Integrating new methods is a key to cope up with the new-age technology

Mobavenue started its journey in 2017, and since then it has grown to 100+ employees and offices across Asia, Europe, and Oceania. Over the years, Mobavenue has partnered with over 150+ direct clients, spread across different industries.

Mobavenue’s key product offerings for advertisers include DSP, re-target and re-market, premium partner and OEM solutions and for publishers they include SDK, DMP, and publisher-first SSP. In an interview with Adgully, a Mobavenue spokesperson dwells at length on the company’s offerings, trends in the ecosystem, metaverse, cookieless world, etc.

Excerpts:  

Please take us through the journey of Mobavenue since its beginning. How has Mobavenue changed the face of digital marketing?

Mobavenue commenced its journey in 2017 and has grown to 100+ employees in a short span of five years. We have offices across the globe – Asia, Europe, and Oceania. Mobavenue has four strong pillars. They are: Tejas Rathod as Co-Founder, Kunal Kothari as Co-Founder and Chief Growth Officer, Ishank Joshi as CEO, and Palash Gaur as Vice-President Business. They are validating business models with growth, performance, and profitability, thus changing the face of the digital landscape. Mobavenue has partnered with over 150+ direct clients, spread across different industries.

What are your key offerings and how distinctive are they when compared to similar ones offered by your competitors? What is your USP?

Our USP is key offering for advertisers and publishers. Product offerings for advertisers include DSP, re-target and re-market, premium partner and OEM solutions and for publishers they include SDK, DMP, and publisher-first SSP. In-house platforms optimize end business goals and growth vectors using our predictive buying and supplying modeling, which sets us apart from our competitors. Our USPs are in branding solutions, and tailor-made strategies for different clients with strong foothold in audience segmentation while driving successful campaigns.

Please tell us about your own advanced AI algorithms. What are the key distinctive elements?

We provide AI audience segmentation through user-centric behaviour along with user acquisition through precise targeting. This leads to high-potential results to reach set KPI goals and offering tailor-made strategic solutions to different brands/ partners.

How pervasive is the problem of brand safety? How Mobavenue ensures brand safety and fraud safety?

Rise of programmatic advertising has hampered brand safety through digital advertising. Irrelevant ad placements are leading to poor user experience, further resulting in loss of revenue. Mobavenue, with its integrated fraud partners, ensures brand and fraud safety and we safeguard brand and fraud safety with our proprietary in-house DSP. We place ads only with the relevant content, using highly relevant contextual ads.

How will Metaverse shape up the digital ecosystem in the days to come? What are your predictions?

Integration of Web 3.0 with blockchain technology and inclusion of NFTs within the Metaverse is what excites us. Virtual Social Experience; VR and AR are blooming. This enhancing digital experience will create high-revenue business in sectors such as shopping, education, gaming and hospitality, decentralising the financial ecosystem.

Are marketers able to break their cookie addiction and figure out alternatives to third-party cookies before Chrome’s 2024 deadline? What are your views in this regard?

Cookies are an important tool for advertisers to track and gather critical data. Brands with a strong first-party data are in a better position when it comes to a cookie-less future.

Personalisation often can trespass into unchartered personal territory. How can brands draw that important line when it comes to personalisation?

Tailored personalisation while keeping the customer-privacy in mind, following a customer-centric approach, and keeping ads relevant with customer preference are some of the best ways.

How do you think Google’s Privacy Sandbox on Android will impact advertisers’ revenue?

Advertisers are expected to take a hit by 15-25% of the revenue with post-Identifier for Advertisers (IDFA) changing due to lesser visibility on down funnel activity, and personalisation of users. There will be limitation on third-party tracking without cross-platform support and losing the ability to attribute revenue and the reduction of life-time value (LTV).

What are the key emerging trends in the digital marketing space?

Metaverse building up in the digital landscape, programmatic advertising, and personalisation and marketing automation are the key trends.