The Audience Builder - Paul H. Müller (CTO of Adjust)

1. The Mobile Measurement Company
BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI
SYDNEY • PARIS SINGAPORE • NEW YORK • SAO PAULO • LONDON
JAKARTA • SEOUL

2. The Mobile Measurement Company
Paul H. Müller CTO & Co-Founder
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Changing the game with the

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„There's a whole ocean of oil under our feet!”
Data is the new oil and you are just giving it away
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On average every one of you
is sharing data for all app
users with 10 partners.
Many even share revenue
data with networks.
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‣ You are sharing data with networks that have a
severe conflict of interest
‣ You are sharing sensitive business data like total
revenue, DAUs, MAUs and growth rates
‣ You pay for networks to create user segments
without any price transparency as this is typically
part of the margins
‣ You are limited in your choice of networks for
sophisticated retargeting campaigns
‣ New retargeting campaigns have long warm-up
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Introducing the Audience Builder

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What does the
Audience Builder do?
‣ creates user profiles with all relevant data
from your adjust SDK feed
‣ computes conditional real-time segments from
theses profiles
‣ splits segments into non intersecting groups
‣ exports segments via simple token based
URL as list of IDs or tokens
‣ uploads segments to API based partners like
Facebook and Google
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What can you use
segments for?
‣ enable simple RTB-bidders to run re-targeting
campaigns without warm up
‣ create Facebook look-a-likes for whales
without sharing revenue data
‣ exclude active users from campaigns
‣ A/B test different networks on the same
segment
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–Joe Biden
„This is a big fucking deal.“
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‣ gain control over your ad delivery
‣ only share need to know data
‣ reduce fraud and mistargeting
‣ keep your data & your money
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Launch date: June
15th
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–Steve Jobs
„One more thing.“
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The Audience Builder will be free
till end of September

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Paul H. Müller
CO-FOUNDER & CTO
paul@adjust.com
ADJUST HQ
Saarbrücker Str. 37A
10405 Berlin
Germany
Moscow