In the not-so-distant past, most app marketing campaigns were focused on driving a large volume of app installs at the lowest possible cost. Nowadays, marketers are increasingly interested in optimizing app campaigns directly on the return on investment (ROI).

The measure of mobile app success is much more than simply a high number of downloads. Monetization will always be the ultimate goal, and the number one factor in reaching monetization goals is maximizing the user base. 

For years, the industry has accepted the second-price auction model as the gold standard for auctioning inventory. Under this model, the buyer with the highest bid wins the auction but only pays slightly higher than the second-highest price (thus the second-price name). This often encourages aggressive bidding, given the likelihood that they will pay a lower price. While buyers often benefited from this strategy, publishers were not able to maximize the value of their inventory and sell it for the price advertisers in the market actually valued their campaigns.

2019 is coming to a close and it is a great time to look back and review Aarki’s year. This year was full of amazing events, opportunities, and achievements. We faced challenges that were an impetus for thinking bigger, acting smarter, and finding better, more comprehensive solutions. Now we’re excited to look ahead to 2020 for another year full of more innovative and creative ideas, since challenges are mere opportunities for new achievements.