1. The document discusses advanced targeting techniques for app developers to drive app downloads, including retargeting users who have viewed or clicked on ads, look-alike modeling to target similar users, and negative targeting to avoid showing ads to users of competing apps. 2. It also discusses ensuring targeting is accurate and effective through cross-channel de-duplication of user identifiers and auto-fatigue management to optimize ad frequency over multiple clicks. 3. The document provides five questions for app developers to ask their ad networks about user identification, privacy, campaign scale, tracking, and targeting combination.

1. LOOKING BEYOND
TRADITIONAL TARGETED ADVERTISING
TO DRIVE APP DOWNLOADS
Shringar Pangal | November 2013

2. “Traditional” Targeting On Mobile
Device
Context
Carrier
User Interest
Geo
Demographic
Location

3. EXPLORING
USER
TARGETING
ENGINEERED
FOR APP
DISCOVERY

4. Advanced Targeting For App Developers
Cross Channel
Retargeting
2
~
Cross Channel
Lookalike Modeling
~
~
Cross Channel
Negative Targeting
!
~
3
1

5. 1. Retargeting
Clickers
App
Your friends are waiting for
you. Play today!
Viewers or Clickers
Downloaders
App
Your friends are waiting for
you. Play today!
App

6. 2. Look-alike Modeling and Targeting
High LTV Users
Analyze User Interests
Target
Enriched with 3rd
Party Data
~
Travelers
~
Food Enthusiasts
~
Sport Enthusiasts

7. 3. Negative Targeting
Publisher App
Your friends are playing.
Play today!

8. But before that…
Ensure targeting is accurate and effective

9. Cross Channel De-duplication
IDFA
IDFA
ODIN1
Fingerprin
t
IDFA
WITHOUT Cross
Channel De-duplication
IDFA
ODIN1
Fingerprint
IDFA (App 1)
Global User
Identifier
ODIN1
Fingerprin
t
IDFA (App 2)
IDFA (App 3)
WITH Cross Channel
De-duplication
IDFA
ODIN1
Fingerprint

10. Auto-Fatigue Management
User clicks the ad a number of
times before downloading the
app
Probability of Conversion
Optimal Frequency
Number of clicks
After a while, number of clicks
and user interest drops

11. Top 5 Questions To Ask Your Ad Network
•
•
•
•
•
Unique User Identification
Personally Identifiable Information
Potential Scale Of Campaign
Tracking Solutions
Combination Of Targeting

12. THANK YOU