/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 manner 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 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 marketing and retargeting platform utilizing post-install information to run true cost-per-action (CPA) optimized campaigns. In contrast to conventional cost-per-install (CPI) campaigns, we use machine studying, lookalike focusing on, and a database of over three billion cellular profiles to accumulate 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 top quality site visitors?

We solely work with respected provide companions who’ve direct SDK-sourced site visitors from publishers and assist 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 normally?

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

Because the concern 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 entire method to cellular 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 person database additionally accommodates the cellular utilization historical past of over three billion energetic units throughout all key cellular markets. This information 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 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
  • Implement click signing to stop click on spam
  • Apply useless 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 most important 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 out there and skill to achieve, interact and purchase customers effectively.  

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

Strive it once more, working with extremely vetted DSPs with robust 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 just too huge 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 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 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 selected value per in-app occasion, however as an alternative optimize for greater worth occasions.

What are the very best post-install occasions app entrepreneurs ought to be optimizing for? Why?

For many apps, the very best post-install occasion to optimize for is the one which instantly tied to income. For finance apps, it could be subscribing to a monetary service, doing a credit score verify, or connecting a checking account. For a buying app it’s often making a purchase order. For a recreation it nearly all the time optimizing for an in-app buy.

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

Advert codecs corresponding to playable adverts have gotten extra partaking and efficient. What advert format innovation do you suppose will probably be developing subsequent?

Cell adverts have the potential of changing 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 cellular adverts would require quite a lot of inventive pondering and willingness to suppose completely different.

Adlingo, for instance, an organization that Google is incubating, combines cellular adverts with dwell chat, giving customers the flexibility to view a cellular advert for a services or products, in many alternative advert codecs, then dwell chat with an worker of the corporate from throughout the cellular advert. I count on we are going to see much more innovation like this sooner or later.

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