Maor Sadra

Maor Sadra

Maor Sadra is CEO and MD at Applift. He is working with app developers on strategy and tactics for growth, using Applift suit of services and expertise. Maor has been in the ad tech space for over 10 years prior to joining Applift. His experience has been with display, video and mobile media across the programmatic and traditional sides, both for demand and supply.

Maor Sadra: “Let’s Evolve the Entire Mobile Ecosystem by Using the Data and Technology Available to Us”

Even as media buying continues its sea change from traditional direct order technology to programmatic, mobile advertisers struggle to unlock the potential of unified media buying at scale. Programmatic offers an alternative to the labor-intensive and inefficient process of manual direct buys, yet advertisers are finding publishers hesitant to get on board.

Mobile advertisers tapping into the programmatic opportunity should expect to see this resolved in the very near future, as penetration among publishers increases. In fact, programmatic ad spend grew to over $10 billion in the U.S. in 2014, and mobile’s share of all US digital ad spend will reach 72% by 2019, predicts eMarketer.

Demand vs. Supply In Mobile Advertising: Resolving the Inevitable AdTech Conflict

AppLift recently announced the acquisition of Bidstalk, an enterprise DSP provider with some amazing technological capabilities, thereby adding another important ingredient to our demand stack. This evolution didn’t come in a day, but was rather the result of our market vision and our understanding of the future of adtech (advertising technology) and martech (marketing technology, solutions enabling you to manage your existing customer base).

Here I would like to give a bit more background on one of the main reasons why it was important for us to invest in a programmatic DSP with RTB capabilities and, having spent years on both the demand as well as the supply side, explain how I see the industry evolving forward.

TV Advertising: Why The Latest Mobile Marketing Trend Runs On a 55″ Screen

Mobile gaming TV ads were all the rage at this year’s SuperBowl, with Supercell spending a few million dollars on no less than Liam Neeson for their Super Bowl prime time TV ad. On top of casting and production costs, the Finnish game studio also paid out a whopping $9 million for the 60 second media spot. Close contender, Machine Zone used the services of Kate Upton and “only” spent $4,500,000 on one 30-second TV advertising spot.Beyond these high-profile examples, more and more mobile app and game publishers are testing TV as a medium to market their apps; This includes the likes of King, War Gaming, InnoGames, Big Fish, Good Game Studios as well as a few other well regarded studios.Why are mobile app developers suddenly advertising on a medium we ‘digital’ people thought was going towards extinction? How does a mobile app developer track the success of their TV campaign? What is the “entry” ticket to TV, and why should a mobile developer work with an expert to run TV? These are the questions we’ve sought to answer over the last year.

Rise (and Fall) Of the Full Stack In Adtech

“Adtech Full Stack” or “Full Ad Stack” is a term used increasingly frequently in the ad tech space. During the past year, hardly a day went by without any announcement of a large advertising conglomerate acquiring a company to complete their “Full Ad Stack”. This sudden interest and trendiness for the term leads me to ask: What are these stacks and why is the market so hung up on the need to build or buy one?