/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 means 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 workforce, based mostly 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 marketing and retargeting platform utilizing post-install information 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 most important 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 business’s shift towards in-app header bidding affected Liftoff and DSPs normally?

Basically, the shift to header bidding is a constructive growth for all DSPs in that it provides 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 programs are designed to bid on 2nd value auctions, at Liftoff we constructed our programs to deal with each 1st and 2nd value auctions. Entry to elevated in-app stock helps us keep aggressive.

For the reason that concern of fraud has turn out to be widespread, may you discuss what you might be doing to mitigate fraud and the outcomes you’ve noticed?

Delivering sturdy, 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 comprises the cell utilization historical past of over three billion lively units throughout all key cell markets. This information 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 and marketing campaigns, optimizing for decrease funnel occasions which protects our advertisers advertising and marketing 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 unintended clicks that lower efficiency of advert campaigns

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

The 2 most important 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 talent to achieve, have interaction and purchase customers effectively.  

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

Attempt 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 in opposition to 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 subsequent 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 fairly 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 are actually seeing extra prospects optimizing their Liftoff campaigns for income and return on advert spend (ROAS). This requires entrepreneurs to connect income information 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 most effective post-install occasions app entrepreneurs needs to be optimizing for? Why?

For many apps, the most effective 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 verify, or connecting a checking account. For a purchasing app it’s often making a purchase order. For a sport it nearly at all times optimizing for an in-app buy.

Nevertheless, 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 and marketing groups are nonetheless engaged on enhancing the consumer circulation, entrepreneurs will first wish to optimize for larger funnel occasions, corresponding to a registration. And solely after you’ve optimized for registrations would you then concentrate on optimizing for downstream, income producing occasions.

Advert codecs corresponding to playable adverts have gotten extra partaking and efficient. What advert format innovation do you assume will likely be arising subsequent?

Cell adverts have the potential of turning into a number of the most engagement advert codecs we’ve ever skilled throughout all media channels, with playables being only one early instance. To actually unlock the ability of cell adverts would require numerous artistic considering and willingness to assume completely different.

Adlingo, for instance, an organization that Google is incubating, combines cell adverts 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 inside the cell advert. I anticipate we are going to see much more innovation like this sooner or later.

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