AdTech Evolution: Navigating the Privacy-First Frontier

Between Apple’s policy changes and growing government regulations, privacy concerns have sparked a significant shift in AdTech strategies. This episode investigates the potential for privacy-focused ads, exploring how companies are adapting to new regulations while still striving for effective targeting. Host Devin Becker is joined by Geeshan Willink, CEO of Nefta, to dig into the complexities of maintaining anonymity and its implications for the gaming industry.

Geeshan shares insights on Nefta's journey from its web3 roots through the struggles with building ad technology that meets growing privacy standards. We explore the balancing act between precision targeting and user privacy, comparing anonymous user profiling with traditional fingerprinting methods. Willink offers examples of how behavioral-based identification can lead to effective ad targeting without compromising user data and discusses the potential impact on player retention and ad inventory pricing. The discussion also touches on the challenges of implementing these new approaches in an entrenched industry, recent trends in AdTech, and predictions for the future of ad-supported gaming.

We’d also like to thank Lightspeed Venture Partners for making this episode possible! With its dedicated gaming practice, "Lightspeed Gaming," the firm is investing from over $7B in early- and growth-stage capital — the by far largest fund focused on gaming and interactive technology. If you’re interested in learning more, go to https://gaming.lsvp.com/.

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Sound design by Gavin Mc Cabe.