Luke Schoenberger on Simplifying Publisher Ad Tech with Playwire’s Wrapper
Description
Ari Paparo interviews Luke Schoenberger, Executive Vice President of Product Engineering at Playwire. They discuss Playwire's role as a major sales house for publishers, the development of a custom wrapper for ad monetization, and the challenges and opportunities in the display advertising landscape. Luke shares insights on the transition to in-app monetization, the competitive advantages of Playwire's offerings, and the future of display advertising amidst changing market dynamics.
Takeaways
Playwire is one of the largest sales houses in the industry.
They provide a simple integration for publishers to monetize their websites.
Playwire is building its own wrapper to improve ad monetization.
The new wrapper allows for A/B testing and custom configurations.
Publishers can benefit from a single payment instead of multiple SSPs.
In-app monetization is a growing focus for Playwire.
The app ecosystem has different monetization needs compared to the web.
Analytics is a key feature of Playwire's wrapper solution.
Competition in the ad tech space is increasing.
The display advertising market is facing challenges due to generative AI.
Chapters
00:00 Introduction to Playwire and Its Business Model
02:57 Building a Custom Wrapper for Publishers
05:49 Advantages of Playwire's Wrapper Over Prebid
08:54 The Role of GAM and Alternatives
11:46 Expanding into App Monetization
14:55 Challenges in App Monetization
17:52 Competitive Landscape and Market Challenges
20:43 Conclusion and Final Thoughts
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