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Clark Buckner:<\/strong> Now we’re looking at where the digital industry is today. Where do you think the biggest challenge is? Or maybe where some of the biggest misconceptions are today in the mobile marketing field where in the end specifically with gaming?<\/p>\n Glenn Kiladis:<\/strong> There are a lot of answers to it. I think… So one thing to note is prior to me joining Fiksu. I was actually the VP of marketing and monetization for a big social app called Haywire. And so I was doing mobile user app acquisition about 3 years ago when there were a lot less tools and technology and traffic to take advantage of to build an audience.<\/p>\n So today, i think the biggest complexity in the ecosystem is having the user acquisition managers, or the VP’s of marketing or the CMO’s for these brands or for these games specifically to figure out how to build user acquisition team and how to best take advantage of all the tools, technology and traffic that’s out there.<\/p>\n So Fiksu<\/a> as a company, decided to build a lair with the mobile marketing ecosystem or over it. So through Fiksu, a game company can do media buying through multiple sources. We’re integrated with a hundred and fifty different ad networks and Facebook and Twitter.<\/p>\n And we also have our own mobile DSP (demand-side platform) with a real time bidding platforms that allows us to take advantage of this programmatic buying that lot of companies are doing. Where basically it’s an auction day’s approach to buying mobile marketing media to promote your game.<\/p>\n That platform also contains optimization and so which really key for mobile marketers today in games is to find right tools and technologies and platforms. It will allow you to optimize your media spend. Because there are too many media channels<\/a>. Some maybe very effective for your media game and some may not. Some ad networks may work well, some may not. So the idea is, as long as you have the ability to optimize your media spend, the ability to acquire users more easily.<\/p>\n Which leads to me to the next point of the ecosystem which is that as a mobile marketer or game company you have to have a really solid partner for attribution and analytics. So attribution allows you to type a media spend back to your results and understand where your users have come from, what channels they were driven from and then figure out which ones are giving the longest long term value and figuring out how to best optimize your media spend with the proper attribution.<\/p>\n And then, when you\u2019re actually going into to that whole initiative of acquiring users. You also wanna look for partners that have what I will call BIG data or a lot of first party or third party data that will help you acquire users that are more targeted. So as an example, Fiksu, we’ve been acquiring users on behalf of gaming companies and apps for the last 3 years. And we have tracked over three hundred and eighty billion mobile marketing events. And we’ve leveraged those mobile marketing events to BUYMEDIA in a smarter way through optimization prior to launching campaigns.<\/p>\n \nListen to the whole interview<\/h3>\n