1. The document discusses new approaches to targeted advertising for driving app downloads beyond traditional methods like location, demographics, and interests. 2. It presents three advanced targeting techniques: retargeting current app users and clickers, modeling and targeting users like high-value customers based on behaviors, and negative targeting to avoid showing ads to satisfied users. 3. The document emphasizes the importance of accurate targeting, avoiding redundant ad exposure through cross-channel user identification, and managing ad fatigue through frequency capping.

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

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

3. EXPLORING
USER
TARGETING
ENGINEERED
FOR APP
DISCOVERY

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

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

6. 2. Look-alike Modeling and Targeting
High LTV Users
Travelers
Food Enthusiasts
Sport Enthusiasts
Enriched with 3rd
Party Data
Analyze User Interests
Target
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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
WITHOUT Cross
Channel De-duplication
IDFA
ODIN1
Fingerprin
t
IDFA
IDFA
IDFA
ODIN1
Fingerprint
WITH Cross Channel
De-duplication
IDFA (App 1)
ODIN1
Fingerprin
t
IDFA (App 2)
IDFA (App 3)
IDFA
ODIN1
Fingerprint
Global User
Identifier

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

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

12. THANK YOU