PLAYSTUDIOS’ Ravid Sela on the importance of data-driven decisions in ad monetisation

Mobile advertising company Liftoff has invited inspirational women working on some of the biggest mobile games to discuss their achievements, challenges, and future aspirations. This time, the focus is on Ravid Sela, Ad Monetisation Manager at PLAYSTUDIOS.

For many, breaking into the video game industry seems like it’s all down to luck. But for Ravid Sela, it was preparation and a love of the industry. Her lifelong passion for video games and half a decade of ad tech monetisation experience gave her everything she needed to secure her dream job as an Ad Monetisation Manager at PLAYSTUDIOS in 2022. 

Since then, she’s been managing the ad monetisation operations for the studio’s entire portfolio, including the mobile version of Tetris, arguably the most iconic puzzle game of all time. 

It’s a multifaceted role that involves Sela working closely with in-house development teams, strategising resource allocation with senior leadership, and managing ad networks by fostering strong relationships with external partners. 

“My role isn’t about pushing a new ad placement just because I think it will bring in more revenue,” Sela says. “It’s about seeing the overall picture: finding a balance between the user experience and what we can achieve from the ad networks within each game’s unique context. Accomplishing that means knowing your players, the tools you have to work with, and the best decision to take next.”

Identifying the context behind every ad

Perhaps the biggest lesson Sela has learned so far is that ad monetisation has no absolutes. Her experience has taught her that an ad’s success isn’t necessarily dependent on its content but rather on ensuring it is triggered at an appropriate time. 

“I think what sets ads apart the most is momentum. A certain ad could be a great fit, but if it pops up at the wrong time, it will never work.” Sela says. “The timing for one specific type of ad isn’t necessarily going to be the right timing for every other ad. What denotes a good ad largely depends on what triggers it and where users encounter it. Like everything in life, it’s all about context and timing.” 

Sela believes many mobile marketers are asking users to engage with ads on their own terms by favouring rewarded video ads because context matters. Traditional ad formats like banners and interstitials may come at a reduced cost, but it’s all too easy to frustrate players by pulling them out of the experience. Comparatively, rewarded video ads can be activated when they suit a player and provide in-game rewards like premium currency and XP.

Players are also seemingly happy to meet advertisers halfway like this, with the IAB finding almost 80 percent of consumers who consume digital video are open to watching ads in exchange for free content. And, of course, the more receptive a player is to the ad, the generally better the engagement—with Embryo research showing video ads have just over a 75 percent completion rate.

Regardless of ad format, Sela notes it’s important never to accept anything at face value in ad monetisation. Always use data to support ideas, even for simple optimisations backed up by logic. Sela says that testing before implementation is the only way to ensure you’ll get the expected benefits, as even the best ads can see a reduction in value due to the nuances of different regions, user bases, and more. While this might be time-consuming, taking this extra step will help minimise error rates and reduce the chances of costly mistakes. 

“A/B test all the time as a precaution,” Sela says. “If you’ve got an idea, prove it to yourself and your colleagues by seeing if the data supports it. You don’t have to completely abandon the idea if it doesn’t. This is your opportunity to analyse what’s gone wrong and make the necessary improvements before trying again.”

Overcoming the newfound lack of user data

Sela also recognizes that this data-heavy approach is highly dependent on having access to user information—which has become much more challenging than it used to be due to Apple’s ATT, with Google’s Privacy Sandbox also right around the corner. This is so much so that 44 percent of mobile advertisers who responded to Liftoff’s 2024 App Marketers Survey said they felt ATT hurt their campaigns. 

Sela points out that it’s a challenge the industry faces, with even her network partners feeling the heat on iOS. The privacy changes have made it difficult to profile users before bidding on impressions. It’s like going into an auction blindfolded: You often don’t know whether you’ve bid on the right thing until you’ve won it. The good news, Sela says, is that even with limited data, there are ways to adapt and optimise bids.

“While having access to less user data is a challenge, it’s something that can be overcome,” Sela says. “It’s simply a matter of looking at the bigger picture: analysing a greater source of data to make more statistically beneficial decisions. I don’t look at the user level anymore because, being a user myself, I understand wanting to have your privacy respected. Instead, we look at a wider error area and make the most of the tools at your disposal.”

Sela points to pricing as an example. The shift towards privacy has significantly impacted pricing models, particularly when it comes to targeted advertising. Without the ability to build detailed profiles, advertisers can no longer attach and add to a user in the same way. However, you can still deliver results by moving to a more statistical approach based on the average user experience while honing in on broader trends and audience segments. 

“Remember, value goes beyond just one KPI. People in the industry tend to focus only on the average revenue for daily active users,” Sela says. “The problem with that approach is that you’ll only look at things from one perspective. We don’t want our users to stick around for just one day – we want them to hang around and enjoy our games and everything we offer. Even in the ad monetisation team, value is never just about money. We should consider more measurements from across the product world as an industry.”