/Q&A with Liftoff: a Top Performing Programmatic DSP

Q&A with Liftoff: a Top Performing Programmatic DSP

Now that header bidding lastly made its approach into cellular in-app promoting, cellular DSPs (demand-side platforms) are getting new alternatives to compete pretty with advert networks for advert stock. One of many DSPs that’s performing very effectively on this new in-app header bidding period is Liftoff. Learn on as we chatted with the Liftoff workforce, primarily based in Palo Alto, CA., to seek out out extra about how their DSP stands out from the remainder.

Inform us about Liftoff

We’re a full-service app advertising and retargeting platform utilizing post-install knowledge to run true cost-per-action (CPA) optimized campaigns. In contrast to conventional cost-per-install (CPI) campaigns, we use machine studying, lookalike concentrating on, and a database of over three billion cellular profiles to amass engaged customers at our prospects’ goal CPA. Liftoff campaigns are optimized to drive in-app engagement past the set up, like reserving a resort, making a purchase order, or subscribing to a service. We’re additionally 100% programmatic, shopping for throughout the foremost RTB exchanges and advert networks.

How do you choose suppliers to make sure prime quality visitors?

We solely work with respected provide companions who’ve direct SDK-sourced visitors from publishers and help app-ads.txt. We additionally work with suppliers who’ve distinctive entry to both particular publishers or tranches of top of the range stock.

How has the trade’s shift towards in-app header bidding affected Liftoff and DSPs normally?

Normally, the shift to header bidding is a optimistic growth for all DSPs in that it offers us better entry to advert stock that we beforehand had restricted entry to. Although some DSPs can’t but deal with first-price auctions, on condition that their techniques are designed to bid on 2nd worth auctions, at Liftoff we constructed our techniques to deal with each 1st and 2nd worth auctions. Entry to elevated in-app stock helps us keep aggressive.

For the reason that worry of fraud has develop into widespread, might you speak about what you might be doing to mitigate fraud and the outcomes you’ve noticed?

Delivering sturdy, clearly attributable ROI is Liftoff’s complete strategy to cellular promoting. We uphold this strategy by constructing world-class fraud prevention mechanisms into our machine studying and bidding system to guard buyer campaigns from fraud. Our person database additionally accommodates the cellular utilization historical past of over three billion lively units throughout all key cellular markets. This knowledge permits us to precisely mannequin exercise that is regular and to detect habits that’s irregular.

As well as, we do the next:

  • Apply a CPA optimization technique to most app advertising campaigns, optimizing for decrease funnel occasions which protects our advertisers advertising budgets
  • Auto-blacklist suspicious customers and publishers
  • Use bot detection to keep away from bidding on fraudulent visitors
  • Implement click signing to forestall click on spam
  • Apply lifeless zones to html advert artistic to forestall unintended clicks that lower efficiency of advert campaigns

Programmatic in-app promoting is slowly however absolutely profitable over advertisers. What do you attribute this to?

The 2 essential drivers of in-app promoting comes right down to efficiency and scale. Whereas entrepreneurs proceed to spend generously on Fb and Google, it’s well-known that UA prices have elevated exponentially on each platforms. Programmatic in-app promoting has very a lot earlier than the third channel that entrepreneurs are adopting as a part of their UA and re-engagement technique, given the huge quantity of stock out there and skill to succeed in, interact and purchase customers effectively.  

What would you say to app entrepreneurs which have tried programmatic promoting prior to now and didn’t have an excellent expertise

Strive it once more, working with extremely vetted DSPs with sturdy ML, adops, fraud prevention, and an account workforce who will guarantee your campaigns are setup and optimized towards your targets. Programmatic in-app is just too huge with an excessive amount of scale and potential to disregard.

Liftoff has been a serious proponent of the shift to a CPA shopping for mannequin from CPI. How has the market responded? What do you see as the subsequent huge mannequin to come back after CPA?

Over the previous a number of years we’ve seen many CPI-focused DSPs and advert community both shut up store or shift their shopping for mannequin to CPA. That’s a reasonably good market response and one thing we be ok with it, contemplating we’ve been championing this strategy since our founding.

As for what’s subsequent, we are actually seeing extra prospects optimizing their Liftoff campaigns for income and return on advert spend (ROAS). This requires entrepreneurs to connect income knowledge to in app occasions in order that our system can optimize not only for a particular value per in-app occasion, however as an alternative optimize for greater worth occasions.

What are one of the best post-install occasions app entrepreneurs needs to be optimizing for? Why?

For many apps, one of the best post-install occasion to optimize for is the one which straight tied to income. For finance apps, it is likely to be subscribing to a monetary service, doing a credit score examine, or connecting a checking account. For a purchasing app it’s often making a purchase order. For a recreation it virtually all the time optimizing for an in-app buy.

Nonetheless, relying on the maturity of an app, the post-install occasion to optimize for can range. For instance, an app that’s new to the market, the place the product and advertising groups are nonetheless engaged on bettering the person circulate, entrepreneurs will first need to optimize for greater funnel occasions, similar to a registration. And solely after you might have optimized for registrations would you then concentrate on optimizing for downstream, income producing occasions.

Advert codecs similar to playable adverts have gotten extra partaking and efficient. What advert format innovation do you suppose can be arising subsequent?

Cellular adverts have the potential of turning into among the most engagement advert codecs we’ve ever skilled throughout all media channels, with playables being only one early instance. To actually unlock the facility of cellular adverts would require quite a lot of artistic considering and willingness to suppose completely different.

Adlingo, for instance, an organization that Google is incubating, combines cellular adverts with stay chat, giving customers the flexibility to view a cellular advert for a services or products, in many various advert codecs, then stay chat with an worker of the corporate from inside the cellular advert. I anticipate we’ll see much more innovation like this sooner or later.

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