But it’s not just about look and feel, said Robert Wildner, VP of media ops at glispa. User data, including behavior, device time and previously installed apps layered with in-app data provided by the developers themselves fuel glispa’s recommendation engine.
In the case of Zalora, for example, it would make most sense to only target the highest-quality users most likely to convert within specific parts of the app, say the featured section or the new arrivals section.
According to Bhalotia, Zalora has seen good early results with the tool, including an accelerated volume of installs and viable end users.
As a performance-based network, glispa monetizes on a cost-per-install basis. Once the install is complete, the company’s optimization engine kicks in. Post-install events like in-app purchases, subscriptions and performance by day, time and ad placement are tracked among glispa-generated users to drive more app traffic.
And scale has been growing. Glispa claims that gNative reaches an audience of more than 1 billion users, up from 643 million last quarter, delivering in the neighborhood of 9 million app installs monthly.
Glispa, which turned over a majority stake in its company to ecommerce vendor Market Tech Holdings in March, is still running as an independent entity, said Lin, who noted that Glispa has M&A on the mind, especially around re-engagement and CRM-related tech.
The company, which has a headcount of roughly 150 people spread across Beijing, San Francisco, Tel Aviv, London, Bangalore and its Berlin headquarters, hopes to hit the 200 mark by the end of the year. A new office in Sao Paulo is also on the way.