ATT’s impact has been especially hard on game app developers, with the average cost per install on iOS up 88% from Q1 2021, the last quarter before the rollout of ATT. To adapt, app marketers have been using probabilistic data and methods to reach opted-out users.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. I Don’t Speak TikTok TikTok introduced search ad campaigns last year. But it’s a tough sell, especially considering TikTok’s organic traction. TikTok has a strong consumer pitch, which happens to be the focus of its new ad campaign, but advertisers are wary, Marketing […]
As the economy fluctuates and budgets tighten, 2023 will be a year of adjustment. In the face of these conditions, and the removal of IDFA, app marketers will need new ways to find scale for their app advertising campaigns, writes Levi Matkins, CEO of LifeStreet.
Many marketers think of cost per acquisition (CPA) as the holy grail. But a better metric to consider is the lifetime customer value: acquisition cost ratio, also known as LTV:CAC, writes Cary Lawrence, CEO of Decile.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Has Lifetime Value Timed Out? It was the best of LTV, it was the worst of LTV. In mobile marketing, lifetime value (LTV) has long been considered a key metric for many data-savvy marketers. But times are changing, writes Eric Seufert at Mobile Dev […]
Un-Cornering The Market For years, the public market was quicksand for ad tech. Investors were unimpressed by early public companies like Rocket Fuel, Sizmek and Millennial Media, to name just a few. Wall Street also didn’t want to bet against advertising-dependent companies in competition with Google and Facebook. (The Trade Desk was a notable exception.) […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Tanya Lee, GM EMEA, Vungle. Change provides opportunity for those who are able to adjust quickly and effectively. Apple’s change to the IDFA in iOS 14 will allow many app publishers to thrive in ways that they […]
In December 2020, Get Maine Lobster sold more lobsters in three weeks than it did in the entirety of 2019. And all this year, it’s often selling more lobster than Maine fisherman can catch. The decade-old lobster-by-mail business experienced hockey-stick growth because CEO Mark Murrell took a big risk last March. As millions of Americans […]
When the founder of Diapers.com launched a media startup led by parenting brands Scary Mommy and The Dad, he brought his customer-focused metrics with him: customer acquisition cost (CAC) and lifetime value (LTV). When translated to media, Some Spider Studios CEO Vinit Bharara analyzes what content draws readers most efficiently (the media version of CAC) […]
If understanding a customer’s long-term value were easy, every marketer would do it. But measuring LTV (long-term or lifetime value, referred to in some circles as customer lifetime value or CLV) is extremely tough. Brands must be able to identify and track customers over time, and they must work for companies that care about retaining […]
