?How to build a bidding decision engine to future-proof your user acquisition activity - with Jayne Peressini, Senior Director, Mobile Marketing and Growth at Electronic Arts (EA) ? - a podcast by Shamanth Rao

“If multiple app stores do the same thing(as Apple did with ATT), I see this as a disruption to business.”

Now that the IDFA rug has well and truly been pulled from advertisers’ feet, there has been a scramble to refactor strategies and create new protocols. But, as Jayne Peressini points out, Apple iOS is just one platform. What happens if other platforms follow suit, and also pull the plug on existing protocols?

Her recommendation is a revolutionary one: build a decision engine in-house. It is not easy, it takes a ton of expertise, it will take a huge amount of time and resources. It may also take some wrangling with existing DSPs. But it can be worth it.

Check out our amazing conversation about in-housing decision engines, and effectively future-proofing your UA strategy for potential curveballs.

KEY HIGHLIGHTS

? How to future-proof growth strategy
?? The case for bringing the decision engine in-house
? We still have to be SKAdNetwork compliant
?? How to build bidder as a service in-house
? The shift of UA towards engagement and retention
??? The expertise necessary to build a decision engine

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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-build-a-bidding-decision-engine-to-future-proof-your-user-acquisition-activity-with-jayne-peressini-senior-director-mobile-marketing-and-growth-at-electronic-arts/

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