Nefta

Nefta's CEO Geeshan Willink goes on the Naavik podcast to talk about how a privacy-first approach to advertising can and must exist. If you followed yesterday's news that #Microsft's #Xandr may be fined for using PII in creating their targeting profiles, this should be interesting for you. #dataprivacy #adtech #mobileadvertising https://lnkd.in/gmdrUSKT

"AdTech doesn't care about users' privacy" This is the takeaway from the legal complaint that may see #Microsoft's subsidiary #Xandr fined up to $8.5bn for using PII to create ad targeting profiles. Another clear sign that AdTech is being dragged into the privacy-first era - and it is not ready for it. Here's a 🆓 tip: even pseudonyms can be traced back to the users. This is why we at Nefta don't collect any PII whatsoever to build our behavioural profiles. Everything we do is with the consent of the true owner of the data: the game developer ✅ (Thank you Jacki Vause for sharing with us!) #adtech #mobileadvertising #dataprivacy https://lnkd.in/dgHTGyKH

📊 Higher Ad eCPMs from harnessing your own first-party data? 🎯 Better ad targeting by combining behavioural data and ML? 🔐 Compliant with privacy frameworks and ready for the future? 💡 A new way to think about mobile advertising? We don’t know exactly, but these are probably some of the reasons why we have been shortlisted for the Mobile Games Awards 2024, by PocketGamer.biz. We are so thrilled to be competing for "Best Advertising & UA Service" along some heavy-hitters (and we just don’t mean successful!). If you support new innovation in the AdTech industry and like what we had to say so far, we ask: VOTE FOR US, pretty please? 🙏 ⤵️ https://lnkd.in/eRHM9UAM #mga2024 #mga24 #mobilegamesawards2024 #mobilegaming

Ad impressions and the state of the mobile gaming industry. You would think that these are not necessarily intertwined, but in this video our CEO Geeshan Willink explains how being able to extract the most value out of your impressions - in a new and privacy-compliant way - could be a game changer for any publisher and advertisers out there. Watch below ⬇️ https://lnkd.in/eUJHSAKP #mobilegames #mobilegaming #mobileadvertising #adtech #mobiledev

We advocate that first-party data is the next frontier for mobile advertising innovation, and it seems we are not alone! In this brilliant Gamesforum article by Mariam Ahmad, our VP of Sales Daniel Bowen is joined by industry veteran Božo Janković in commenting that first-party data is the key to unlocking better engagement, user acquisition, and retention when mastered. #mobilegaming #mobileadvertising #firstpartydata #gamingindustry #gamesforum

AI/ML are not just fancy words or nice-to-haves anymore. As Nefta's Head of ML Alexander Vasilyev say, they are "powerful tools to challenge increased regulation and shady practices in ad mediation." Read the full interview with MarTech here: https://lnkd.in/e4KvP2J4 #martech #ai #ml #machinelearning #mobileadvertising #mobileads

Voodoo acquiring BeReal, Revolut, PayPal and Microsoft all becoming AdNetworks. What all of these moves have in common? They all see first-party data as the next frontier for ad signals. As our co-founder & CCO Fernando Pernica wrote for PocketGamer.biz, "the need to manifest signals led to the vertical consolidation of the advertising model," but what does this mean for independent publishers? Read below... #advertising #mobilegaming #mobileadvertising #gamepublising #voodoo #bereal #revolut #paypal https://lnkd.in/e2QrMWF2

First-party data is an opportunity for the gaming industry (and its people) to take control over their future. How? Nefta's co-founder Fernando Pernica shares his thoughts on it on this guest post published by PocketGamer.biz What do you think? Is first-party data the solution or do we need to keep digging?