If the old-school networks do not evolve , the industry may just do so without them
owner and knows what they are doing . Sadly , at the moment there are very few of those .
Lending hand
It is , however , up to these new-age technology companies to help educate operators and affiliates while assisting them in coming off the ad network drug to a supply that gives a much greater bang for their buck .
One only has to read the quarterly reports from the likes of Better Collective and others to see how much they ’ re doubling down on such technology . Not only does it help drive the share price up as
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BC establishes itself as more of a ‘ technology ’ company than an affiliate network , but it also helps drive huge returns for them .
The most valuable asset a lot of companies hold is their firstparty data , yet most are not even capturing it , let alone activating it properly . With programmatic , media owners and operators can capture or ingest all of their first-party data and segment it into relevant cohorts , i . e . players in Canada depositing more than $ 100 .
They can then activate this data for either retargeting to increase LTVs or use sophisticated lookalike modelling algorithms to find other players of similar behaviours across the web . This , in turn , helps generate these new players for a fraction of what it would cost on the open market . Adding dynamic creative opportunities on top of this alongside cross-device etc . and it becomes a no-brainer .
I hope this article on programmatic can help start the education process not just on programmatic but also on other modern technologies . This will then help reduce igaming companies ’ reliance on outdated and expensive traffic sources .
Nick Moutter is the acting CEO of Lift , the fast-growing media buying platform for operators and affiliates . He has spent over 20 years in the UK ’ s technology and advertising industry , receiving multiple awards for his entrepreneurism and success . Since founding the UK ’ s first programmatic ad tech company , Nick has gone on to start , invest in and acquire a portfolio of UK technology companies in sectors such as ecommerce , media and igaming . iGBAFFILIATE . COM • 17