Last April 2 to 4, AlgoriX had the privilege of sponsoring and participating in the industry-leading conference, Mobile Apps Unlocked (MAU) 2024, held at the MGM Grand, Las Vegas. The event was a treasure trove of insights, trends, and opportunities in the ad tech industry. Here’s a recap of what we learned:
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The State of the Ad Tech Industry in 2024
The ad tech industry is currently undergoing a significant shift towards a privacy-first approach. This change, while beneficial for user data protection, presents challenges as we strive to balance privacy with effective advertising solutions.
Signal Loss
Signal loss, both at the platform level (SKAN, Privacy Sandbox) and regulations level, is a pressing issue. The loss of data points disrupts the systems built around them, potentially stunting growth and undermining confidence in the industry.
Fragmentation
The increased data safeguards have led to greater fragmentation within the industry. It’s becoming more challenging to work across app stores, platforms, and devices seamlessly, making real-time data management and scaling advertising efforts more difficult.
Supply Path Optimization
Supply Path Optimization (SPO) is a hot topic in 2024. As we transition from walled gardens to an open internet, supply paths become more complex, leading to inefficiencies in the bid process. Advertisers and DSPs are seeking direct connections with publishers, eliminating resellers. However, this push for optimization risks big players monopolizing the industry, potentially reducing transparency and equity.
Opportunities in 2024
Shifting to brand campaigns
With rising costs and stagnant budgets, advertisers are constantly exploring new platforms to acquire users cost-effectively. However, the focus is shifting from acquisition to user retention and engagement, which can be more efficient in the long run. As a result, more advertisers are moving towards brand campaigns to increase brand affinity among users.
Google Privacy Sandbox
The Google Privacy Sandbox team at MAU 2024 emphasized that their APIs are building blocks, not direct replacements for current ad tech solutions. While the Privacy Sandbox provides privacy frameworks, there are opportunities to fill in the gaps for measurement and optimization. Engaging with Privacy Sandbox sooner rather than later can help industry players understand and leverage these APIs.
Conclusion
As the ad tech industry shifts towards privacy-first initiatives, we at AlgoriX are rethinking our solutions to prevent complete signal loss, develop new standards for data interpretation, and continue building trust in our systems. The insights from MAU 2024 will guide us as we navigate these changes and seize the opportunities that lie ahead.
