Over time, as consumer privacy preferences around relevant advertising changed, Tinybeans knew they needed to figure out a way to earn revenue from advertising while making sure consumers feel safe using their app. "Our free tier is an important component of the business, because it's a really inclusive way to serve parents," Nina highlights. "And without ad revenue, we wouldn't be able to offer free services on the app or website. Simultaneously, we want to make sure all of our users know their family data is safe and secure when they're on our app. To balance these two, we decided to pivot to serving ads on our app with first-party data -- and we turned to Ad Manager to help us do that."
Tinybeans' first-party data strategy allows the company to use information securely provided by registered users to serve those visitors relevant, high-quality ads while maintaining their privacy. "As a parenting app, user trust is really important to us; we want everyone to know their memories are safe," says Marshall Massey, Senior Director Revenue Operations at Tinybeans. "To enable our first-party data strategy, we chose to work with Ad Manager and use the Audience Solutions tool because we wanted to centralize our ad serving across all platforms and devices. We're integrating a new DMP with the ability to pass audience segments into Ad Manager to layer on targeting across web and app, and across display, video and native."
