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 nicely 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 marketing 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 cellular profiles to amass engaged customers at our clients’ goal CPA. Liftoff campaigns are optimized to drive in-app engagement past the set up, like reserving a lodge, 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 top quality site visitors?
We solely work with respected provide companions who’ve direct SDK-sourced site 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 business’s shift towards in-app header bidding affected Liftoff and DSPs on the whole?
On the whole, the shift to header bidding is a constructive 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, provided 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 worry of fraud has turn into widespread, might you discuss what you might be doing to mitigate fraud and the outcomes you’ve noticed?
Delivering robust, clearly attributable ROI is Liftoff’s entire 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 consumer database additionally accommodates the cellular utilization historical past of over three billion lively gadgets throughout all key cellular 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 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 site visitors
Apply lifeless zones to html advert inventive to stop unintended clicks that lower efficiency of advert campaigns
Programmatic in-app promoting is slowly however certainly profitable over advertisers. What do you attribute this to?
The 2 predominant 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 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 very good expertise
Strive 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 in opposition to your targets. Programmatic in-app is simply 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 following 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 clients 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 selected value per in-app occasion, however as an alternative optimize for increased worth occasions.
What are the very best post-install occasions app entrepreneurs must be optimizing for? Why?
For many apps, the very best post-install occasion to optimize for is the one which straight tied to income. For finance apps, it may be subscribing to a monetary service, doing a credit score examine, or connecting a checking account. For a purchasing app it’s normally making a purchase order. For a sport it virtually 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 stream, entrepreneurs will first wish to optimize for increased funnel occasions, similar to a registration. And solely after you could have optimized for registrations would you then concentrate on optimizing for downstream, income producing occasions.
Advert codecs similar to playable advertisements have gotten extra participating and efficient. What advert format innovation do you assume shall be arising subsequent?
Cellular advertisements have the potential of changing 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 really unlock the ability of cellular advertisements would require loads of inventive pondering and willingness to assume completely different.
Adlingo, for instance, an organization that Google is incubating, combines cellular advertisements with reside chat, giving customers the power to view a cellular advert for a services or products, in many various advert codecs, then reside chat with an worker of the corporate from inside the cellular advert. I anticipate we are going to see much more innovation like this sooner or later.
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