ago and why it has recently started talking to them like a media owner rather than a publisher. Simply put, this shift means it no longer peddles a performance-based model based on cost-per acquisition, and instead stresses the ability to drive brand-led metrics now that it sells its own media.
It is a risky and somewhat old-fashioned approach at a time Read full story ›
Source: The Drum