LOOKING BEYOND TRADITIONAL TARGETED ADVERTISING TO DRIVE APP DOWNLOADSShringar Pangal | November 2013

“Traditional” Targeting On Mobile

Device

Carrier

Geo

Location

Demographic

User Interest

Context

EXPLORING USER

TARGETING ENGINEERED

FOR APP DISCOVERY

Cross Channel Negative Targeting!

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Cross Channel Lookalike Modeling

Cross Channel Retargeting

Advanced Targeting For App Developers

1

2

3

1. Retargeting

Clickers Downloaders

App

Your friends are waiting for you. Play today!

App

Your friends are waiting for you. Play today!

Viewers or Clickers

App

2. Look-alike Modeling and Targeting

High LTV Users

Travelers

Food Enthusiasts

Sport Enthusiasts

Enriched with 3rd Party Data

Analyze User Interests

Target

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3. Negative Targeting

Publisher App

Your friends are playing. Play today!

But before that…

Ensure targeting is accurate and effective

Cross Channel De-duplication

WITHOUT Cross Channel De-duplication

IDFA

ODIN1

Fingerprint

IDFA

IDFA

IDFA

ODIN1

Fingerprint

WITH Cross Channel De-duplication

IDFA (App 1)

ODIN1

Fingerprint

IDFA (App 2)

IDFA (App 3)

IDFAODIN1

Fingerprint

Global User Identifier

Auto-Fatigue Management

Number of clicks

Prob

abili

ty o

f Con

vers

ion

User clicks the ad a number of times before downloading

the app

After a while, number of clicks and user interest drops

Optimal Frequency

• Unique User Identification• Personally Identifiable Information• Potential Scale Of Campaign• Tracking Solutions• Combination Of Targeting

Top 5 Questions To Ask Your Ad Network

THANK YOU