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Author: Beth Kindig

Beth Kindig has published over 700 articles in the last 6 years exclusively on technology and startups. She has held product marketing and developer evangelist roles at tech companies representing products in data, security, internet of things, connected cars, connected home, mobile, encryption, health care, and finance tech. Her articles have been featured in Venture Beat, MediaPost, AdExchanger, and the International Association of Privacy Professionals. She has written over 30 reports and whitepapers on enterprise technologies. She has been a speaker at Android Developers Conference, GamesBeat, Advertising Week NYC, Tech Week and more.

Q&A on Data Science: What is Lookalike Modeling?

Every company on mobile has a deep-rooted desire to reach his or her ideal customer by leveraging data. Often, it is a brand or media agency that wants to target a specific audience; other times it is a mobile publisher who seeks to understand more about who is using their app. Both lead to core drivers such as increasing profits, lifting sales and conversions, or growing monthly active users. The three key data components for a healthy ROI include who is the ideal audience, and how to reach/target this ideal audience. Data collected is used to predict user interests and…

Why Every Advertiser and Agency Needs a Data Management Platform

With the proliferation of mobile devices in recent years, advertising has become increasingly complex. No longer can one assume that one device equals one person as was usually the case on desktop. Today, people are using a number of different devices to interact with each other and with brands. In addition, they are doing so using a variety of channels, for example through email, social, and search. While consumers are clearly channel and device agnostic, data often is not. Dominant players not wanting to share, outdated cookie technologies, a lack of technical standards, there are a number of reasons why…

Why Every Mobile Publisher Needs a Data Management Platform

We’re living in tumultuous times in the online advertising industry! In one short decade, we’ve gone from relatively straightforward cookie-based desktop advertising, to the complex web of adtech players trying to tackle omni-channel advertising. Data Management Platforms (DMP) are designed to make sense of the massive streams of data that are generated by this complex system. Unlike advertisers and buy-side agencies who have long recognized the value of DMPs, publishers underutilize them and many do not realize how to use a DMP to its full potential. We think it’s time to fix this. What do DMPs do? DMPs provide services…

Art Vs. Science: Why Data is Crucial for Ad Creatives

“Even the most siloed creative sitting comfortably under a rock has to bring data, and the insights that it provides, into their work to survive in the business of selling things.” –Cannes Lions Jury In recent years, there has been growing critique on the supposedly narrow focus of data driven advertising in the adtech industry. This critique usually stems from a firm belief that advertising is an art that does not follow rules and that doesn’t allow itself to be captured in frameworks. However, others have a more nuanced point of view and see the combination of good data and…

Combining Brand Advertising with Performance Marketing: Efficient Targeting at Scale

What do Mercedes, Loctite, Snickers, KIA, Skittles, and Doritos have in common? Normally very little, but in 2015 they all had a commercial spots during the Super Bowl. We all know these things do not come cheap; this year NBC asked a record breaking $4.5 million per 30 second spot. Super Bowl ads are world famous and a large part of the 114.4 million viewers that tune in actually watch it exclusively to see the ads. No wonder big brands go all-in during this most watched event of the year. A costly tradition Brand advertising is and always has been done primarily on traditional media such…

Time on Mobile Skyrockets, Brand Budgets Still Lag Behind

We love our mobile devices, that’s no secret to anyone. One survey even showed that a whopping 85% of people consider their mobile device to play a central part in everyday life. This is a huge number, especially considering we’ve only been sporting smartphones in mass numbers since the late 2000s. However, comparing time spent on mobile and advertising budgets shows an enormous discrepancy: while time spent on mobile is now more than TV, only 8% of budgets go to mobile vs. 70-80% for TV. Mobile surpasses TV Time spent on mobile is now 2 hours and 57 minutes compared to 2…

Beth Kindig Speaks at GamesBeat: How to Survive the Maturation of Mobile

Last week our Product Evangelist, Beth Kindig, attended GamesBeat 2015 to talk with Gordon Bellamy about the most essential task mobile game publishers face: the convergence of user experience with revenue. The title of the fireside chat was “Winter is Coming: How to Survive the Maturation of Mobile” and her answer was simple: it’s all about data. Beth Kindig: What data is important and why so? The single most important piece of information for game publishers is to know WHO is using their app rather than HOW people are using it, which gets the most focus today, according to Beth Kindig. There…

Beth Kindig Speaks on “Mobile Data in Video Brand Advertising” during Advertising Week

Last week Intertrust’s Product Evangelist, Beth Kindig, attended GamesBeat 2015 to talk with Gordon Bellamy about the most essential task mobile game publishers face: the convergence of user experience with revenue. The title of the fireside chat was “Winter is Coming: How to Survive the Maturation of Mobile” and Beth Kindig’s answer was simple: it’s all about data. What data is important and why so? The single most important piece of information for game publishers is to know WHO is using their app rather than HOW people are using it, which gets the most focus today, according to Beth Kindig. There are…

3 Surprising Brands Crushing Mobile Video Ads

It’s safe to say that smartphones and tablets are the most intimate devices people own. With screen sizes expanding yearly, it has become popular to watch videos on mobile. Naturally, video advertisers are making sure to follow eyeballs to the small screen. But mobile advertising comes with its own set of rules, challenges, and perks. Because despite being a small screen, it’s right in people’s hands — and conversions are just a tap away. We thought we would nominate 3 compelling brands for their top notch strategy in the quickly emerging and highly addictive mobile video ad format. Number 1: Audi Audi fully embraced mobile…