Rahima Ouadfel, Vice President of Growth at Smadex, shares key insights from the recent GCBS Global Carrier Billing Summit in Amsterdam. The event brought together leaders from across the mobile ecosystem to explore the evolving intersection of advertising, payments and technology, and how programmatic innovation is shaping the future of user acquisition and digital growth.
“We were thrilled to have Rahima Ouadfel at GCBS. Her session made programmatic advertising approachable and engaging, offering attendees clear insights from one of the most experienced voices in mobile marketing.” – Valentina Ferrari (COO, MEF).
The GCBS Global Carrier Billing Summit took place in Amsterdam on September 9th and 10th, bringing together a wide range of industry professionals. The event welcomed key players from across the mobile ecosystem, including operators, aggregators, merchants, and marketing and advertising platforms, to share insights on the future of mobile payments.
It was a pleasure to speak at the event and highlight how programmatic advertising is a fundamental tool for effective user acquisition and transparent media buying. As a programmatic DSP, Smadex is dedicated to helping businesses find and monetize their ideal mobile users.
My session, “The Fundamentals of Programmatic,” aimed to demystify this powerful technology. Here is a recap of the key concepts and lessons shared:
We, at Smadex, will make sure to continue sharing our knowledge about marketing and advertising to help ensure the ecosystem remains sustainable for all. ”
Demystifying Programmatic: The Ecosystem and Its Players
Programmatic is the automated buying and selling of ad space, replacing traditional ad-buying’s slow, manual process. The ecosystem is built on a few core components:
- DSPs (Demand-Side Platforms) are platforms like Smadex that use smart algorithms to buy ad impressions one at a time.
- SSPs (Supply-Side Platforms) are used by publishers to sell their ad space and get the best price for it.
- Ad Exchanges are digital marketplaces where DSPs and SSPs meet to conduct real-time bidding auctions.
The ultimate goal is to deliver the right message to the right person, at the right time, and at the right price.
Mastering User Acquisition: The Power of Data and Creative
To succeed in user acquisition, it’s essential to look beyond the click. A DSP’s machine-learning algorithms work directly towards the performance metrics you set, such as Cost Per Lead or Cost Per Subscription. They learn using KPIs to automatically optimize for the most valuable traffic.
We also strongly emphasize continuous optimization for metrics like Average Revenue Per User (ARPU) and Lifetime Value (LTV), adjusting CPA targets to ensure quality traffic that pays off in the long run.
In addition to data, creatives are king. Effective ad formats, from Interstitial Ads to Video Ads, must be continuously optimized through A/B testing to find what resonates best with your audience. Consistent messaging between your ad and the landing page is also crucial to increasing conversion rates and avoiding misleading users.
The Transparency Imperative: Fighting Fraud and Ensuring Safety
Ad transparency means knowing exactly where your ads are placed, who sees them, and how your money is being spent. Without it, you risk significant financial loss and brand damage.
To ensure a clean and safe media buy, it is critical to actively fight ad fraud and maintain brand safety. This is achieved through verification services and best practices, including the use of publisher and audience whitelists and blacklists.
Key Takeaways from the Session
- Data: Invest in LTV, quality traffic pays off.
- Performance: Set clear KPIs and trust the algorithm to optimize campaigns to achieve your goals.
- Transparency: Partner with smart platforms and actively fight fraud.
- Creative: Embrace a mobile-first approach, continuously test, and ensure alignment between your ad and landing page.
Broader Takeaways from the GCBS Event
The need for collaboration and a unified vision for the industry’s future was a powerful theme throughout the summit. As Guillaume Briche stated, “We believe in collective and ambitious conversations. Our role is not only to grow as a company, but to grow with the ecosystem. What we build together today will define the future of Direct Carrier Billing and that of our industry.”
“ The GCBS Global Carrier Billing Summit was a truly productive two days, organized by MEF. I was pleasantly impressed by the attendees and the openness of people in the industry to listen, learn, and collaborate. It is always a pleasure to spend time discussing ideas and growth plans with several key partners in the ecosystem. I was also pleased to see that user acquisition and marketing sessions were more present this year, with insightful discussions on programmatic and Google advertising. We, at Smadex, will make sure to continue sharing our knowledge about marketing and advertising to help ensure the ecosystem remains sustainable for all. Stay tuned.” – Rahima Quadfel (VP of Growth, Smadex)
