Weathering the AdTech Storm with Catherine Beattie

No time to listen to the whole episode? We've picked the top highlights from every section to enrich or supplement your listening experience. This can serve as a standalone summary of the conversation as well:

‍

Transitioning from web to app 

• Catherine explained that the most significant difference between the web and in-app environments is the reliance on SDKs (software development kits) in apps. On the web, testing with partners is simple, often involving quick setups and short-term tests. In contrast, compatibility with existing SDKs is crucial in the app world. Partners must work with pre-established SDKs, like Amazon TAM, Nimbus, or pre-bid server integrations. "The biggest element unique to the in-app world is its reliance on different SDKs.” With apps, it's about how a demand partner can connect with us. Do I have the correct SDKs implemented in my app? Are they compatible?

• She emphasized that it's not practical to accommodate numerous SDKs for different ad partners, which requires a more selective approach. Additionally, app updates follow a slower, staggered adoption process, unlike web environments where changes are immediate. This means in-app updates and changes can take longer to reflect in user behavior. At WeatherBug, they are highly cautious about SDK implementations since they are ultimately responsible for everything within their app, ensuring that any new SDK introduced is carefully considered.

‍

Balancing between user experience and revenue

• Catherine explained that her primary focus is monetizing content to keep it free and accessible to the public, whether it's Tribune's journalism, Merriam-Webster's dictionary, or WeatherBug's weather updates. She has always believed in the publishers' mission to avoid paywalls or subscription barriers. While monetization is necessary, she emphasizes maintaining a balance to avoid disrupting the user experience. She says, "I want that content to be accessible to the masses. To achieve that, we need to monetize it. It's a balance, right? I don't want to disrupt the user's experience while they're engaging with the content any more than necessary."

• As a user, Catherine understands firsthand the need for seamless content interaction, which shapes her approach to enhancing the user experience. At WeatherBug, user feedback is a priority, with monthly town halls dedicated to reviewing and incorporating it. She highlights that the app avoids disruptive ads like interstitials based on user preferences, ensuring a positive experience. Since regaining lost users is challenging, balancing revenue generation with user satisfaction is essential, especially in a competitive space where they aim to keep users loyal to their app.

‍

How to build your programmatic team

• Catherine emphasized a hands-on approach, attention to detail, and a problem-solving mindset while building a programmatic team. She highlighted that ideal team members must be "into problem-solving, being curious about why something is happening, wondering if I can figure out what might be causing it or if I can troubleshoot the issue." Team members must be prepared to continuously troubleshoot and adapt to focus intensely on reporting analytics and data insights.

• Catherine also described her shift from leading a large team at Tribune to managing a smaller, more focused team at Britannica with just two team members. She emphasized the importance of being actively involved and taking a "hands-on the keyboard" approach, reflecting her bias for action.

‍

Pro Networking tips for fellow publishers

• Catherine advised that networking should be viewed as genuine human interaction rather than a manipulative or self-serving activity. She emphasized the importance of taking an interest in people, whether at conferences, industry events, or informal gatherings. "Take an interest in people, help them out when you can, and you'll start to develop these natural relationships that are very organic." 

• Catherine suggested actively participating in industry events, staying in touch through local happy hours or virtual meetings, and engaging on LinkedIn or Slack. It is critical to care about others and show genuine interaction.

‍

How does WeatherBug engage with its community? 

• Catherine explained that WeatherBug's approach to staying connected with their community revolves around the phrase "know before," which aims to provide users with weather information before encountering it. They use push notifications to deliver relevant alerts, which is helpful for communities like lifeguards, campers, RV users, and outdoor sports enthusiasts. 

• She emphasized the importance of features like the spark lightning alert, which is provided for free to ensure user safety. Catherine also mentioned a distinctive alert sound. This chirp helps users notice severe weather alerts amidst other phone notifications. She shared a personal anecdote about how WeatherBug's alerts proved useful in a real-life scenario, reinforcing the app's value in keeping users informed and safe.

‍

Bonus content:

Catherine offered three pieces of advice for fellow publishers:

1. Embrace and contribute to your network: Be active in your community by giving and taking, and work together to find solutions.
2. Lend a hand to those seeking jobs: Offer support, encouragement, or connections to those affected by recent layoffs. Even small gestures can make a big difference.‍
3. Download the WeatherBug app: Stay informed about weather conditions before going outside using the WeatherBug app for iOS or Android.