/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 cell in-app promoting, cell 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 properly on this new in-app header bidding period is Liftoff. Learn on as we chatted with the Liftoff crew, primarily based in Palo Alto, CA., to seek out out extra about how their DSP stands out from the remaining.

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. Not like conventional cost-per-install (CPI) campaigns, we use machine studying, lookalike focusing on, and a database of over three billion cell 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 key 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 quality stock.

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

Typically, the shift to header bidding is a constructive improvement for all DSPs in that it offers us better entry to advert stock that we beforehand had restricted entry to. Although some DSPs can not but deal with first-price auctions, on condition that their methods are designed to bid on 2nd worth auctions, at Liftoff we constructed our methods 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 grow to be widespread, may you discuss what you’re doing to mitigate fraud and the outcomes you’ve noticed?

Delivering robust, clearly attributable ROI is Liftoff’s complete method to cell promoting. We uphold this method by constructing world-class fraud prevention mechanisms into our machine studying and bidding system to guard buyer campaigns from fraud. Our consumer database additionally accommodates the cell utilization historical past of over three billion lively units throughout all key cell markets. This knowledge permits us to precisely mannequin exercise that is regular and to detect conduct 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 stop click on spam
  • Apply useless zones to html advert artistic to stop unintentional 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 principal drivers of in-app promoting comes all the way 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 obtainable and talent to achieve, interact and purchase customers effectively.  

What would you say to app entrepreneurs which have tried programmatic promoting up to now and didn’t have a great expertise

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

Liftoff has been a significant proponent of the shift to a CPA shopping for mannequin from CPI. How has the market responded? What do you see as the following large 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 method since our founding.

As for what’s subsequent, we at the moment are 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 larger worth occasions.

What are the perfect post-install occasions app entrepreneurs must be optimizing for? Why?

For many apps, the perfect post-install occasion to optimize for is the one which immediately tied to income. For finance apps, it may be subscribing to a monetary service, doing a credit score test, or connecting a checking account. For a buying app it’s often making a purchase order. For a sport it nearly at all times optimizing for an in-app buy.

Nonetheless, relying on the maturity of an app, the post-install occasion to optimize for can fluctuate. For instance, an app that’s new to the market, the place the product and advertising groups are nonetheless engaged on bettering the consumer movement, entrepreneurs will first need to optimize for larger funnel occasions, reminiscent of a registration. And solely after you have got optimized for registrations would you then give attention to optimizing for downstream, income producing occasions.

Advert codecs reminiscent of playable advertisements have gotten extra partaking and efficient. What advert format innovation do you suppose will likely be arising subsequent?

Cellular advertisements 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 really unlock the ability of cell advertisements would require quite a lot of artistic pondering and willingness to suppose totally different.

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

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