The assumption here is correct. Affle does not in fact use any cookies as that is a tech only applicable in the browser/web environment whereas affle is purely mobile /in app specific player.
However, privacy issues/regulatory concerns pertaining to digital advertising (mobile advertising being a sub -set of that) is going to restrict/lessen any ad tech player ability to precisely target the intended users compared how they used to do it before. OEM partnerships and SDK integration allows this phenomenon to mitigated when it comes targeting the intended users for which the advertisers pay big bucks.
The entire industry is coming up with sandbox solutions whereby the user privacy is not compromised and at the same time the ad tech players like affle can continue to attract big advertising dollars because of the value ad products that they have i.e. Appnext (in app targeting platform), Revx ( Retargeting platform) etc.
My view is that by buying all kinds of different ad tech platforms that they have in recent history will allow them to capture the advertising dollars that percolate outside of the walled gardens like Google and Meta. By acquiring significant scale they can outcompete all the long tail and smaller ad tech players.
This would for sure have lot of implications on their EBITDA margins and not to mention the difficulty of the integrating the various different cultures of the companies that were started in different countries like Brazil, Israel etc.
What is interesting to me also that unlike inmobi (the next biggest ad tech player in india focused on mobile advertising) has been constantly trying to incubate and create new products in programmatic, sdk /OEM partnerships etc in house and not relying on whole bunch in acquiring businesses from outside. Affle on the other hand is flushed with Capital which it has decided to deploy in acquiring different businesses with different offerings from different geos.
What strategy will work only time will tell !
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