Precise UA with Mastercard Data? Edik Mitelman talks Signal Hub & Beyond!

Hello everyone. We are here at EPS flyer full release with dear friend Edik and he is general manager of data collaboration platform
and today like he told us lots of great updates. The big name is Signal Hub. Yep.
And we already like will hear lots about it after this Mastercard integrated uh deep like data integrated targeting lots of updates. So, but let's make it bold. Let's make it to the point. Why does it all matter?
So, I'll make it very clear. If you're a gaming company, you care to find people who are buying in other games or spending on inner purchases or using other products that are very correlated to you. So, if you're social casino, you want people who are actually going to Vegas to play in the real casino. If

you're in board games, you want people who shop in actual brick and mortar shops with dominoes. This is what Mastercard and other financial institutions know about all of us. Where do we spend? So with this data, every gaming company can now target in a privacy preserving way. It's all legal. I know it sounds weird, but it's all legal. You can target precise audiences that purchase on app stores, in shops, or anywhere else. And then you bring the best audiences for your game because you know who are your ideal customers. Now you can find them in the real world.
It's just unbelievable like because what you mentioned is literally uh we are now in different era.
Yep.
Sky is the limit and you can precisely target those guys. Whatever you want to like achieve just

think okay like I want to have this guy for my game and did we come to this era already? Yes, because the privacy preserving technology evolved enough and the data protection offices evolved enough, legal teams evolved enough. This meets all of GDPR, CCPA and people starting to understand that there is a way to collaborate not being gray area.
Previously people were doing this.
Yeah.
But they were cautious. Companies that had low risk tolerance would never do that. Others might be more shady. Now this is just the way marketing should act. Anyone collaborating with anyone because the technology reached a point where it just works. Then basically uh right now I'm just imagining like small to big mobile game studios in like all genres. We will see lots of uh crazy guys going literally

deep into this and scaling you know finding the golden spot and uh you know like literally low CPI and like just sure one of the best use cases I see is soft launches of new titles
like you're launching a new game you're still not sure you don't have enough of your own data
yes
but you can get this data of real world and say give me a bunch of people who should be interested in this type of game. You soft launch it against them and then you start to see your metrics and if your metrics are up and right, good. You can now scale and then you do whatever you do best as a gaming studio. But for soft launches, this is amazing for targeting new people for retargeting. If you bring your own first party data, let's say you have a bunch of device IDs, you can match it with the mastercard data and then you can retarget or do suppression list or do any type of logic as creative as your data science team can be. The sky is the

limit. It's just like you know like sounds super hard to believe because uh you are literally destroying lots of taboos just like a traditional uh old school marketing and what you really mean in the literally since from today basically uh we will have a another angle in mobile marketing and go for precise targeting and we even didn't start talking about higher LTV rows And like uh let's talk about the big picture actually like uh
what is changing except for precisely targeting because there are lots of you know path opening because of this this will happen because what is excite what is the most exciting thing uh about this new era.
I think the most exciting thing is to see companies that previously would never even talk to each other now collaborating. So you see a bank collaborating with a gaming company. You

see a travel agency or a flight company uh collaborating with a fintech organization. You see an ecom collaborating with I don't know fashion. These are collaborations that previously were only left to organic partnerships.
Yeah.
If I'm a fashion designer, I'm working with these retailers. That would make sense for me to partner. If I'm a bank, I would partner with loan companies. Now all these boundaries are broken. You can think about audiences that you want and now they're available to you. You just need to go and get them. And we are here to bring the the right supply. So like we have Mastercard and others, but it's it doesn't stop there.
Yeah. It's beginning. Any of our customers can come to us and ask me their wishful audience and I will go get them [laughter] the right supplier in the right country for them to partner.

It's crazy. And just to make it clear like uh I know mobile game studios are watching us but it's not just for gaming like he's covering every industries from what he even depicted uh banking even like supermarkets and many more things. So like think about the big picture uh this is a revolution. It's a revolution and it happens now and everybody should take part of it because when everybody is collaborating if you are standing away you're losing you're losing both as a seller if you have interesting data and as a buyer. So, I have plenty of gaming companies coming to me wanting to monetize their data, not just to buy. That's we just talked about it, but they can sell. And then if you're not afraid of your competitors, and you shouldn't.
You can say, "Here are my audiences. This is what I know about them, these people buying apps or whatever, and you monetize it because other gaming

companies buy from you."
Yeah.
You're not sharing any trade secrets.
No.
Everything is private. Everything is safe, but you earn a new revenue stream.
Yes,
that goes directly to your bottom line. Every CFO likes to hear that.
Of course,
it's super high margin because you monetize data.
So, anyone can become a buyer and a seller at the same time.
And actually, uh especially classic retailers will also benefit a lot from this. As you mentioned like normally banking was banking, now they have huge potential everywhere like gaming is just one of them. And actually non-gaming is even crazier because I can't stop imagining because you know there there are lots of utility tools in different verticals. Each of them is like connected to hundreds. It's crazy like
and we see now PayPal has a little media network. Chase Bank has media network. Revolute in the UK. Everyone now understands that a they can monetize their data

and b they can partner with others to improve targeting to improve performance and to really work on this. Forget cookies, forget like trying to get it's real data from real world from real customers and if everybody plays this game marketing will go up and what makes me most happy is the future of my daughter. Oh,
she will see ads that are actually relevant, interesting, and good for her instead of the stupid ads I grew up on that were chasing me across all the channels. Like, I already bought that bicycle. Leave me alone. With this collaboration globally, all of us, all of us as people will enjoy ads that make sense. I'm now traveling to Thailand. I will see ads about
I will get an ad about getting a a cab from Grab in Thailand. Why? Because Grab partnered with AODA and Grab knows who are all the people traveling to Thailand

in the next week. I'll see an ad. I need
Yes.
I want to know which taxi works in Thailand.
Uber of
Uber Grab or Bolt. I want to know. This will make consumers happier and this is what makes me more exciting than anything. Would you agree if I say this is the biggest added value to the industry, even to the world? Actually,
I think from an ad tech perspective, not just upfirely, we're leading it, but others are doing it. Let's be clear, we're not the only ones. This is the biggest impact on people because we create these ads that everybody sees across all their screens. We have a collective responsibility. Yes, we need to make money. We have shareholders, fiduciary duty, all good. But I also frankly believe we have responsibility to all of us as people that ads will be better. And this data collaboration creates better ads and that's why it creates better performance, better ROS, better LTV. We all grow. But at the bottom line, it

creates much better user experience for us, for consumers. And I'm super happy to build products that help people and not just generate revenue. I'm actually specifically curious about one missing part which would be you know there is also like big pollution in terms of unargeted uh ads that you know goes nowhere can you like elaborate on this a bit because like I think it it's really biggest portion globally from gaming to like everywhere we will technically in the future ideally get rid of all of it and like from this angle what is awaiting for Yes,
I think AI will really help here because it can identify these spots
much faster than humans can.
So if an agent built by someone maybe a new startup if anyone's looking for startup idea free [laughter] on me. So you have an agent that goes and looks

for unused inventory and then raises it up and says hey here's an opportunity and somebody comes in and fills the spot we will see a decrease of unused inventory of waste and the pollution as you said rightfully because people are struggling to comprehend the volume but AI no it's a machine so I think the AI revolution will really help optimize and squeeze and make at every ad count. So, I'm really hoping AI will get there. I'm not sure we're still there.
Again, honestly, we said no right? So, we're still not there yet.
But the pace of innovation with AI is so fast that I wouldn't be shocked if it will come in 26.
I think in terms of the revolution and you know like catching the future, today is the beginning.
Yeah.
Beginning of something big. Yesterday was the preparation. Today is the beginning. And uh with let's say uh not specifically even like abs product but

uh we specifically need to talk about this today. They will AB test they will see some even maybe mistakes uh problems bugs but in the end it will come to we we will take it again.
Yeah.
Yes. Let me let me wrap it up. No problem. We will cut this
and we are not just specifically talking about this product but overall we have it today. Yep.
We will constantly AB test see some bugs, AI issues, tech problems and after months, years, we will come to a level that it's perfectly taken and uh we are here. So I actually would be really happy if you could give some solid examples from game studios side like just imagine how they could depict it. Do you have any?
Yeah. So, so we have already gaming studios that are early adopters. Papaya were with me on stage, great customer of

ours and some others as well.
And they actually go and do what I told you. I'm I I did not make up these examples.
They acquire audiences who purchase on app stores. They acquire purchasers who are buying for specific merchants who are their direct competitors. They're building these audiences and they run them. So, I just encourage your entire audience, don't sit on the fence. try. Maybe for you it's too early or it won't work. That's okay. But you have to try because the train leaves the station now
100%
and you don't want to miss the train if it's relevant to you.
And actually it's also for soft launching. So we are not talking about you already.
Soft launches is amazing use case.
You just find the the right people you think will like this game. You don't have any first party data yet. The game is not live yet. You take this audience, you launch the game just for them. That's where you should see your KPIs like this and that means you were successful.
It didn't work, find another audience.
Just keep testing,

keep testing until you find the right one and then scale.
And actually on a gaming side like we have hid casual genre which is like one of the biggest inclusive ones. For example, imagine supermarket simulator or like let's say pizza, let's say Idle uh pizzeria, you know, like those type of games and it's just perfect fits. They could like literally go there. Okay, I'm connected to Super I'm connected to pizza. I'm connected Idol Bank.
Yeah,
we have like these heat games. They in the charts. I know them. Pizza Ready from like Superend guys for example. And uh they will very aggressively start testing from
of course to get all the pizza lovers [laughter] from Pizza Hut or whatever.
Yeah, literally
that's the best audience for you if you launch something relate to pizza just [laughter] go get all the pizza lovers
you know like I'm just uh super uh happy when I'm thinking about like back side of it. Imagine like let's go for

Mastercard example and you know like they just scan it and
they see that okay like this guy made 20 times shopping from Pizza Hut. So
actually you are perfect for pizza ready like play.
Yes. And you can and you immediately install the game. That's how it works. That's magic.
And actually we should also talk about the churn side of it. Like because of this precisely targeting
we will probably like normally it's even sometimes 1% uh active users like 90% of them is going like churn because of like it's misleading fake ads nothing but with this
they know the game and uh especially when they see maybe right playable or like testing it. Oh it makes sense and we can even see probably like 50% 60% stay for sure.
Sure. Yeah. You bring the relevant people. So their retention will be much higher. Of course,
lots of highlights and uh let's finalize it with just you know a quick recap from

your side for mobile game studios and we are good to go.
So again I encourage all the gaming studios think about what type of people you want to bring to your games in terms of what they do in real life with their credit card. If it's people who buy in apps meaning spend with the digital stores or people who buy specific product somewhere or any type of behavior that you can think as a consumer that goes to your master card print out at the end of every month if there's any such audience reach out we will create a P and we will see if it has impact on you and I I promise you you won't be disappointed. We were together with Ed, general manager of data collaboration team at apps flyier. Uh it was a pleasure.
So stay tuned guys. Keep testing, iterating and ciao.
Good luck. That was
Thank