Targeting

• What Does House of Lords Proposed 'Digital Authority' Mean for Games?

  2 weeks ago News

  

  A new report from the House of Lords has proposed the formation of a new ‘Digital Authority’ to monitor and even regulate technology companies, and make sure that UK law evolves in tandem with technology. As reported by the BBC, the document looks at tech firms’ management of data and privacy breaches, and their handling of problematic social behaviour over online platforms. The reports’ authors have branded responses to such issues as ‘inadequate’, and stress a belief that self-regulation on some [...]

• ironSource Debuts New Platform for Monitoring Return on Advertising Spend

  3 months ago News

  

  Mobile monetisation and marketing outfit ironSource has unveiled its new ROAS Optimizer platform, which offers users a means to monitor the return on advertising spend (ROAS). Only last week, we saw how advertising is increasingly valuable to casual mobile game revenues. But as the in-game and app-based advertising model continues to find a more established footing, its ecosystem is at the same time evolving into a rather complex beast. ROAS Optimizer hopes to address that complexity, while simultaneously automating bid optimisation with a [...]

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• Indian Gamer Behaviour Must Be Played Up to Better Target Ads

  12 months ago News

  

  Users’ behaviour and gameplay must be considered so that ads do not get pushed to the wrong group of gamers, leading to bad user experience and a waste of inventory. In a Q&A with ExchangeWire, Nazara Games CEO, Manish Agarwal, discusses the challenges he faces in supporting the Indian ad market and stresses the need for brands to produce creatives that do not interfere with gameplay experience. And he should know, considering Nazara has more than six million monthly active [...]