Most DSPs have similar basic functionality, but still, some parameters differ one platform from another. One of them is providing self-serving or full-service model. What's the difference, what are the benefits and drawbacks of each model, and after all, which one to choose? Here are thoughts about that.

The COVID-19 outbreak has affected virtually every country and every individual. To some extent, it is altering the way we live our lives, thus influencing different industries, negatively or positively though. Mobile marketing has also experienced the impact of the coronavirus. In search of ways to stay entertained under quarantine, people are spending more time on mobile. The hours spent using devices is increasing in almost all the countries, including China (the most hit region), as well countries of the second and third phases of the coronavirus wave of spread. We’ve looked at the impact of COVID-19 on Apple Search Ads specifically, and focused on the following regions: The second phase countries affected: Japan (JP), South Korea (KR), Italy (IT); The third phase countries affected: the US, the United Kingdom (UK), Spain (ES), France (FR), Germany (DE). We have analyzed how COVID-19 altered the key KPIs in Apple Search Ads – Cost per Acquisition (CPA) and Downloads – across different categories: ✔️Games ✔️Work from Home: Education, Business, Utilities ✔️Health & Fitness ✔️Finance ✔️Travel ✔️Transportation ✔️Booking We have also put up some tips and recommendations based on the research findings to get through these challenging times. 💬 Hope you’ll find it super helpful. If you have any questions, I’ll be glad to answer them in the comments.

Marketing is not about pitching to customers; it’s about communicating with individuals. It’s understanding what resonates best with them and why, and delivering value on those terms. It’s not asking them to buy, it’s building trust so that when the time comes for them to make a decision, they willingly choose you. Digital marketing is no different; it’s just that the dialogue occurs over electronic platforms. While the soft skills required for marketing have not changed—communication, curiosity, empathy, for example—the hard skills for digital marketing are slightly different.