Programmatic advertising continues to shift away from simply impressions to a more advanced audience-targeted approach.Ultimately, advertisers running programmatic app marketing campaigns are interested in acquiring users with a high lifetime value (LTV). The definition of LTV varies from advertiser to advertiser, but in most cases, it is expressed as the revenue the user generates through in-app purchases or in-app advertising.
November 1, 2019
November 1, 2019
September 30, 2019
September 30, 2019
August 1, 2019
August 1, 2019
As the mobile programmatic industry rapidly grows, so does the number of bidders, causing app marketers to pay more attention to auction dynamics. Bid optimization and bid landscape inferencing are increasingly becoming crucial parts of the bidder strategy.
May 11, 2019
May 11, 2019
By Igor Raush, Software Engineer
For the majority of its history, the programmatic advertising industry has accepted the second-price auction model as the gold standard for auctioning off inventory. Under this model, the bidder with the highest bid wins the auction but pays the second-highest price. This encourages each bidder to bid their break-even price, knowing that they are guaranteed to pay less.
December 12, 2018
December 12, 2018
ByIgor Raush,Software Engineer
The focus of app marketing is shifting from driving installs and minimizing cost per install to acquiring users who will become paying customers, effectively maximizing the ROI. Unfortunately, high-LTV users who can be attributed to an ad campaign are extremely rare in comparison to the number of impressions served, and it is difficult to accurately capture the profile of a quality user.
March 29, 2017
March 29, 2017
CTR is loosely correlated with the quality of users. As a result, training models to optimize for clicks can lead to achieving high CTR but poor ROI. Transfer learning is one approach to optimize for quality users.
March 3, 2017
March 3, 2017
ByIgor Raush,Software Engineer
An advertisement's click-through rate (CTR) is often used as an early indicator of its effectiveness; however, the ultimate goal of any campaign is to reach and acquire prospective customers. Unfortunately, the CTR is often weakly, or even inversely correlated with the quality of a user segment, as measured by the retention rate or ROI. As a result, training models to optimize for clicks can lead to wasting impressions on low-quality users, achieving high CTR but poor ROI.
February 2, 2017
February 2, 2017
Wouldn’t it be greatif we could predict the performance of our next mobile app marketing campaign even before it starts?
More importantly, it would definitely be useful if we could identify the key aspects of a campaign that are most likely to drive its performance.
July 27, 2016
July 27, 2016
Most app marketing campaigns are focused on driving a large volume of app installs at the lowest possible cost. While this may be a good initial strategy, it must give way to more downstream focused strategies as the campaign matures. More savvy app advertisers are increasingly recognizing the folly of an install-focused approach and are instead exploring mechanisms for optimization of post-install events.
June 11, 2016
June 11, 2016
For a long time, creative has been the holy grail of advertising. Something that is a pure art and cannot be quantified or optimized. Even with the proliferation of digital media and cheap computational power, optimization was something that was done after the ad creative was finalized. But this basic premise is being increasingly challenged.
November 6, 2015
November 6, 2015
Copyright 2018-19. | Aarki, Inc. All rights reserved. † AARKI is a trademark registered in the U.S. Patent and Trademark Office.
Copyright 2018-19. | Aarki, Inc. All rights reserved. † AARKI is a trademark registered in the U.S. Patent and Trademark Office.