Alex is a data-driven expert specialized in programmatic advertising. Get to know him!
Where are you in the world these days?
I’m from France but living in sunny Barcelona
How did you get into mobile advertising?
When I was young, I started doing mobile entertainment with web, products and carrier billing, the good-old business. It was a study internship and then carried out into being a full-time job and eventually launching a couple of companies in that field. After running mobile products, I launched a startup that built tech to support those mobile products, by doing data aggregation, data analysis and enhancing data consumption to empower user acquisition. I met with Socialpoint at a marketing event at that time, understood they were looking for someone and I saw an opportunity in the Mobile industry. At that time Mobile Gaming was already positioned very high in the market and was only going to keep growing. The data is super interesting, everything is at a fast pace. So, it’s a great industry to be in with limitless opportunities!
What is your favorite area of mobile marketing?
The ability to collect, analyze and rely on data. We’re fortunate to have a good infrastructure and a Business Intelligence tool that makes our life as marketers very easy by providing us with tracked, collected and generated data. All activity inside our games is always monitored to gather insights that we can work with. One of its advantages is that nothing will change dramatically from one day to another, most things will remain in the App Store ecosystem, and you can use historical data to compare it to current data to bring new insights to the surface.
What would you consider to be your marketing specialty?
I would say programmatic it’s my specialty because I have been embedded into it for quite some time now. Before Socialpoint I was selling data and technology to programmatic based companies where I studied the technological stack that is beyond programmatic, and thanks to it I got a good idea of how the ecosystem works and what the challenges are on each step of the value chain. So, when I joined Socialpoint this background helped me to add the DSPs capabilities we were looking for to enhance the value chain, from the publisher to the buyer and everything in between. I am now managing programmatic from the buy-side and doing retargeting and engagement campaigns alongside managed, self-serve and in-house user acquisition. Programmatic is limitless in terms of inventory, opportunities and data transparency. Meaning that the sky’s the limit and trying new things just makes it even better.
What are the biggest challenges you currently face apart from covid19?
How do we move forward and away from the device ID graphs that are pumping our programmatic campaigns and develop contextual models that will work forever.
What are your essential tools and resources?
Looker for all data-driven matters and Miro for mind-maps and team collaboration
What do you think are the key future trends in the mobile industry?
In-housing programmatic for UA, retargeting and re-engagement.
