Know your boundaries and focus | Jason Parmar - Ad Monetization Expert | Episode 23

Jason Parmar is an ad revenue expert with over ten years of
experience in ad monetization. He’s spent time with massive
companies like Microsoft, King, Activision/Blizzard, and Oath,
where he honed his skills in digital advertising and revenue
growth.


 


In this episode, we discuss:


Ad monetization is crucial to revenue generation, and is
trending towards automation 

Hybridization: in-app purchases + ad monetization will boost
your engagement/revenue

Ad placement testing: Understand your boundary conditions to
integrate ads without compromising UX

Regulation and technology influence how companies approach
user acquisition and ad tech trends



Chapters:


(0:00:33) Introduction of Jason Parmar, a monetization expert


(0:01:07) Jason's background and experience in ad monetization


(0:02:52) Definition of ad monetization and programmatic
advertising


(0:05:09) The importance of ad monetization and its potential
revenue


(0:07:03) Example of using ads to drive in-app purchases


(0:08:44) Introducing ads in a way that enhances user experience
and revenue


(0:10:21) Testing and setting boundaries for ad monetization


(0:11:34) Overcoming concerns and objections to ad monetization


(0:12:01) In-app purchases and revenue growth


(0:12:31) Testing the market in India for profitable user
acquisition


(0:13:01) Rewarded video ads as a popular and tolerated format


(0:14:21) Optimizing in-app purchases and advertising for user
growth


(0:17:26) International expansion and bundling Indian inventory
for advertisers


(0:19:22) Considerations for large companies starting ad
monetization


(0:20:47) Setting quality bar and boundary conditions for ad
monetization


(0:21:38) Addressing concerns about ads cannibalizing users


(0:22:48) Having a long-term plan for tapping into different
advertising options


(0:22:55) Introduction to the main topics of the discussion 


(0:23:09) The importance of never running ads without setting
boundaries


(0:24:33) The significance of using a unified auction for ad
efficiency


(0:25:39) The impact of latency on user experience and ad
monetization


(0:28:08) The threshold for considering direct sales and the
benefits of partnerships


(0:30:42) The ideal number of monthly active users to start
direct sales


(0:31:53) Reasons for pre-buying ads instead of going through
auctions


(0:32:19) The importance of guaranteed inventory for advertisers


(0:33:18) Realizing technical issues with ad delivery and the
impact on performance


(0:33:59) Fixing technical debt and changing the ad server can
significantly increase revenue


(0:34:30) User acquisition teams often overlook the revenue from
ad monetization


(0:36:19) Ad whales and the importance of considering ad
monetization alongside IAP


(0:37:44) The need for data science and predictive abilities to
determine user value


(0:38:15) The importance of ad monetization and user acquisition
teams working together


(0:39:53) The idea of purchasing more ad opportunities as a
subscription


(0:41:01) Emerging trends in ad tech, including regulation and
new ad formats


(0:43:28) The rise of subscription offerings and the potential
for more ad-free versions


(0:44:31) The resurgence of lifecycle marketing and direct sales
in the digital space


(0:46:03) The role of salespeople in the future of ad tech


(0:46:49) Programmatic guaranteed and automation in ad sales


(0:48:29) Efficiency and automation in direct sales


(0:49:03) The role of media planners in leveraging tools for
inventory


(0:50:17) Building lasting partnerships in ad sales


(0:50:43) Lead generation and automation in ad sales


(0:51:11) Opportunities for bespoke and custom ad sales


(0:51:29) Conclusion and closing remarks


 


Link to Transcript:
https://www.mavan.com/growthscale-episode-23-jason-parmar/


Disclaimer: 


All opinions are Jason's own, and do not represent the position
or opinions of the Company.