Author: admin

Mobile User Acquisition

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What is user acquisition? User acquisition, or in short, UA, is the process in which mobile apps (or other products) obtain new users through marketing. User acquisition in the context of mobile apps usually refers to a strategy built to achieve a significant volume of app installs to increase your user base or targeting high-value [...]

Intro to Programmatic Mobile User Acquisition

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What is Programmatic User Acquisition? Programmatic UA (also referred to as programmatic media buying or programmatic advertising) is a technology-based method used to run user acquisition campaigns. The use of the word ‘programmatic’ refers to the automation of the process, i.e, running campaigns automatically according to a set of predefined rules, or algorithms.  The word [...]

The Basics of RTB

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What is Real-Time Bidding (RTB)? RTB stands for Real-Time Bidding and refers to the automated process of buying and selling ads. RTB, as the name implies, runs in real-time, on a CPM basis, in the form of an auction. This process is facilitated by an SSP (a Supply Side Platform).  The auction process, at its [...]

Data Activation in Mobile UA

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What is Data Activation? Data activation, at its broadest, means using data by making actions based on its implications. In other words, generating value and insights, recognizing behaviors and trends in the data, and using them to lead to improved performance, whatever the task may be.  In our field, we refer to data activation as [...]

User Acquisition and Retargeting in iOS 14

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Changes Following the Removal of the IDFA Apple’s release of iOS14, scheduled sometime this fall (2020), is an update that will significantly change the Mobile Marketing industry. Aiming to protect the privacy of its users, Apple will now require publishers to show users to an opt-in dialog in order to have access to their IDFA [...]

Bid Shading – Making the Most of First-Price Auctions

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Bid shading, a practice used by programmatic bidders to eliminate the risk of overbidding in the realm of first-price auctions, is gaining traction in the programmatic industry. Before getting to know bid shading better, let’s take a dive into a brief history of auction types in programmatic ad auctions. Industrial Shift to First-Price Auctions In [...]

Retargeting in the Programmatic Ecosystem

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Retargeting in Mobile Marketing Retargeting, also known as remarketing and re-engagement, refers to a marketing strategy in which advertising efforts are taken to reach existing inactive users. Users who installed and opened the app but have since been inactive.  There’s a tendency to differentiate between different retargeting audiences and the terms used to describe these [...]

The Cornerstone KPIs for Mobile UA

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Valuable KPIs for running mobile ad campaigns KPI stands for Key Performance Indicator. KPIs have a measurable value that helps companies understand the effectiveness of their efforts in achieving their key business objectives. In mobile marketing, KPIs are metrics that are used to assess the performance of a marketing campaign.   In this entry, we will [...]

View-Through Attribution

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  The issue of view-through attribution is a controversial one amongst advertisers. The debate is around the importance and perceived contribution of a view (i.e an impression) in otherwise seemingly organic conversion.  Some advertisers will claim that attributing any ad view, even a small banner ad, that had no user engagement or definitive proof that [...]

Why Attribution Matters

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Attribution is the ability to track the performance of each marketing effort and determine which of them are profitable and effective and which are not.  In today’s digital world it’s discussed mainly through the different marketing channels - if a Facebook ad led to an app download, a marketer can see a conversion through Facebook’s [...]