Max Barer talks on UA Creatives Optimization & Automation over AppsFlyer Fall Release.

Hello everyone. We are together with Max today at eps flyer full release and he is head of creative optimization operations at EPSA and today actually they revealed lots of cool stuff especially for like mobile games uh and apps studios lots of updates and I would like to make it like very very easy and clear for you uh not super high level. So let's start from beginning why does it all matter? Why are we after uh all these let's improve this? Let's make it autom automated and why?
Amazing question. So again it's my belief but also the data shows that creative today is really the single biggest driver of performance. I know it sounds very high level. Yes,
but I can explain that. Just just stop me where I'm going to give back.
Yeah, let's go. Eventually each network they have their own algorithms and every advertiser what he needs to do is beat

the algorithm. That's it. Once you beat their algorithm, your creative would be the winner and that's it. And now you just need to replicate that to be successful. That's why creative is super important. Marry that and combine that with the power of AI today that can speed up the process, right? make more content, better content in a much cheaper way. So that's where every advertiser basically need to focus today.
Yeah.
Can create a lot of content. You need to beat the algorithms. Go for it. Have the right data and the right tools to make it better than your competitor.
And you know like uh today there are thousands of creatives you know produced in the market every day. And I'm even putting aside the monkey work behind this. Uh I would like to clearly understand try try to make it simple uh what is changing uh with what you have been developing.

So I think let's put it in three things. So first of all as you said today by the way today 80% probably of the advertisers still trying to win creatives manually collect data go to network's dashboards it's not uh it doesn't connected to the MMP data
you can see upper funnel and what maybe what scares but now you need to to look at downfunnel retention cohorted metrics yeah again a lot leave aside the manual work again without having a clear kind of single source of truth. That's the creative, that's the winning one, that's the losing one. That's what I need to remove. Again, it's not just waste of time. You are not acting at the right time and not getting the right decision to be successful.
Very clear. And you mentioned actually three things. So, how would you elaborate on that?
Amazing. So, that's the first thing like

creating a single source of truth. Second one use the data right. So creative today because of the scale because of the technology because of AI before even generating creatives can turn your creative into data.
Yes.
And and that's the the the new power and new capability that you should use for your success. Right. So take all of your data turn it into sorry take your all of your creatives turn it into data and extracts insights to strate strategize better right so again second thing is use the data from creatives to make better iterations to make better decisions to even create new versions of creative based not just on hunch
yes
but on datas and the third thing is automation right so that's exactly what we talked about today again it's eventually it's a machine as I said you go from trying

a new batch of creatives you see what's working you need to extract this data need to create new creatives you need to test them distribute them again it's a flywheel and you can't do that manually yeah
at the scale where the industry is currently today and it's going to explode even more
yes and actually let's you know like you mentioned the data side, automation side and uh let's try to make it even higher level like now uh we actually witnessing another era on the creative side not just you know automation AI side getting rid of mental work where are we heading here what is the bigger picture so I would tell you what what is my belief right so um I think eventually the production side of things producing creative It still didn't re revolutionize right
yes
we are just seeing an early glimpses

into that we are at the beginning if with the LL JPTs we are kind of at the plat already at the plateau
with AI in image generation video generation
gameplay generation
we are we are still at very early stage
and and that's the holy grail and again it's there's a lot of applications for that it's both on the advertisers side when they can create much better, much more datadriven quality creative, but it's also on the network side. Very soon you would see networks altering creatives for the clients and optimizing based on their insights. But again, it's it's not enough. Eventually, it's the side of the network and their changes to the creatives and the side of the advertiser where the brand comes, where the storytelling comes. Again, that's something that that's the creativity side of things that will always come from the advertiser marrying

with marrying that with the technical side of the networks with the technology together that that's the holy grail where what I'm calling the creative flywheel will literally explode into like new way of marketing. what you mentioned is literally one-stop shop on the UA creative space and I think even like what we are witnessing today on epsfly's updates also in this AI uh suite side imagine like you already make it one stop in apps flyier connecting it also all the ad networks and like that would be really really crazy and I think that's what I believe for the next like big picture overall okay I would like to connect the dots and uh uh get your advices for mobile Epson game studios listening to you. Okay. So try to be short here because I can go for only for a lot. I think again everything is about

being creative thinking about the audience eventually because that's who you are trying to engage. Eventually you need an end user that would like your creative be engaged with it and would click and install from it. So that that's what you should should have in your mind and again from other side use the data that the creative produce utilize that make it a machine and just be ready for the world where AI is like at your service to create any creative basically very fast and very cheap. Very well said. So I think we wish you best of luck in this very competitive market. So uh it's not a need anymore. I think would you agree if I say it is a must to get the best out of all these automation and newest tech tools. Of course again

if you are not doing it your competitor does that. And again that's that's the truth. That's like that's a fact. So yeah, here are the takeaways from Apps Flyer for release event. Stay with us. [laughter]