Pau is a seasoned professional fueled by data and automation and specialized in Mobile DSP. Even though he first started in HR Marketing, his true call happened and we’re glad to have him as one of our Mobile Masterminds. Nowadays, he’s Lead Programmatic Trading at GoodGame Studios. Get to know him!
How did you get into mobile advertising?
I started with mobile advertising after I moved to Germany and decided to change my career path, previously I worked in development economics and HR Marketing.
What is your favorite area of mobile marketing?
I’m interested in everything related to data and automation. DSP is a category of Advertising that deals a lot with those topics.
What would you consider to be your marketing specialty?
I actually worked more with Facebook Advertising than with DSP, but I believe mobile DSP for gaming is my specialty. Gaming has a specific supply chain, with its own logic. Understanding it is a fundamental part of my work.
What are the biggest challenges you currently face?
The biggest challenge I face is making mobile UA on a self DSP work at scale. I´ve tried several solutions but so far I’ve only seen success at scale with a few managed DSPs. I believe there are market conditions that make this task very challenging, for this reason I try to find strategies that work out under these circumstances.
What do you think are the key future trends in the mobile industry?
The current trend is that the mobile industry is consolidating. We come from a past where the gaming ecosystem, outside the duopoly, has been dominated by Networks. As advertisers get smarter and require more transparency to gather learnings and possibly inhouse activities, this need drives other companies to offer solutions to capitalize on those externalities. In a way, there’s a transition from an old understanding of the business to a new system in which the needs of the publishers and advertisers should be more present. Being a vertical highly dependent on technological solutions, there are elements that might change in the future that could cause these changes to rapidly evolve. I believe we have some interesting times ahead and mobile DSP will eventually be more transparent, but the question remains on how the Duopoly will react to these changes.
