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Explore emerging mobile markets with "Around the World with Bidease." This week, we dive into Eurasia to understand Azerbaijan’s audience and mobile trends.

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Welcome to &quot;Around the World with Bidease,&quot;&nbsp;our blog series that takes a&nbsp;closer look at&nbsp;emerging mobile advertising markets in&nbsp;Eastern Europe and the Middle East and North Africa (MENA). In&nbsp;each post, we&rsquo;ll explore a&nbsp;different country or&nbsp;region, highlighting key trends, opportunities, and insights for mobile marketers and app developers. Stay with&nbsp;us as&nbsp;we&nbsp;guide you through these markets, offering insights on&nbsp;new audiences and growing your mobile advertising efforts. To&nbsp;learn more about Bidease and how we&nbsp;tap into emerging markets to&nbsp;grow your app, visit <a href="http://www.bidease.com">www.bidease.com</a>.

<h2>Azerbaijan</h2>

Azerbaijan Nestled between the Black and Caspian Seas, Azerbaijan is&nbsp;a&nbsp;unique Eurasian nation that blends ancient cultural heritage with rapid modernization. Azerbaijan&rsquo;s journey towards digitalization, in&nbsp;particular, has seen significant growth. With smartphone penetration and internet usage on&nbsp;the rise over the past few years, there is&nbsp;an&nbsp;increasing audience for mobile apps and digital content. For app marketers and developers looking to&nbsp;capitalize on&nbsp;new, emerging markets, Azerbaijan presents an&nbsp;interesting opportunity.

At&nbsp;a&nbsp;glance:

Country: Azerbaijan 
Official language: Azerbaijani (Azeri) 
Capitol: Baku 
Population: 10.14 million 
Most popular app by&nbsp;downloads: Birbank 
Most popular app category: Gaming 
OS&nbsp;breakout: 92% Android, 8%&nbsp;iOS 
Mobile Rank: Low-Moderate

<img alt="" src="/media_backend/uploads/2024/04/12/azerbaijan-map.jpg" style="height:793px; width:1200px" /> 
 
Getting to&nbsp;Know Azerbaijan

Azerbaijan&rsquo;s history stretches back millennia, with ancient carvings in&nbsp;Gobustan dating to&nbsp;10,000&nbsp;BC, highlighting its early human presence. The nation has seen influences from the Persian Empire, the spread of&nbsp;Islam in&nbsp;the 7th century, and later Russian rule in&nbsp;the 19th century, contributing to&nbsp;its diverse cultural tapestry. In&nbsp;1918, Azerbaijan established itself as&nbsp;the first democratic and secular republic in&nbsp;the Muslim world, though this was brief before becoming part of&nbsp;the Soviet Union in&nbsp;1920. Regaining independence in&nbsp;1991 after the Soviet Union&rsquo;s dissolution, Azerbaijan has since sought to&nbsp;blend its historical heritage with modern development, leveraging its oil and gas wealth to&nbsp;advance its economy and assert its significance in&nbsp;the region&rsquo;s geopolitics.

Today, Azerbaijan comprises a&nbsp;primarily Muslim population, with nearly&nbsp;70% of&nbsp;residents falling between 15&nbsp;and 64&nbsp;years old and the median age landing at&nbsp;34. As&nbsp;the birth rate slows and life expectancy increases, however, the population is&nbsp;expected to&nbsp;age over time.

Cultural and national norms are highly important to&nbsp;Azerbaijanis. Unlike other countries where lingua francas are typically the most common mobile device language setting, nearly&nbsp;87% of&nbsp;all Azerbaijani devices are set to&nbsp;the local language, Azeri. Likewise, holidays like Novruz Bayam (Persian New Year) in&nbsp;March, Eid al-Fitr (or&nbsp;Ramadan Bayram) in&nbsp;April this year, and Independence Day in&nbsp;May mark some of&nbsp;the most important cultural, religious, and national events of&nbsp;the year.

Azerbaijan As&nbsp;an&nbsp;Emerging Mobile Market

With the release of&nbsp;the first smartphone in&nbsp;2007, mobile cellular subscriptions in&nbsp;Azerbaijan skyrocketed. In&nbsp;fact, by&nbsp;2011 subscriptions had increased <a href="https://www.statista.com/statistics/497084/number-of-mobile-cellular-subscriptions-in-azerbaijan/#:~:text=The%20number%20of%20mobile%2Dcellular,million%20recorded%20one%20year%20before.">124%</a>. Today, the market is&nbsp;fairly stable with minimal growth over the past decade and <a href="https://www.statista.com/statistics/501932/mobile-cellular-subscriptions-per-100-inhabitants-in-azerbaijan/">a&nbsp;stable mobile penetration rate over 100%</a>. Despite this steady state and remote location, Azerbaijan&rsquo;s mobile penetration hit nearly 107 subscriptions per 100 inhabitants in&nbsp;2022, a&nbsp;similar rate to&nbsp;the <a href="https://www.statista.com/statistics/186095/mobile-cellular-subscriptions-per-100-inhabitants-in-the-us-since-2000/">U.S.</a> and substantially higher than <a href="https://www.google.com/url?q=https://www.statista.com/statistics/186118/mobile-cellular-subscriptions-per-100-inhabitants-in-canada-since-2000/&amp;sa=D&amp;source=docs&amp;ust=1712940809727499&amp;usg=AOvVaw2GfyQqgc27p1T0pcuELYau">Canada</a> in&nbsp;the same year.

<a href="https://www.statista.com/outlook/dmo/digital-advertising/in-app-advertising/azerbaijan#ad-spending">In-app advertising</a> spend has also steadily increased since 2022, after seeing rapid growth between 2017 and 2021. During that period, in-app ad&nbsp;spend increased from $15.6M&nbsp;USD $39.6 million USD, or&nbsp;154%. By&nbsp;2028, that figure is&nbsp;expected to&nbsp;further increase to&nbsp;$67.9 million USD, or&nbsp;another 71%.

<img alt="" src="/media_backend/uploads/2024/04/12/azerbaijan-chart.jpg" style="height:793px; width:1200px" />

Mobile gaming, in&nbsp;particular, has taken off. In&nbsp;2023, <a href="https://www.statista.com/outlook/amo/media/games/mobile-games/azerbaijan#revenue">mobile gaming revenue</a> brought in&nbsp;$48.4M&nbsp;USD and is&nbsp;projected to&nbsp;grow nearly&nbsp;47% by&nbsp;2029 to&nbsp;$71M&nbsp;USD. The most popular gaming apps in&nbsp;Azerbaijan include Subway Surfer, Roblox, and PUBG mobile, aligning with global trends. Outside of&nbsp;gaming, other popular app verticals include social and messaging, with TikTok, WhatsApp, Instagram, and Telegram leading the way.

Android devices dominate the market, with the preferred models coming from <a href="https://gs.statcounter.com/vendor-market-share/mobile/azerbaijan">XiaoMi and Samsung</a>. This is&nbsp;due to&nbsp;the low cost of&nbsp;living in&nbsp;Azerbaijan. The average salary in&nbsp;the capitol, Baku, is&nbsp;approximately $34,000&nbsp;USD, however that figure significantly decreases when we&nbsp;take rural and suburban areas of&nbsp;the country into account. Considering the new iPhone 15&nbsp;starts at&nbsp;$800&nbsp;USD (versus the average $300&nbsp;USD cost of&nbsp;Android devices), the affordability and diverse offering among Android devices makes them the Azerbaijani favorite.

Azerbaijan Shows Promise for Programmatic Advertising

High smartphone penetration, increased mobile advertising activity, and an&nbsp;engaged audience across multiple apps sets the stage for programmatic advertising to&nbsp;thrive in&nbsp;Azerbaijan. Outside of&nbsp;social media apps and walled gardens like Meta, Google, Snap, and&nbsp;X (Twitter), 100 different apps across multiple verticals saw more than 50,000 daily active users log on&nbsp;from Azerbaijan over the last 90&nbsp;days.

App monetization for Azerbaijani apps has the potential to&nbsp;take off, but it&nbsp;would require more developer activity in&nbsp;the region. In&nbsp;the last 90&nbsp;days, only 14&nbsp;apps based out of&nbsp;Azerbaijan saw more than 10,000 daily active users worldwide. Developers in&nbsp;Azerbaijan can build their own app or&nbsp;partner with numerous <a href="https://topappdevelopmentcompanies.com/az/directory/app-developers/azerbaijan">app developing companies</a> locally, however, most of&nbsp;these companies are based in&nbsp;nearby European countries.

In&nbsp;the meantime, advertisers can leverage automated, data-driven strategies to&nbsp;place ads across a&nbsp;variety of&nbsp;app verticals, reaching Azerbaijani audiences at&nbsp;scale with precision and efficiency. Understanding the local market nuances, such as&nbsp;the most common device language and popular app categories, can help advertisers craft personalized messages that resonate deeply with this unique audience. Embracing local cultural and societal nuances will further amplify campaign relevance and impact.

At&nbsp;Bidease, we&nbsp;employ local teams in&nbsp;Eastern Europe and other emerging regions to&nbsp;help advertisers navigate these markets and grow their apps. <a href="https://bidease.com/">Sign up</a>&nbsp;today to&nbsp;start capitalizing on&nbsp;performant, untapped markets like Azerbaijan, or&nbsp;learn more about emerging mobile markets in&nbsp;Eastern Europe and MENA.

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Around the World with Bidease: Azerbaijan

The Singular 2023 Q4 Marketing Trends report is out now! Dive into the latest global performance benchmarks and strategies for expanding into emerging markets.

The <a href="https://lp.singular.net/quaterly-trends-report-q423?utm_medium=partner-referral&amp;utm_source=bidease&amp;utm_campaign=2312-Quarterly-Trends" target="_blank">Singular 2023 Q4&nbsp;Marketing Trends Report</a> is&nbsp;out, offering a&nbsp;trove of&nbsp;insights into the current state of&nbsp;mobile app marketing and user acquisition. With contributions from Bidease on&nbsp;data-driven strategies for expanding into emerging markets, the report covers a&nbsp;variety of&nbsp;trends and benchmarks, including global performance marketing metrics, top ad&nbsp;networks, ATT opt-in rates, paid vs&nbsp;organic performance, and more.

Using proprietary data on&nbsp;language targeting, Bidease contributed analysis to&nbsp;the report that uncovers hidden opportunities to&nbsp;expand into emerging markets, such as&nbsp;MENA, without incurring the costs commonly associated with expanding into a&nbsp;new market.

As&nbsp;one of&nbsp;the fastest-growing markets for mobile advertising, MENA (Middle East and North Africa) has become a&nbsp;desirable location for apps that want to&nbsp;expand quickly into new regions. MENA boasts <a href="https://medium.com/@dorinda.rationalstat/middle-east-and-north-africa-data-center-market-analysis-and-forecast-2019-2028-687ee3f9a665#:~:text=In%20MENA%20the%20amount%20of,internet%20users%20on%20mobile%20devices.">over 300 million mobile internet users</a> and <a href="https://www.statista.com/forecasts/1169098/mobile-internet-penetration-in-mena-by-country">upwards of&nbsp;90% smartphone penetration</a> in&nbsp;countries like the United Arab Emirates (UAE), Saudi Arabia, Qatar, Bahrain, and Jordan, where apps have emerged as&nbsp;the preferred digital channel. Notably, in&nbsp;2023, users from the United Arab Emirates (UAE), Saudi Arabia, and Egypt engaged with apps <a href="https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/digital-consumers-in-the-middle-east-rising-adoption-and-opportunity">1.6 times more often</a> than their North American and European counterparts.

After analyzing over 76&nbsp;million unique devices over a&nbsp;thirty-day period, we&nbsp;found that English is&nbsp;the most common device language among MENA users, making up&nbsp;46% of&nbsp;the device language share compared to&nbsp;just&nbsp;35% of&nbsp;devices set to&nbsp;Arabic. In&nbsp;countries like Qatar, the UAE, and Oman, English has an&nbsp;especially strong presence on&nbsp;mobile devices, accounting for over&nbsp;70% of&nbsp;device language share. Surprisingly, 71% of&nbsp;Iranian devices were also set to&nbsp;English compared to&nbsp;less than&nbsp;30% of&nbsp;devices set to&nbsp;Farsi, the country&rsquo;s official language.

For apps developed in&nbsp;English, emerging markets like MENA provide an&nbsp;excellent opportunity to&nbsp;expand their advertising reach without spending on&nbsp;localization.

For more insights on&nbsp;how language targeting can help identify opportunities to&nbsp;grow your app in&nbsp;emerging markets, download the <a href="https://lp.singular.net/quaterly-trends-report-q423?utm_medium=partner-referral&amp;utm_source=bidease&amp;utm_campaign=2312-Quarterly-Trends" target="_blank">Singular 2023 Q4&nbsp;Marketing Trends Report</a>.

Bidease Partners with Singular to Deliver Inaugural Mobile Marketing Trends: Q4 2023 Report

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Bidease secures its position at 201 out of 500 on the prestigious list titled "The Americas' Fastest-Growing Companies 2024".

Recently, the Financial Times unveiled its fifth annual ranking of&nbsp;the fastest-growing companies in&nbsp;the Americas, encompassing a&nbsp;period marked by&nbsp;the challenges of&nbsp;the pandemic and the conclusion of&nbsp;historically low-interest rates.&nbsp; 
 
Remarkably, despite fluctuations in&nbsp;market conditions, the median revenue of&nbsp;the ranked companies stood at&nbsp;$20.5&nbsp;million. Although slightly lower compared to&nbsp;the previous year, this figure still notably surpassed the median of&nbsp;$12.2 million from the preceding year&rsquo;s ranking, which encompassed the pre-pandemic era.

The annual compilation, conducted in&nbsp;collaboration with Statista, celebrates the achievements of&nbsp;500 companies driving profound shifts within various sectors.

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I am delighted by Bidease’s inclusion in the esteemed ranks of companies acknowledged by the Financial Times, sharing the spotlight with industry giants. This recognition reaffirms that diligence and dedication yield remarkable results, validating our strategic trajectory. I thank our exceptional team, loyal customers, and valued partners for their invaluable contributions to this achievement.

The complete list of&nbsp;rankings can be&nbsp;found on&nbsp;<a href="https://www.ft.com/content/d4a20767-ea0f-4f8e-972d-84a513345784">FT.com</a>.

Financial Times Spotlights Bidease Among The Americas’ Fastest-Growing Companies of 2024

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Learn how neural networks and deep learning models are impacting the mobile marketing industry and why the most advanced programmatic campaigns require them.

July 2023 marked 15&nbsp;years since Apple launched its App Store, and with&nbsp;it, the era of&nbsp;mobile app advertising. In&nbsp;that time, programmatic advertising has exploded, now accounting for over&nbsp;50% of&nbsp;mobile user acquisition budgets, and expected to&nbsp;grow by&nbsp;<a href="https://roirevolution.com/blog/programmatic-advertising-trends-stats-news/" target="_blank">over $300 billion</a> in&nbsp;the next four years.

The success of&nbsp;programmatic campaigns largely hinge on&nbsp;machine learning (ML) models that can effectively identify users most likely to&nbsp;engage with an&nbsp;app. Traditional ML&nbsp;models, like linear and logistic regression, served this purpose well. Demand-side platforms (DSPs) typically use&nbsp;ML models to&nbsp;collect data on&nbsp;user behavior and predict the likelihood of&nbsp;future users converting in&nbsp;your app.

In&nbsp;order for machine learning models to&nbsp;make accurate predictions, they require training on&nbsp;large amounts of&nbsp;clean, non fraudulent and intentional click data. Collecting and training on&nbsp;large amounts of&nbsp;clean data takes time&nbsp;in, typically around 4-6&nbsp;weeks, before the&nbsp;ML can effectively begin to&nbsp;start optimizing the ad&nbsp;campaign. Despite these constraints, ML-driven programmatic advertising has flourished, becoming the de&nbsp;facto standard for new user acquisition on&nbsp;mobile.

After nearly 15&nbsp;years of&nbsp;rapid growth within the mobile advertising space, perhaps due to&nbsp;increased regulation or&nbsp;industry consolidation, innovation has come to&nbsp;a&nbsp;crawl. Most DSPs now focus on&nbsp;behind-the-scenes updates to&nbsp;their business operations, sometimes exploring nascent technologies, while optimizing their organizational structure to&nbsp;operate more efficiently.&nbsp;

There&nbsp;is, however, one very notable area of&nbsp;innovation happening within the mobile programmatic world today that is&nbsp;worth understanding, and that is&nbsp;the development of&nbsp;neural networks.

<h2>Why neural nets, and why now?</h2>

Meta, Alphabet, and other tech giants have been using neural networks for years to&nbsp;successfully optimize ad&nbsp;campaigns. Given the hefty infrastructure costs and complexities of&nbsp;building out a&nbsp;neural network, mobile DSPs have been slower to&nbsp;adopt them. It&nbsp;wasn&rsquo;t until early in&nbsp;2023 when we&nbsp;began to&nbsp;see neural networks being applied to&nbsp;programmatic advertising campaigns in&nbsp;a&nbsp;meaningful way, unlocking better performance and other benefits.

To&nbsp;start, neural networks process more information faster and with greater accuracy than traditional ML&nbsp;models. By&nbsp;some estimates, they can refresh&nbsp;75% more often to&nbsp;adapt to&nbsp;the ever-changing supply landscape. This allows neural networks to&nbsp;pinpoint higher-quality users and bid on&nbsp;them more efficiently. Additionally, neural nets utilize exponentially more memory to&nbsp;store more unique data and make predictions from that data, rather than using bundled generalizations as&nbsp;traditional machine learning models&nbsp;do. Combined, these advanced features significantly improve campaign performance.

Unlike traditional ML&nbsp;models, neural nets can also delve beyond historical data to&nbsp;make creative predictions&nbsp;&mdash; that&nbsp;is, they can &laquo;see&raquo; the creative elements inside an&nbsp;ad (e.g., colors, objects, text, etc.) and predict how that ad&nbsp;will perform before it&nbsp;is&nbsp;ever set live. This <a href="https://www.forbes.com/sites/forbestechcouncil/2023/07/31/why-ais-creative-intelligence-will-change-advertising-in-2024/?sh=1be409019a7c" target="_blank">computer vision</a> helps eliminate cold start issues for new creatives and improve time-to-goal for new campaigns.

The best part about neural nets is&nbsp;that advertisers can enjoy the benefits of&nbsp;better campaign performance without lifting a&nbsp;finger. All of&nbsp;these capabilities are inherently derived from the structure of&nbsp;neural networks themselves, so&nbsp;as&nbsp;long as&nbsp;a&nbsp;DSP is&nbsp;operating with them, your campaigns will automatically reap the rewards.

<h2>How neural nets work differently than traditional&nbsp;ML models</h2>

Machine learning is&nbsp;often described as&nbsp;the &laquo;brain&raquo; behind programmatic campaigns, but some brains are more advanced and capable than others.

Traditional ML&nbsp;models are relatively simple in&nbsp;nature, ingesting inputs from a&nbsp;bid request and spitting out predictions that follow a&nbsp;linear (straight line) or&nbsp;logistic (S-shaped) curve. Not only are these models easy to&nbsp;read, understand, and troubleshoot, they&rsquo;re also cost-effective. Specifically, linear and logistic regression use less server processing power than more advanced models and require fewer servers as&nbsp;a&nbsp;result. This keeps infrastructure costs for DSPs relatively low. Unfortunately, reduced processing power also means traditional models rely heavily on&nbsp;generalization; that&nbsp;is, they bundle users with similar features together to&nbsp;make predictions and often overlook individual nuances.

<img alt="" src="/media_backend/uploads/2023/10/31/regression-charts.jpg" style="height:600px; width:1200px" />

Neural networks, on&nbsp;the other hand, are an&nbsp;advanced type of&nbsp;ML that mimics the human brain to&nbsp;process information. Neural nets operate in&nbsp;a&nbsp;significantly more complicated way than traditional ML&nbsp;models. Instead of&nbsp;using generalizations or&nbsp;a&nbsp;single curve to&nbsp;predict user behavior, neural networks employ<a href="https://www.ibm.com/topics/deep-learning" target="_blank"> deep learning</a>, or&nbsp;multiple layers of&nbsp;processing that extract progressively higher level features from data. These layers of&nbsp;detail are used to&nbsp;tease out individual, nuanced patterns and make predictions with unprecedented accuracy.

<img alt="" src="/media_backend/uploads/2023/10/31/neural-net.jpg" />

To&nbsp;better understand the differences between traditional&nbsp;ML models and neural networks, imagine how these different &laquo;brains&raquo; would behave in&nbsp;your day-to-day life. If&nbsp;you had a&nbsp;linear or&nbsp;logistic regression brain and saw five different red apples, you might make a&nbsp;generalization about what a&nbsp;red apple is&nbsp;based on&nbsp;the color, taste, and shape of&nbsp;those five apples. However, because your brain can only remember up&nbsp;to&nbsp;five fruits at&nbsp;a&nbsp;time, you might easily mistake new fruits, like a&nbsp;strawberry, for an&nbsp;apple because they share so&nbsp;many of&nbsp;the same characteristics (red fruit, sweet, round and tapered at&nbsp;the bottom, etc.). In&nbsp;the same way, linear and logistic regression models may often mistake a&nbsp;low-quality user for a&nbsp;high-quality user because they share some common traits and the models do&nbsp;not have enough memory to&nbsp;make specific predictions.

A&nbsp;neural net brain, on&nbsp;the other hand, is&nbsp;able to&nbsp;consider far more characteristics and context because it&nbsp;has greater memory, processing power, and uses deep learning to&nbsp;identify unique characteristics between users (or&nbsp;in&nbsp;the example above, fruits). This is&nbsp;why our own brains easily distinguish between apples and strawberries, as&nbsp;well as&nbsp;different kinds of&nbsp;apples and strawberries (think about the last time you picked out an&nbsp;apple at&nbsp;the grocery store and what unique characteristics made you choose that apple instead of&nbsp;the others).

<h2>The road ahead</h2>

As&nbsp;DSPs race to&nbsp;test, release, and demonstrate their respective neural network solutions, advertisers can expect greater transparency around bidding strategies, supply paths, and data collection. Combined with other emerging technologies like generative&nbsp;AI, advertisers can also expect to&nbsp;see a&nbsp;surge in&nbsp;creative advancements. Real-time ads, or&nbsp;ads crafted at&nbsp;the exact moment a&nbsp;bid request is&nbsp;received, are a&nbsp;trending research topic. Computer vision, mentioned previously, is&nbsp;another. Both aim to&nbsp;provide a&nbsp;hyper-personalized experience for app users by&nbsp;marrying the creative properties of&nbsp;generative&nbsp;AI with the data processing power of&nbsp;deep learning.

The tradeoff to&nbsp;better performance and increased transparency&nbsp;is, ironically, a&nbsp;machine learning model that is&nbsp;more difficult to&nbsp;understand. Given the complex nature of&nbsp;neural nets, advertisers will also likely have to&nbsp;&laquo;trust the process&raquo; and take a&nbsp;more hands-off approach with neural net campaigns than they would with traditional ML&nbsp;models.

Although the road to&nbsp;embracing neural networks requires trust and adaptation, the promise they hold is&nbsp;undeniable: a&nbsp;more personalized, efficient, and insightful future for mobile advertising. Predicting the future will always be&nbsp;a&nbsp;challenge in&nbsp;this ever-changing industry, but one thing is&nbsp;clear: the next chapter in&nbsp;mobile advertising will be&nbsp;written with a&nbsp;deep understanding of&nbsp;user behavior, powered by&nbsp;the brain of&nbsp;neural networks.

How Neural Networks Are Transforming Mobile Advertising


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Financial Times Named Bidease One of America’s Fastest-Growing Companies
 
 The third annual FT ranking of The Americas’ Fastest-Growing Companies captures the resilience of businesses as they adapted to the initial onslaught of the Covid pandemic, in 2020. The list was compiled with Statista, a research company, and ranks entrants from across the Americas by their compound annual growth rate (CAGR) in revenue, between 2017 and 2020.

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Bidease Makes Inc. 5000 Annual List of America's Fastest-Growing Companies
 
 The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Intuit, Zappos, Under Armour, Microsoft, Patagonia, and many other well-known names gained their first national exposure as honorees on the Inc. 5000.

PGMA

Best Advertising & UA Service, Finalist
 
 The Pocket Gamer Mobile Games Awards are a prestigious awards established to celebrate the very best businesses and individuals who are driving the $90 billion mobile games industry forward.

adexchange

growth

publishing

Joom is an online marketplace that sells mostly Chinese-made and low-priced products.


      Joom is an online marketplace that sells mostly Chinese-made and low-priced products. The company has it headquarters in Russia and is very focused on Europe. It now offers about 10 million products, ranging from bluetooth earbuds to bathing suits. Most of these items come from China, similar to other popular online marketplaces such as Wish and AliExpress.
      

To develop the effective promotion strategies prior to launch, we needed to study users’ behavior at all points of interaction with the app. The funnel consisted of the following stages: installation, product selection, payment method link, checkout, payment.
 
 
 
 Once the above was completed, we set up the integration with Adjust’s mobile analytics platform.
 
 
 
 Once all technical parts were completed, we prepared the several creative formats to test: banners, interstitials, videos and payable ads.


      We chose to work with Bidease because of their reputation and expertise in programmatic advertising. We found they are able to provide us with quality in app traffic and are able to scale our campaigns effectively.  They always meet our KPI goals and are always available to assist with any questions in terms of mobile programmatic advertising.
      

Mikhail Biteryakov

In our latest Marketer Talks episode, we had the pleasure of hosting Yana Savitskaya, the Head of Business Development at Apptica. Yana delved into the latest trends in creative strategies across various sectors, including gaming and e-commerce. She also touched upon the ongoing shifts in mobile apps and advertising, and provided noteworthy highlights from Apptica’s recent report on mobile gaming. Let’s explore these invaluable insights and uncover the recent trends!

<h3>Yana, please tell&nbsp;us about your background. What were you doing before becoming the CBDO of&nbsp;Apptica, and how does that experience help you now?</h3>

Before starting my&nbsp;career in&nbsp;IT, I&nbsp;used to&nbsp;work in&nbsp;the event industry. We&nbsp;organized huge conferences worldwide, and provided consecutive and simultaneous interpreters for such events. This experience helped me&nbsp;gain valuable soft skills like building a&nbsp;good rapport with different people, resolving conflicts to&nbsp;the satisfaction of&nbsp;all the parties involved, and making the most out of&nbsp;networking. There were a&nbsp;lot of&nbsp;emergency situations when we&nbsp;had to&nbsp;make changes at&nbsp;the very last moment, so&nbsp;creative thinking and a&nbsp;tailored approach to&nbsp;each partner are the key ingredients that help me&nbsp;in&nbsp;my&nbsp;current position now.

In the pro-privacy era, AI algorithms can play a significant role in identifying and targeting high-value users for mobile apps, managing segmentation, lowering churn rate and enhancing retention.

<h3>So, you are currently developing a&nbsp;mobile app analytics service. Please tell&nbsp;us more about your product. Who is&nbsp;the main target audience?</h3>

Apptica began its journey in&nbsp;2017&nbsp;as an&nbsp;ad&nbsp;analytics platform. Starting out with the mission of&nbsp;giving a&nbsp;comprehensive view of&nbsp;the mobile advertising market, over time the product has evolved into a&nbsp;complex, feature-packed service.

Our algorithms collect data from 11&nbsp;million apps and 3.7 million App Store and Google Play publishers in&nbsp;37&nbsp;countries and 29&nbsp;large ad&nbsp;networks.

Apptica stands tall in&nbsp;a&nbsp;competitive field as&nbsp;a&nbsp;strong ad&nbsp;intelligence platform. During H1 2023, we&nbsp;processed around 15.8 million creatives, which is&nbsp;50% more than we&nbsp;did over the same period last year, and we&nbsp;keep enhancing our capacities with around 1&nbsp;million creatives captured daily. In&nbsp;total, our creative gallery includes more than 54.3 million creatives.

Besides, customized presets and a&nbsp;user-friendly interface provide our clients with the best user experience.

Apptica caters to&nbsp;four main types of&nbsp;clients: publishers, game developers, venture companies, and digital/marketing agencies. Currently, the first two categories take the lead, however, investors and agencies can benefit from our data as&nbsp;well, i.e., identify promising startups or&nbsp;keep track of&nbsp;the best performing promotion campaigns.

<h3>Looks like you mostly focus on&nbsp;gaming products. You&rsquo;ve probably collected a&nbsp;lot of&nbsp;insights. Would you like to&nbsp;share them with our audience?</h3>

For now, the majority of&nbsp;our clients come from the gaming industry, that&rsquo;s why we&nbsp;share relevant insights on&nbsp;a&nbsp;regular basis. Our most recent report sheds some light on&nbsp;the state of&nbsp;the mobile gaming industry in&nbsp;H1 2023. You can download it&nbsp;<a href="https://apptica.com/blog/mobile-games-state-of-the-market-h1-2023/">here</a>.

If&nbsp;we&nbsp;dive into&nbsp;it, we&nbsp;can pull out some thought-provoking takeaways:

<ul>
	<li>India (4.32B) remains the largest market for downloads, accounting for 15.29%. Brazil (2.99B) takes the second place, followed by&nbsp;the&nbsp;US (2.57B). China (1.3B) gains a&nbsp;larger share (+0.96%) leaving behind Mexico (-0.5%&nbsp;| 1.19B).</li>
	<li>Revenue: The United States ($5.71B) continues to&nbsp;gain market share (+4%&nbsp;compared to&nbsp;H1 2022) along with Japan (+1.2%&nbsp;| $4.17B) and China (+2%| $3.23B). South Korea experiences the biggest decline (-2.6%&nbsp;| $356.3M).</li>
	<li>Almost all genres demonstrate a&nbsp;decline in&nbsp;downloads compared to&nbsp;H1 2022. Within the top-5&nbsp;genres, Casual has the largest market share (+0.62%), with total downloads going down from 4.24B to&nbsp;4.14B. The same pattern applies to&nbsp;Action (drop from 4.29B to&nbsp;3.9B) that loses its share by&nbsp;0.18%, Simulation (-50M), and Arcade (-24M). Puzzle shows a&nbsp;positive trend with +90M downloads and +0,57% market share. Casino and Card are also among the categories with upward dynamics (+121M and +87M).</li>
	<li>Gaming accounts for 29.6% of&nbsp;total downloads and&nbsp;51% of&nbsp;total revenue.</li>
	<li>RPG has been showing a&nbsp;gradual decline in&nbsp;the past two years, with revenue falling from $5.9B in&nbsp;H1 2022 to&nbsp;$4.4B in&nbsp;H1 2023 (-3.2% of&nbsp;total share). However, RPG still remains the largest genre. All other genres have been demonstrating a&nbsp;negative revenue trend as&nbsp;well.</li>
</ul>

<h3>Speaking about the creative aspect, what position does the gaming vertical hold, and what trends/approaches can you highlight?</h3>

Gaming advertisers make up&nbsp;50.7% of&nbsp;all advertisers, which is&nbsp;8% more than in&nbsp;H1 2022 (30K in&nbsp;H1 2022&nbsp;vs. 37K H1 2023, 22% growth).

In&nbsp;total, gaming apps generated 8.9M creatives that equals to&nbsp;56% of&nbsp;the total number of&nbsp;all creatives.&nbsp;68.6% of&nbsp;the creatives are running on&nbsp;Android and 31.4% on&nbsp;iOS.

Hence, gaming publishers are the main advertisers in&nbsp;terms of&nbsp;traffic and number of&nbsp;creatives. It&rsquo;s the vertical that shows a&nbsp;positive trend along with Tools, Productivity and Lifestyle.

If&nbsp;we&nbsp;narrow our discourse down to&nbsp;ad&nbsp;strategies and trends, we&nbsp;can name a&nbsp;few findings that are worth noting:

<ul>
	<li>TikTok, inherently different in&nbsp;comparison with other ad&nbsp;networks, is&nbsp;enjoying rampant growth. But it&rsquo;s important to&nbsp;note that this channel is&nbsp;constantly evolving, with trends staying relevant for 2-3 weeks only, therefore, a&nbsp;creative fatigue hits faster here.</li>
	<li>Fake ads are still there, but have been seeing a&nbsp;drop in&nbsp;popularity. Some apps take elements of&nbsp;well-performing hypercasual mechanics and integrate them into their creatives. To&nbsp;make the transition smoother, publishers use mini-games, elements of&nbsp;onboarding funnels or&nbsp;LiveOps.</li>
	<li>AI&nbsp;is&nbsp;penetrating the industry at&nbsp;a&nbsp;fast pace, we&nbsp;already see an&nbsp;extensive number of&nbsp;AI-generated content: publishers iterate one concept using various options created by&nbsp;AI tools, or&nbsp;use those tools to&nbsp;create something unique that wouldn&rsquo;t have been possible without these technologies.</li>
	<li>Growing share of&nbsp;the video content. As&nbsp;of&nbsp;H1 2023, video makes up&nbsp;65%, followed by&nbsp;images (33%) and interactive ads (2%) among all verticals. In&nbsp;Gaming this disparity is&nbsp;bigger with videos making up&nbsp;72%.</li>
	<li>Well-performing creatives often have a&nbsp;fail or&nbsp;wrong choice element along with customization (renovation, character selection) and drama (engaging storyline).</li>
	<li>IP&nbsp;integrations might be&nbsp;a&nbsp;smart strategy to&nbsp;secure good results and conversion rate.</li>
</ul>

<h3>As&nbsp;the hot season is&nbsp;coming, our audience would be&nbsp;interested to&nbsp;know what exciting things are happening in&nbsp;other verticals, wouldn&rsquo;t they?</h3>

Regarding other verticals like Shopping and Health&amp;Fitness, we&nbsp;witness steady growth of&nbsp;advertising activities. In&nbsp;Shopping we&nbsp;caught 264K of&nbsp;creatives in&nbsp;June, 316K in&nbsp;July and 190K in&nbsp;the first half of&nbsp;August (but the number of&nbsp;advertisers dropped by&nbsp;3%).

The same pattern applies to&nbsp;Health&amp;Fitness vertical: June&nbsp;&mdash; 81K, July&nbsp;&mdash; 183K (+126%), the first half of&nbsp;August&nbsp;&mdash; 113K (but here the number of&nbsp;advertisers has shown positive growth, +4%)

Overall, Health&amp;Fitness vertical is&nbsp;growing in&nbsp;terms of&nbsp;downloads (+12.2K) with&nbsp;US (15.66%), India (13.44%), Brazil (8.12%) being at&nbsp;the top; meanwhile, Shopping category is&nbsp;suffering a&nbsp;slight decline (-5K).

<h3>Yana, could you please give some advice on&nbsp;how e-commerce can best prepare for the high season? Ad&nbsp;creative is&nbsp;the first thing the users see. What should advertisers focus&nbsp;on, how can they stand out from the competition?</h3>

I&nbsp;won&rsquo;t surprise anyone by&nbsp;saying that the strategy should be&nbsp;data-driven and developed in&nbsp;advance, well before the hot season and special events like Black Friday or&nbsp;New Year.

Empathy and discounts should go&nbsp;hand in&nbsp;hand in&nbsp;the times of&nbsp;a&nbsp;global recession when the consumers are more sensitive about special offers and emotional connotations. So, in&nbsp;your creatives, you can try to&nbsp;convey support and say some meaningful words along with indicating a&nbsp;price reduction.

Push notifications play a&nbsp;significant role, they can help facilitate the purchase once a&nbsp;user leaves something in&nbsp;the cart or&nbsp;checks a&nbsp;product without going further. In&nbsp;that case, personalized offers might motivate them to&nbsp;complete the transaction (but it&rsquo;s super important not to&nbsp;overload the users with too many notifications). Apart from that, many apps offer a&nbsp;powerful custom search bar and filtering options to&nbsp;simplify the search. Also, some partners claim that wish lists or&nbsp;an&nbsp;option to&nbsp;add a&nbsp;product to&nbsp;favorites encourage ongoing interaction.

<h3>We&nbsp;can&rsquo;t but ask about the platform distribution and revenue trends?</h3>

The discrepancy between the platforms is&nbsp;no&nbsp;surprise. Most downloads are secured by&nbsp;Google Play (83.8%), whereas the biggest share of&nbsp;revenue is&nbsp;generated by&nbsp;the App Store (66.7%).

<h3>What general trends do&nbsp;you observe in&nbsp;the mobile app industry and advertising?</h3>

Market maturation and privacy pressure make it&nbsp;harder to&nbsp;be&nbsp;competitive. Privacy regulations have reduced targeting capacities, and putting pressure on&nbsp;running profitable and scaled UA. To&nbsp;stay ahead, companies have to&nbsp;adopt agile channel strategies (e-mail, SMS, push notifications, influencer marketing, brand integrations).

Along with the channel variety, there is&nbsp;a&nbsp;strong trend of&nbsp;revenue diversification: publishers are moving on&nbsp;to&nbsp;hybrid models (IAP + IAA; subscription, freemium model, cross-portfolio model).

Moreover, video content rocks nowadays. It&nbsp;is&nbsp;one of&nbsp;the most engaging forms of&nbsp;content with UGC and TikTok-like ads being on&nbsp;top.

Besides, we&nbsp;will witness a&nbsp;continued evolution of&nbsp;AI and Machine Learning Technologies. Again, in&nbsp;the pro-privacy era, AI&nbsp;algorithms can play a&nbsp;significant role in&nbsp;identifying and targeting high-value users for mobile apps, managing user segmentation, lowering churn rate and enhancing retention.

<h3>And finally, please share your favorite and trusted resources. What should we&nbsp;read, which events should we&nbsp;attend, and what courses should we&nbsp;take to&nbsp;stay informed about developments and changes in&nbsp;the analytics industry?</h3>

I&nbsp;follow the reports from major players in&nbsp;our industry like Liftoff, AppLovin, Adjust, etc. There are also a&nbsp;few good media that accumulate insightful articles and news: <a href="https://newzoo.com/">Newzoo</a>, <a href="https://mobilemarketingreads.com/">Mobile Marketing Reads</a>, <a href="https://mobilegamer.biz/">mobilegamer.biz</a>, <a href="https://gamedevreports.com/?doing_wp_cron=1692109738.8877940177917480468750">gamedevreports</a>.

What&rsquo;s more, we&nbsp;have our own podcast called <a href="https://open.spotify.com/show/3rvg9vTyRTE801ns27FArW">Apptica Talks</a> where experts share insights that shape my&nbsp;vision of&nbsp;the mobile industry and the trends. By&nbsp;the way, we&rsquo;ve recently had a&nbsp;great talk with Genrikh <a href="https://apptica.com/blog/apptica-talks-episode-1-s2-apptica-talks-about-in-app-traffic-fraud-predictive-algorithms-and-future-of-programmatic-advertising-with-genrikh-lukianchuk-from-bidease/">about in-app traffic, fraud, predictive algorithms and the future of&nbsp;programmatic advertising</a>.

And networking, of&nbsp;course. During the conferences, we&nbsp;often exchange information and data with our partners, learn how companies are evolving, and how the market is&nbsp;developing. Face-to-face communication is&nbsp;key ;)

So, we&nbsp;are looking forward to&nbsp;meeting our colleagues at&nbsp;WN&nbsp;Conference Cyprus, Linq Conference and other great events in&nbsp;the upcoming months.

&nbsp;

&nbsp;

Marketer Talks. Yana Savitskaya, Apptica

Unlocking Emerging Markets: How Bidease Connect Elevates App Monetization

Moments is a highly interactive game. Users can become the part of romantic novels and be able to make choices to create their own stories with unpredictable ending.

After testing period we found out that the best creative formats for this game were the non rewarded Video and Native Ads on the ADX and Unity exchanges. It took few weeks to optimize the campaigns in order to get the required CPI, but we managed to achieve this goal

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 The person responsible for privacy issues at Bidease is Boris Abaev: <a href="mailto:boris@bidease.com">boris@bidease.com</a>.
 

 
 Please be sure to include your name, address and email address in any correspondence to us so that we can respond to your inquiry in a timely manner.

Since Bidease is committed to protecting User privacy as set forth in this Policy, if you think Bidease is not in compliance with this Policy, or if you have any question, or if you wish to take any other action concerning this Policy or User Personal Information, we encourage you to contact us at <a href="mailto:privacy@bidease.com">privacy@bidease.com</a>. We will investigate your complaint, take appropriate action and report back to you within 45 days.
 
 
 
 Under certain conditions, if you are not satisfied with the above dispute resolution mechanism, you may be able to invoke binding arbitration.

If Users are based in the European Union, Bidease may also process their Personal Information in countries that are outside of the European Economic Area (including the United States). Please be aware that some of the countries which are outside the European Economic Area may not offer the same level of data protection, although Bidease’s collection, storage and use of User personal data will continue to be governed by this Privacy Policy and the applicable laws. In case a country where the processing takes place is not considered to offer an adequate level of personal data protection in accordance with a respective adequacy decision of the European Commission, then User Personal Information is transferred based on the Standard Contractual Clauses signed between Bidease and the relevant Advertising Partner.

Bidease does not knowingly collect or solicit Personal Information from anyone under the age of 13 or knowingly allow such persons to register for the Services. If you are under 13, please do not attempt to register for the Services or to send any information about yourself to Bidease, including your name, address, telephone number, or email address. No one under age 13 may provide any Personal Information to Bidease or use the Services. In the event that we learn that we have collected Personal Information from a child under age 13, we will delete that information as quickly as possible. If you believe that we might have any information from or about a child under 13, please contact us at <a href="mailto:privacy@bidease.com ">privacy@bidease.com</a>

We may update this Privacy Policy to reflect changes to our information treatment practices. We encourage you to periodically review this page for the latest information on our privacy practices.

Since we are committed to protecting your privacy as set forth in this Policy, if you think we are not in compliance with our Policy, or if you have any question or if you wish to take any other action concerning this Policy or your Personal Information, we encourage you to contact us at <a href="mailto:privacy@bidease.com ">privacy@bidease.com</a>. We will investigate your complaint, take appropriate action and report back to you within 45 days.

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1.1 The Bidease website and domain name and any other linked pages,
 features, content, or application services offered from time to time by Company in connection therewith
 (collectively, the “Website”) are owned and operated by Company. Subject to the terms and conditions of this
 Agreement, Company may offer to provide certain services, as described more fully on the Website, and that have been
 selected by you (together with the Website, the “Services”), solely for your own use, and not for the use or benefit
 of any third party. The term “Services” includes, without limitation, use of the Website, any service Company
 performs for you and the Content (as defined below) offered by Company on the Website. Company may change, suspend
 or discontinue the Services at any time, including the availability of any feature, database, or Content. Company
 may also impose limits on certain features and services or restrict your access to parts or all of the Services
 without notice or liability. Company reserves the right, in its sole discretion, to modify this Agreement at any
 time by posting a notice on the Website, or by sending you a notice. You shall be responsible for reviewing and
 becoming familiar with any such modifications. Your use of the Services following such notification constitutes your
 acceptance of the terms and conditions of this Agreement as modified.
 
 1.2 Company does not knowingly collect or solicit personal information from
 anyone under the age of 13 or knowingly allow such persons to register for the Services. If you are under 13, please
 do not attempt to register for the Services or send any information about yourself to us, including your name,
 address, telephone number, or email address. No one under age 13 may provide any personal information to Company or
 on the Services. In the event that we learn that we have collected personal information from a child under age 13
 without verification of parental consent, we will delete that information as quickly as possible. If you believe
 that we might have any information from or about a child under 13, please contact us&nbsp;<a
 href="mailto:support@bidease.com">support@bidease.com</a>. You represent and warrant to Company that: (i) if you
 are acting as a corporation you have the legal capacity to form a binding contract, (ii) if you are an individual
 (i.e., not a corporation) you are of legal age to form a binding contract or have your parent’s permission to do so,
 and you are at least 13 years or age or older; (iii) all registration information you submit is accurate and
 truthful; and (vi) you will maintain the accuracy of such information. You also certify that you are legally
 permitted to use and access the Services and take full responsibility for the selection and use of and access to the
 Services. This Agreement is void where prohibited by law, and the right to access the Services is revoked in such
 jurisdictions.

2.1 The Services and its contents may only be used in accordance with the
 terms of this Agreement. All materials displayed or performed on the Services (including, but not limited to text,
 graphics, articles, photographs, images, illustrations (also known as the “Content,” and which includes User
 Submissions (as defined below))) are protected by copyright. You shall abide by all copyright notices, trademark
 rules, information, and restrictions contained in any Content accessed through the Services, and shall not use,
 copy, reproduce, modify, translate, publish, broadcast, transmit, distribute, perform, upload, display, license,
 sell or otherwise exploit for any purposes whatsoever any Content or third party submissions or other proprietary
 rights not owned by you: (i) without the express prior written consent of the respective owners, and (ii) in any way
 that violates any third party right.
 
 2.2 The Services are protected by copyright as a collective work and/or
 compilation, pursuant to U.S. copyright laws, international conventions, and other intellectual property laws. You
 may not modify, publish, transmit, participate in the transfer or sale of, reproduce (except as expressly provided
 in this Section 2), create derivative works based on, distribute, perform, display, or in any way exploit, any of
 the Content, software, materials, or Services in whole or in part.
 
 2.3 You shall not store any significant portion of any Content in any form.
 Copying or storing of any Content other than personal, noncommercial use is expressly prohibited without prior
 written permission from Company or from the copyright holder identified in such Content’s copyright notice. If you
 link to the Website, Company may revoke your right to so link at any time, at Company’s sole discretion. Company
 reserves the right to require prior written consent before linking to the Website.
 
 2.4 In the course of using the Services, you and other users may provide
 information which may be used by Company in order to provide the Services to you and other users. You understand
 that by providing content, materials or information to Company or in connection with the Services, such as Ad
 Creatives, (collectively, “User Submissions”), Company hereby is and shall be granted a non‑exclusive, worldwide,
 royalty‑free, perpetual, irrevocable, sub-licensable and transferable right to display, use, distribute, transmit,
 reproduce, and provide user access to such User Submissions (including all related intellectual property rights) in
 connection with providing the Services and Company’s (and its successors’ and assigns’) business, including without
 limitation for promoting and redistributing part or all of the Services in any media formats and through any media
 channels; however, Company will only share personally identifiable information in accordance with Company’s privacy
 policy in effect from time to time and located at <a href='/privacy-policy'>https://bidease.com/privacy-policy</a>. Furthermore, you understand
 that Company retains the right to reformat, modify, and translate any User Submissions submitted by you as necessary
 to provide the Services. For clarity, the foregoing license grant to Company does not affect your ownership of or
 right to grant additional non-exclusive licenses to the material in your User Submissions, unless otherwise agreed
 in writing.
 
 2.5 Under no circumstances will Company be liable in any way for any
 Content, including, but not limited to, any errors or omissions in any Content, or any loss or damage of any kind
 incurred in connection with use of or exposure to any Content posted, emailed, accessed, transmitted, or otherwise
 made available via the Services.

3.1 You warrant, represent and agree that you will not contribute any
 Content or otherwise use the Services in a manner that (i) infringes or violates the intellectual property rights or
 proprietary rights, rights of publicity or privacy, or other rights of any third party; (ii) violates any law,
 statute, ordinance or regulation; (iii) is harmful, fraudulent, deceptive, threatening, abusive, harassing,
 tortious, defamatory, vulgar, obscene, libelous, or otherwise objectionable; (iv) involves commercial activities
 and/or sales without Company’s prior written consent such as contests, sweepstakes, barter, advertising, or pyramid
 schemes; (v) impersonates any person or entity, including without limitation any employee or representative of
 Company; or (vi) contains a virus, trojan horse, worm, time bomb, or other harmful computer code, file, or program.
 Company reserves the right to remove any Content from the Services at any time, for any reason (including, but not
 limited to, upon receipt of claims or allegations from third parties or authorities relating to such Content or if
 Company is concerned that you may have breached the immediately preceding sentence), or for no reason at all. You,
 not Company, remain solely responsible for all Content that you upload, post, email, transmit, or otherwise
 disseminate using, or in connection with, the Services, and you warrant that you possess all rights necessary to
 provide such content to Company and to grant Company the rights to use such information in connection with the
 Services and as otherwise provided herein.
 
 3.2 You are responsible for all of your activity in connection with the
 Services. Any fraudulent, abusive, or otherwise illegal activity may be grounds for termination of your right to
 access or use the Services. You may not post or transmit, or cause to be posted or transmitted, any communication or
 solicitation designed or intended to obtain password, account, or private information from any other user of the
 Services. Use of the Services to violate the security of any computer network, crack passwords or security
 encryption codes, transfer or store illegal material (including material that may be considered threatening or
 obscene) or engage in any kind of illegal activity is expressly prohibited. You will not run Maillist, Listserv, any
 form of auto-responder, or “spam” on the Services, or any processes that run or are activated while you are not
 logged on to the Services, or that otherwise interfere with the proper working of or place an unreasonable load on
 the Services’ infrastructure. Further, the use of manual or automated software, devices, or other processes to
 “crawl,” “scrape,” or “spider” any portion of the Services is strictly prohibited. You will not decompile, reverse
 engineer, or otherwise attempt to obtain the source code of the Services. You will be responsible for withholding,
 filing, and reporting all taxes, duties and other governmental assessments associated with your activity in
 connection with the Services.
 
 3.3 You understand and agree that Company shall have the sole right to
 decide whether you are in violation of any of the restrictions set forth in this Section and shall have sole
 discretion regarding the course of action to take in connection therewith.

4.1 Company has no special relationship with or fiduciary duty to you. You
 acknowledge that Company has no control over, and no duty to take any action regarding: which users gain access to
 the Services; what Content you access via the Services; what effects the Content may have on you; how you may
 interpret or use the Content; or what actions you may take as a result of having been exposed to the Content. You
 release Company from all liability for you having acquired or not acquired Content through the Services. The
 Services may contain, or direct you to websites containing, information that some people may find offensive or
 inappropriate. Company makes no representations concerning any content contained in or accessed through the
 Services, and Company will not be responsible or liable for the accuracy, copyright compliance, legality or decency
 of material contained in or accessed through the Services. Company makes no representations or warranties regarding
 the accuracy of descriptions anywhere on the Services, or regarding suggestions or recommendations of services or
 products offered or purchased through the Services. THE SERVICES, CONTENT, WEBSITE AND ANY SOFTWARE ARE PROVIDED ON
 AN “AS IS” BASIS, WITHOUT WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING, WITHOUT LIMITATION, IMPLIED
 WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, NON-INFRINGEMENT, OR THAT USE OF THE SERVICES WILL
 BE UNINTERRUPTED OR ERROR-FREE. SOME STATES DO NOT ALLOW LIMITATIONS ON HOW LONG AN IMPLIED WARRANTY LASTS, SO THE
 ABOVE LIMITATIONS MAY NOT APPLY TO YOU.

5.1 For information regarding Company’s treatment of personally
 identifiable information, please review Company’s current Privacy Policy at https://bidease.com/privacy-policy ,
 which is hereby incorporated by reference; your acceptance of this Agreement constitutes your acceptance and
 agreement to be bound by Company’s Privacy Policy.
 
 5.2 The Processing of Personal Information for the purposes of this
 Agreement is regulated under Data Protection Addendum contains at Annex A for this Agreement.

6.1 A condition to using some aspects of the Services, you may be required
 to register with Company and select a password and user name (“Company User ID”). You shall provide Company with
 accurate, complete, and updated registration information. Failure to do so shall constitute a breach of this
 Agreement, which may result in immediate termination of your account. You may not (i) select or use as a Company
 User ID a name of another person with the intent to impersonate that person; or (ii) use as a Company User ID a name
 subject to any rights of a person other than you without appropriate authorization. Company reserves the right to
 refuse registration of or cancel a Company User ID in its discretion. You shall be responsible for maintaining the
 confidentiality of your password.

7.1 You will indemnify and hold Company, its parents, subsidiaries,
 affiliates, officers, and employees harmless (including, without limitation, from all damages, liabilities,
 settlements, costs and attorneys’ fees) from any claim or demand made by any third party due to or arising out of
 your access to the Services, use of the Services, your violation of this Agreement, or the infringement by you or
 any third party using your account of any intellectual property or other right of any person or entity.

8.1 TO THE FULLEST EXTENT ALLOWED BY APPLICABLE LAW, IN NO EVENT SHALL
 COMPANY OR ITS SUPPLIERS, OR THEIR RESPECTIVE OFFICERS, DIRECTORS, EMPLOYEES, OR AGENTS BE LIABLE WITH RESPECT TO
 THE WEBSITE OR THE SERVICES OR THE SUBJECT MATTER OF THIS AGREEMENT UNDER ANY CONTRACT, NEGLIGENCE, TORT, STRICT
 LIABILITY OR OTHER LEGAL OR EQUITABLE THEORY (I) FOR ANY AMOUNT IN THE AGGREGATE IN EXCESS OF THE GREATER OF $100 OR
 THE FEES PAID BY YOU THEREFORE DURING THE 12-MONTH PERIOD PRECEDING THE APPLICABLE CLAIM; (II) FOR ANY INDIRECT,
 INCIDENTAL, PUNITIVE, OR CONSEQUENTIAL DAMAGES OF ANY KIND WHATSOEVER; (III) FOR DATA LOSS OR COST OF PROCUREMENT OF
 SUBSTITUTE GOODS OR SERVICES; OR (IV) FOR ANY MATTER BEYOND COMPANY’S REASONABLE CONTROL. SOME STATES DO NOT ALLOW
 THE EXCLUSION OR LIMITATION OF INCIDENTAL OR CONSEQUENTIAL DAMAGES, SO THE ABOVE LIMITATIONS AND EXCLUSIONS MAY NOT
 APPLY TO YOU.

9.1 You shall pay all applicable fees, as described on the Website in
 connection with such Services selected by you. Company reserves the right to change its price list and to institute
 new charges at any time, upon notice to you, which may be sent by email or posted on the Website. Your use of the
 Services following such notification constitutes your acceptance of any new or increased charges. Any fees paid
 hereunder are non-refundable.

10.1 The Services may contain links to third party websites or services
 (“Third Party Services”) that are not owned or controlled by Company. When you access Third Party Services, you do
 so at your own risk. You hereby represent and warrant that you have read and agree to be bound by all applicable
 policies of any Third-Party Services relating to your use of the Services and that you will act in accordance with
 those policies, in addition to your obligations under this Agreement. Company has no control over, and assumes no
 responsibility for, the content, accuracy, privacy policies, or practices of or opinions expressed in any
 Third-Party Services. In addition, Company will not and cannot monitor, verify, censor or edit the content of any
 Third-Party Service. By using the Services, you expressly relieve and hold harmless Company from any and all
 liability arising from your use of any Third-Party Service.
 
 10.2 Your interactions with organizations and/or individuals found on or
 through the Services, including payment and delivery of goods or services, and any other terms, conditions,
 warranties or representations associated with such dealings, are solely between you and such organizations and/or
 individuals. You should make whatever investigation you feel necessary or appropriate before proceeding with any
 online or offline transaction with any of these third parties. You agree that Company shall not be responsible or
 liable for any loss or damage of any sort incurred as the result of any such dealings. If there is a dispute between
 participants on this site, or between users and any third party, you understand and agree that Company is under no
 obligation to become involved. In the event that you have a dispute with one or more other users or third parties,
 you hereby release Company, its officers, employees, agents, and successors in rights from claims, demands, and
 damages (actual and consequential) of every kind or nature, known or unknown, suspected or unsuspected, disclosed or
 undisclosed, arising out of or in any way related to such disputes. If you are a California resident, you shall and
 hereby do waive California Civil Code Section 1542, which says: “A general release does not extend to claims which
 the creditor does not know or suspect to exist in his favor at the time of executing the release, which, if known by
 him must have materially affected his settlement with the debtor.”

11.1 This Agreement shall remain in full force and effect while you use the
 Services. You may terminate your use of the Services at any time. Company may terminate or suspend your access to
 the Services or your membership at any time, for any reason, and without warning, which may result in the forfeiture
 and destruction of all information associated with your membership. Company may also terminate or suspend any and
 all Services and access to the Website immediately, without prior notice or liability, if you breach any of the
 terms or conditions of this Agreement. Upon termination of your account, your right to use the Services, access the
 Website, and any Content will immediately cease. All provisions of this Agreement which, by their nature, should
 survive termination, shall survive termination, including, without limitation, ownership provisions, warranty
 disclaimers, and limitations of liability.

12.1 The failure of either party to exercise, in any respect, any right
 provided for herein shall not be deemed a waiver of any further rights hereunder. Company shall not be liable for
 any failure to perform its obligations hereunder where such failure results from any cause beyond Company’s
 reasonable control, including, without limitation, mechanical, electronic or communications failure or degradation
 (including “line-noise” interference). If any provision of this Agreement is found to be unenforceable or invalid,
 that provision shall be limited or eliminated to the minimum extent necessary so that this Agreement shall otherwise
 remain in full force and effect and enforceable. This Agreement is not assignable, transferable or sublicensable by
 you except with Company’s prior written consent. Company may transfer, assign or delegate this Agreement and its
 rights and obligations without consent. Unless a separate commercial agreement is also in place between the parties
 (where such separate commercial agreement may integrate and take precedence over this Agreement), both parties agree
 that this Agreement is the complete and exclusive statement of the mutual understanding of the parties and
 supersedes and cancels all previous written and oral agreements, communications and other understandings relating to
 the subject matter of this Agreement, and that all modifications must be in a writing signed by both parties, except
 as otherwise provided herein. No agency, partnership, joint venture, or employment is created as a result of this
 Agreement and you do not have any authority of any kind to bind Company in any respect whatsoever. Headings for each
 section have been included above for your convenience, but such headings do not have any legal meaning, and may not
 accurately reflect the content of the provisions they precede. You and Company agree there are no third-party
 beneficiaries intended under this Agreement.

13.1 This Agreement shall be governed by and construed in accordance with
 the laws of the State of California without regard to the conflict of laws provisions thereof. Any dispute arising
 from or relating to the subject matter of this Agreement shall be finally settled by arbitration in San Francisco
 County, California, using the English language in accordance with the Streamlined Arbitration Rules and Procedures
 of Judicial Arbitration and Mediation Services, Inc. (“JAMS”) then in effect, by one commercial arbitrator with
 substantial experience in resolving intellectual property and commercial contract disputes, who shall be selected
 from the appropriate list of JAMS arbitrators in accordance with the Streamlined Arbitration Rules and Procedures of
 JAMS. Judgment upon the award so rendered may be entered in a court having jurisdiction, or application may be made
 to such court for judicial acceptance of any award and an order of enforcement, as the case may be. Notwithstanding
 the foregoing, each party shall have the right to institute an action in a court of proper jurisdiction for
 injunctive or other equitable relief pending a final decision by the arbitrator. For all purposes of this Agreement,
 the parties consent to exclusive jurisdiction and venue in the United States Federal Courts located in the Northern
 District of California.

Unique traffic from emerging markets is the key to app monetization. Learn how Bidease Connect mediation accesses them to grow your app.

In&nbsp;the ever-changing world of&nbsp;mobile apps, finding fresh avenues for monetization can feel like a&nbsp;constant challenge. <a href="https://connect.bidease.com/">Bidease Connect</a>, our new mediation platform and latest addition to&nbsp;the Bidease suite, was designed to&nbsp;unlock the full potential of&nbsp;your app&rsquo;s ad&nbsp;revenue&mdash;especially in&nbsp;emerging markets that are often difficult to&nbsp;penetrate. 
 
Have an&nbsp;app in&nbsp;MENA or&nbsp;CIS you would like to&nbsp;monetize? Sign up&nbsp;for <a href="https://connect.bidease.com/">Bidease Connect</a>. 

<h2>What Is&nbsp;Ad&nbsp;Mediation?</h2>

Ad&nbsp;mediation is&nbsp;a&nbsp;smart ad&nbsp;tech solution that helps app publishers manage multiple ad&nbsp;networks, DSPs, and other demand sources efficiently. It&rsquo;s like having a&nbsp;digital negotiator that ensures your app&rsquo;s ad&nbsp;space goes to&nbsp;the highest bidder. Mediation platforms typically use two tools to&nbsp;achieve this goal:

<ul>
	<li>Waterfall bidding: Growth and monetization managers rank their top advertisers. Each advertiser then gets the opportunity to&nbsp;bid on&nbsp;ad&nbsp;impressions in&nbsp;order of&nbsp;that rank. As&nbsp;long as&nbsp;the first advertiser meets the bid floor and other criteria, their ad&nbsp;wins the impression. However, if&nbsp;they do&nbsp;not meet the bid request criteria, the next advertiser in&nbsp;line is&nbsp;given the opportunity to&nbsp;bid. The bid opportunity will continue to&nbsp;trickle down this &laquo;waterfall&raquo; of&nbsp;advertisers until a&nbsp;sufficient bid is&nbsp;placed. In&nbsp;some waterfalls, growth managers can rank an&nbsp;advertiser more than once (for example, first and fifth in&nbsp;the waterfall) to&nbsp;give them more bidding opportunities. These are called &laquo;multi-call waterfalls.&raquo;</li>
	<li>In-app bidding: Unlike waterfall bidding, growth and monetization managers take a&nbsp;step back with in-app bidding. Here, the process is&nbsp;entirely automated and takes place in&nbsp;open, unified auctions. As&nbsp;a&nbsp;result, all demand sources are given the equal opportunity to&nbsp;bid simultaneously for each impression, and growth managers can see exactly where those bids came from. Because this process is&nbsp;significantly faster than the waterfall method and opens the auction to&nbsp;more demand sources, in-app bidding typically results in&nbsp;higher fill rates and guarantees that each impression will go&nbsp;to&nbsp;the highest paying advertiser.</li>
</ul>

By&nbsp;pooling your demand sources into one space with tools like waterfall bidding and in-app bidding, mediation platforms keep your earnings high, ads relevant, and make managing your growth strategy easy.

<h2>Why Emerging Markets?</h2>

For many publishers, accessing new demand from emerging regions like Eastern Europe and the Middle East and North Africa (MENA) presents a&nbsp;unique set of&nbsp;challenges. Markets like Saudi Arabia, the United Arab Emirates, and Poland are brimming with advertisers eager to&nbsp;bid on&nbsp;quality impressions, yet tapping into this potential has historically been a&nbsp;hurdle. The regional nuances and lower cost of&nbsp;living in&nbsp;these markets often prevents mediation platforms from meeting their bottom line and entering the region. This is&nbsp;where Bidease Connect shines.

The combination of&nbsp;high-performing proprietary technology, deep relationships with the top advertisers from Eastern Europe and MENA, and local teams in-region allows Bidease Connect to&nbsp;operate in&nbsp;these rapidly growing markets with resounding success.

<h2>The Gateway to&nbsp;Global Growth</h2>

Emerging markets are teeming with untapped potential, but breaking into these regions requires expertise and the right tools. Bidease Connect is&nbsp;specifically designed to&nbsp;bridge this gap, offering a&nbsp;straightforward, flexible solution to&nbsp;access premium advertisers and traffic from these lucrative areas. Using in-house servers that lower our operating costs and proprietary monetization features&mdash;such as&nbsp;in-app bidding and multi-call waterfalls&mdash;Bidease Connect allows publishers to&nbsp;effectively scale their revenue. Here&rsquo;s a&nbsp;closer look at&nbsp;how we&nbsp;do&nbsp;it:

<ul>
	<li>Premium Advertisers in&nbsp;Emerging Markets: Gain direct access to&nbsp;our curated network of&nbsp;premium advertisers from emerging markets. This means unique, quality traffic that&rsquo;s otherwise hard to&nbsp;come&nbsp;by.</li>
	<li>Higher Fill Rates: Leverage in-app bidding, multi-call waterfalls, or&nbsp;both to&nbsp;ensure higher fill rates and superior returns per impression. More fill equals more revenue.</li>
	<li>Better Ad&nbsp;Experience: Deliver content that resonates. Bidease Connect supports all leading ad&nbsp;formats (including playables, rewarded video, and SDKOverlay) so&nbsp;you can offer rich media and engaging ads that enhance the user experience.</li>
	<li>Zero Fees: Jumpstart your monetization efforts without additional mediation costs. Maximizing your earnings has never been easier.</li>
</ul>

Launching Bidease Connect marks a&nbsp;pivotal moment in&nbsp;our mission to&nbsp;deliver comprehensive ad&nbsp;solutions that not only grow your app but do&nbsp;so&nbsp;by&nbsp;navigating the complex landscape of&nbsp;emerging markets. With seamless SDK integration and flexible options, getting started is&nbsp;a&nbsp;breeze.

Ready to&nbsp;monetize your apps in&nbsp;CIS and MENA? <a href="https://connect.bidease.com/">Sign up</a>&nbsp;today and see how Bidease Connect can help grow your revenue and connect you with the dynamic audiences of&nbsp;Eastern Europe, MENA, and beyond.

Unlock the power of our data-rich platform and AI buying to acquire the users that will help you achieve your growth goals.


        Unlock the power of our data-rich platform and AI buying to acquire the users that will help you achieve your growth goals. Our machine learning algorithms and comprehensive support ensure our clients increase return on ad spend.
      