Reimagining Optimization: A One-on-One with Our SVP Product Management

December 8, 2017 | Article written by Carly Morris

We talk a lot about the results that our technology drives, but not so often about the product strategy that powers its activity every day.

We want to make sure that all of our partners know exactly what’s going on behind the scenes, so we’re opening up a quarterly behind-the-curtain look at Taptica’s product roadmap. We’re letting you in on the foundation of where we are, where we’re going, and what’s driving our vision at every step of the way.

To kick it off right, we sat down with our SVP Product Management, Gal Levenhaim to talk about Taptica’s fully-revamped product game plan, and just what makes it so innovative.

“To understand where we are now and why, we first need to understand where the industry has been operating and why it doesn’t make the grade,” Gal explains.

“Up until recently, the overarching standard for RTB technology has been based around creating one sophisticated algorithm able to optimize for any creative type, advertising goal, and business model. However, over the last two years or so, the assumption has changed fundamentally.”

According to Gal, we’re now seeing the need for different variations of algorithms that are built to optimize and aligned with the business model it supports. Here’s why:

Look at creative types for example. When you’re promoting a new video ad campaign, to simply mark video as an attribute within the same old algorithm is not enough. Instead, we want to apply an entirely new logic that’s custom-tailored to each nuance of the campaign.

“Is it video or static image? User acquisition or retargeting? CPC or CPA? All of these elements demand a different approach to your overall campaign strategy, so why shouldn’t your ad tech follow suit?”

Many mobile vendors are still trying to squeeze every campaign into the same blanket model, but we’re not in the business of generic support.

That’s why we’re pushing forward with a completely fresh new product approach that creates one comprehensive channel to adapt and transform for every distinct parameter, and to optimize at the level of that individual element. We strive to create a product that goes beyond in-depth data points and statistical models, to actually translate the specific know-how of strategic business teams into the complex mechanism.

At some point in every partnership, the same question comes up. That is, “Have you been able to run performance RTB at scale? Do you have the secret sauce for running CPI to CPM?” Our new approach aims to answer those questions by taking a typically generic mathematical problem, and dismantling it into different pieces, in order to better address all the heterogeneous groups and business goals of each unique team.

Gal himself says it best, “The one-size-fits-all approach of the past is obsolete. Your ad tech needs to be unique and adaptable, just like your campaigns. More than that, it needs to support the approach that the RTB technology is only an enabler for more advanced use cases, both business and product.”

For more information, you can shoot us an email at info@taptica.com. Stay tuned for our next round of product roadmap insights in Q1 2018!