Mass Appeal
#23. Democratizing Mobile Programmatic Advertising for All - Tomás Yacachury (Kayzen)
Episode Summary
Tomás Yacachury is the Strategic Partnerships and Supply Lead for Kayzen, a mobile DSP that allows companies to run mobile programmatic marketing in-house, and he is passionate about making mobile programmatic advertising accessible to anyone. In this episode, he shares what marketers stand to learn from Kayzen’s inventory indexes, such as the cultural nuances of where to get the most bang for your buck in different countries, and Kayzen’s School of Programmatic, which provides certifications for free. Tomás also shares case studies of how one grocer earned significant incremental lift tailoring their creatives to the gameplay of app categories and why a nail polish brand is advertising on mobile games.
Episode Notes
Questions Tomás answered in this episode:
- Tell us about how you got into programmatic advertising.
- Does your mathematics degree still play a role in what you do today?
- What is Kayzen? And what sets it apart in the marketplace?
- What does the democratization of programmatic mean to you? And how are you doing it?
- Do you see ad inventory changing marketing strategies for your customers?
- Are you seeing creatives being tailored to specific apps?
Timestamp:
- 4:32 Tomás’s background
- 8:20 About Kayzen
- 9:53 How we “democratize” programmatic advertising
- 16:00 Kayzen School of Programmatic
- 19:54 What marketers can learn from ad inventory indexes
- 25:45 Customizing creatives to app gameplay
- 27:15 Misconceptions around games for app advertising
- 31:10 Clicks and engagement in programmatic
Mentioned in this Episode: