Curated Panel: How First-Party Data Creates More Valuable Players In-Game.

[Music] next we have a panel um on how first party data creates more valuable players in game and so yeah this is going to be a panel with Jackie vas from demoso Valerio sudo from user Centric Christian rivers from Adin Mo boso Yankovic from gers Consulting and abash from number eight I hope my pronunciations too bad okay hello everybody um Welcome to our rockar panel

before I get going I was just wondering who everyone who everyone is in the audience I'm not going to ask you all to introduce yourselves to me but um could you just give me a show of hands if you're a developer or a publisher okay good we've got The Right audience guys this is good this works um okay great any other any other qualifications I need to ask for right um okay so what we're going to be discussing here is um how how the mobile gaming industry has been going through a real significant transformation um in terms of obviously Google's requirements for TCF and consent mode um and the way the industry is moving much more to a privacy first approach and as we're seeing a lot more of these regulations get enforced globally and CPA is rising and um all sorts of things going on um we're now going to just talk a little bit about how we got here and what sort of

strategies that we can think about employing when it comes to dealing with um all of the the increasing uh regulation in an increasingly competitive landscape so um I'm going to ask my lovely panelists to introduce themselves to you so I'm going to start with Valeria hello every hello everyone I'm Valerio sudo director of product at user Centric user Centric is a leading uh consent management platform so we make sure that Publishers are compliant with the Privacy regulation so they can sleep well at night we capture user consent and we pass it to all the technologies that are present in the app so that your marketing tools can keep working properly as we will speak in a in a bit um hi everyone my name is Bojo Yankovich um I work as a head of ad monetization at game Bas Consulting we're a consultancy firm for the video games industry and we help game developers with ad monetization user acquisition helping you pretty much uh

make more money or spend it more effectively on UA hi everybody I'm Christen Rivers I'm a co-founder and CEO of added moo we're an in-game uh monetization partner we uh start off as intrinsic in game ads but we've expanded out now to other ways to help uh games monetize their their audiences and I'm going to apologize in advance I've uh I've not been feeling 100% the last few days and so the uh I suppose I'm be as dynamic as it normally would be the the the upside is uh you probably won't get as many F bombs from me and uh and I want to say I'm going to throw my friend Abby under the bus here in a second because at least I've been here the whole time I got a call from Abby about 10 minutes before this conference saying how do you get in oh my Lord you know what uh I actually live like 10 minutes away so I have zero excuse but um hey hi I'm abish co-founder CF number eight we're an idealist data platform and idealist Solutions you know if you think of in

the data industry today traditional data companies have always been relying on third party cookies maids and otherwise to deliver data you know targeting capabilities we've taken a a different approach to how data is collected gathered and that can be used for a whole range of use cases but we'll talk about today on how to we actually leverage first prior data so that's what we specialize in number eight yeah great so we have a really Stellar panel here to talk about individuals Solutions and approaches to this particular malstrom that this industry has faced so getting straight into the content then let's talk about CU Valeria and I were here last year talking about what was coming when uh you we were really doing some predictions of what was going to happen down the line with with all of these regulations coming in so give us a quick kind of summary from your perspective about where we are where we've come from uh I think Publishers in the room know that this was a very challenging year

for them um last year we were downstairs we were discussing about what was coming and what we predicted happened so if you were here or watch the recordings from last year I hope you took action because uh what happened is that TCF became mandatory for all Publishers uh meaning that all Publishers have to pass TCF signal using a a certified CMP otherwise uh admob doesn't work any longer let's put it very simple uh personalization cannot cannot work as before and your monetization is impacted and later the year we had consent mode also mandatory by Google otherwise Google analytics for Firebase doesn't work and also here your user acquisition campaigns is heavily impacted um so I would say this happened it was a painful here here I recognized for for the for Publishers and developers we've been proud that user Centric to support many of you I don't know some of you are are in the room

already um but I would say I would reflect um about what happened in a positive way I think has been a paradig shift uh from before and we have seen this at user Centrics as well where privacy is no longer a legal topic so sitting with your DPO but has become a Performance Marketing topic and this is really important for for the audience to understand this because this changes also the role of marketers in uh in gaming companies because now they need to focus more about these topics and probably they need to start working um collaboratively with other with other teams um like with legal team with product team so we've seen a big change and I think uh user Centrics we say we are entering the Privacy first marketing era when marketers have to start you know thinking about privacy first tools IDs Solutions because first party data is inevitable are going to be more and more important Google and the other are pushing more towards first party mode

Etc so I think it's time also to start thinking forward and not do um like before where we were waiting for changes to come and then everyone had to rush to fix the problem because uh no one was taking action and Kristen I I know you've been noding along there because I've seen Adin Mo really working sort of off straight off um the the Launchpad on when the whole CMP um issues came up so would what what what have you seen from your perspective over the last year on ad Ino yeah and look we we we work very closely with user inrix and with number eight so you're going to hear similar stuff from all of us here um to kind of look back a little bit when I started ATO about six years ago I thought I honestly thought we would be in a privacy first uh world with zero third party data the device IDs would go I thought what was happening with the uh with regulatory Frameworks gdpr Etc and what was happening with the platforms apple and I thought that would all go

away um I think directionally I was right it is going away but hell it's taking a long time right we're not there yet one and the I'm counting first one and and the um the frustration for me really is because this where with the world is going it's where the world should go and the especially the developer Community but also the advertiser Community still view privacy as a hurdle right hygiene something we got to do just because we have to do it and I've always been really excited about privacy as a feature right this is really awesome if we just go ahead and embrace it and we say that's what's happening then we think about what does first party data mean and how do we create that value out of our players um I think what's happened over the last let's call it even three years so it the changes have been forced upon the industry and you know I guess we're getting there the first one was Apple uh with the idfa um ATT stuff and that you know that forced on that side more recently uh Google forced it with you

had to have a trusted CMP uh in order to monetize your Apper game in Europe so that's kind of forced people to think about this but um you know I'm hoping now we're thinking about this as a bit of fun as and something good as opposed to a a hygiene Factor on the demand side obviously advertisers are think about this as well so it's directionally again this is where it's going um but it has taken a while to get there um and I think we're still there's still some pain points right you know the um and maybe we'll talk about this a little bit later the you the way that uh players are given the option to opt in or opt out whether it's idfa whether it's with um the cmps it's still not very player friendly and I think that's something that's been driven by uh really by the EU and the regulatory Frameworks but um you know if we can make this something where the the the players also see that yes I get to control the the information I'm sharing um they will they will and are on board with that and we certainly see when it's done well uh huge uplifts you know whichever way you want to look

at it on retention on Art Etc you say that CU you're a positive person about this but how does the audience feel about this how did the Publishers and developers feel about the the regulations have you do you feel like it's a positive move anybody hold their hands up if they think it's positive there we go I'm actually with them so we have a job convincing this audience whether whether that could be the case positive or negative it's there so it's there so you got to deal with it but it's quite interesting that you know we having been talking about this for over a few years now we're trying to get our mindset around to let's see the positive in this let's see the opportunity um but one of the things we were we were predicting last year was that there'd be big fines coming down the the road do we see any of those I I can um speak from our perspective as a CMP uh we have seen big regulatory speaking

I think we have seen big movements from data protection authorities like in France that now they're investigating into Mobile World the point with the regulator is that they don't know technology very well when it comes to mobile mobile apps that's why they don't you don't see many finds it's not because apps you know have the immunity they they can cannot get find it's just because the regulator doesn't know even what an SDK is I me very simple so I can speak a little bit about this and from the publisher perspective I think you know I agree with Christian that you know uh privacy is something that uh that we need to embrace but on the other hand I think it's very challenging for Publishers especially for smaller developers who need to worry about the game design about the in a purchase economy about the retention uh about the user acquisition and then on about General regulation and then on top of that you have to worry about the Privacy as well and to make it a little bit more complicated at it's not so simple

because Valeria you mentioned Now France is looking into pushing privacy more and their privacy agency um and that's exactly that even though European Union is often times acting as a as a one institution many times uh each individual country will come up with their own specific regulation for example at which age they consider a person to be an adult or underage or uh what language it's allowed when it comes to privacy see do you need to say uh agree and disagree or disagree can be hidden after the second click and on the first click you can say learn more or do you need to have an x button or not so like uh all these things are making um let's say a job for Publishers and especially for smaller developers who can't afford a legal council full-time uh it's making it much more difficult for them um and I think that's one of the reasons why um developers are maybe uh being slow to adapt and always doing

the bare minimum that needs to be done yeah and now I wanted to finish and that's what we solve with the with the CMP of course we want to simplify this uh but I wouldn't because the industry I've been around now for for years I'm first Pocket Gamer like I remember people saying you know I don't want to talk about privacy um we we haven't been find in app so the point is not about looking at fins it's about looking at the direction of the industry now the industry is going clearly towards privacy but it's not driven just by The Regulators because last year what happened is digital Market act and digital Market act basically changed the change the the the Dynamics because instead of the regulator going after the Publishers they said if we go after every publisher it will take us years let's go after Google Facebook meta Etc so they're going after them and then say dear Google from now on you need to prove that the consent that any data that you processed is consented and that's why you get TCF mandatory and

consent mode mandatory because Google want to get now not any longer the check that you have the you know the flag but actually they want to get the signal that programmatically has to be sent to them and that's why that's what has changed last year now it's embedded in into the technology into the attech space so we shouldn't be looking at this any longer as you know I'm am I going to be fine or not but actually are my marketing tools working or not because many many small uh developers have been talking with them as well don't realize that today their maybe their campaign marketing campaigns are not working any longer they're basically blind and they think their game is not working but actually it's maybe it's a problem with the setup of the campaign as Bojo might maybe can confirm no no absolutely I mean we we see that um difference between let's say ecpm for non-personalized traffic and personalized traffic can be uh twice um twice the difference and so if you do not have a TCF 2.2 compliance string

which is being sent to Google and to some other networks you're going to be making two times less money uh than than you will um if you do have uh this properly implemented and that's why it's also important not only to um have uh this implemented but also how you implement it and I think that um this is where CMP tools that are certified by Google can come into um as very handy because they know the best practice and so um that will enable you to Maxim the the consent rate right because it's not the same if 90% of your users are saying okay I consent or it's only 40% and similarly on the UA side if you don't have this implemented the consent mode you'll simply not be able to run any campaigns in in EU or european economic area plus Switzerland I was going to add a bit a bit to that cuz fines you asked about fines at the as the starting point to that Jackie and the problem is finds aren't the right Tool uh honestly uh and to your point Valaria that it's because

the the the lawyers the and the the de the uh the politicians making these rules don't understand technology right so there were some big fines you know meta got $1.3 billion do fine in 2023 a huge right uh Tik Tok got uh $350 $400 million fine right you know what that was in their revenue that was like 1 to 2% of their total Global Revenue if I was a cro of one of those companies I'd say forget it I don't even care right I'll pay that every year to do whatever I want right so what needs to happen is where where it's going to change is twofold one the dpos here in in in the EU well okay not UK but in the EU um you know they can get thrown in jail now that's going to change stuff people will start thinking about that when a DPO gets uh thrown in jail right in the US similarly you as we've seen with you know whever you believe in the the kind of politics are happening there you can get kicked out of the country right and so those are things and then also Google said you're not going to make any money in Europe unless you integrate this so those are the things that are going to make this happen the fines are you know

it's great news and it makes some good stories for journalists and whatnot but that's not the things that change things yeah you know we've been in the Privacy space for a while so I would say as you would put out you know it's like you know if if nothing's broken don't change it and that was pretty much you know if you think of as a broader Spectrum digital advertising has you relied on all sorts of cracking Solutions since it's onset it's be cookies from late '90s the IDS when mobile came up so all of a sudden you see all these formats emerging and then saying you know what cookies are well Google pulled back on cookies but then that has a different side effect IDs on Apple already went through Maids on Android will pretty soon follow a similar suit as well so the Tailwinds are already in place it's a question of what is it actually going to unlock for us that's where that opportunity is that's what I wanted to talk to you about Abby because we moving this on sort of a little bit is you know

what are the inherent challenges and opportunities that that Publishers and developers are having to sort of take into account now there's honestly about the challenges I mean B's touched on them you know if you think of the classic if you you have a game where a game has a classic R metrics acquisition activation retention Revenue referral you have those classic five R metrics and what has happened as well of the idfa changes and pretty soon on Android as well one of those funnel metrics have been impacted because one if you don't have the iOS uh idfa optin your cost acis has gone up that's simple because people just aren't logging in you know they're not giving the ID so all of a sudden the same usage us require for $1 it's probably $5 all of a sudden that makes sense from a supply demand point of view so but the thing is what that allows you to do is if you want to have a future prooof data rign or data informed and you know gaming is very data informed it is very you know you're always tweaking parameters G play Etc

what first party data in this case allows you to do that it's not just for ad monetization but think of it as because we work in across multiple spaces we in podcasting we work in gaming to CTV very soon as well it actually unlocks you can use the same data for gameplay optimization for UA for ad admon so a whole range of use cases get unlocked if you actually take ownership of the data it doesn't matter if your game has 10 users or 100 users you know how do you get to 1,000 users users well you have to get 10 users first how do you get to it you know 10 but you have to understand what is it about those 10 users that wants people to come back and play those 10 you know so you have to basically understand if the basic economics of your game actually works if you can't fix that otherwise you're just throwing marketing dollars under drain so that's that's what we're seeing right now yeah 100% because at the end of the day opt outs are going to be inevitable you will have a portion of users that will be opted out and it's inevitable the cost for acquisition of each new user is going to increase because of these you know

limitations as well so you really need to start working on your data first party data zby was mentioning and working also on solution that don't rely on third party data that's that's inevitable I mean since last year we were right I hope now you guys are listening because this is going to happen is a thing is not like because I mean we I'm I'm a c i represent of CMP of course but uh we are seeing this trend in the industry this is very clear that uh it's going to this direction uh of course opportunities short-term opportunities are in my case from what what we have seen now is are more than 300 customers in in gaming we are we cover 250 million daily active users across all our all our customers for which we manage their consent the the short-term opportunity is simply implementing or activating or passing this consent signal because as Bojo was mentioning we see immediately the impact on our c customers we we saw we did case

studies also with Theo we saw from 10% to 200% increase in aru uh by simply passing the TCF signal depending on the size of the app but then we saw also I recently I was in a meeting with a very large publisher I cannot name the name because they didn't give me the authorization they're very big and they saw 400% in Ras simply by passing the consent signal to Google with consent mode for 100% they were like what's going on basically their marketing campaign all the millions they were spending was not correctly attributed because they didn't Implement consent mode so even large Publishers they they were blind for a while so it's very important to capture the opportunity of fixing you know the short-term problem but then already start thinking about okay what what is the issue here the issue is that third party data are going to be less reliable I need to start building my my data uh and make sure

also in terms of you know monetization um um let's say initiatives I need to start think about new things that rely more on my players data rather than you know keep acquiring new players because it's it's going to be more difficult for sure in fact just to add to that and I think uh you know back to the one person in the room uh who might have been a plant from up here that raised her hand was excited about uh about privacy first party data is this huge opportunity right so especially if you're a publisher right you're everybody's complaining about uh their own cpms going down right we know that and that's partly because what is it on iOS maybe you're getting 15 to 20% maybe of your players that are sending uh a device ID yeah and so now if you're starting to collect this data about your players and you can generate insights from that you're taking control back right you can now say these players are more valuable you have some control you have some value that you're creating instead of relying on you know apple or

iron Source or whoever to figure out you know what the value is for you and uh you know I represent an ad Network here you know you always know that there your ad networks that they're not always on your side right so you are getting that control back that is your value as a publisher so that first party data is why I think this is so exciting or should be I think your point was to that well absolutely you know if you have to put as a you know as a game developer you have a lot of things to worry about build the game make sure you have the first set of users make sure the levels are right make sure it doesn't crash people don't download the you know delete the app and all these things going through and then and you know while you know while it makes sense I think one of the challenges of course as a game publisher which one do I prioritize one is you know and and that is and yeah that is a challenge you know which one you're seeing so it's not very easy to actually monetize you know to use that I think in said we've seen that with clean rooms you know clean rooms in the data world if does anyone know what clean rooms do

well yes no one really knows so it's it's one of those where people so use a clean room and we'll basically take all your consented data make it easy for advertisers to Target the problem is that with clean room Solutions what happens is that the publisher in this case has to do all the work they were expecting a plug-and place solution but then Al on hold on I have to do all the work why am I paying you for that so in a similar way Data Solutions I think one of the things that we can strive forward going to be as a data platform is how do we make things easy for you to then activate whatever the use case is you to be for acquisition referral revenue monetization and UA all these things can be actually improved and increased for you know from a metrics point of view with first PRI we've seen it it's a question of if it's a five person team or if it's thousand person team of course resources at hand are different so that that level of sophistication will be different internally so how can we make it easy for you to get started did you all have any issues with you know because you know you have about 300 customers globally how was do you see any Trends in terms

of the company sizes who were you know on board to you know to CMP yeah for sure we we saw much more adoption and faster adoption by uh from large Publishers that's for sure the medium small um Publishers and IND the studios they struggle more because of what you mentioned and because of what I said at the beginning this is no longer a legal challenge only but a performance Market marketing Challenge and I saw firstand you know some of our customers appointing a poor guy from marketing now you're the responsible for the CMP and if something breaks it's your fault because no one and he's like oh my God I mean I don't know what is this Banner like regulations it's it's very scary to be honest to be in that position um and uh I saw some Publishers now creating teams around privacy so where there is product marketing user acquisition monetization the legal person so it's

five six people but of course smaller ones cannot afford this type of you know investment it's it's crazy uh and it's also one person in a small developer cannot know everything about you know regulation cmps how to implement consent mode Etc so this is where we see the you know the the list adoption but it's also understandable so from user Centric side we are trying to make our solution more and more self-service but at the same time a recommendation for smaller ones is to you know find trusted Partners or advisors that can guide you you know in the correct setup of the campaigns Etc don't try to do everything in house on your on your own because I mean the landscape is becoming for sure more and more com complex and it's very hard to keep up with all these things if you just want to build a cool game you know and and and launch it is no longer as before now there are many things to take care about but um I think uh I think yes seek help from advisers if you're a

smaller one rather than trying to fix everything on your own of course a CMP helps because we we cover all regulations so in few clicks you know you can get compliant with all the regulations all over the world but still also there um at the beginning you need some help yeah yeah sorry on that self-servicing is something I've thought about a lot and sorry Jackie I don't know if we're going complet no you carry on I'm pretty interested our SDK is has always been self-service and um and I was always adamant about that he may just download it and integrate it uh but there's some downsides to that uh anybody can download it and integrate it and not necessarily do as good a job as they could right they don't have the learnings that we had and we've seen that with the work that we've done with user Centrics there was a uh a case study that uh that showed the uplift uh on CPM I think it was uh about a 60% uplift on CPM about 350% uplift on arpd but that didn't happen in day one right there was a there were some best practices that needed to happen to uh for the developer and they were a small

developer to to to understand how to make that user Journey as best as possible and I think that's the uh the place we're at right now it's not just kind of plug-and playay for any of this yet I don't know Abby about uh about your solution if how much best practice is theirs but we've certainly found that uh there's still some learning that we we need to share with the developers it's not quite a uh you know integrate it and go for it yeah this thing in software is like what's the best piece of software what's the best code that you ever write well there no code because that's where you have zero fuckups so in a similar way you know what's the best integration docs well where it's as small as possible but in this case also you lose that you know if you're just onboarding new customers or new users you lose that face to face connection okay what are you actually facing issues like where are you getting stuck so that's where you can yeah you lose that uh connection yeah that's what I say so you know we've we've established it's hard we've established there are best practices we complained long enough but where how can we how do you do it

how how can we grab hold of that first party data and really take ownership of this and I think it would start with having the right framework in place to get consented data because that is going to be an issue going forwards so that once you have a good Baseline to start off you can build as many blocks on top of that that's like a building you know if if the if the foundation is weak you will not be able to have the right data in place that will allow you to then optimize your marketing campaigns your targeting cap ities your gameplay performance all of that you will just not be able to build that and you'll be able to you'll just be allocating a whole bunch of marketing dollars without really understanding what is it about my game that is actually you know causing a leaky bucket and you might end up going months trying to build build this new character this new feature this new nice little uh mechanism but not actually solving the root cause and what you know as at anything what does data allow you to do well it allows you to understand problems it's interesting that you touched upon that because I was speaking

with a few agencies helping you know small small developers and also in these Studios and they some of them threw their game away because they thought it was the a game problem you say building new Fe they were trying okay maybe if I create this new feature this new level I will change things but it was not that the problem it was actually a marketing setup problem I don't know Bojo if you see the same working with your clients I mean so for example we see similar case where developers implement ads in a way that's not um you know not the one that you would actually want to have they're not following the best practices they're doing let's say the the common mistakes and then when the performance is not there or uh when when retention is hurting where purchas is hurting the conclusion is oh ads don't work and it's kind of like a you know you you have this cause and you have the effect but you're not really connecting them and you're coming up with a wrong um conclusion where the conclusion might be okay maybe U my implementation is not

right maybe I need to uh hire um somebody to help me with this or I need to do an AB test or try to figure this out before I move on to the next project so I think that's the same thing with with the privacy and just like uh the entire flow about the the first part absolutely and you know if you think I I mean I'm I'm still an engineer so I know my inherent first instinct is to build new that's that's inherent new stuff you know if this feature doesn't work let's build let's build one more feature if not this let's build another feature but then if I don't have the right data and we've had this interia number eight many time and I'm sure most companies you know you get in this habit of building new stuff but not actually stopping let's not build let's figure out why something is working because if you don't actually stop and learn you're going to make the same mistake over and over again doesn't matter what new feature you build and that's a reality well when people do have the CMP uh implemented are they using them actively enough are they pushing it C string act proactively enough do you think well in

in in in the EU yeah and I think it's it's worth there's um there is a bit of confusion honestly even within within our team This is complicated uh things but it is worth kind of noting that when we talk about consented uh audiences and you know a a player that says yes I give you consent to track me and I'm passing my device ID you know that's gold right that's your golden ticket that's the one that you really want but even if they say no but there is the the TCF string associated with that to say that we have now we have a supply train a supply chain tracking to say we actually know this player did give some sort of consent or not versus it was just you know who knows if they didn't did or did not that player still has value as well because we see even in the EU there are some games that are still not even passing a TCF string and the value between a consented player with yes uh consented in yes with the TCF consented no but still with TCF versus is nothing each of those have a different value and

you know back to if we're passing a TCF string for a player that still said no we can still do we can still do contextual uh targeting with them and that's really interesting too and that's the other thing that we forget about and there are solutions coming out for you know to how you deal with your opt outs as well but I'd like to get you know you've got to get your first party data um yeah you do have to get and you know and the part of what you mentioned about stages of the game play you have an option to actually leverage it and for example we because we work in gaming we work in podcasting we work in streaming similar problems come up as well you know for example in streaming they want to convert free to paid users same thing in in a gameplay environment you want to make sure players you know if they want to you know if you want to push iip offers that they're actually going to pay and they want to you know cough up cash and then how do you understand when is the right moment to actually put the right offer the same thing that we have you know when you have Ma and you know tickets in your uh in your post box am I

going to buy that ticket immediately no I'm going to go through it so how do you understand the right moment that's going to have the highest conversion well you can use first part data for that and the same thing how do you how do you make sure all the post notifications that you send to re-engage or replay the game that you got stuck on level 45 how do you make sure that that post notification has the right messaging or and it's sent in the right moment so you can actually open that yeah so um we're sort of coming into the last five minutes of our panels these things are always r race far quicker than I like them to um as we sort of move towards asking getting you guys to ask us some questions um my final question to you is what do you see the greatest opportunity in being an early adopter let's say like really getting um to grip with your first party data really understanding you know how to leverage consent go there a consent so first of all um before thinking about

opportunities if you haven't implemented what I mentioned before so TCF and conent mode please do because maybe your tools are not working properly so capture the shortterm opportunity then if you have the resources uh to start to start looking into you know new new monetization opportunities try new tools I think I think the I saw like I was the last two days I saw many many tools already mentioning you know IDs working with IDs solution I think it's time to you know to give them a chance and to to work with those because uh in the future there will be more and more prominent and it start I think it's a good time to start experimenting 2025 represents now the shift towards privacy first and I would recommend you know to start looking seriously into these New Alternatives anyone I'd say you know in terms of if you have any questions with regards to how to actually leverage first party data cuz one is for you have to make sure you have the platform in place to

actually be able to capture that if you have any questions from a gameplay point of view um will they get our details or something after well this is the interesting thing all of the reason this is such a great panel is that all of these individual companies all actually work together to provide a total solution exactly to help developers and Publishers get ahead of this yeah I think we with with with Christan with Abby and Bojo we've been talking about privacy since four years four years and then one day this will come and then it's now the future is if you have any questions on that you know but that's and even if it's just to have a chat in terms of how do I leverage you know I'm having an issue with marketing dollars being wasted or I'm having an issue where players get stuck on a specific level and I'm sending 5,000 post notifications players aren't coming back these are actual problems because all of these things if you have questions around those just feel free to have a chat because first part data if you're able to capture it it will help you identify what are the Leaky buckets

definitely and then you said Jackie I think the words you Ed were how to get ahead of it right and and so even if even if you if I haven't convinced anybody about how fun and exciting this privacy first world is um then at least the kind of getting ahead of the curve right and remember back to again when when ATT came when Apple uh put in the L stuff right Apple screwed that whole thing up and it was it was very poorly communicated to developers right and we were all running around the last minute and then what was it a year or so ago Google did the same thing we're all waiting and waiting like a month later you better do this right so at the very least if if if you're not convinced about the excitement this is coming elsewhere right the EU was just the first starting point of this it's going to be happening in the US it's going to be happening in Latin America so you know at least rather than have that that last minute scramble start doing the work of integrating a good CMP getting your data strategies in place so that you're not doing that mad rush to just protect your Revenue when when the next change comes down the pipeline and that's the only thing we do know is that it's going to keep changing it's

happening in India Japan South Korea China so also Asia yeah and ab you were just um in CES and you were getting questions saying hey great you you're dealing with Europeans yeah yeah and it's actually interesting because you know like in the states for example when they look at oh your base out of London well it's not really EU anymore but still you get the point is oh if you're working in Europe we're fine to work with you in like in the US because they're always looking up to Europe for privacy regulations so if you have US based if you have European customers you're a immediate green flag to work in the US it's just because you know their dpos be like oh you work in France oh that's like the strictest strictest place you can think of so you must be okay so we we definitely saw that over and over again and especially with dpos who are like you know who are used to where do you store your data how is it tracked how many IDs you have all of a sudden you say oh we don't have any IDs and it's like oh that just makes my job a lot easier so have we got any questions for this This brilliant panel would you want to grab them

afterwards any at all well then I think we're wrapped unless you want to say any more no that's it all right we're done thank you very much [Applause]