Read thought provoking articles on the use of machine learning for improving mobile app marketing performance.


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Aarki Announces Its Integration With Smaato

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Aarki announces its integration with Smaato, a leading global real-time advertising platform for mobile publishers and app developers.

“We are very pleased with the great service Smaato provides to their DSP partners and are looking forward to scaling our partnership,” said Nicol Cseko, Director of Product at Aarki.

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Employee Spotlight: Joanna Escueta

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What makes working at Aarki so special is being part of a team of exceptionally brilliant, ingeniously creative, and friendly people. To get to know more about our colleagues, we will feature a new team member every month.

Who’s on this month's spotlight? 

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Case Study: Multiplicative Algorithm - Machine Learning Optimization to Drive Higher ROI

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Gone are the days when advertisers were relying on the install volume and post-install events in analyzing campaign performance. Though app install remains as one of the most common key performance indicators (KPI), nowadays in an app marketing campaign, app marketers are increasingly becoming interested in optimizing campaigns directly on the return on investment (ROI).

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Leveraging External Datasets for Probability Prediction by Decomposing Probabilities

By Igor Raush, Software Engineer 

Advertisers are increasingly interested in optimizing their campaigns directly on the return on investment (ROI) or the return on ad spend (ROAS). In a real-time bidding setting, it becomes crucial to predict the expected revenue from a particular ad impression, which, in combination with the KPI, will determine the amount we are willing to bid.

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The State of Programmatic Advertising in APAC

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Mobile is driving programmatic advertising growth worldwide. According to MAGNA, Asia Pacific (APAC) represented the 22% of the global programmatic ad spend in 2016, ranked as the second largest programmatic region after US. APAC includes the second and the third largest programmatic markets, China and Japan. It also comprises some of the most highly developed global programmatic markets like Australia, New Zealand, and Singapore. According to the Head of APAC Platform Sales for MoPub, Simon Toh, “93% of marketing professionals in Australia, New Zealand and Singapore are spending programmatically, 32% of which spend more than 50% of their digital ad budgets programmatically”.

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Employee Spotlight: Claire Cruz

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What makes working at Aarki so special is being part of a team of exceptionally brilliant, ingeniously creative, and friendly people. To get to know more about our colleagues, we will feature a new team member every month.

Who’s on this month's spotlight? 

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Aarki Announces its Integration with TUNE Multiverse

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We, at Aarki, believe that full and granular transparency is the key to good decision making in the mobile marketing ecosystem. In keeping with that belief, our new integration with TUNE Multiverse is aimed to support the initiative that advertisers should have up-to-date insights into the performance of their ad spend.

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The State of Programmatic Advertising in Japan

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Programmatic is becoming a hot topic in Japan as both publishers and advertisers realize that it offers huge potential for scale and efficiency that is not available through traditional advertising methods. According to AdRoll’s report published on Digiday, in 2015, 74% of Japanese marketers responded in a survey that they do not know programmatic, however, this year, 71% of the Japanese marketers are to increase their programmatic budgets. This technology is set to “push Japan’s media market to $170 billion by 2020 from its current $154 billion” as per research from PwC.

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Case Study: The Impact of Cross Promotion

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An effective mobile app marketing strategy to acquire high lifetime value (LTV) users is cross-promotion. This allows app marketers to take advantage of their already existing or lapsed high LTV user base by promoting a new app to them. For example, an app developer has an existing app and has just launched a new app. Considering that both apps fall into the same category, the advertiser can promote the new app to the high LTV users of the old app. The theory behind this is if the users are driving the return on investment (ROI) of the old app, they are highly likely to do the same for the new app since the two are in the same category.

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Understanding Native Advertising. Part 1: Programmatic Native

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Native advertising is proving itself to be one of the most effective ways of engaging with users in an advertising context. According to a prediction made by BI Intelligence, native ads will account for 63% of mobile ad revenue by 2020, up from 53% in 2016.

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