Mobupps’ Yaron Tomchin on AI & Data Privacy: Turning risk into opportunity

In the ever-evolving landscape of digital advertising, staying ahead requires innovation, adaptability, and a data-driven approach. At the forefront of this transformation is Mobupps, a global mobile advertising platform that has been redefining performance-based marketing for over a decade. With six offices worldwide and partnerships with more than 120 leading advertisers and agencies, Mobupps combines cutting-edge technology with strategic insights to optimize user acquisition and media monetization.

Heading this dynamic enterprise is Yaron Tomchin, CEO of Mobupps, an industry leader with a passion for leveraging technology to drive advertising excellence. Under his leadership, Mobupps has successfully transitioned from a publisher sales house to a technology-driven powerhouse.

In this exclusive Adgully interview at the Adtech Event, Yaron Tomchin delves into Mobupps' evolution, the transformative role of AI in ad tech, cutting-edge data privacy strategies, and the key trends set to shape mobile advertising in 2025.

Let’s dive into the conversation.

Mobupps has been a leader in mobile advertising for over 15 years. What do you see as the company's biggest achievement so far?

Looking back over the past 16 years, our biggest achievement has been our ability to remain dynamic and adaptable. We have successfully undergone three major transformations—from a publisher sales house to a mobile agency, and now, over the last six years, to a technology-driven product company. This flexibility has enabled us to build a scalable and sustainable business by closely listening to market needs, client feedback, and partner expectations.

How do Mobupps technologies MAFO, iRTB, and MobuppsX give advertisers an edge in user acquisition and monetization?

Each of our technologies is designed to address specific challenges in ad tech:

MAFO functions as a performance trading desk that simplifies user acquisition through automated optimization, diverse media channels, and performance-based pricing models.
MobuppsX is our DSP (Demand-Side Platform) designed for programmatic media buying, offering unique supply sources and exclusive inventories to advertisers.
I/RTB is a solution tailored for publishers, optimizing their monetization efforts.

These technologies work in synergy through data sharing, supply path optimization, and automation, ultimately enhancing efficiency and results for advertisers and publishers alike.

With the rise of AI in ad tech, how is Mobupps leveraging artificial intelligence to enhance campaign advertising and performance?

We have recently begun integrating AI-driven solutions to improve our campaign efficiency. Our focus includes:

Dynamic Budget Allocation – Using predictive analytics to distribute campaign budgets in real-time based on performance insights.
AI-Powered Traffic Analysis – Implementing algorithms that scan traffic sources and publishers, generating real-time alerts for brand safety and fraud prevention.
Dynamic Bidding Management – Optimizing various bidding models (CPM, CPI, CPA) to maximize performance across different media channels.

These AI innovations enhance automation, reduce operational complexity, and create more effective advertising solutions.

Connected TV (CTV) is a growing ad channel. How does Mobupps' pay-for-performance CTV model help advertisers maximize their investment?

CTV is a key growth area for us. Mobupps' pay-for-performance CTV model is designed to help advertisers maximize their investment by ensuring they only pay for concrete, measurable results rather than traditional impression-based pricing. This approach directly aligns ad spending with performance-driven outcomes, such as completed views, app installs, or conversions, making it a cost-effective solution for brands seeking tangible returns.

We leverage AI-powered targeting and real-time optimization. Our advanced algorithms analyze user behavior, contextual signals, and audience insights to serve ads to the most relevant viewers. Additionally, our continuous performance monitoring allows for dynamic adjustments in ad placements and creatives, further optimizing campaign success.

Transparency and data privacy are major concerns in digital advertising. How is Mobupps addressing these challenges while ensuring effective targeting?

We prioritize compliance with global regulations such as GDPR in Europe and CCPA in the USA. Additionally, we enforce:

HTXT Support – Ensuring transparency for publishers and DSPs bidding on our inventory.
Seller JSON & Supply Chain Transparency – Providing a fully transparent supply path.
Cohort-Based Targeting – Moving towards privacy-focused targeting strategies similar to Google’s Privacy Sandbox and Apple’s SKAdNetwork, where user groups—not individual users—are targeted.

These strategies ensure privacy compliance while maintaining effective ad targeting.

What key mobile advertising trends excite you the most in 2025, and how is Mobupps preparing for them?

AI-driven automation remains our primary focus for 2025. In addition:

Emerging Ad Formats – Growth in CTV and rewarded ad formats, which provide engaging user experiences.
Market Expansion – We aim to expand into Latin America, Korea, and Africa.
First-Party Data Utilization – Developing our own Data Management Platform (DMP) to enhance targeting efficiency as third-party data declines.

These initiatives will help us stay ahead in the evolving ad tech landscape.

Mobupps operates globally, leveraging local market insights. Can you share a success story where this approach significantly impacted a campaign?

We have seen great success working with Chinese financial brands expanding overseas by:

Localizing Creatives – Adapting messaging and visual elements for the target market.
Connecting with Local Publishers – Ensuring access to relevant and high-quality inventory.
Providing Market Insights – Offering benchmarks and strategic recommendations to optimize campaign delivery.

This approach has driven impressive ROAS and scale, highlighting the power of localized advertising strategies.

Customization is key in digital advertising. How does Mobupps tailor ad strategies for different industries and business needs?

Our customization approach focuses on three main aspects:

Media Selection – Choosing the most effective channels (OEM, CTV, programmatic banners, etc.) based on brand objectives.
Pricing Model Optimization – Tailoring cost structures (CPC, CPA, CPM) to maximize return on investment.
Tracking & Measurement – Implementing cross-platform tracking and relevant KPIs to align with campaign goals.

These elements ensure that each campaign is optimized for its unique industry requirements.

What are the biggest challenges advertisers face today, and how does Mobupps help them overcome these obstacles?

The two primary challenges in the industry are:

Rising Ad Costs – We leverage AI-driven automation and optimization to enhance efficiency and reduce media buying expenses.
Ad Fraud Risks – We continuously monitor market trends and implement advanced fraud detection solutions to safeguard our clients’ investments.

By staying proactive and innovative, we turn these challenges into opportunities for growth and improved campaign performance.

Looking ahead, what’s next for Mobupps? Are there any upcoming innovations or market expansions we should watch out for?

Our primary focus is on enhancing AI capabilities to improve automation and efficiency. We are also expanding into new markets and developing our first-party data solutions to stay ahead of privacy regulations. We aim to continue driving innovation in performance-based advertising while ensuring transparency and effectiveness for our partners.

Any final thoughts on the future of digital advertising?

AI is both an opportunity and a challenge. The key to success lies in leveraging AI for automation, efficiency, and fraud prevention while ensuring compliance with privacy regulations. As the landscape evolves, adaptability and strategic foresight will be crucial for sustained success in digital advertising.

If you had to sum up your vision for the future in one phrase, what would it be?

"Every risk is an opportunity—if you have the right approach."