Anna Krizhanovskaya, Playrix
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Transcript of Anna Krizhanovskaya, Playrix
WHAT TYPES OF GAMES ARE THERE?
premium
free-to-play without in-app purchases
free-to-play with in-app purchases FREEE
EE
COMPETITION BASED ON TRAFFIC TYPES
Top publishers and audiences
Medium sources with a big audience
Small sources (new or unpopular)
WHAT HAPPENS RIGHT BEFORE YOUR AD IS SHOWN?
Users open an application
An ad network SDK gets initialized
Campaign auctions are carried out based on campaign ranks. Ranks are formed by multiplying eCPM and a coefficient.
The auction winner is chosen
Users are shown the winner’s ad
WHY IS TRAFFIC GETTING MORE AND MORE EXPENSIVE?
Competition
Traffic re-brokering
Self competition
“Raise bids to increase the volume. If all buyers raise bids, the volume doesn’t change” principle
Decrease in conversion
HOW TO DEAL WITH IT?NDA
Be transparent (Win Rate, eCPM, etc.)
Understand how auctions work
Avoid self competition
Work with agencies in a mutually beneficial way
Understand the concept of elasticity