![]() What’s happening this year is the connections are being built. ![]() The game developers who are spending money on mobile are going to get displaced by brands as the industry comes up with more scalable and automated ways for brands to plug into this inventory. The endemic advertiser base that used to exist online is still prevalent on video for mobile.īut that is going to change in 2014 in a big way. What they have are game developers like and Zynga. So what you see in mobile is a fair amount of video being delivered, but people who have video inventory don’t have a lot of brands. Mobile video is still largely sold direct on an I/O basis. The state of mobile video delivery looks like online video did three years ago. How do you see the mobile video programmatic space evolving? In December we acquired the 50 Cubes titles “Mall World” and “Fashion Designer.” Within the first 30 days, we increased net revenue by 10% and reduced expenses of those games and we’re in the process of doing that again. We’ve been quietly working on this roll-up strategy over the last year. We’re taking on the whole game team including the engineering and product management teams. We’re excited to be acquiring “Gardens of Time,” “Words of Wonder” and “City Girl” from Disney’s Playdom division (which Disney downsized in March). (The company recently updated its numbers to 500 million monthly impressions.) About 25% to 30% of our inventory is our own games and the rest comes from network partners that we work with. In Q4, we averaged about 300 million video impressions per month. We have about 30 different demand sources that we plug into on the video side. We build audience segments and we work with real-time bidding demand-side partners, like Brightroll,, Tubemogul and Videology to help advertisers bid effectively and hit their audiences. We understand who and what those eyeballs or audiences are so we can package it effectively for advertisers. For us, (gaming is) a way to engage eyeballs that advertisers want to get in front of. We run live games, we put video ads in them and we get the users to stick around in exchange for premium content. We still have some user data from Facebook about the active players in our games because we need to give them virtual currency, or we need to address issues for customer service tickets, but that is all anonymized. We don’t keep the passwords and other information anymore. Now we’ve got a bunch of auditing techniques that we go through. ![]() We closed the site and settled with the FTC. We had tens of millions of people who had enrolled in the program through MySpace and Facebook. LISA MARINO: What got hacked was a photo-sharing site, which had all these user IDs and passwords. AdExchanger: What happened during that data breach incident and how has the company changed since then? ![]()
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