How to leverage programmatic for your retargeting needs? Part 1: Defining Segments


Retargeting has been one of the most discussed topics in the mobile advertising industry in recent years. Although most advertisers have heard about this strategy, there are still a lot of misconceptions about how to better leverage programmatic for their retargeting needs.

Packed with our industry knowledge and learnings, we are starting a blog series that will help you get a clearer understanding of key retargeting components. In this first part of the blog series, we will describe the process of creating segments and sharing them with Aarki. Get ready to start your campaign with the right segmentation strategy.

How do I decide which segments to target?

The more we know about users, the more we understand their interests. So sharing as many relevant segments as possible makes it easier for us to analyze and utilize audience segments efficiently and helps our models to target best users. Based on the provided data, and our deep expertise in different verticals, our team will make suggestions on which segments are most effective for a specific category.

Let’s say the advertiser has a shopping app, if they share two segmentsdays lapsed and spend level, we will get a segment of inactive medium engaged users as illustrated in the first Venn diagram. In the meantime, by adding additional engagement segments, we can target users more precisely and reach the audiences who will more likely spend more, and stay in the app longer. Thus, having more segments allows us to generate better campaign performance and a higher return on ad spend.

definingsegments-diagram1-v2 (3) definingsegments-diagram2-v2 (5)

How easy is it to provide data segments to a DSP and how can I dynamically adjust my segments to keep them fresh and up-to-date?

We have made it easy for partners to share audience segments with Aarki. Here are some options:

  • Aarki receives segments via its audience API
  • Aarki receives the retargeting segments using postback data
  • Aarki is fully integrated with mParticle to receive audience segments
  • Segments created on mobile measurement partner’s (MMP) audience builder can be shared with Aarki

The fully automated data transfer process via API integrations makes audiences dynamic, updating the segments based on new user engagement. Say goodbye to manual updates of CSVs and enjoy these technological advancements.

The right segmentation strategy can define the success of your app marketing campaign. Be sure you are showing your ads to the most relevant users and keep following our blog for more tips. In Part 2 of this blog series, we will dive into the details of how our team can come up with creative strategies based on all the described segmentation strategies.

Topics: Retargeting