Democratizing Mobile Programmatic Advertising for All

Episode #23 of the Mass Appeal podcast

In this episode of Mass Appeal, we chat with Tomás Yacachury, Strategic Partnerships and Supply Lead at Kayzen, a mobile DSP that allows companies to manage programmatic advertising campaigns in-house. With a mathematics background who cares about data accessibility, Tomás discusses how Kayzen is transforming mobile programmatic advertising into an inclusive tool for marketers of all levels.

Understanding your ad inventory indexes is important to uncover cultural nuances, optimize ad spend by region, and create tailored ad creatives. Tomás also introduces Kayzen’s School of Programmatic, a free certification program aimed at educating marketers. From surprising case studies – like nail polish brands succeeding in mobile gaming – to actionable strategies, this episode offers a fresh take on programmatic advertising.

What’s the Topic?

Discover how Kayzen is redefining mobile programmatic advertising by making it accessible to all. In this episode, you’ll learn:

• What does it mean to “democratize” mobile programmatic advertising?
• How can marketers leverage ad inventory indexes to optimize campaign strategies globally?
• Why tailoring ad creatives to specific app categories is critical for success?
• Misconceptions about advertising in mobile games—and why they’re proving to be fertile ground for brands.
• What is the Kayzen School of Programmatic, and how does it help marketers?

What to Listen Out for

Insights on customizing ads for different app types, surprising success stories in mobile gaming, and practical tips for marketers of all levels. The episode will look into:

• 4:32 – Tomás’s journey from mathematics to programmatic advertising.
• 8:20 – What Kayzen is and what sets it apart as a mobile DSP.
• 9:53 – How Kayzen is making programmatic advertising accessible to all marketers.
• 16:00 – An introduction to the Kayzen School of Programmatic and its free certifications.
• 19:54 – The value of ad inventory indexes for cultural insights and ad spend optimization.
• 25:45 – Real-world examples of customizing ad creatives to app gameplay for better engagement.
• 27:15 – Debunking the misconceptions about mobile gaming as an advertising channel.
• 31:10 – Understanding clicks, engagement, and what really drives programmatic success.