Facebook, however, faces stiff competition from Twitter, which is also building out its mobile ad products. Jim Payne, VP of exchange at Twitter and a former MoPub CEO, discussed his strategy for helping advertisers further leverage Twitter’s user data at Industry Preview, saying, “We want to connect the data assets that Twitter has … to allow people who are doing retargeting to marry their data with our signal and create new targeting opportunities on the MoPub exchange for things like commerce and other activities, like app installs.”
As an example, Payne said the company has been working on an improved video ad format for mobile publishers.
“When we told publishers we’ve got this video product that is 15 seconds long and nonskippable, publishers on mobile know that’s a surefire way to lose your users,” Payne said. “So we’ve been trying to move toward a YouTube model where there’s only a short period of time that you can’t skip and that type of format will most likely be more successful on mobile.”