Matching big data analysis with KPIs with Shalom Michaeli from Fyber

[Music] [Music] i am joined today by shalom mikhaili managing director of fiber in emir how are you doing today good good to be here if folks don't know what fiber does give them the skinny what is the what's the slug line of course fiber is a independent mobile global platform fibre helps mobile app developers and gaming publishers to monetize their games and applications by a variety of solutions that we have including the furby mediation the fiber marketplace the offer voltage and we support the gaming app economy by providing transparent tools for them to understand how to monetize their users and their audiences much better if you've had a very strange last couple of years which i'm sure produced some interesting metrics and behaviors and a lot of people have noticed a huge uptick in basically any kind of digital online consumption it's all gone up how

do we maintain that going forward how do you keep people engaged in the way that they were now that they're allowed back into the real world and what are you guys working on for 2022 so the past two years were they were intensive for everyone and for us you know in the past two years we also grew massively with the revenues and we got acquired by digital turbine alongside that colony and appreciate and for us you know we are bringing those team members together in a much more constructive way that enables them to go and see clients together now so for us bringing the digital turbine and colony and fiber and appreciate teams together to those kind of events is the message of what is that we can achieve together with those teams that are coming and speaking about their products but not from a single point of view but actually from the digital turbines point

of view what exactly that we can achieve and what kind of the benefit and the value that we give our clients when we're speaking from not necessarily single areas but from a one mutual area of digital turbine and that might be a mediation that might be an offerable that might be user acquisition the pre-installs that we run with our clients these acquisition benefits that our clients get with the accessibility to exclusive oems and carriers out there and so from our point of view is bringing people into the one one vision that we have is digital turbine which is basically independent mobile world platform which is so important to so many publishers these days so i've taken a look at what you guys offer and when it comes to things like bidding on impressions you talk about replacing the manual waterfall optimization that people use with a fully programmatic system which is what you guys offer what are the benefits of going fully programmatic sure so the idea is when we speak about radiation and fair bit is our mediation

why because we're bidding in a fair way within all the within all the networks i have to understand how the mediation actually started around the decade more than a decade ago and when it started starting with estimated cpms nobody actually knew no network actually knew to predict what would be the worth of each and every user in real time so they were using estimated cpms with the time with the evolution of the mobile industry we found that there is an opportunity to actually be the legendary user in real time that started with dsps with demand park with the demand side partners and eventually evolved into the networks so networks started to feed into the mediation and those speeds in real time managed to not only increase the efficiency of the operational side but actually to grow the revenues for the publisher because from the economical point of view when you beat in real time you increa you create a competition because competition creates increasing revenues for the clients so

from our point of view a bidding is the ultimate solution for the industry and for the publishers because it creates inclusive revenues it decreases the operational uh point of of managing the entire system and creates much higher scale for the for the for the client for the publishers well talking about clients you kind of stress the importance of transparency or certainly transparency is something that i'm not noticing developers are asking a lot from the monetization platforms and the services are saying tell me about the data show me the data obviously there's a limit to how transparent i guess you can be with things like gdpr and whatnot but from your perspective is transparency a very useful thing or can it sometimes get in the way of doing the job transparency is extremely important there in our industry the past 10 years there was sometimes a mistrust between the networks to the publishers and this mistrust is uh is it starts to re being reduced due to the fact that we give more

data points and more solutions to the publishers that will actually enable them to understand what happens with their inventory the the consolidation that happens now in the industry is a good thing because within this consolidation publishers have more capabilities to understand what exactly is worth of their of their supply and transparency also comes from different areas area like if you have a mediation you have a studio how can you ensure that you actually give the best benefits to your clients and not to your studio how do you basically balance the needs to build solutions for your studio but also in the same time build the right solutions for all the clients that are there so transparency is extremely important and within the fair bit we enable publishers to actually see the auction audit this auction audit gives publishers the ability to see in each and every instance what is the price

that was conducted by all the networks they can see exactly how much each and every bids or we estimate if it's an estimated and mediated network how much we estimate it's going to be the price for the specific instance and displayed for the publisher for him to have exact understanding what is the work of each and every user in each and every time data only gets you so far you can have like reams of data piles a number of statistics everywhere but it's kind of about the analysis isn't it it's about what you do and how you use the data how do you ensure that you're not just drowning clients in numbers and saying here full transparency here's all the numbers but what do they then do with that information and how do you make sure that it's being used in the right way in order to benefit the clients it's again great question and we need to understand what the publisher's goals are if publishers goals are only to increase revenues that's the one thing increase retention that's another thing if they would like to have additional ads

embedded into their games for example brands if they would like to see a variety of additional ad formats then we can share with this data we can start getting first and second part of data which you know in our industry also sometimes becomes a little bit limited due to privacy issues of course but we can get this data and start creating deals on behalf of the publisher i mean saying real platforms and good strong mediation companies can create those deals and environments in which they provide the bottom line of the data to the publisher and kind of say upon this data i've managed to create those kind of deals for you and those deals are average are eventually resulted with this and x y and z revenue so there is too much data out there i would say obviously not necessarily have to have all of them they need to understand what are their goals and eventually start introducing this amount of data to the right metrics that eventually result in the right kpis for them retentions ua

revenues etc and the mediation platforms the account managers the product teams on the mediation side need to be very minded the data teams the science team on the media need to be mind you know how we bring this data point to the publisher that will be constructive and not just only throw the data on the publisher without responsibility otherwise it's just just not effective i was talking to playstack earlier about non-interactive ad solutions which is something i'm hearing a lot more these days people talking about this this sound technology and i notice that used on your site when you're referring to your offer wall that you have what is the offer wall and how does that work and how is it non-interrupted right so offer wall is a is our solution it's one of our solutions affordable edge which is part of the output out gameplay you know scenario so you use the offer when you are not necessarily actively playing the game and that's a not intrusive unit at formatting what happens with this

platform is that it enables publishers and users to increase the ability to create additional uh additional operation within the game by conducting different actions actions like for example uh achieving additional at the additional level within a different game or for example answering a survey so those areas which are enabling also to bring brands together so for example you can answer a survey of one of the biggest brands out there and if you answer the survey of the brand then you receive a specific reward for example x amount of coins and those elements that are not intrusive are enabling users to continue playing the game in in a way that is basically not intrusive as you said [Music]