What are O&O properties?

The term O&O properties stands short for owned and operated properties. These are ad platforms that sell ad space in apps or websites that they own. For example, Mistplay for Android and Mistplay for iPhone are mistplay’s owned and operated rewarded channels, and are separate from the Mistplay Audience Network, which advertises games across third-party apps. 

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O&O properties and privacy changes

Advertising on O&O properties has become more popular with the introduction of privacy changes (e.g. Apple ATT)  in mobile marketing. These privacy changes have limited the usage of third party data for ad targeting. 

Instead of third party data, O&O platforms rely on first party data for targeting, making them an attractive option for advertisers.