Author: admin

Choosing a DSP (Demand Side Platform)

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The mobile app marketing industry is evolving towards automation, with companies increasing their spending on programmatic media buying, and shifting away from establishing and managing direct advertiser\publisher relationships that are difficult to set up and sustain. While Ad Networks still exist, there’s a shift towards Programmatic DSPs and ML-Based DSPs. The shift to programmatic and [...]

Mobile Measurement Platforms

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What are MMPs? MMP (mobile measurement platform) is a platform in which advertisers can track the performance of their different marketing channels. The platform provides data and insights that help advertisers better understand where they should be spending their marketing budgets.  At their most basic, MMPs track impressions, clicks, installs, and events, though today some [...]

Types of attribution

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In order to discuss the different types of attribution in-depth, we need to first address the importance of attribution modeling.  Attribution Modeling Advertisers have a different set of goals for their users - be it installs, retention, or deposits and they use different marketing channels to reach these KPIs. In order to track the performance [...]

Creative Testing – Multi-Armed Bandit vs. A/B Testing

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Creative testing is the way marketers compare the performance of different creatives in a campaign in order to evaluate which creatives yield better results. We will cover two methods: A/B testing, which is a commonly used method and widely known method, and the multi-armed bandit, which is less commonly known and used, usually due to [...]

Getting Ready for iOS 14.5 – An Extensive Guide for Mobile Marketers

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The release of iOS 14.5 is fast approaching. In order to help advertisers successfully transition, we’ve created this checklist. We’ve combined some of the basics along with some less-obvious and more than note-worthy changes.  We believe the combination of the two is a recipe for success. If you’ve already been through the basics - just [...]

App Growth Metrics – The Key User Acquisition Metrics To Follow

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When tracking the performance of in-app mobile marketing campaigns, there are endless dimensions and a lot of metrics to consider. Before you start looking at the data, it’s better to gain an understanding of which data you want to be looking at, and what should be considered when analyzing the data.  Metrics can be divided [...]

Attribution Manipulation – Click Spamming and Click Hijacking

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When it comes to fraud in mobile marketing we think it’s important to understand which vulnerabilities each fraud technique abuses, how it works, what are its consequences, and how it can be detected.  In the subject of attribution manipulation we’ll focus on two opposing types of fraud that both revolve around the abuse of the [...]

Data Sharing in Mobile Marketing

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What is Data Sharing in Mobile User Acquisition? Finding Your Target Audience Data sharing in mobile UA means providing your UA partner access to essential UA-related data, in the form of an audience list, comprised of existing users. Sharing this data fulfills two central goals: it helps your UA partner target lookalikes, which, in turn, [...]