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

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Transfer Learning: An Approach for ROI Optimization


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.

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Bayesian Approach to Transfer Learning: Predicting Rare Events

By Igor 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.

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Differentiating Between Open Auction, Private Auction, & Preferred Deal in Programmatic Advertising

Programmatic advertising has become one of the fastest growing channels of digital marketing due to its inherent abundance of media inventory and buying efficiency. It offers multiple ways for mobile app advertisers to find the right media inventory for their ads. But with a few different ways to acquire media inventory programmatically, app advertisers are sometimes confused about which is the best way. To lessen the confusion, let’s shed some light on the differences between three different ways: open auction, private auction, and preferred deal.

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The Evolution of Mobile App Marketing Part 2: Cross-Promotion & Re-engagement


The mobile app marketing industry has undergone quite a few changes since its early days. As discussed in part 1 of this blog series, the industry began with the focus on clicks then moved to optimizing for installs and post-install events. Today, app install is still one of the most common key performance indicators (KPI) in an app marketing campaign. However, as the mobile app industry continues to mature, app marketers are starting to realize that acquiring high lifetime value (LTV) users is the key to success. Thus, many have began to optimize their app marketing campaigns for high LTV users.

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Understanding Hard And Soft Price Floors in Programmatic Media Buying

In recent years, programmatic has grown to become a popular media-buying channel for advertisers across the globe. As the mobile industry grows, it’s not difficult to see why app marketers are looking to programmatic media as the solution. Mobile users have diversified interests and behavior, making it much more difficult for app advertisers using traditional ways to select, negotiate, and buy the media that will optimize ad performance toward the target users.

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The Evolution of Mobile App Marketing Part 1: User Acquisition


The mobile app industry has come a long way since almost a decade ago. Back in 2007, Apple released the first generation of iPhone with preloaded apps. Shortly after, the first Android smartphone hit the market in 2008. Back then, mobile apps were simply deemed as useful, nice-to-have tools that people could live without.

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The Effect of Programmatic Media Inventory Value on Campaign ROI

As the mobile app industry continues to evolve, app marketers are beginning to look beyond app installs to measure the campaign success. Instead, they are choosing to focus on the quality of users and consequently, the return on investment (ROI) of each campaign. The theory is that the more high-quality users they can acquire, the more likely it is that the campaign will achieve stronger ROI. This can be attributed to the believe that ROI is driven by the amount and value of in-app purchases high-quality users will make.

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