Match Media Group runs an ad business for a dating subscription company. Because ad business revenue accounts for only a small piece of the pie, the ad team always considers the effects of its ads on the user experience.
“A fairly good parallel is Amazon,” said Peter Foster, GM of global advertising and brand solutions. “They run an ad business that drives as much revenue as they can, but doesn’t run afoul of the ecommerce business that’s the core of the company.”
The media group keeps its ad load relatively light and monitors how changes in ad load affect subscriptions, engagement and time spent with content.
“We don’t serve an ad every time we feel like we could serve an ad today. We are being slow and steady on purpose,” Foster added.
Match Media Group sells ads both direct and programmatically and has embraced header bidding on desktop and mobile web. Mobile app ads have been trickier; technically and creatively, Foster would like to see improvement.
Although it’s interested in serving programmatic ads on its mobile app, Tinder, Match is working with just one third party at the moment: Facebook Audience Network, which it brought on in February. No one else has a solution that comes close – yet, Foster said.
Programmatic native, ideal for mobile environments, still isn’t viable because it’s difficult to quickly render ads. Top partners can’t deliver quality ads at scale. Current mobile ads often run subpar creative.
Foster talked with AdExchanger about how Match Media Group thinks about the user experience for its apps, how brands are changing their view of dating sites and the differences between mobile web and app advertising.
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