Panel: Best Practices For Navigating The Rewarded UA Space.

Ado is going to be uh running the panel. Uh this is going to be best practice for navigating the rewarded UA space. Uh so we got a we got Matt Connors, Jessica, uh Yan, uh Jagger, and uh Monica.
So first of all, good morning and thank you for everyone. Thank you for coming. Uh best practices for navigating the rewarded UA space. So as you all know the rewarded UA space has grown I think the fastest in the industry for the last couple of years. Uh I think here on

stage you have more than 20 years of experience in rewarded UA. Um we're going to try to answer a few of the questions. Um hopefully we're going to succeed. I'm going to start with introducing the panelist. So Jessica the director of demand partnerships at Edjo Yan strategic growth lead at media Kaggler the CEO of Xmox and Monica the director of sales at cashkick um Kaggler I want to start with you if it's okay um
it's okay
as we said the rewarded UA is exploding uh but it's not new right rewarded UA has been around for the last 10 years I would say uh but in the last two years it really exploded and in your opinion why like why now? Let's start with that.
Cool. Um thanks uh for the intro. Maybe

just to correct the pronunciation of my name. I know it's since my childhood it's a thing. It's Charard. It's Alan.
Yeah Charpolog. It's an easier way but u I know it's a difficult name. Anyways, I'm the CEO of Xmox. It's a Germany based um reward platform founded in 2015 actually as an affiliate company by my brother. Uh I joined um Xbox in 2022 after almost 10 years at a gaming studio, Good Game Studios, part of Stfront. And so what I saw back then when I discussed with my brother if I want to join um operationally I was um always involved in Xmox in 2022 was um I saw a lot of issues for game developers at good game. So the the thing was you were the game developers were always building or not always but most of the time lookalikes to in order to acquire users who are playing let's say Clash of Clans to Empire for Kingdoms and the

issue is you have already your favorite game you play your favorite game you spend hundreds of thousands and good game wants to buy this user and the difficulty is when they see your ad will they really give you a proper chance to play your game. So they download it, it produce costs for you, but you don't know if the user will like it and play it. With rewarded, we are solving this issue because we are giving the user rewards for playing the game, for giving the game a proper chance, for understanding the coop of the game. I mean, this is the main thing. And I think uh we solved that issue.
Okay. Interesting. And I'm gonna I'm gonna make it a little bit difficult for you if it's okay. Um, also myself, I haven't introduced myself. My name is Ido. I'm the CEO of Vibes, also rewarded platform. Um, and maybe we'll move to Monica and I'm going to focus on why specifically now

because I think everything he said is extremely true, but in the last two years, even the last year, it's booming. So what happened now that everybody's saying okay I want it.
Yeah. So just also a quick background I guess I am in the rewarded space. I guess I'm a the the newbie here compared to my most like experienced colleagues here. I've been in the space for like three years. So I actually started with the rewarded from the very beginning. I was working at some rewarded platform. So I see exactly the the booming that you're just talking about. So I see it from from like zero to scale to very scale what's happening right now. And I completely agree with Juggler if I'm I'm trying.
I'm gonna say it wrong a couple of more times. I apologize.
Um so yeah, this issue is definitely solved for like I I guess testing as well games. So that's from the developer part. I I agree. But from the user perspective, it's also something that's been booming in the in the recent years. When you mention right now, I think why

now is because users are getting smarter and they're realizing that they can get something back from the task that they complete, right? We've seen it like cash back. Like it started like with cashback, right? So they're getting smarter and they're looking for opportunities to basically get something from the actions that they are completing, right? So
the consumer behavior have changed.
Exactly. Exactly. I think it's changing. I think it's going to be the new normal these days for people to like expect that they get something from the engagement the data that they're sharing like you know it's it's a very important information right uh data of course and the engagement the attention this is what we're looking for right so if I'm giving you my attention if I'm giving you my engagement my time which is the most important and the most like expensive currency that we everybody everybody has they expect something in return so I think right now from the user perspective I This is why um and yeah I'll just finish this.
That's fine. Jessica, you want to add or
I agree I agree with both of uh of my

colleagues here. I think right now um if you look back in the past 5 to 10 years um attention becomes currency, right? That currency gets more expensive every day. And um from the user perspective as Monica pointed out um users actually start to realize like hey actually my attention is worth more um than it was before. So while I'm doing this task that I'm already doing anyway for example um for a we work with fintech app or like shopping apps I'm scanning the receipts I do it anyway and now I'm getting rewarded for it. So why not? It's a win-win situation right? So I guess in that way um users are getting like what you said uh the behavior is different and it's like a lot more positive because we're creating um a positive value exchange in that matter. I think that's like the biggest shift because it is a noisy environment and it's getting noisier. So in that way it's getting um a lot more positive
and um I would say yes I just want also

to introduce myself. and joined rewarded space not long time ago. But overall in performance marketing field for more than seven years and I would say that in terms of the market itself what has changed that once incentive was more about maybe motivation uh to to do a download for a new user and uh today uh if you're talking about it's more about loyalty. It's not some kind of motivation to make a download. that kind of loyalty uh to get something back from purchases for example that our users are doing and uh what we learned also from our site in our media that for example uh 5 10 years ago we know that uh all rewarded space was about local TV yes because uh it was more fit for IA games etc etc etc etc and today for example when we're talking

about on fre about free cashache. So, uh to launch with free cache, it's you know the the best price is around $10 CPI and here we're talking about already high TV users uh IP games and in terms of uh user perspective it's already again it kind of uh if they're generating wealth inside the games for example and they're spending thousands uh they're getting something back it kind of cash back loyalty that they're getting back they can invest this money after that again into inapp purchases and it's quite similar to what's going on in offline because there's also cash back there's also loyalty programs for different uh uh types of purchases that we are doing in offline life and so I believe that what we see right now in online it's exactly what's going on in offline so it's not about motive you know to to motivate user to

do a download. It's just to give him attention, to show him importance. Yeah.
So, you touched a little bit on what I'm thinking of and you're going to continue with another question about it. So, back in the day and especially for someone like me and for all of us that has been around for a lot of years, when you hear incentivize, it's like cheap users that download and disappear. Um, that's old myth. um what had changed like a lot of people still call it incentivized but it's not the incentivized that we used to know it's different now so what's different
I would say that uh if we're talking about freakish for example so it's kind of we can say it's almost yeah it's not uh play store but it's kind of place where users can choose for them what they want to play and uh then they will get again

the loyalty. So I think that this is the main point of the change you know that happened on the market uh and uh also uh when we are talking about our user acquisition part so when we are doing promotion of freach so we see also that health TV users uh if we are talking about what was 10 years ago so high TV users they were not about this part about rewards also we as as platforms uh we learned to work with such users and we understood how to build the rewards uh for example for those users and if you're talking about high TV approach for example so on our side we rolled out 90 days rewarded structure which really gave uplift in high TV approach and what we see also when we see that users user already involved for 90 days inside some game he did a purchases there and even that the reward funnel ended by 90 days they continue to play because they already some kind of addicted We're talking

about midcore genre mostly because hell TV approach and then they will continue to play. So yeah.
Yeah, if I can add that quick something to that. So from also my perspective is about the intent I guess from from the user perspective because historically it was like mostly CPE campaigns which was like install or install and reach this event and that's it, right? Um something that's like about rewarded that oh rewarded is just like you know they're there for the rewards and that's it and then they're gone. I think this is like one of the biggest myths because that was the traditional old offer wall like you know historical stuff that was happening right now that like owned and operated like you know cashkick free cash Xbox uh I I'm sure Joe as well when you have your own and operated you know you know a lot of the users and you create the experience for the user you're basically having a loyalty for the user right so it's all all about the experience all about like having the users stick for the product and also for the game right so I this changed and also the intent for the user because

traditionally it was more about monetizing frustration and monetizing pretty much like non-payers with traditional offer wall offer walls and with like us I guess like the rewarded platforms specifically if you have own and operated it's more about monetizing the engagement monetizing the the user who is there to to play is is there for to basically be challenged um with the events that we're we're sharing with with the users.
Maybe to add on it, um the thing is also in the past uh most of the time it was uh the space was driven mainly by ad tech people and usually from the adtech perspective you want to ma maximize your revenues. You didn't really care much about the advertiser revenues because it's his problem. You send the user the rest is up to them. And I think I mean especially at Xmox because I have gaming background and um some of the team members in C level they also have gaming background. So we try to see this

totally from the gaming side. So what does the advertiser need and in order to deliver on that and I think this is also mindset wise um happening over the last two three years a lot.
Maybe I'll approach it slightly different. Um we do at a have our own and operated apps. Um but that's just a part of the traffic, right? Um but I think traditionally back in the day, um it's more like a lot of incentivized traffic or rewarded UA is a lot of volume um and heavy fraud. And now like years later, it's more approaching it in a datadriven way and of course the technology has improved. Um we have better tools for fraud detection and so forth and so forth. So um of course it also includes like the intent and the approach of like you know user perspective, advertiser perspective. So that's kind of like a wrap-up of why now it gets or like at least now it's a lot more booming than before.
I would add something else regarding

datadriven parts. So also when we're talking about what's going on today so uh rewarded platforms they're being more data driven than it was incentive ones. uh uh and uh for example on our site we understand uh existing users, new users if they purchasers or not. And this allows us uh to build already you know uh relevant reward uh funnel for relevant group of the users who is using free cash and who is playing game games.
Okay. So if I'll summarize and also ad vibes as an own and operated I think for everyone you need to you need to understand that if I compare it to back in the day it starts with the way side of the users we buy that are not cheap anymore they're expensive users the high quality users it goes to the reward structure and the segments of the users and how we match the users to the relevant games um and also from the data

perspective of all of us and everyone said it we are tracking efficiency matrix of the users towards our clients if it's the client OS the client aloo and stuff like that it's something that we always do I assume all of us um let's continue with uh the misconception I'm hearing from a lot of client um everybody's segmenting offer walls and rewarded platforms in the same bucket it's CP it's offer walls they have divisions is that they don't know how to separate. They don't know how to look at things differently. Um Jessica, how would you explain the difference between for example Tapjoy or out of Alpha Walls to a rewarded loyalty platform?
So I think traditionally um at least u with other competitors um could be that their uh CPA the bid model is CPA, right? Whereas for us it's CPI um and um

what we hold true is the keywords continuous engagement and what we want to do is to continuously um engage and reward the users as they play um the game and then they go down the funnel further right because this also creates a lot more intent because they do know that they're getting a reward and they're trying to make sure that you know they get to the next level the next milestone in order to get those rewards. So I would say that's the the biggest difference. It's not a one-off task and then okay by I have the reward that's it but it's more continuous.
Who wants to join? I continue. Um also you know what I'll add to it. I also think the difference is that an offer wall is an ad placement. Doesn't matter how you look at it. uh it's an app placement that is the purpose of it is to monetize and us as own operator we're sitting on the device and we are working with the user in order to make sure he's progressing deep funnel so

also that's like a huge difference in the type of tools that we have um in the difference
and also I think it's more personalized right because we do personalize for the user yeah so that we ensure that we're getting you the right users for your game
offer walls traditionally just It's not really personalized. The the ranking that you see is either random or very not personalized or basically the highest bidder is on the highest top like on the top right. So where we're caring about the user so that it's good for your game really and it's they stake playing your game.
I would add something else if you're talking about free cash for example. So uh and this is also the huge difference between product and overall that on our side when we're talking about UN product teams the goal is uh to raise our internal core audience that working exactly like gaming companies. So because we need to have more our existing users and this is the main goal and if you have a lot of existing users core audience so the

effectiveness and the engagement is much higher than for example on offer. So that's why uh I believe this is the main difference between between product and and offer walls. Uh we taking care of our product. We try to build more loyal users to ourselves because in that it will affect on on the roles of our clients. So this is I believe the one of the main differences.
Yeah, 100%. So we're not the same. Don't put us in the same bucket. Um from a UA manager perspective, how is rewarded UA different from a regular UA channel and the main thing is what should a UA manager expect? What is the differences? Definitely I would say in terms of like the setup when you start working with a rewarded platform it's a little bit hefty at the beginning because you have to have a a good setup and understanding to succeed uh with the reward structures

with with working with a rewarded platform. Um so I think this is like a key difference and also in terms of your how you how it operates I would say that if you're working with the traditional media sources pretty much the the money that you get back the the ROI the ros is basically later later on like sometimes you need to wait 365 days to get your money back right like for example with Google so with rewarded actually it's it's really good because you get your money early on it depends of course on your KPIs and how much your CPI is and things like that but you can get your money early early on So that's a good thing if you want to reinvest the money. If you're looking for um scale, if you want to scale your game, it's really good because you don't need to wait so much to keep reinvesting, right? And I think in terms of this is some of the key differences.
I mean, from my point of view, one key difference is also people think I mean on Apploven for instance, if you want to make it work, you iterate with your creatives. So you need to find the right

creative, right? and on rewarded they think here's the goals here here are the rewards here the reward structure go for it it will not just happen like that so you also need to iterate so the you don't need thousands of creatives but at least you need 10 20 different flows or maybe even five different flows you need to test in order to find the right flow that really works. So and this is also an ongoing thing because your game is changing constantly. you're adding new content constantly and you can't expect the reward structure that worked 10 days ago will work the next two years. it's not going to happen because the game is changing and that's also some something UA managers should know and be in touch with their account managers and I think that's an very important uh thing on that side as well and I agree and disagree on the uh on the side of you can get um within short time of period your all almost all your money back and I think this is totally wrong from my

point of view because on app or other channels because apploven is so big that's I'm talking a lot about Applvin. You're waiting a year in order to make your money back. Why are you expecting to make your money back in 60 days? I don't understand that to be honest. So, it doesn't make sense. If you want the user to have a proper natural uh flow and uh create also a habit around the game, then you shouldn't rush the user to make purchases, make purchases and then we'll just make purchase and leave. You should find a way to also focus on the retention of the user. And I think in our industry, and this is where we focus a lot, no one is really focusing on the retention of the user. Most of the time after 90 days, no one is caring about the user anymore. But this should be really important because the game is built like this. They want the user to have a long time. Um they want the user to stay for a long time in a game. And we should support that from my point of view. And that's also something where the advertisers also re should rethink

their prediction models uh for for rewarded space.
Okay. Um I agree with you somewhat. Um so I think like one of the the key difference is of course like u for us uh we have high intent opt-in users, right? So the users know what they're going to do in order to get through the the task. Um and because of that um the uh what Chalar said the early metric is good. Okay.
Amazing.
Um the the early user behavior is a lot different than an app or any other traditional UA right and sometimes if that happens um people will be a bit like oof this is not what we're looking for because we're looking for rewarded users high intent. It has to like convert very very well and very very fast. what you said right like why do you expect it different because of those reasons. However, we do see that um sometimes a lot of time a lot of um users they would behave um differently

in the beginning. So the the early uh metrics are softer but then if you give them enough encouragement enough rewards and then like over time the engagement and the retention is actually a lot better. Um it's not in all the cases of course because depends on the game, depends on the reward structure, the CPI and everything but this is something that we've seen over and over again. I would add something else in terms of uh what is the main difference between so first of all um I believe that uh you know uh when we talking about 90 days reward structure for example and if we talking about uh midcore gamer if he already succeed to be there he will continue to play because he's it's just like addiction yes so I think uh is the main point here of course in such cases I'm agree with you but but still if the user already is there and his midcore game he will continue to play. So our goal is to bring the user there and and

uh to this long structure and um also what I want to say especially when you mentioned about applyance so for example uh if you're talking about November period December period etc we outside of auction uh and uh for example what we saw this year that uh some of our clients switched up to 70% of the whole budget to us uh because uh we just uh solve the the problem let's say of high prices in a high season and uh based on it we really scaled up you know some some campaigns to crazy numbers without to losing the performance this is really important yes because it's also and uh also what when we are talking about this part about not to losing the performance I believe that we uh as as as uh product. Uh we also exactly what we're doing for example on frees uh we are

rolling out different type of automations and this automations allows us in real time to rebuild reward structures for different type of audience and here we're coming back again to uh you know to datadriven part. So I believe if all these uh things are working properly so we able to bring huge value to to to advertisers. One question to you. What would you do if you're collecting Lufanza miles after 90 days? No Lufansza miles anymore. What would you do? Would you still fly with Lufansa because you build a a habit around it or would you think about going to Emirates because they give you lifetime bonus?
Um I don't know to be honest. I I can't can't reply to to you because uh when we're talking about L guns, you know, it's really not a good example,
but it's about the miles that you're not getting.
It's about the miles. But what you are getting if you're talking about, you know, miles, so then you can get for free a ticket, then you can, you know,

get on a regular base free luggage with you, etc., etc. And it's nice. I I would say that when we're talking about gaming behavior, of course, if you able to build longer rewarded structure is great and I think this is also when we talk about future, we will land there of course because uh but but but yeah
but also if I can comment quickly on this like I feel like you know rewarded of course the intent is the reward. So users come for the reward sure and you can argue that they come for the reward when the reward is gone user is gone. However, there's also some responsibility on the game studio part to make the game good enough that the user sticks because like if we get you super highly engaged user which rewarded user typically is and they're like progressing in the you know engaged and they're trying to and they're completing the actions and they're playing the game the like 60 30 90 days it's I think enough to get addicted or like you know like the game and if the rewarded platform is doing a good job which it should do which you know our UA team is

there if you want to ask any questions like um you should get the right user to the game in the first place. So reward is just incremental and if you of course there will be some examples like this not not every game is perfect right but like typically if you we managed to get you that user 30 60 90 days and the user instantly left and there was there's no engagement from the user after we have to also address some of the things that maybe your game is just not good enough.
We just have to be you know we just have to take share the responsibility there. This is really important that the game is also delivering.
I think I think it's extremely important to understand that it's a partnership. Uh it's not magic. Uh I saw not a lot but I saw every once in a while a client that doesn't understand why it doesn't work off the bat and he's not getting 100% recouping within 30 days and he heard that it's working for someone else and it's like it's an optimization process. It's a media source like

everyone you need to make adjustment within the product. You need to change the monetization method for those specific users. Um there's a lot of work on the game side as well. Um you want to add
Yeah, just to what you just said, I would say that you know working with reward is also a good way to understand your game mechanics better.
Iterate fast
really fast. That's why when I was coming early like oh you can get your money early on is basically because if you're looking to get more insights or more data of your users you can get that really early on and you can make adjustments to your game right we can in my opinion rewarder can really help you understand your users user behavior because we're there to get you the right users to your game and if there's some dropouts uh you know instead of just simply complaining or just saying it's not working for my game just think you know just think okay users are dropping here maybe that's an opportunity for me to add some monetization opportunity there or like I don't know an ad or like in a purchase or like maybe add

something here so I can get users like maybe a bonus like something so they can just progress here might be something tricky here in my game play uh right so it's also an good opportunity for just a learning and the learning opportunity for a game studio to be on the rewarded platform
yeah I'll even add to that um I would say a tip for the game developers um separate the data when you approach rewarded against not rewarded. It's not the same data. It's not the same user behavior. If you have an economist that is building a feature that looks like it's amazing, it's not 100% amazing. Maybe it's just because it's a user that came from incentivize and it's supposed to be different user funnels.
Um, so that's my
Oh, 100%. Everything is supposed to be different. If you want to work with reward compared to not reward I think back in the day a CMO would split his budget based on let's say Google Facebook all of the usual suspects and today it starts with okay how much of the budget am I taking towards rewarded

and how much is not rewarded and then within rewarded what do I do and and out outside of reward what do I do and I think you should uh approach it as I said differently from a data economy and game flow perspective as well Um, that's my two cents. And coming back, uh, I had a thesis. I'm going to be a little bit aggressive here. I had a thesis. I I came into the industry, um, I think a year and a half ago. And before that, I had, uh, a DSP called Bigabit. Uh, so I've been in the industry for a while. And my thesis was that in the next two years, 95% of the companies, the reward companies in the space will be shut down. Uh, I think a lot of them doesn't understand the realm of the problem that they're dealing with. Um, I think there's a lot of misconceptions like throwing more money at users will generate better KPIs. It's not the case. It's just an abuse. Um, and as as

we try to advise, let's say, a game developer, a UA manager that's just approaching UA, there's so many platforms out there. How can he choose?
What should he look for? I mean one of the most important things is from my point of view um to just super simple who is working with them which companies are already on a platform and for how long
I think for how long is is the key metric I would say because if u if the if they don't manage to have top clients because the top clients are super sophisticated when it comes to marketing and data and if this is not given I think that's already a red flag from my point of view um to not um consider working with with that uh platform I would say. Second uh thing um is of course how do they manage fraud that's also super important and uh beside that

um how how big um is a volume that I can get then I can also prioritize on that if uh if there are smaller platforms where I can get on daily basis maximum spend of 10k think about it is it even worth trying it so I think these are the key metrics from my point of view
um if I I agree if I can add to that. Um I think it's also important to uh understand how uh they work with your data, right? How do they um help you in terms of like navigating your way into the rewarded uh space? Um thinking about uh the reward structure and how that works with the the game design that you have. Um thinking about uh what happens um post the installs and and so forth. So I think that's uh also really valuable. Um I agree. I think you need to double down on the uh fraud prevention that they have because having high intent uh users um the pitfall sometimes can be that they will go

through all the events very fast and then they drop out right and then we get the oh but they're dropping out. Um so it's kind of like very important to to make sure that you work with a partner that can um assist you in each step of the way and then also keep innovating in terms of like how you level uh machine learning um how you how sophisticated is the targeting and so forth also like what type of games do you have because if you come to us and I'm sure you guys do the same um not every type of a game works for every type of the rewarded platform right so for example if a hyper casual game comes to me unfortunately I I I openly say it will not work for you. So I don't want to take people's money and just burn through the money, right? It's we all here to talk and we're all here to get results and um and performance, right? So
look at what type of like monetization you have in your game. If your game is more like IP or hybrid multi-level final reward structure could work for you because then we are motivating users to progress and get specific actions within

your game because you have that in your game, right? But if your game is purely monetizing with ads, it can work on that rewarded platforms as well. But maybe if it's like more towards hyper casual, I would look towards rewarded platforms that monetize um the play time, right? I wouldn't go for a reward platform that monetizes like progression, accomplishing specific actions and levels because for you maybe when you're getting your money through ads, maybe it's better to go to play time, right? And there's also a cost involved. So typically the the ones that are monetizing users through rewards, they're going for the IIP players which are more expensive on the UA side as well. So probably for a IAA hyper casual game that might be too expensive for you, right? You'll usually not get your money back. So I wouldn't just want to, you know, burn the money. So the type of the rewarded, how the reward structure is built for how your game is monetized, I would look at that as well.
Got it. So, scale, technology, and what kind of clients they work with and for

how long, right? Um, and I think it's a I'm going off script now. I think it's a good segue for technology. I think, um, again, my thesis was based on the fact that there's not a lot of technology in the space. A lot of people come into the space thinking it's just like a quick arbitrage. I'll buy a user a dollar, I'll send it, sell it at five. It's not working. We all know that. Uh I think I'll talk about myself and I want to ask you guys. So at Vibes we're doing things like adoptive economy from the understanding that not all users are equal and not all users can get the same reward structure. Um we also work 100% on an optimizer based. It's not a fixed API anymore. Not working. Uh again because not all users are the same. uh what kind of key things technology wise you guys are doing that you can state or think that is worth mentioning that people should know.

Sorry I went off script completely but I think it's interesting because I think it touches the taboo word that everybody's afraid of flatlining. Let's talk about it. You talked about a little bit. Retention is important extremely important. It's something people should look at. Not just the day seven day 14 ROI. It's more than that. So technology wise, flatlining wise like what do you guys do and how do you approach it?
Um so uh on uh our side on free cash so we also implemented uh tool uh which just allow us to sp to spend uh the client's budgets in a more effective way. So we are talking about ROS uh here we're doing quite similar uh what ID has mentioned. So uh max ros bidding. So where uh we starting with uh uh bit uh let's say $10 and it can have jumps. So it can jump up to 5 to 10% above $10. Uh

and the machine can just buy uh on internal kind of a more quality users based on internal knowledge and internal predictions and based on it. For example, we understand that this user will generate a whale or may will generate a better ro. So then beat for this user will be I don't know 10.5 for example. Then after we already in a royals positive so machine understands that okay we need we we can scale. So then the machine will buy user for 950 for example on our internal auction in the end we will be in the rose gold. So I would say that we are talking about and this is also why I mentioned before datadriven yes uh that we are talking about uh also and this is future rewarded let's say uh more effective spend uh we are talking about ROS and uh we are talking about yes in the end ROS optimizations so yeah
um for us we're working on um

continuously working on three different uh aspects the first one would um still double downing on the ROS optim optimizer of course
um and also from the user perspective um you can use this adaptive uh reward structure so you follow each of the uh users experience and then personalize the rewards based on their behavior um we've also seen a lot of uh successes with uh personalizing um the uh journey from the publisher site so from the supply side um so different traffic uh with different creative that works a lot better and we seen that the conversion is higher. So this is something that we're testing. We're also of course working with making sure that um the customer service is uh super um robust and also the dashboard that will uh make sure that a lot of people can access themselves and then do things that they uh they wish.
Um just because we have a minute I have so many questions. Um let's talk about

what to expect from 2026. Right. I'm hearing so many good things I would say um from a monetization product uh that we have as well to an SDK for tracking attribution uh to a lot of things. So if you can say in a sentence or to everyone what should they expect of 2026 please
just say a lot more scale in this space for the advertisers. Um yeah we are planning to triple or quadruple our marketing spend. So we are talking about
international or
international may uh focus tier one. No one wants tier two, tier three in this space
and we talking about two 300 million in ad spend and I think that's going to be massive and it's not only us at the same time a lot of others will do it and I think um then it will even become a more crucial part of your user acquisition for advertisers.

Mar said I'll just quickly add 20 seconds that I think it's more getting personalized not only with the product but also with the relationship that you have with advertisers. So international going like scale of course it's there. We're also working on tight relationships because as you mentioned before um a lot of rewards that are here already might be gone due to some other factors
100%.
So it's just tightening the relationship with the advertisers showing that you are the integrated partner for them for the UA and going like hand in hand you know driving the growth
and last thing more transparency. So I uh really we are moving also into this direction we released advertiser dashboard also with possibility even to do some self-service approach not for 100% till now but when we talk about data driven part so in the end we understand this is the way so yeah transparency it's really important
just to add on it transparency from both sides
both this is important
because that was also always a issue that the advertisers never really trusted this space are they going to just optimize towards the events or are

they also going to do something else with this? But I think they also understood that. Thanks God.
So more technology, more scale, expansion, intimacy, transparency and monetization products as well. Uh 2026 will be interesting. Thank you very much.
Thank you
for taking the time.
Thank you.
Thank you very much, Joe Palis.