Summary

The client is a leading provider of mobile marketing solutions, assisting app developers and publishers in reaching and engaging their users across multiple devices and channels. In 2022, the company signed a contract with Google Cloud to utilize a variety of its services to enhance its business operations. The client employs Google Cloud Platform (GCP) to host its website and products, leveraging the platform's diverse tools and services to effectively manage its infrastructure and platform services.

Customer Challenge

Privacy Concerns: Users are increasingly worried about their privacy, leading to a decline in the use of third-party cookies and other tracking technologies. This shift complicates advertisers' efforts to target their ads effectively.

1. Ad Fraud: Ad fraud represents a significant challenge in the mobile advertising industry, costing advertisers billions of dollars each year. Various forms of ad fraud, including click fraud, impression fraud, and bot traffic, contribute to this issue.

2. Oversaturation: The mobile ads market is becoming increasingly saturated, resulting in lower ad prices. Advertisers now have a wider array of options for ad placement, which exerts downward pressure on pricing.

3. Rise of Walled Gardens: The emergence of walled gardens, such as Apple's App Store and Google's Play Store, complicates advertisers' ability to reach their target audiences. These platforms control the flow of data and traffic, making it more difficult for advertisers to measure the effectiveness of their campaigns.

Project Deliverables

The project team facilitated the client's attendance at Google I/O and multiple advisory sessions, where they gained valuable insights into the mobile market, which is central to their business. This experience allowed the client to explore new strategies for enhancing their mobile advertising products and establish connections that could foster business growth.

In addition, the project team advised the client in data privacy and ad monetization best-practices, as they requested, ensuring that the insights were aligned with their strategic goals. The guidance provided by the project team proved instrumental in helping the client identify innovative approaches to improve their offerings and navigate the evolving landscape of mobile advertising.

Impact

The CTO at the client organization experienced positive impacts, including:

• Learning about new technologies.

• Networking with new contacts.

• Gaining inspiration to incorporate generative AI technologies into their product roadmap.

1. The Director of Mobile Support identified a specific use case for Google’s new AI technologies in Workspace:

   • Interest in utilizing the new “thread summary” feature to summarize entire support case threads.

   • Plans to export insights into their support wiki for future reference by other support technicians.

2. The project team successfully introduced the client to the Workspace AI team, leading to:

   • Exploration of a pilot program for implementation.

3. These initiatives resulted in:

   • Enhanced social credit for the project team.

   • A shift in the client's perception of Google, recognizing the company as more than just a "cloud vendor."