FirstScreen Focus: Interview with Adsquare’s Tom Laband

AppLift’s inaugural conference, FirstScreen, is just a few a weeks away. As we countdown to June 15, we bring to you a series of interviews with our speakers. Read on to learn more about their perspective on all things mobile! Up this week is Adsquare’s Tom Laband.

Thank you so much for taking part in the first edition of the FirstScreen Conference. To start off, a general question: what does the concept of mobile mean to you?

The smartphone is our companion in our everyday life, it’s our connector to the digital world. Each mobile moment creates thousands of data points that can be used for marketing. Advertising on mobile is all about relevancy: The right message in the right mobile moment.

What is still needed to unlock the full potential of programmatic advertising on mobile?

The infrastructure for automated buying is stable and enables media buying in real-time. But the real potential of programmatic lies in the data and the intelligence to make this data actionable.

Which advice can you give app advertisers in regards to their data strategy?

Most app advertisers understand the value of their own data when it comes to marketing their app. But there is still an untapped potential in the use of third-party data like location, app usage or even household data.

What are you most looking forward to at #firstscreen16?

Many companies are sitting on a big heap of data but are not aware of its real value. I am really looking forward to discuss with app publishers their individual data monetization strategy.

FirstScreen will take place on June 15th in the vibrant digital capital of Europe, Berlin. AppLift has teamed up with Online Marketing Rockstars to host this show at Kino International Berlin. For tickets and conference details, please click here.

You can read the previous interview in the series here. Stay tuned for our next speaker interview!