Machine learning helps marketers identify and target high value, revenue-generating users across multiple channels, deliver dynamic, highly personalized ads, and optimize ad campaigns to drive scale and revenue. Through this webinar, understand how to 1. Harness 100% of your available in-app data using ML 2. Optimize your segmentation strategies for better engagement 3. What makes great Machine Learning vs good Machine Learning

1. WEBINAR
Is Transforming Mobile
App Marketing
How Machine Learning

2. 2
Meet the Panelists
Andry Supian
Product Manager
Kara Dake
VP Growth & Partnerships
Dennis Mink
VP Marketing

3. Liftoff is a performance-based,
app marketing platform helping
companies drive adoption and
engagement in mobile apps.
“
“

4. 4
Agenda
1 How ML is Shaping Marketing
2 Apply ML in your retention strategies
3
Tie your UA strategies to your in-app
performance

5. Liftoff is a performance-based,
app marketing platform helping
companies drive adoption and
engagement in mobile apps.
“
“

6. 6
Agenda
1 Brief history of advertising
2 How machine learning helps with UA
3 What makes good ML vs great ML

7. History of Online
Advertising

8. Brief History of Online Advertising
8
1996

9. Brief History of Online Advertising
9
1996 1999-2002

10. Brief History of Online Advertising
10
1996 1999-2002 2007-2012

11. Brief History of Online Advertising
11
1996 1999-2002 2007-2012 2012

12. 12
Programmatic advertising continues to grow
Note: mobile display ads transacted via API, including everything from publisher-erected APIs to more standardized RTB technology; includes native
ads on social networks like facebook and twitter; includes ad spending on tablets.
Source: eMarketer, April 2017

13. 13
Programmatic advertising continues to grow
Note: mobile display ads transacted via API, including everything from publisher-erected APIs to more standardized RTB technology; includes native ads on social networks like facebook
and twitter; includes ad spending on tablets.
Source: eMarketer, April 2017

14. 14
Mobile Programmatic Ecosystem
Publisher Apps Exchanges DSPs Advertiser Apps
Real-TimeBidding

15. 15
Mobile Programmatic Ecosystem
Publisher Apps Exchanges DSPs Advertiser Apps
Real-TimeBidding

16. 100 million
Machine learning predictions per second
16

17. 100 million
Machine learning predictions per second
1.7 million
Requests per second to serve an ad
17

18. 100 million
Machine learning predictions per second
2.2 billion
Monthly active mobile app users
1.7 million
Requests per second to serve an ad
18

19. How Machine
Learning Helps
With UA

20. How machine learning helps with UA
20
Right Audience
● Gender
● Device OS
● Location
● App

21. How machine learning helps with UA
21
Right Audience Right Message
● Gender
● Device OS
● Location
● App
● Ad format
● Publisher
● Personalized message

22. How machine learning helps with UA
22
Right Audience Right Message Right Time
● Gender
● Device OS
● Location
● App
● Ad format
● Publisher
● Personalized message
● Exchange
● Timing

23. 100 million
Machine learning predictions per second
2.4 billion
Monthly active mobile app users
1.7 million
Requests per second to serve an ad
23

24. Good ML
vs Great ML

25. Things to consider when onboarding a DSP
25
Learning in real time1

26. Things to consider when onboarding a new DSP
26
Learning in real time1
2 Data quality

27. Things to consider when onboarding a new DSP
27
Learning in real time1
2
3
Data quality
Data collection lifetime

28. Things to consider when onboarding a new DSP
28
Learning in real time1
2
3
4
Data quality
Data collection lifetime
Amount of historical data

29. Things to consider when onboarding a new DSP
29
Learning in real time Speed of optimization1
2
3
5
4
Data quality
Data collection lifetime
Amount of historical data

30. Things to consider when onboarding a new DSP
30
Learning in real time Speed of optimization1
2
3
6
5
4
Data quality
Data collection lifetime
Amount of historical data
Attribution delay

31. Things to consider when onboarding a new DSP
31
Learning in real time Speed of optimization1
2
3
6
5
4
7
Data quality
Data collection lifetime
Amount of historical data
Attribution delay
Organization structure

32. Things to consider when onboarding a new DSP
32
Learning in real time Speed of optimization1
2
3
6
5
4
7
Data quality
Data collection lifetime
Amount of historical data
Attribution delay
Fraud filtering
Organization structure8

33. Things to ask when onboarding a new DSP
33
Learning in real time Speed of optimization1
2
3
6
5
4
7
Data quality
Data collection lifetime
Amount of historical data
Attribution delay
Organization structure
Fraud filtering8

34. 34

35. 35

36. 36

37. 37

38. 38

39. 39

40. 40

41. 41

42. 42

43. 43

44. 44

45. 45

46. Questions?
Thanks!
You can reach us at
www.liftoff.io & www.clevertap.com

47. WEBINAR
How Machine Learning
Is Transforming Mobile
App Marketing