90 million writers and readers connect on global storytelling platform Wattpad. Daniel Kenny-Godoy, Wattpad’s director for ad-ops and programmatic, boosted revenue substantially. But how? In this Mobile Heroes Uncensored Origin Story, hosts John Koetsier and Peggy Anne Salz chat with Daniel about ad operations' biggest challenges and opportunities, how to scale ad revenue while maintaining a great user experience, and the increasingly important topic of contextual vs behavioral targeting. Plus, we get his top 3 tips for ad monetization in 2022. Timestamps 0:00 Buyers and sellers 0:40 Idiots and geniuses 3:00 Starting out in mobile ad monetization 4:40 Defining ad ops 6:10 Direct sales vs programmatic 8:01 Biggest challenges of ad ops 11:00 Biggest changes in programmatic 12:15 Behavior vs contextual targeting 16:30 Ad versus user experience 20:01 Boosting programmatic ad revenue substantially 22:15 Most important factors in scaling ad ops 27:10 Ad ops on Reddit 30:20 Top 3 tips for ad monetization