<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-5.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Real-time bidding</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">Data Sharing in Mobile Marketing</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":1111,"date":"2021-01-04T09:12:17","date_gmt":"2021-01-04T09:12:17","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=1111"},"modified":"2021-01-04T11:00:54","modified_gmt":"2021-01-04T11:00:54","slug":"data-sharing-in-mobile-marketing","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/real-time-bidding\/data-sharing-in-mobile-marketing\/","title":{"rendered":"Data Sharing in Mobile Marketing"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69d7b6b6d7bb5\" data-id=\"69d7b6b6d7bb5\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-1113 {margin-left: -2em; }.wp-show-posts-columns#wpsp-1113 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-1113\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-1115 post type-post status-publish format-standard hentry category-data-sharing-in-mobile-marketing tag-audience-list tag-audience-segmentation tag-data-sharing tag-mobile-marketing tag-mobile-ua tag-targeting-lookalikes\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/data-sharing-in-mobile-marketing\/\" rel=\"bookmark\">Data Sharing in Mobile Marketing<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/data-sharing-in-mobile-marketing\/\" title=\"9:15 am\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-01-04T09:15:31+00:00\" itemprop=\"datePublished\">January 4, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2022-12-11T12:40:53+00:00\" itemprop=\"dateModified\">December 11, 2022<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_custom_heading text=&#8221;What is Data Sharing in Mobile User Acquisition? &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;Finding Your Target Audience &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_single_image image=&#8221;1163&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">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 <\/span><b>lookalikes<\/b><span style=\"font-weight: 400;\">, which, in turn, helps improve your campaign results, and it serves as a <\/span><b>suppression list<\/b><span style=\"font-weight: 400;\"> (formerly known as a blacklist) to prevent targeting existing users.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By using this data your campaigns are focused on acquiring new and relevant users, instead of wasting your budget on a long exploration phase and targeting existing and active users, or ones that already used your app and didn\u2019t retent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sharing an audience list with your UA partner is relevant to partners who run data-driven UA campaigns. If the campaigns run by your partner are not, at the very least, programmatic, then sharing the data will only be used as a suppression list.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;A Holistic Approach to Mobile UA&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;Using an Audience List to Target Lookalikes &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">While it may sound abrasive, data sharing has a huge impact on mobile marketing campaigns when they are run through a DSP partner that employs machine-learning. Sharing an audience list means that from the early stages of the campaign, your DSP partner has the necessary information required to target lookalikes (given that the partner has the technical capability to do so).\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Using existing audience data can help your partner create a profile of a potential new user. Depending on the UA partner\u2019s targeting abilities and its existing data, this data can help <\/span><b>recognize behavioral patterns<\/b><span style=\"font-weight: 400;\"> from which it can build an initial targeting model.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Some of the patterns that can be detected and targeted with are types of devices, OS versions, session depths, the time of day, and so on. Recognizing common behaviors between existing users allows for the creation of a targeting model (<\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/intro-to-programmatic-mobile-user-acquisition\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\">programmatic or fully based on machine learning<\/span><\/a><span style=\"font-weight: 400;\">) which, in turn, learns based on its performance.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">For example, let\u2019s say the app at hand is a hyper-casual gaming app. You provide your UA partner with data about your existing users (i.e an audience list). Your partner uses this data to detect patterns and sees a specific time-of-day activity, a repeating average session length, and that these engaged users all are highly active in the hyper-casual genre. They might also recognize a more engaged gender or age group. These patterns can be picked up by the machine learning model and <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\">guide bidding decisions<\/span><\/a><span style=\"font-weight: 400;\">, to ensure only users with a higher probability to install and engage with the app are bid on.<\/span>[\/vc_column_text][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][vc_custom_heading text=&#8221;Optimizing Your UA Campaign &#8211; From Targeting Lookalikes to Reaching KPIs&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Using the audience list, your partner can <\/span><b>start <\/b><span style=\"font-weight: 400;\">the campaign by targeting <\/span><b>only relevant users<\/b><span style=\"font-weight: 400;\">. Now, the algorithm can learn and improve based on the performance of the initial lookalike targeting campaigns, according to the set KPIs, and optimize towards users with similar behavioral patterns and<\/span><b> target them exclusively<\/b><span style=\"font-weight: 400;\">. This process can be thought of as sort of a refinement of the model, in which the model is already set on <\/span><b>targeting the high-intent users<\/b><span style=\"font-weight: 400;\">, tracking their performance, and optimizing towards the set KPIs.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">To put it simply, thanks to the data shared, the campaign starts by targeting lookalikes, and then, as it learns and tracks data trends and the goal KPIs, a targeting model is established and its targeting keeps improving over time, as the model learns from its past mistakes (hence the learning in <\/span><i><span style=\"font-weight: 400;\">Machine Learning<\/span><\/i><span style=\"font-weight: 400;\">). If earlier we\u2019ve mentioned the type of device, and interest in the genre, now it may find even more distinctive behavioral patterns common to most ideal users (those users may be high retention users, depositors, or something else, depending on the set KPIs).\u00a0<\/span>[\/vc_column_text][vc_column_text]<i><span style=\"font-weight: 400;\">Read more on data activation in our<\/span><\/i><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/data-activation-in-mobile-ua\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><i><span style=\"font-weight: 400;\"> Data Activation in Mobile UA entry<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/i>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">This is a win-win-win situation, for the advertiser, that sees results faster, the DSP, that can model and scale faster, and the users, that are shown ads relevant to their interests. Having said that, sharing first-party data is not a matter to be taken lightly, and should only be shared with a trusted partner.\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   error-noty style_1\"><div id=\"Info-box-wrap-9375\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-9375 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Vet Twice, Trust Once<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-9375 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">First-party data is sensitive and one of the considerations when <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\">choosing a partner<\/span><\/a><span style=\"font-weight: 400;\"> to share it with is the way they\u2019ll handle it. Prior to sharing, you should perform the necessary due diligence.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A few things to notice are that a reliable partner should have some sort of a data storage platform to which you\u2019d upload the list. If they comply with GDPR\/CCPA definitions they should also support ingesting encrypted lists in relevant countries\/states. On the other hand, if a potential partner asks you to simply email them a CSV file, it should raise a red flag.\u00a0\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;The Different Types of Audience Lists &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">There are two important distinctions when it comes to sharing audience lists &#8211; the <\/span><b>type <\/b><span style=\"font-weight: 400;\">of list (dynamic or static) and <\/span><b>content segmentation<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\"><b>Static lists<br \/>\n<\/b><span style=\"font-weight: 400;\">As the name suggests, these lists are a single delivery (i.e, they\u2019re given one time). They consist of an existing list of all users up to a certain point in time. If you\u2019re running other UA campaigns at the same time, either on social networks or with other UA partners, the static nature of the list may cause problems, depending on the existing pool of users and the scale of the campaign.\u00a0<\/span><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A static list may turn irrelevant if the app is new and the users\u2019 pool is relatively small, or in cases in which multiple campaigns are running parallelly on different platforms. In general, a static list is not an ideal choice, but it\u2019s still better than not sharing a list at all.<\/span><\/span><\/li>\n<\/ul>\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\"><b>Dynamic lists\u00a0<\/b><br \/>\n<span style=\"font-weight: 400;\">Dynamic lists update automatically, as new users install the app, regardless of where the install originated. This is useful (and highly recommended) when running multiple UA campaigns on different platforms and helps avoid targeting newly acquired users.<\/span><span style=\"font-weight: 400;\">The different<\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/mmps\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\"> attribution platforms<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> can help create and maintain these lists (and even segment these lists) by offering their users a very simple way to share these ongoing, dynamic audience lists with their various UA partners. This feature not only benefits the performance of specific immediate UA campaigns by ensuring newly acquired users are not targeted, but it also allows your partners to gain a truly holistic overview of your user base, which in turn can significantly impact performance for the long run.<\/span><\/span><\/span><\/li>\n<\/ul>\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\"><b>Custom\/Segmented Audience list\u00a0<\/b><br \/>\n<span style=\"font-weight: 400;\">These lists, which can be either static or dynamic, are segmented by user behavior, expressed in in-app events &#8211; users that reached D30 retention, inactive users, depositors, inactive depositors, and so on.\u00a0<\/span><span style=\"font-weight: 400;\">These segmentations can be used by a UA partner to recognize data patterns faster and target accordingly. If the campaign KPI is D30 retention, for example, your partner can look at a D30 retention segment and recognize data patterns specific to these users (such as type of device, OS version, depth of session, app genres, active hours, etc\u2019) and target lookalikes.\u00a0<\/span><span style=\"font-weight: 400;\">The segmentation helps your partner find patterns that are distinctive to the segment and improve their targeting.\u00a0<\/span><span style=\"font-weight: 400;\">If the campaign is<\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/intro-to-programmatic-mobile-user-acquisition\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\"> ML-based<\/span><\/a><span style=\"font-weight: 400;\">, and the list is dynamic and segmented, then as data patterns shift and change so would the model (if something in the patterns of D30 retention users changed so would, consequently, the targeting).\u00a0<\/span><span style=\"font-weight: 400;\">If these segmentations don\u2019t exist, but your partner is still running an ML-based campaign, these data patterns will eventually be surmised, but it may take significantly longer to collect enough samples.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-8080\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-8080 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Audiences as a Feature <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-8080 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><a class=\"custom-link-content\" href=\"https:\/\/www.appsflyer.com\/\"><span style=\"font-weight: 400;\">AppsFlyer<\/span><\/a><span style=\"font-weight: 400;\">, one of the biggest <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/mmps\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\">MMPs<\/span><\/a><span style=\"font-weight: 400;\">, offers an <\/span><a class=\"custom-link-content\" href=\"https:\/\/www.appsflyer.com\/product\/audiences\/\"><span style=\"font-weight: 400;\">Audience dashboard<\/span><\/a><span style=\"font-weight: 400;\">, enabling advertisers to segment, manage, and amplify their audiences from a single dashboard. This dashboard enables partnered DSPs (like Persona.ly) to integrate and use the segmentation created through their dashboard in the DSPs campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve been using this feature in the campaigns we run, and even got to cooperate with AppsFlyer when we published our<\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/blog\/2020\/09\/kefirs-last-day-on-earth-retargeting-case-study\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\"> case study for Kefir\u2019s \u201cLast Day on Earth\u201d<\/span><\/a><span style=\"font-weight: 400;\">. In the case study, we detail how this feature contributed to our outstanding results.<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;Is an Audience List the Same Thing as a Suppression List? &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">A suppression list is a term mostly used in the context of email marketing, where it\u2019s commonly used in order to <\/span><b>avoid targeting existing users<\/b><span style=\"font-weight: 400;\">. In the context of data-driven mobile UA, they\u2019re used similarly and help focus the spending budget on <\/span><b>acquiring new users<\/b><span style=\"font-weight: 400;\">. We\u2019re avoiding the term suppression list since data sharing (or audience lists) has <\/span><b>a bigger contribution and functionally in mobile UA campaigns<\/b><span style=\"font-weight: 400;\"> than suppression lists.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Customizing Ad Serving According to the Audience Segment &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;The Effect of Creative Selection&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Once the data is shared and the audience is segmented, we can delve into <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/performance-metrics\/creative-testing-multi-armed-bandit-vs-a-b-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">creative selection<\/a>. Customizing the creatives and adapting them to relevant audience segments can significantly improve the campaign\u2019s performance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, using a playable ad or an introductory video ad can work well when introducing the app to a completely new user. Whereas, when retargeting users, there\u2019s no point in introducing them to the app, but rather expose them to newly available content, or content they haven\u2019t interacted with yet.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When it comes to <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/retargeting-in-the-programmatic-ecosystem\/?utm_source=glossary&amp;utm_medium=post&amp;utm_campaign=data_sharing\"><span style=\"font-weight: 400;\">retargeting campaigns<\/span><\/a><span style=\"font-weight: 400;\">, there are almost endless options for customization. It can be customized down to the stage users reached in the app or the specific product they were about to purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if a user reads the product description but didn\u2019t add it to the cart, vs. a user that added to the cart but didn\u2019t complete the purchase. The first user can get an ad with a notification that the product is still available, whereas, since the second user was further in the funnel, this ad would be an incentivized ad offering a discount for completing the purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ability to customize at such a granular level can lead to<a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/performance-metrics\/the-cornerstone-kpis-for-mobile-ua\/\" target=\"_blank\" rel=\"noopener noreferrer\"> better KPIs<\/a> and more engaged users. The options are limitless, and as such, <\/span><b>should be used in moderation<\/b><span style=\"font-weight: 400;\"> (don\u2019t scare off your users by offering them 5 ads a day, each one detailing exactly where they abandoned the app).\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-6\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form id=\"subscribe-footer-from\" class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button data-sitekey=\"6Lcl6eIkAAAAAIJsyVC0Qmc2ZTAgfz3pqyAeJjYI\" data-callback=\"onSubscribeFooterSubmit\" data-action=\"submit\" class=\"g-recaptcha subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; 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