An interview on MarTech with Ken Harlan, the CEO and founder of MobileFuse

data and alternative IDs post the shift towards Google’s Privacy Sandbox? Additionally, how is in-app advertising anticipated to be affected?
Obviously, this shift away from third-party cookies and potentially device IDs will do more harm to the industry than good. Let me explain; for marketers, if you’re all-in on finding your audience on the open-web, cookie depreciation will cause you to use contextual strategies or alternative id’s. But then you’re really just guessing who you’re targeting as it’s not deterministic, or the likely scale of alternative IDs will not be large. This piece is critical, as it will harm companies that rely on early advertising ROI to drive product sales.

Can you elaborate on how MobileFuse is incorporating sustainability into its practices, and what advantages you see for early adopters in embracing environmental considerations?
The vast majority of tools digital advertising practitioners rely on require data centers. In fact, by 2040, storing digital data is set to create 14 percent of the world’s emissions, around the same proportion as the US does today. Additionally, the cloud has a larger carbon footprint than the airline industry; a single data center can consume the equivalent electricity of 50,000 homes. As the digital advertising industry is forecasted to reach $876 billion by 2026 – subsequently making a larger impact on the climate – it’s imperative all companies innovate their practices and reduce emissions.
Our team is very focused on climate impact and sustainability. To reduce emissions, we developed and deployed technical optimizations that efficiently scale servers only when needed, and reduce server-side CPU usage.

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