A：The characteristics of the advertisers onboard since October 1 are not explicitly detailed in the transcript, but it is mentioned that they are actively testing paid marketing to promote the Axon Ads platform to new customers and are confident that their platform will excel as an open platform for any type of advertiser.

A：The transcript does not confirm whether the company is going more down market with these new advertisers. While it mentions that the team is proud of their ability to execute while maintaining strong performance, it does not specify any changes in market targeting strategy.

A：Using last year's Q4 as a comp for this year's guidance is not ideal because last year had an entirely new e-commerce business that was ramping up, while this year has an existing base. This makes it a non-best comparison year over year.

A：The company plans to absorb a significant increase in e-commerce advertisers by focusing on increasing the conversion rate, which is driven by model enhancements and continuous efforts to improve the conversion rate. The company is also looking at leveraging AI technologies for consistent incremental improvements and enhancing the recommendation system to improve personalization and maximize conversion rate.

A：AI plays a role in improving conversion rates and ad personalization by enhancing model-driven personalization of ads and by creating ad creatives automatically for customers, which is expected to expand their conversion rate. The AI tools and technologies, still in the early stages of being understood and utilized, are anticipated to provide high-impact lifts in conversion rates.

A：The growth of the Max platform ecosystem is driven by the higher quality of ads, increasing demand from a diverse set of advertisers, and unlocking supply from publishers who predominantly don't run ads or run them at a small percentage. Improvements in models also enable publishers to buy more users that are retained in their game, thus creating more growth in audience and monetization.

A：The significance of the cohort's growth and customer addition is that it shows a swift ramp-up in customer acquisition which, if it continues to compound, could lead to a 'snowball' effect on the business. The true value at this stage is not just in the numbers but in building a tool that is confident in converting a lot of customers over time without issues such as low-quality advertisers or customer complaints.

A：The speaker looks for the ease of customer understanding of the value proposition and integration to go live, optimization of the conversion funnel, and the absence of customer complaints and issues to assess the success of new customer additions. Additionally, the speaker looks at the ability of the team to seamlessly bring a product to market and the performance of self-managing customers with the tools provided.

A：Customer support tools and interface integrations play a critical role in the customer experience by allowing customers to manage themselves without needing extensive customer support, which is evidenced by a reduction in customer support tickets. Large language model powered tools embedded in the interface provide support to customers, allowing them to get best practices from the tools enabled in the dashboard.

A：The company manages the growth of its new business by not directly chasing new pockets of potential supply but focusing on building up demand to maintain or expand spend for gaming customers. The model enhancement and the understanding of these models provide confidence that as the density of advertisers increases, it will not diminish but rather expand the spend for gaming customers. The company ensures that the new business does not negatively impact the core gaming customer base and may even lead to positive outcomes such as more targeted advertising and better monetization of users.

A：Targeted advertising and the use of data from diverse customer purchases help to improve the user experience by showing more relevant ads, potentially increasing engagement. As the company collects data from various customer segments, such as purchase amounts and browsing behaviors, it can inform the model about user preferences more accurately. This, in turn, enables the platform to show ads that are more likely to engage users, benefiting both the users and advertisers by increasing the overall effectiveness of ad placements.

A：The company is in the midst of making progress with onboarding flows and generative AI creative tools, which are seen as vital for launching GA at this point. The development of bots that interact with users and check the quality of ads or websites being promoted is ongoing. These bots are part of the process to tune and implement AI tools that will enhance the customer experience and the quality of advertising on the platform. The company has existing bots that automatically check for quality and will continue to improve and add more functionalities as it receives more data.

A：Generative AI-based ad creatives are advancing, with Sora 2 and other tools improving. It is expected that these tools will soon be able to create more content and significantly increase the number of ads on the platform. Testing of this technology with some tooling on top of large language models is anticipated in the next few weeks or months, with advertiser approval following, which could substantially increase ad counts.

A：Factors considered include the appropriateness of the conversion funnels, customer experience from onboarding to ramping, and whether the experience is seamless. There is also an emphasis on not being overwhelmed with inbound complaints or a need for support. Once these factors indicate readiness, the feature will be released.

A：The impact of the transition from direct payments to auto payment products is not yet material, according to the speaker, and is expected to become more impactful over the coming quarters. It is considered a medium to long-term tailwind; however, it is outside the company's control, and their focus is on the quality of their tools.

A：The reduction in the tax from 30% to the lowest single digits is expected to result in a material lift in LTV for many in-and-out purchasing games, roughly by 20%. This will lead to better games through investment in content, improved profitability, and some portion going to marketing companies. The company doesn't control external factors but focuses on providing the best tools to their partners.

A：Q3 results were driven by iterative improvements in the model, more advertisements on the platform, more advertisers on the platform, and a compounding effect. The company believes it is beating the long-term growth rate of 20% to 30% in its core category and is excited about the opportunity with a self-service platform. There is also potential for extending the reach of supply beyond mobile games.

A：The company is aware that the category of content monetization is struggling except for walled gardens and games, largely due to the success of their platform. CTV has been mentioned in the past, and they consider it a potential prospect for extending their product offering to more publishers and broadening the monetization opportunities beyond what is currently accessible to open web and app publishers.

A：The company is responding to market conditions where they are currently not supply constrained but rather demand constrained. Their focus is on bringing on more advertisers to serve both existing and new demand, which will help to extend their offering to more publishers.

A：The in-app advertising market is growing faster than the in-app purchasing market, which is creating a tailwind for publishers. As a result, advertisers' LTV calculations are evolving. With a reduction in the tax rate from 30% to 15%, there are better monetization mechanics, and more IAP games are needed. This is impacting the supply expansion and growth rates, with a focus on driving an impact in areas where they can provide significant support.

A：The critical factors for reaching general availability include managing spend to avoid rapid growth concerns, optimizing the conversion funnels, improving communications with clients, and refining the tooling inside the dashboard. The current focus of the business is on optimizing these areas to ensure a quality standard is met before opening up to prevent user concerns.

A：It is important to take time to optimize the business before opening up to new advertisers to ensure a great experience for the advertisers, especially smaller ones like local laundromats, and to prevent being inundated with user concerns. The company aims to take their time to ensure the product meets their standards, with an estimated timeline of 'a short of 26' weeks.

A：The company is actively testing paid marketing with a small budget and expects to scale this if performance is compelling. The paid marketing is aligned with a high lifetime value (LTV) to cost ratio for user acquisition. The company aims to demonstrate this through their advertising, keep a lean sales team, and not waste money on ineffective marketing. They expect that the dollars spent on paid marketing will be much greater than on user acquisition.

A：The company is considering full automation of Salesforce, keeping a very lean sales team aligned with their traditional culture. This would involve automating onboarding through advertising all the way to the point of customer life. It is anticipated that while some sales people will still be needed, the overall sales team can remain small and efficient.

A：There is no significant difference in the take rate or revenue market between the E expense and the core gaming business. Advertising credits offered are a small fraction of the overall value of a new customer and are comparable to the cost of user acquisition through paid marketing. The business model treats web advertising and shops similarly to games, with a unified auction and a consistent take rate across the board.

A：The company plans to scale compute capacity requirements in a disciplined manner, buying GPU components a year in advance. Financial projections show spikes in infrastructure investment, which are reflected in the P&L but are not capitalized. The company aims to avoid over-investing ahead of revenue and maintains cost discipline in all aspects of the business.

A：Web-based advertising is currently available to EU advertisers, but the inventory for website or shop advertisers in the EU region is not yet open. The company anticipates that it is not a high priority for expansion as the EU represents only a small percentage of their business and adhering to GDPR rules requires additional build-out effort. The company's priority is on general release of the platform and building out other discussed tools.

A：The points of friction in the onboarding flow mentioned in the speech are related to optimizing the rate from sign-up to going live and dealing with feature requests. A lag time to integration and ramp-up was also mentioned as a potential reason for changes in feature requests over time.

A：The speech does not provide specific details on common asks for future ads in Excel ad manager.

A：The company is focusing on optimizing language and developing channels for international expansion. It is available everywhere in the world except for EU traffic for web shops and web advertisers, and app advertisers are available worldwide. The customers currently have a Western focus and are not likely to expand into markets like Japan or Korea on their own.

A：The company plans to first focus on global markets that are already established, such as Canada, Australia, and New Zealand, where there is a similar English-speaking population to the US. Gradually, it will aim to open up platforms in more closed off markets like Japan and Korea, supported by technologies like LMS that facilitate language translation.

A：The company aims to improve the customer experience by continuing to enhance product features, improve tooling, and increase understanding of its platform. Improvements include better ad creative, detailed ads, and a more effective understanding of the platform's capabilities by customers.

A：The company's approach to dealing with low-quality advertisers is to ensure that the products listed are ones that their team would be willing to buy. This criterion acts as a basic standard for inclusion on the platform. However, this standard is not permanent, and the company is willing to consider even lower-quality advertisers if they present high value to their customers.

A：The company does not anticipate running out of inventory in its core gaming market. They believe there is a long way to go due to the low amount of advertisers currently and the significant amount of spend they have relative to these advertisers. With more advertiser density, improved models, and the power of technology, they expect conversion rates to improve. The company is currently focused on strengthening the demand side of the platform, but eventually, they plan to broaden the supply base to include more publishers and TV connectivity.