EPISODE · Jan 15, 2025 · 38 MIN
#23. Democratizing Mobile Programmatic Advertising for All - Tomás Yacachury (Kayzen)
from Mass Appeal · host adjoe
Questions Tomás answered in this episode:Tell us about how you got into programmatic advertising.Does your mathematics degree still play a role in what you do today?What is Kayzen? And what sets it apart in the marketplace?What does the democratization of programmatic mean to you? And how are you doing it?Do you see ad inventory changing marketing strategies for your customers?Are you seeing creatives being tailored to specific apps?Timestamp:4:32 Tomás’s background8:20 About Kayzen9:53 How we “democratize” programmatic advertising16:00 Kayzen School of Programmatic19:54 What marketers can learn from ad inventory indexes25:45 Customizing creatives to app gameplay27:15 Misconceptions around games for app advertising31:10 Clicks and engagement in programmaticMentioned in this Episode:Tomás Yacachury’s LinkedInKayzenKayzen’s 2024 Mobile Programmatic Inventory IndexCase study: AlbertsonsCase study: Maniko Nails
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What this episode covers
Tomás Yacachury is the Strategic Partnerships and Supply Lead for Kayzen, a mobile DSP that allows companies to run mobile programmatic marketing in-house, and he is passionate about making mobile programmatic advertising accessible to anyone. In this episode, he shares what marketers stand to learn from Kayzen’s inventory indexes, such as the cultural nuances of where to get the most bang for your buck in different countries, and Kayzen’s School of Programmatic, which provides certifications for free. Tomás also shares case studies of how one grocer earned significant incremental lift tailoring their creatives to the gameplay of app categories and why a nail polish brand is advertising on mobile games.
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#23. Democratizing Mobile Programmatic Advertising for All - Tomás Yacachury (Kayzen)
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