How Accurate Holistic User-Level LTV is Changing Everything | Shalom Michaeli, Noam Kagan
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1) Accurately measuring how much revenue each mobile app user generates through advertising has been difficult due to the complex mediation stacks that make attributing revenues to specific users challenging. 2) Fyber's FairBid technology aims to address this issue by flattening the mediation waterfall and enabling all ad networks and demand partners to compete simultaneously in a transparent auction, while also providing impression-level revenue data to app developers. 3) With more accurate user-level lifetime value data, app companies can better optimize user acquisition, retention, and monetization through targeted features such as anti-churn programs, cross-promotion, and dynamic ad logic/bidding.
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How Accurate Holistic User-Level LTV is Changing Everything | Shalom Michaeli, Noam Kagan
- 1. 1 How Accurate Holistic User-Level LTV is Changing Everything Here Comes the Revolution
- 2. 2 Shalom Michaeli Managing Director UK, Fyber
- 3. 33 2 main ways to make money from free apps 01In-app purchases 02Advertising
- 5. 5 1 Accurate revenue by user is hard to get 2 Market Imbalance
- 6. 6 Why is it so difficult to find how much revenue each user generates with ads?
- 9. 9 Fyber FairBid is the Evolution of Mediation Fyber FairBid flattens the mediation waterfall, enabling all types of buyers to get a “first look” and compete at the same time in a flat, fair, and transparent auction Image shows a few examples of the many demand partners for Fyber Programmati c AdNetwork Programmati c AdNetwork TraditionalAd Network (Mock- bidder) TraditionalAd Network (Mock- bidder) DSP DSP DirectDeal FyberDirect CrossPromo HouseAd eCPM $14.20 eCPM $14.50 eCPM $13.80 eCPM $13.50 eCPM $13.90 eCPM $12.40 eCPM $14.05 eCPM $14.15 eCPM $13.00 AD REQUEST AdColony wins auction with $14.50 eCPM bid Fyber is the first platform to enable ad networks to bid in real- time on mobile apps with a SDK-direct integration eCPM $14.10 Programmati c AdNetwork
- 10. 10 Programmati c AdNetwork Programmati c AdNetwork TraditionalAd Network (Mock- bidder) TraditionalAd Network (Mock- bidder) DSP DSP DirectDeal FyberDirect CrossPromo HouseAd eCPM $14.20 eCPM $14.50 eCPM $13.80 eCPM $13.50 eCPM $13.90 eCPM $12.40 eCPM $14.05 eCPM $14.15 eCPM $13.00 AD REQUEST AdColony wins auction with $14.50 eCPM bid eCPM $14.10 Programmati c AdNetwork
- 11. 11 Programmati c AdNetwork Programmati c AdNetwork TraditionalAd Network (Mock- bidder) TraditionalAd Network (Mock- bidder) DSP DSP eCPM $14.20 eCPM $14.50 eCPM $13.80 eCPM $13.50 eCPM $13.90 eCPM $12.40 AD REQUEST AdColony wins auction with $14.50 eCPM bid eCPM $14.10 Programmati c AdNetwork
- 12. 12 Programmati c AdNetwork Programmati c AdNetwork DSP DSP eCPM $14.20 eCPM $14.50 eCPM $13.90 eCPM $12.40 AD REQUEST AdColony wins auction with $14.50 eCPM bid eCPM $14.10 Programmati c AdNetwork Programmatic is great! We get eCPM Per impression… committed
- 13. 13 Network A Network B TraditionalAd Network (Mock- bidder) TraditionalAd Network (Mock- bidder) eCPM $13.80 eCPM $13.50 AD REQUEST The problem is here! Traditional networks provide no granular reporting.
- 15. 15 Market Imbalance Nobody wanted to share data with publishers...
- 16. 16
- 18. 18 1 Accurate revenue by user is hard to get 2 Market Imbalance Nobody wanted to share data with publishers...
- 19. 19 1 Accurate revenue by user is hard to get
- 20. Solution 1: The lazy way (better than nothing?)
- 21. Solution 1: The lazy way (better than nothing?) x999 users $0.00 each x1 users $1000 Reality
- 22. Solution 1: The lazy way (better than nothing?) How the report will look x1000 users ‘Cohort X’ $1.00 each x999 users $0.00 each x1 users $1000 Reality
- 23. Solution 1: The lazy way (better than nothing?) Reality How the report will look
- 24. Solution 2: Impression-Level Revenue Data Client-side callback: (void)didShowAdWithTag:(NSString *)tag adImpressionData:(HZAdImpressionData* )adImpressionData; AdImpressionData will include: 1. Pricing type: ○ PricingTypeProgrammatic - for programmatic, committed responses ○ PricingTypePredicted - for mock-bidders (mediated networks) 2. CPM Price
- 25. Impression/event information CPM Pricing Type 2019-01-19 12:17:55 -0200 Session ID: 121299190 App version: 7.9 Game user ID: 2ASD903AFJW Country: South Africa User: 38400000-8cf0-11bd-b23e-10b96e40000d Placement ID: RewardGameOver 987212 SDK version: FairBid 9.54 New user? No Acquired from UA campaign from Network X User cost: $0.12 $17.50 Programmatic Impression Level Revenue Data - Use Cases
- 26. Impression/event information CPM Pricing Type 2019-01-19 12:17:55 -0200 Session ID: 121299190 App version: 7.9 Game user ID: 2ASD903AFJW Country: South Africa User: 38400000-8cf0-11bd-b23e-10b96e40000d Placement ID: RewardGameOver 987212 SDK version: FairBid 9.54 New user? No Acquired from UA campaign from Network X User cost: $0.12 $17.50 Programmatic 2017-08-19 12:17:55 -0400 Session ID: 1230893190 App version: 7.3 Country: Estonia User: XEFL5KE8-11EE-455A-B3C4-E57283966239 Placement ID: MainMenu 1982212 SDK version: FairBid 9.53.1 New user? Yes Acquired from UA campaign from Network Y User cost: $2.41 $11.21 Predicted Impression Level Revenue Data - Use Cases
- 27. 27 Impression level revenue data A Typical Mediation Stack
- 28. 28 Impression level revenue data A Typical Mediation Stack
- 29. Two main ways to make money from free apps 01In-app purchases 02Advertising LTV
- 30. 30 Impression level revenue data A Typical Mediation Stack
- 32. 32 Noam Kagan Managing Director, Deemedya
- 34. ● 222,000,000 downloads and still counting! ● #1 category game in 143 countries ● Editor’s Choice Award ● Office locations in the USA, Israel and Russia DEEMEDYA
- 35. ● Fully automated LTV increase ● AI controlled anti-churn ● Smart cross promotion ● Holistic LTV measurement ● AI controlled ad logic ● A/B testing ● VIP management ● And much more…. GAME OF WHALES WE ARE WORKING WITH
- 36. TRIAL XTREME 4 SPECIAL OFFER
- 37. ANTI-CHURN
- 38. THE DASHBOARD
- 39. HOLISTIC LTV
- 40. WHALE MANAGEMENT
- 42. A/B TESTING
- 43. THE WORLD IS CHANGING! ● Unboxing the industry’s biggest black box- ads LTV ● Maximizing the value of every user ● Automating time consuming tasks noam@deemedya.com
- 44. 44 Thank you
Editor's Notes
- A short intro about myself and the company.