Bidease is a fully transparent demand side platform that helps mobile marketers achieve their goals through risk-free programmatic performance advertising.

Bidease is a fully transparent demand side platform for mobile marketers. Our risk-free programmatic performance deals help the world’s biggest brands achieve their advertising goals. Using a combination of proprietary programmatic advertising technology, machine learning, and first party data, we optimize campaigns across all major mobile formats for desired post-install behaviors at no risk to our clients’ bottom line.
 
 
 Unlike other DSPs, bidease provides marketers with performance based programmatic access to media otherwise only available on a per impression CPM basis. We’re on a mission to bring fully transparent, value-driven advertising to the mobile world.

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      We believe that businesses should be candid with their customers and that success should be determined by a company’s ability to deliver value, and nothing else. To that end, bidease helps mobile marketers achieve their performance advertising goals through risk-free programmatic media buying partnerships.
      

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Fully transparent, risk-free programmatic performance advertising for brands and apps. 


        Bidease was built from the ground up to address the unique needs of modern mobile brands and businesses. We’ve invested years into building a comprehensive platform that delivers results other DSPs can’t.
      

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        Our platform lets mobile advertisers tap into the power cutting-edge creative ad formats that are driving growth across the mobile ecosystem.
        

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        We provide mobile ad networks and DSPs with access to strong, transparent mobile inventory through the world’s best publishers.
      


        Get in touch with our dedicated exchange management team to start learning how you can add our strong, transparent inventory to your advertising operations.
      

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We're expanding! 

Can't wait to announce that we've entered the advertising market of South Korea with our key product: mobile demand side platform Bidease.

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We&nbsp;are pleased to&nbsp;announce that Bidease has opened a&nbsp;new office in&nbsp;Seoul, South Korea.

The office will be&nbsp;led by&nbsp;Hyungsuk&nbsp;Jo, Country Manager, who previously held the position as&nbsp;General Manager, Korea at&nbsp;Bidalgo. He&nbsp;will be&nbsp;responsible for all business development activities and effective operational processes of&nbsp;the new Korean office.&nbsp;

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I am excited to join Bidease as Country Manager in Korea. This is an amazing opportunity for me to leverage my expertise for over 7 years in the mobile advertising industry and get ready to lead the company’s growth in this new region. I'm excited to help contribute to all the clients’ continued success with their marketing efforts through Bidease’s solution. Our key goal as an AdTech company and mine personally as Country Manager in Korea is to make the mobile ecosystem a more attractive, accessible and transparent place for brands to perform their marketing activities. Bidease’s cutting-edge technologies help advertisers better understand the interests and needs of their consumers, communicate with them in a more relevant and personalized way, and achieve their business goals faster.

Our team would like to&nbsp;congratulate Hyungsuk Jo&nbsp;on&nbsp;this assignment and wish him an&nbsp;easy start and great achievements in&nbsp;his new position.

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Bidease Opens New Office in Seoul

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Keep your brand top of mind with your ideal audience across the most popular mobile media environments.


      Keep your brand top of mind with your ideal audience across the most popular mobile media environments. We help our clients cultivate valuable, long-lasting customer relationships by maintaining a consistent brand presence in their mobile lives.         
      

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        As programmatic adoption continues to rise, those marketers who haven’t yet made it part of their strategy will soon find themselves at a disadvantage. Just click the button below to get in touch with our growth team today.
      

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We are always looking for talented people who are as excited as we are to join our growing team as we work to make programmatic advertising more intelligent, transparent, and accessible for app developers. 
 
 
 Bidease has created all of the necessary conditions for you to reach your goals and grow your successful AdTech career. We strive to cultivate an enjoyable working environment, starting with a well-developed recruiting process and mentoring program to ensure a comfortable and effective onboarding experience. 
 
 
 
 Join our team and help us bring meaningful progress and innovation to the advertising industry! 
 
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Bidease ranks 71 out of 500 on the Financial Times’ "The Americas’ Fastest-Growing Companies 2022", boasting an impressive 1,190% absolute growth rate between 2017 and 2020.

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

I’m super excited for Bidease to be recognized by Financial Times alongside Tesla, Amazon, Zoom and many other strong public companies. I’m pretty sure that the hard work always pays off and this achievement proves that we are moving in the right direction. And of course, very big thanks goes to our team, customers and partners for making this success possible.

The complete list of&nbsp;rankings can be&nbsp;found on&nbsp;<a href="https://www.ft.com/content/6ee8f978-a2e0-4644-b7c7-0718a334adb7">FT.com</a>.

The full special report featuring in-depth analysis of&nbsp;the ranking will be&nbsp;published online and in&nbsp;print on&nbsp;April&nbsp;28.

Financial Times Names Bidease One of the Fastest-Growing Companies in the Americas

Foodpanda is an online food delivery brand headquartered in Berlin, Germany.


      Foodpanda is an online food delivery brand headquartered in Berlin, Germany. Customers order food by entering their postcodes on the site and browsing for food from restaurants that offer food delivery in their area.         
      

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Once we finished the test ad campaign, we realized that in some days we received higher conversion rate (placed food orders) than in others.
 
 
 
 After researching, we found out that the best performance (the highest conversion rate) was while heavy weather conditions (mostly because of rain). 
 
 
 
 The challenge was to integrate with Yahoo Weather and set up the machine learning algorithms to use weather as a feature to predict the conversion rate and adjust bids in different weather conditions.


        Ready to start sending high value users to your app?
        

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      Running programmatic with our partner is great. The targeting granularity available has greatly benefited our campaigns. The partner platform’s transparency allows us greater insights in our analysis and has led to valuable learnings. The partner team are hugely responsive and adaptive to our business needs, with a strong understanding of programmatic app marketing.
      

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In this article, we gathered the most frequently asked questions from advertisers regarding in-app traffic, programmatic buying, DSP operations, and provided clear and concise answers. So, let’s get started!

We&nbsp;live in&nbsp;the world of&nbsp;apps. Virtually any service has a&nbsp;mobile version these days: food delivery, taxi and travel, shopping, games of&nbsp;all genres, financial and educational products, you name it&nbsp;&mdash; one could hardly imagine a&nbsp;modern man&rsquo;s life without those.

As&nbsp;the mobile ecosystem develops, in-app advertising is&nbsp;gaining momentum, as&nbsp;well as&nbsp;becoming more and more attractive for brands. While in-app promotion wasn&rsquo;t often taken seriously in&nbsp;the past, we&nbsp;now have every tool available to&nbsp;analyze its efficiency, verify traffic, develop engaging ad&nbsp;formats while utilizing emerging inventory platforms. And since we&nbsp;carry our smartphones with&nbsp;us almost all the time, presence in&nbsp;this communication channel is&nbsp;a&nbsp;must for brands. 
&nbsp;

<ul>
	<li>Why are CPA pricing models not the best choice for beginning user acquisition through DSP&rsquo;s?</li>
</ul>

Hoping to&nbsp;secure their marketing budgets and avoid spending money in&nbsp;vain, some advertisers want to&nbsp;purchase in-app traffic through DSPs using their target CPA right away but the main issue is&nbsp;that in-app traffic attribution is&nbsp;different than mobile social media traffic attribution.

For in-app marketing, a&nbsp;wise and forward-looking decision is&nbsp;to&nbsp;use a&nbsp;CPM pricing model because the ad&nbsp;exchange bids are constantly affected by&nbsp;multiple parameters, ie.creative formats, number of&nbsp;advertisers bidding, the verticals they belong&nbsp;to, time of&nbsp;the year or&nbsp;month, target audience etc.

In&nbsp;the long run and in&nbsp;most cases, eCPM-based media buying will result in&nbsp;reasonably lower eCPI, and thus lower eCPA and higher ROAS. The most efficient way to&nbsp;test multiple ad&nbsp;creative formats, audience segments, exchanges, apps, is&nbsp;through eCPM buying and sticking to&nbsp;a&nbsp;fixed eCPI and/or eCPA because it&nbsp;will keep your campaigns dynamic, instead of&nbsp;only targeting small sample sizes to&nbsp;start, which will limit scale in&nbsp;the long run.

Conversely, only aiming for a&nbsp;low CPI may lead to&nbsp;missing out on&nbsp;sources and audiences that could otherwise provide a&nbsp;better LTV (cost per subscription/purchase etc).

By&nbsp;setting afixed CPI for your user acquisition campaigns, it&nbsp;will become much harder, sometimes impossible to&nbsp;test premium placements, and will narrow audience segments, as&nbsp;well&nbsp;as, ad&nbsp;creatives that can be&nbsp;ran. Additionally, it&nbsp;will lead to&nbsp;an&nbsp;increased CPI and &laquo;wasting&raquo; of&nbsp;budget, even if&nbsp;such traffic is&nbsp;high-quality and the audience more loyal and solvent.

We&nbsp;would like to&nbsp;emphasize that reaching your target CPA is&nbsp;a&nbsp;gradual process that requires patience and time to&nbsp;acquire the necessary amount of&nbsp;data to&nbsp;train the platform and predictive algorithms with the ultimate goal being to&nbsp;reach your target audience at&nbsp;scale.

<ul>
	<li>Why is&nbsp;in-app CPI higher than, say, on&nbsp;social media?</li>
</ul>

Social media is&nbsp;a&nbsp;good resource for targeting a&nbsp;specific audience, however, it&nbsp;becomes difficult to&nbsp;scale over time as&nbsp;their audiences are eventually drained. Because of&nbsp;this, the initial CPI may appear low in&nbsp;the beginning but is&nbsp;not sustainable in&nbsp;the long run as&nbsp;thethose audience segments burn out.

In-app advertising allows for a&nbsp;more broader audience reach and almost infinite scalability as&nbsp;the number of&nbsp;apps are constantly growing.

One more important point is&nbsp;that DSP algorithms require a&nbsp;significant amount of&nbsp;impressions and actions in&nbsp;order to&nbsp;deliver the results you want, at&nbsp;scale, not to&nbsp;mention, cheaper installs don&rsquo;t necessarily mean good campaign performance considering people often end up&nbsp;deleting newly installed apps days after installing without ever using&nbsp;it. A&nbsp;well-trained predictive algorithmcan help you communicate with highly relevant users and continue to&nbsp;build models based off of&nbsp;the results delivered and not just the initial install.

<ul>
	<li>Do&nbsp;we&nbsp;really have to&nbsp;use a&nbsp;mobile measurement tracker?</li>
</ul>

For advertisers who like to&nbsp;keep track of&nbsp;their unit economy, a&nbsp;solid and reliable mobile tracker is&nbsp;indispensable.Mobile Measurement Partner (MMP) allows you, the advertiser, the ability to&nbsp;correctly attribute ad&nbsp;campaign traffic and show which stages of&nbsp;the sales funnel we&nbsp;need to&nbsp;focus&nbsp;on.

In&nbsp;turn, this gives the advertiser an&nbsp;understanding of&nbsp;which apps, exchanges, ad&nbsp;creatives and approaches work best, which can later be&nbsp;useful for other advertising activities and you can make an&nbsp;informed decision as&nbsp;to&nbsp;what works best for your app in&nbsp;particular.

<ul>
	<li>Why focus on&nbsp;post-view attribution in&nbsp;in-app campaigns? We&nbsp;only want clicks!</li>
</ul>

Post-view attribution is&nbsp;very important and even more so&nbsp;in&nbsp;recent years as&nbsp;more brands tend to&nbsp;choose video ads as&nbsp;one of&nbsp;the main ad&nbsp;formats.

The main reason not to&nbsp;ignore post-view attribution in&nbsp;campaign analysis is&nbsp;that users often watch a&nbsp;video ad&nbsp;without any further actions, which is&nbsp;especially true for Rewarded Video. Essentially, post view attribution allows the marketers to&nbsp;get a&nbsp;better understanding of&nbsp;their video ad&nbsp;campaign performance by&nbsp;measuring conversions hours after seeing the video&nbsp;ad. We&nbsp;see a&nbsp;similar situation with Playable Ads but in&nbsp;this case the user is&nbsp;actively engaging with the creative which is&nbsp;much more valuable than just viewing a&nbsp;video.

Banner ads are no&nbsp;exception. The user sees an&nbsp;ad, and information about the product is&nbsp;imprinted in&nbsp;their memory but the user wants to&nbsp;remain within the game or&nbsp;app they are in&nbsp;so&nbsp;choose to&nbsp;download the app hours or&nbsp;days after viewing the banner&nbsp;ad.

In&nbsp;addition to&nbsp;post view attribution being necessary for creative formats it&nbsp;is&nbsp;also vital for marketers working in&nbsp;emerging markets, where users can watch an&nbsp;ad&nbsp;but may not have the ability to&nbsp;download the app right away so&nbsp;they do&nbsp;so&nbsp;after connecting to&nbsp;Wi-Fi (when the connection is&nbsp;fast and free).

It&rsquo;s best not to&nbsp;discard post-view attribution but rather set it&nbsp;up&nbsp;in&nbsp;the range of&nbsp;up&nbsp;to&nbsp;24&nbsp;hour so&nbsp;you can get a&nbsp;more profound understanding of&nbsp;upper and lower funnel performance and be&nbsp;able to&nbsp;assess user interaction with the&nbsp;ad, without performing an&nbsp;immediate action such as&nbsp;click or&nbsp;install.

<ul>
	<li>What about in-app fraud?</li>
</ul>

This used to&nbsp;be&nbsp;a&nbsp;popular buzzword several years ago but now the things are quite different due to&nbsp;reliable participants of&nbsp;the ecosystem who keep track of&nbsp;the quality of&nbsp;their inventory etc.

On&nbsp;our side, we&nbsp;are fully integrated with all the main MMPs and their respective fraud protection tools&nbsp;ie. AppsFlyer and their fraud tool Protect360, as&nbsp;well&nbsp;as, Adjust, Kochava, Branch and Singular. We&nbsp;are also integrated with 3rd party fraud detection tools such as&nbsp;MOAT and DoubleVerify and we&nbsp;have our own in-house fraud detection tool to&nbsp;ensure there are checks and balances across all actions we&nbsp;deliver.

<ul>
	<li>Why buy traffic through DSPs if&nbsp;we&nbsp;have direct access to&nbsp;ad&nbsp;exchanges?</li>
</ul>

Our goal is&nbsp;to&nbsp;be&nbsp;an&nbsp;extension to&nbsp;your team and to&nbsp;work in&nbsp;conjunction to&nbsp;your user growth efforts. We&nbsp;can always help consolidate your efforts by&nbsp;running on&nbsp;our integrations with certain exchanges and/or not running on&nbsp;those SSPs. Running with a&nbsp;DSP opens up&nbsp;a&nbsp;lot of&nbsp;opportunities to&nbsp;test multiple sources at&nbsp;once so&nbsp;you have more time to&nbsp;focus on&nbsp;retention and other down funnel events.

<ul>
	<li>What budget should&nbsp;I allocate for testing in-app promotion?</li>
</ul>

Marketing budget for in-app promotion depends on&nbsp;a&nbsp;number of&nbsp;factors. As&nbsp;a&nbsp;rule, the media buying team recommends the required and sufficient budgets depending on&nbsp;the target country, app advertised and a&nbsp;number of&nbsp;other nuances. Recommended starting budgets are prepared for each individual app and based on&nbsp;feedback from the advertiser.

<ul>
	<li>What GEOs are available for targeting?</li>
</ul>

In-app advertising is&nbsp;available wherever there are smartphone users, mobile internet and/or Wi-Fi. The settings can be&nbsp;super broad targeting, such as&nbsp;targeting an&nbsp;entirecountry or&nbsp;focusing on&nbsp;specific regions, states, cities, zips codes, and so&nbsp;on.You can also exclude specific locations from your targeting and only focus on&nbsp;areas that show the best results.

<ul>
	<li>Why shouldn&rsquo;t you change in-app ad&nbsp;creatives too often?</li>
</ul>

Switching creatives too often or&nbsp;prematurely may have a&nbsp;negative effect on&nbsp;the algorithm as&nbsp;it&nbsp;does not allow for a&nbsp;sufficient amount of&nbsp;statistically significant data for proper algorithm training and model building. We&nbsp;usually recommend running ad&nbsp;creatives for a&nbsp;week or&nbsp;two to&nbsp;identify what apps and app categories work best and not lose the opportunity to&nbsp;find the best solution for that specific app or&nbsp;advertiser.

<ul>
	<li>What is&nbsp;the difference between DSPs and ad&nbsp;networks?</li>
</ul>

Both provide access to&nbsp;in-app inventory but with ad&nbsp;networks the advertiser can ONLY show ads in&nbsp;apps that have their SDK of&nbsp;that specific network. DSPs, on&nbsp;the other hand, let you procure inventory of&nbsp;multiple ad&nbsp;networks in&nbsp;one place.

In&nbsp;other words, to&nbsp;get the same reach that a&nbsp;DSP has, an&nbsp;advertiser has to&nbsp;integrate every ad&nbsp;network individually,&nbsp;&mdash; which is&nbsp;the most difficult and time-consuming.

DSP&rsquo;s allow the advertiser to&nbsp;test several ad&nbsp;exchanges at&nbsp;a&nbsp;time and reap the benefits of&nbsp;automated media buying coupled with predictive algorithms, resulting in&nbsp;high-quality users and significantly larger amounts of&nbsp;traffic and scale.

<h2>Conclusion</h2>

As&nbsp;mobile apps grow increasingly popular, their close contact with the target audience and the impact on&nbsp;their daily life leads to&nbsp;many brands restructuring their marketing budgets in&nbsp;favor of&nbsp;in-app traffic.

Advantages for advertisers are quite obvious:

<ul>
	<li>Broad reach of&nbsp;the channel, in-app inventory for millions of&nbsp;popular apps;</li>
	<li>Ads shown to&nbsp;users with the highest level of&nbsp;interest thanks to&nbsp;programmatic media buying;</li>
	<li>Multitude of&nbsp;ad&nbsp;formats that significantly increase ad&nbsp;memorability and incentivize target actions.</li>
</ul>

It&nbsp;must be&nbsp;noted that in-app inventory is&nbsp;not a&nbsp;magic bullet. Attaining your goals will take patience, time and money to&nbsp;invest in&nbsp;training the DSP and predictive algorithms. This process is&nbsp;best approached as&nbsp;an&nbsp;investment for the future.

We&nbsp;hope that this article will help brands better understand the subtleties of&nbsp;in-app advertising. If&nbsp;we&nbsp;missed anything, just drop&nbsp;us a&nbsp;line and we&nbsp;will gladly answer your questions.

Wish you the best of&nbsp;ROAS!&nbsp;

Good to Know: Top 10 Frequently Asked Questions About DSPs and In-App Traffic

We offer brands and mobile app publishers a risk-free programmatic performance advertising experience. 

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        Bidease is a mobile DSP that provides advertisers with access to the entire mobile ecosystem through the world’s most popular mobile publishers and exchanges.
      

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Top Demand Side Platform, 2022
 
 Business of Apps provides world class news, analysis, data & marketplaces for app businesses. Founded in 2014, the have become the essential resource for people building, marketing and monetizing apps.

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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Best User Acquisition Company, Finalist
 
 The App Growth Awards are the annual barometer for the global app growth and marketing ecosystem. Launched in 2017 by the team behind App Promotion Summit, the awards were the first to recognize industry innovation and success and drew hundreds of submissions from around the world.

EMMA

Most Effective App Install Campaign, Finalist
 
 Launched in 2010, the Effective Mobile Marketing Awards recognize excellence in mobile marketing and drive hundreds of submissions from around the world.

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Top Network For Advertisers
 
 The Partner Benchmarks report is based on data from the first half of 2021, where Adjust tracked more than 6 billion paid installs and 160 billion sessions from 5,460 apps across 272 networks.

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Best Use of Programmatic Advertising, Winner
 
 Established in 2007, the Performance Marketing Awards started its journey as one of the leading marketing ceremonies and the event has rapidly grown ever since. Now with four incredible years under their belts, the International Performance Marketing Awards celebrates the industry’s most exceptional projects on a global scale.

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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.

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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.

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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

Moat Analytics Started Measuring Bidease In-App Inventory

Optimizing with Love: Using Programmatic Ads to Bring CPI Down 15 Times

Using Predictive Models to Triple Ad Performance. Bidease & inDriver Case Study

Moat Analytics, one of the world’s major traffic verifiers, started measuring Bidease in-app inventory.

Advertisers can now access statistical data for more profound and detailed performance analysis of their in-app campaigns by such parameters as Fraud, Viewability, Brand Safety, and many others.

Bidease has contracted Moat Analytics, one of&nbsp;the world&rsquo;s major traffic verifiers, to&nbsp;assess the quality of&nbsp;in-app inventory available at&nbsp;their programmatic platform.

Thanks to&nbsp;direct integration of&nbsp;Moat Analytics into Bidease DSP, all advertisers buying inventory from Bidease platform can get real-time independent third-party quality assessment of&nbsp;ad&nbsp;traffic and contacts for any of&nbsp;their marketing campaigns or&nbsp;ad&nbsp;formats.

Advertisers can now access statistical data for more profound and detailed performance analysis of&nbsp;their in-app campaigns by&nbsp;such parameters as&nbsp;Fraud, Viewability, Brand Safety, and many others.

Moat Analytics platform is&nbsp;a&nbsp;part of&nbsp;Oracle Data Cloud, auditing ad&nbsp;traffic by&nbsp;over 100&nbsp;metrics. Their services are used by&nbsp;many brand advertisers and premium publishers. Moat Analytics are constantly improving their unique technologies, systems, processes and methodologies. In&nbsp;2019, the platform got accredited by&nbsp;the Media Rating Council (MRC) in&nbsp;the&nbsp;US.

In-app inventory quality assessment is more topical than ever. Valid traffic, good ad viewability and reputational security in the mobile ecosystem are burning issues for many advertisers.
At Bidease, we fully understand how important it is for brands to mitigate their financial losses and avoid reputational risks. That is why we are happy to announce we are partnering with Moat Analytics, an independent ad traffic verifier trusted by many global brands. Our first in-app inventory measurements showed great results with GIVT (General Invalid Traffic) averaging at 0.8 — 0.9%, which is a very good result. I’m sure that thanks to this collaboration, in-app ecosystem will become a way more attractive media source for advertisers.

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

In this case study we will tell you why being prepared to experiment with unconventional traffic sources will definitely do you good, how to make good use of in-app inventory and how the DSP learning period affects marketing budget optimization.

How do&nbsp;you promote an&nbsp;app if&nbsp;you are a&nbsp;famous dating service with a&nbsp;huge and loyal audience? Where do&nbsp;you find new users&nbsp;&mdash; not just someone, but those who will keep using the app actively? Most importantly, why do&nbsp;you even need it&nbsp;when pandemic has made everyone stay at&nbsp;home, thus fuelling the interest in&nbsp;online dating?

<img alt="" src="/media_backend/uploads/2020/12/21/dating.jpg" style="height:628px; width:1200px" />

<h3>Introduction</h3>

Dating.com released their app in&nbsp;2015, and the company it&nbsp;belongs to&nbsp;has been in&nbsp;the dating market since 1993. The app combines the features of&nbsp;a&nbsp;dating service with those of&nbsp;a&nbsp;social network, offering its users to&nbsp;dive into the world of&nbsp;social discovery.

<img alt="" src="/media_backend/uploads/2020/12/21/dating-screenshots.jpg" style="height:628px; width:1200px" />

The app is&nbsp;represented in&nbsp;over 32&nbsp;countries, its core user base located in&nbsp;the US, Canada, Latin America and Europe. According to&nbsp;Mobbo analytical service, in&nbsp;early November 2020, Dating.com had a&nbsp;monthly audience of&nbsp;1,117,166 among Android users alone.

The basic version is&nbsp;free and offers limited functionality, but there is&nbsp;also an&nbsp;advanced version with a&nbsp;number of&nbsp;in-app purchases for more exciting user experience. App has a&nbsp;lot of&nbsp;cool features, which shows that it&nbsp;was developed by&nbsp;a&nbsp;strong team with a&nbsp;profound understanding of&nbsp;all industry nuances.

<h3>Objective</h3>

Bidease&rsquo;s key objective is&nbsp;attracting users to&nbsp;the app. Here everything is&nbsp;clear. The most interesting and challenging about this task is&nbsp;the three-step traffic optimization based&nbsp;on:

<ul>
	<li>CPI;</li>
	<li>Cost Per Registration (completed registration);</li>
	<li>In-app Purchases. This step has not been implemented at&nbsp;the moment of&nbsp;preparing this Case Study</li>
</ul>

In&nbsp;other words, the traffic quality has to&nbsp;be&nbsp;very high.

GEO: USA

Platform: Android

Sources: Bidease

Tracker: AppsFlyer

Cooperation term: May 2020&nbsp;&mdash; present

In&nbsp;early March 2020, the online dating market experienced a&nbsp;huge increase in&nbsp;user attention. A&nbsp;series of&nbsp;lockdowns all over the world got&nbsp;us all sitting at&nbsp;home in&nbsp;a&nbsp;blink of&nbsp;an&nbsp;eye, thus switching courting and flirting into a&nbsp;stay-home mode.

On&nbsp;the one hand, it&nbsp;was good for organic traffic growth, but on&nbsp;the other hand, the effect was short-lived, since there was no&nbsp;understanding when the digital acquaintance would lead to&nbsp;face-to-face meeting, besides, many people had a&nbsp;drop in&nbsp;their income.

Given this user behavior pattern, our client decided to&nbsp;look for alternative user acquisition sources, finding new opportunities for growing their audience in&nbsp;the in-app inventory.

<h3>Where We&nbsp;Started</h3>

The trick is&nbsp;in&nbsp;working step-by-step and scrupulous data analysis. We&nbsp;started with launching ad&nbsp;campaigns without looking at&nbsp;the client&rsquo;s KPI, introducing the necessary indicators as&nbsp;we&nbsp;collected respective data.

It&nbsp;is&nbsp;important to&nbsp;understand that preparing for the campaign and&nbsp;AI learning period are essential for programmatic, but also demand time, patience and budget.

<h3>#1 Target Audience and Where to&nbsp;Find It</h3>

It&nbsp;is&nbsp;a&nbsp;long-known fact, but still.

Every ad&nbsp;campaign must start with analyzing your target audience, so&nbsp;that was what we&nbsp;did.

Core Dating.com users are people aged 18-54, however, there is&nbsp;no&nbsp;significant prevalence of&nbsp;a&nbsp;certain age group. There are people over&nbsp;55, but this segment is&nbsp;much smaller than the other ones.

In&nbsp;terms of&nbsp;gender, men clearly have the majority, making up&nbsp;over&nbsp;70% of&nbsp;the service&rsquo;s audience. We&nbsp;sure took due notice of&nbsp;that, too.

As&nbsp;for the campaign launch as&nbsp;such, we&nbsp;chose Google AdX and Unity, the two major in-app inventory exchanges, as&nbsp;the main sources. Both have been consistently showing decent results for dating apps and provide high-quality traffic.

<a href="https://www.youtube.com/watch?v=cuwNstv1oIE">video ad example</a>

<h3>#2 Engaging Creatives Your TA&nbsp;is&nbsp;Bound to&nbsp;Like</h3>

The next ingredient to&nbsp;a&nbsp;successful ad&nbsp;campaign is&nbsp;quality creatives that catch the user&rsquo;s attention and make them more likely to&nbsp;perform the target action.

Due to&nbsp;the company policy we&nbsp;could not use native photos from actual accounts (that typically get the best CTR and&nbsp;CR), so&nbsp;we&nbsp;used stock photos instead.

Our priority was making ad&nbsp;videos simple and concise. They are typically short, with bright visuals and uplifting music. They give a&nbsp;good idea of&nbsp;the app interface and show the options of&nbsp;interacting with the person you like straight away&nbsp;&mdash; send a&nbsp;message or&nbsp;start a&nbsp;video chat. Videos showing that a&nbsp;certain user is&nbsp;currently online and nearby have also proved to&nbsp;be&nbsp;effective.

<a href="https://www.youtube.com/watch?v=DxTYNVOCKl8">video ad example</a>

During the platform&rsquo;s learning period, we&nbsp;tested several ad&nbsp;creative formats with different audience segments quite successfully. Those included fullscreen static banners and fullscreen videos, playable ads, and a&nbsp;video+playable ad&nbsp;combo as&nbsp;an&nbsp;end card.

<a href="https://youtu.be/cgm3RkWGDKc">playable ad example</a>

At&nbsp;any rate, impressions per unique user were limited depending on&nbsp;audience segmentation to&nbsp;avoid being too annoying, the effect of&nbsp;which would be&nbsp;opposite to&nbsp;what we&nbsp;wanted.

During the test campaign, ad&nbsp;formats showed the following results:

<ul>
	<li>Static banners&nbsp;&mdash; average CTR 2.5-4%, average CR&nbsp;1-3%;</li>
	<li>Video&nbsp;&mdash; average CTR 4.5-9%, average CR&nbsp;3-5%;</li>
	<li>Playable ads&nbsp;&mdash; average CTR 6-11%, average CR&nbsp;2-6%.</li>
</ul>

<img alt="" src="/media_backend/uploads/2020/12/21/statika-dating.com.jpg" style="height:800px; width:450px" />

*static banner example*

<h3>#3 Knowledge is&nbsp;Power or&nbsp;Why Run Test Campaigns</h3>

Our strategy was based on&nbsp;collecting data as&nbsp;diverse as&nbsp;we&nbsp;could for the predictive algorithm learning sample. For that purpose, initially the campaigns were running without CPI objective.

This means we&nbsp;took card game lover segment and ran 100k impressions on&nbsp;it, then took hyper casual game lover segment and ran another 100k impressions, on&nbsp;and on&nbsp;until we&nbsp;had 1M&nbsp;impressions.

We&nbsp;selected both wide and narrow audiences&nbsp;&mdash; automobile fans to&nbsp;moms to&nbsp;hardcore game fans&nbsp;&mdash; the segments had to&nbsp;be&nbsp;as&nbsp;different as&nbsp;it&nbsp;gets. Time after time we&nbsp;experimented with combined audiences and analyzed the results.

Eventually this approach got&nbsp;us the data that allowed our neural network to&nbsp;build the most effective lookalike targeting models, and the predictive algorithm learned to&nbsp;determine conversion probabilities for different user groups and make reasonable bets at&nbsp;auctions.

What came next was further algorithm training and improving the predictive models based on&nbsp;the new data, as&nbsp;well as&nbsp;focusing them on&nbsp;app funnel events.

<h3>What We&nbsp;Arrived At</h3>

Test ad&nbsp;campaigns were held for 45&nbsp;days. During that time, we&nbsp;held 1,500 training sessions for our AI. There were over 7,000 downloads and over 2,726&nbsp;signups.

After thorough research of&nbsp;test campaign strengths and weaknesses, we&nbsp;launched the main ones.

The results came fast. During the first week alone, the picture changed drastically&nbsp;&mdash; CPI started to&nbsp;plummet and dropped 4&nbsp;times compared to&nbsp;the last week of&nbsp;training. Overall, cost per install decreased 15&nbsp;times compared to&nbsp;the initial value back when DSP was only starting to&nbsp;collect data.

Daily installs skyrocketed and increased 5.9 times on&nbsp;average over one week of&nbsp;main campaigns.

We&nbsp;managed to&nbsp;attract relevant users, as&nbsp;the platform had been trained to&nbsp;show ads to&nbsp;the user at&nbsp;the moment of&nbsp;their maximum probable interest. This was very well reflected in&nbsp;Cost Per Registration, which saw a&nbsp;record fall of&nbsp;5.3 times after the launch of&nbsp;programmatic campaigns.

During the first week of&nbsp;main campaigns, ad&nbsp;formats showed the following results:

<ul>
	<li>Static banners&nbsp;&mdash; average CTR 3-9%, average CR&nbsp;3-5%;&nbsp;</li>
	<li>Video&nbsp;&mdash; average CTR 6-12%, average CR&nbsp;6-7%;</li>
	<li>Playable ads&nbsp;&mdash; average CTR 8-15%, average CR&nbsp;5-10%.</li>
</ul>

<h3>Conclusion&nbsp;&mdash; Never Skip the Test Period!</h3>

The pandemic has made it&nbsp;clear to&nbsp;the advertisers that the industry is&nbsp;steadily moving towards data driven marketing. At&nbsp;the same time, in-app inventory is&nbsp;gaining popularity as&nbsp;a&nbsp;source of&nbsp;traffic.

These trends obviously bear fruit, but something they most probably won&rsquo;t tell you is&nbsp;that you should not expect quick results. You must first sow the fertile soil, that&nbsp;is, be&nbsp;patient and train the artificial intelligent.

<blockquote>
This case study is&nbsp;a&nbsp;vivid example of&nbsp;how crucial proper programmatic platform training is&nbsp;for ad&nbsp;campaign success. Our technologies allow analyzing huge amounts of&nbsp;data and build neural network-based predictive models that can quite accurately predict the probability of&nbsp;required results.

Gennadii Lurie,&nbsp;Head of&nbsp;Business Development at&nbsp;Bidease
</blockquote>

&nbsp;

Many companies are currently looking to employ programmatic purchases and in-app traffic. We have had first-hand experience with all this type of traffic has to offer.
This approach has a number of upsides, like traffic transparency and high acquisition effectiveness. There are also a number of challenges – the need to train the platform and to have a long start of the ad campaign. Initially not so optimistic, we had a sudden change of heart after 3-4 weeks when the DSP was done collecting necessary data and we saw unexpectedly fast growth in key metrics. As a result, we managed to scale up successfully and optimize ad budget while attracting users who were more interested, which was exactly what we needed.

Bidease inc., operating under the brand name «bidease» (hereinafter referred to as “Company”, “bidease”, “we”, “us”, “our”) is a mobile advertising company that provides customers with a platform and software to deliver more targeted advertising to their consumers.
 
 
 
 Our technology enables our partners to show mobile applications and websites users more relevant advertising that is based on users’ interests and behaviors. In order to provide these services, we collect and use certain information about user activity and preferences. We understand that our users (“you”, ”your”) care about their personal information and how it is used and shared, and we take your privacy very seriously.
 
 
 
 We have created and enacted this Privacy Policy to help you understand our privacy practices.
 
 
 
 Please read this policy carefully to understand our policies and practices regarding your information and how we will treat it. If you do not agree with our policies and practices, your choice is not to use our Website. By using our services in any manner, you acknowledge that you accept the privacy practices and policies we outline in this Privacy Policy, and you hereby consent that we will collect, use, and share your information in the ways outlined in this policy. This policy may change from time to time. Your continued use of this Website after we make changes is deemed to be acceptance of those changes, so please check the policy periodically for updates.
 
 
 
 Any capitalized terms used herein without definition shall have the meaning given to them in the Company Terms of Use.
 
 
 
 bidease commits to comply with The EU General Data Protection Regulation (GDPR). bidease complies with the EU-U.S. Privacy Shield Framework and Swiss-U.S. Privacy Shield Framework as set forth by the U.S. Department of Commerce regarding the collection, use, and retention of personal information transferred from the European Union and Switzerland to the United States. bidease has certified to the Department of Commerce that it adheres to the Privacy Shield Principles. If there is any conflict between the terms in this privacy policy and the Privacy Shield Principles, the Privacy Shield Principles shall govern. To learn more about the Privacy Shield program, and to view our certification, please visit <a href="https://www.privacyshield.gov/">https://www.privacyshield.gov</a>.

This Privacy Policy applies to www.bidease.com, www.mdspinc.com and the online services consisting of providing and administering the advertising and optimization platform and software owned and operated by bidease. This Privacy Policy describes how bidease collects, uses, shares and secures the personal information you provide, your choices regarding the use, access and correction of your personal information. This Privacy Policy also describes treatment of personally identifiable information (“Personal Information”) that we gather when you are accessing or using our services.
 
 
 
 Please note that this policy does not apply to the practices of companies that we do not own or control, or to individuals that we do not employ or manage.
 
 
 
 This Privacy Policy covers the following:
 
 
 <ul>
 <li>
 The information we collect;
 </li>
 <li>
 Our use of the information;
 </li>
 <li>
 Our sharing of the information; 
 </li>
 <li>
 Your options for opting out of these practices.
 </li>
 </ul>

We collect two main types of information through the Services - personal information and anonymous information and we may also generate a third type of information, aggregate information, as set forth in more detail below. Descriptions of these terms are available in the Definitions section of the Policy.
 
 
 
 Depending on your interaction with the Services, bidease may collect information automatically and or when you voluntarily choose to provide it. We may also acquire information from other trusted sources to update or supplement the information that you voluntarily provide to us or that we automatically collect.
 
 
 <h3>
 A. Information We Collect from Advertising Partners
 </h3>
 
 
 If you are one of our Advertising Partner, we may collect the following categories of information from you:
 
 
 <ul>
 <li>
 Registration information that you provide when you create an bidease account. For example, in order to register for the Services we require all Advertising Partners to create a username and password, and provide us with basic contact information (such as first and last name, email address and company name).
 </li>
 <li>
 Transaction information that you provide when you request information from bidease, submit a payment to us in connection with your use of the Services, or receive a payment from us in connection with your use of the Services. Examples of transaction information may include basic contact information, bank or financial account information, credit card or debit card numbers and similar details required to process your payments or respond to your request.
 </li>
 <li>
 Technical, viewing and usage information that relates to your interaction with the Site, such as your physical location, the unique identifier or Internet Protocol address (“IP Address”) of the device that you use to access the Site and the amount of time you spend viewing certain portions of the Site.
 </li>
 </ul>
 
 
 We may also collect certain types of information automatically through the use of Cookies as outlined below and other similar tracking technologies. These tracking technologies enable us to personalize your experience with the services and improve the services for you.
 
 
 
 In case of any breach of data you will be notified within 72 hours of becoming aware of the leak.
 
 
 <h3>
 B. Information We Collect From Consumers
 </h3>
 
 
 Consumers are those individuals who download, use or otherwise interact with an Apps and/or websites of our Advertising Partners and/or 3rd parties that work directly with Apps developers.
 
 
 
 If you are a Consumer that uses or otherwise interacts with our website or the services, we may collect and transfer non-sensitive device information provided by our advertising exchange partners that may consist of the following:
 
 
 <ul>
 <li>
 Generic geographic location;
 </li>
 <li>
 Carrier;
 </li>
 <li>
 Device make, Manufacturer, Operating system and Language Settings; 
 </li>
 <li>
 Name of application interactive with Bidease Services;
 </li>
 <li>
 IP Address;
 </li>
 <li>
 Android ID or Identifier for Advertisers (GAID);
 </li>
 <li>
 Internet browser used to access the Services;
 </li>
 <li>
 Connection speed;
 </li>
 </ul>
 
 
 By downloading or opening a website and using an advertising partner application, you grant the application developer with permission to collect device information and share it with us under our agreement with the advertising partner. We may track this information and may also combine the device information with anonymous information from other sources in order to deliver advertisements through the Services. In addition, bidease may collect information from Consumers through use of a Cookie or similar tracking technologies if the Consumer accesses advertisements from a browser or is redirected to a browser by advertisements provided through the Services. Certain advertisements may redirect you to a browser where we may use a Cookie to track Consumer activities.
 
 
 
 In case of any breach of data data controllers and consumers shall be notified of the breach «without undue delay».
 
 
 <h3>
 C. Information You Provide to Us
 </h3>
 
 
 We receive and store any information you knowingly provide to us. For example, we collect Personal Information such as your name, email address, browser information. You have an opportunity not to provide us with certain information, but then you may not be able to register with us or to take advantage of some of our features.
 
 
 
 If you have provided us with a means of contacting you, we may use such means to communicate with you. For example, we may send you promotional offers on behalf of other businesses, or communicate with you about your use of the Services. Also, we may receive a confirmation when you open a message from us. This confirmation helps us make our communications with you more interesting and improve our services. If you do not want to receive communications from us, please indicate your preference by emailing us at: <a href="mailto:support@bidease.com">support@bidease.com</a>. Please note that if you do not want to receive legal notices from us, those legal notices will still govern your use of the services, and you are responsible for reviewing such legal notices for changes.
 
 
 
 Additionally, you may sign up to receive reports and communications from us. If you would like to discontinue receiving any information that you receive from us, you may email us at <a href="mailto:support@bidease.com">support@bidease.com</a>
 
 
 <h3>
 D. Information Collected Automatically:
 </h3>
 
 
 Passive Collection. As is true of most websites and advertising companies, we gather certain information automatically. This information may include Internet protocol (IP) addresses, browser type, Internet service provider (ISP), referring/exit pages, the files viewed on our site (e.g., HTML pages, graphics, etc.), operating system, date/time stamp, and/or clickstream data to analyze trends in the aggregate and administer the site.
 
 
 
 User Data Supplementation. We may receive information about you from other sources, including publicly available databases or third parties from whom we have purchased data, and combine this data with information we already have about you. This helps us to update, expand and analyze our records, identify new customers, deliver our marketing services and provide products and services that may be of interest to you. If you provide us Personal Information about others, or if others give us your information, we will only use that information for the specific reason for which it was provided to us.
 
 
 
 Advertising Partners wishing to opt out from information from bidease can click “UNSUBSCRIBE” in marketing emails or email us at <a href="mailto:support@bidease.com">support@bidease.com</a>
 
 
 
 Examples of the types of Personal Information that may be obtained from public sources or purchased from third parties and combined with information we already have about you, may include purchased marketing data from third parties that is combined with information we have been provided by business partners, to create more tailored advertising and products.
 
 
 
 Cookies and Tracking Technologies. Bidease and our partners use cookies or similar technologies to analyze trends, administer the website, track users’ movements around the website, and to gather demographic information about our user base as a whole. A full list of cookies we use on this site is found on our Cookie Policy.
 
 
 
 Cookies are small text files placed on your computer by websites that you visit. They are widely used in order to make websites work, or work more efficiently, as well as provide information to the owners of the site.
 
 
 
 You can control the use of cookies at the individual browser level, but if you choose to disable cookies, it may limit your use of certain features or functions on our website or service. We follow guidelines set forth by the Information Commissioner’s Office with regards to European Union rules on cookie use.
 
 
 
 Most web browsers allow some control of most cookies through the browser settings. To find out more about cookies, including how to see what cookies have been set and how to manage and delete them, visit <a href="https://www.aboutcookies.org">www.aboutcookies.org</a>.

We partner with a third party to display advertising to manage our advertising on other sites and/or apps. Our third party partner may use cookies or similar technologies in order to provide you advertising based upon your browsing activities and interests. If you wish to opt out of interest-based advertising click <a href="https://preferences-mgr.truste.com">preferences-mgr.truste.com</a> or if located in the European Union click <a href="https://www.youronlinechoices.eu">www.youronlinechoices.eu</a>. Please note you will continue to receive generic ads. If you do not want to receive generic ads contact us at <a href="mailto:support@bidease.com">support@bidease.com</a>.

Uses of Information We Collect
 
 Bidease uses the information we collect about you to provide the Services and to gain a better understanding of the products and services that may interest you. For example, we may use your information in order to:
 
 
 <ul>
 <li>
 Operate, manage and improve the Services;
 </li>
 <li>
 Allow our users to set up a user account and profile;
 </li>
 <li>
 Fulfill your requests for certain products and services; 
 </li>
 <li>
 Provide you with requested services;
 </li>
 <li>
 Communicate with you about your Bidease account, your interactions with the Services or your contacts’ interactions with the Services;
 </li>
 <li>
 Protect the rights or property of Bidease or third parties;
 </li>
 <li>
 Deliver targeted advertisements on behalf of our Advertising Partners;
 </li>
 <li>
 Analyze how users utilize the Services;
 </li>
 </ul>
 
 
 The Services may link to third party websites, non-bidease Apps and/or other third party content. Please note that bidease cannot control the treatment of your information by such third parties, and that the privacy practices of third parties likely differ from those described in the Policy.
 
 
 
 We also may share certain types of Personal Information with third parties, as described below.

We have implemented measures designed to secure your personal information from accidental loss and from unauthorized access, use, alteration and disclosure.
 
 
 
 The safety and security of your information also depends on you. Where we have given you (or where you have chosen) a password for access to certain parts of our Website, you are responsible for keeping this password confidential. We ask you not to share your password with anyone.
 
 
 
 Sharing of Information, We Collect.
 
 We neither rent nor sell your Personal Information in personally identifiable form to anyone. However, we do share your Personal Information with third parties as described in Section II and in this Section:
 
 
 
 Affiliated Businesses and Third Party Websites We Do Not Control.
 
 In certain situations, businesses or third party websites we’re affiliated with may sell items or provide services to you through the Services (either alone or jointly with us). You can recognize when an affiliated business is associated with such a transaction or service, and we will share your Personal Information with that affiliated business only to the extent that it is related to such transaction or service.
 
 
 
 List of our current partners:
 
 
 <ul>
 <li>
 Google AdX;
 </li>
 <li>
 Mopub;
 </li>
 <li>
 Chartboost; 
 </li>
 <li>
 AppodealX;
 </li>
 <li>
 AdColony;
 </li>
 <li>
 IronSource;
 </li>
 <li>
 Heromedia;
 </li>
 </ul>
 
 
 We have no control over the policies and practices of third party websites or businesses as to privacy or anything else, so if you choose to take part in any transaction or service relating to an affiliated website or business, please review all such business’ or websites’ policies. If you have any questions about these practices, please contact us at <a href="mailto:support@bidease.com">support@bidease.com</a>
 
 
 
 Service Providers
 
 We employ other companies and people to perform tasks e.g., provide computer and network infrastructure services on our behalf and need to share your information with them to provide products or services to you. Unless we tell you differently, our agents do not have any right to use the Personal Information we share with them beyond what is necessary to assist us.
 
 
 
 User Profiles and Submissions
 
 Certain user profile information, including without limitation a user’s name, location, and any content that such user has uploaded to the Services, may be displayed to other users to facilitate user interaction within the Services or address your request for Company’s services.
 
 
 
 Non-Personal Information
 
 We may share aggregate or anonymous information with Business Partners and other third parties in accordance with the terms of this Policy.
 
 
 
 Legal Notice
 
 We may also disclose your Personal Information as required by law, such as to comply with a subpoena or other legal process, when we believe in good faith that disclosure is necessary to protect our rights, protect your safety or the safety of others, investigate fraud, or respond to a government request.
 
 
 
 If bidease is involved in a merger, acquisition, or sale of all or a portion of its assets, you will be notified via email and/or a prominent notice on our website, of any change in ownership, uses of your personal information, and choices you may have regarding your personal information. We may also disclose your personal information to any other third party with your prior consent.

To opt-out please email us at <a href="mailto:support@bidease.com">support@bidease.com</a>
 
 
 
 Opting-out just means that the advertisements you do receive from us will not be targeted in any sort of way. Note that even if you opt-out, you may still receive content and advertising from us.
 
 
 <ul>
 <li>
 You may control how your browser responds to cookies by adjusting the privacy and security settings of your web browser.
 </li>
 <li>
 You may limit the disclosure of certain Non-Personal Information by your mobile Device to us and Partners by adjusting the settings on your mobile Device.
 </li>
 <li>
 You may opt out of certain cookies and browser-enabled, interest-based advertising. Please note that these opt outs apply to interest-based advertising by participating advertisers. You may still receive other types of online advertising from participating partners, and the websites you visit may still collect information for other purposes. In addition, the opt-out choices you select are stored in opt-out cookies only in the browser that you use to visit the opt-out websites, so you should separately set your preferences for other browsers or Devices you may use. Deleting browser cookies can remove your opt-out preferences, so you should visit these opt-out websites periodically to review your preferences or update your preferences to apply to new participating advertisers.
 </li>
 <li>
 Partners may also provide ways for you to opt out from or limit their collection of information from and about you. Please note, however, that we are not responsible for the privacy practices of Publishers, Advertisers, and other third parties.
 </li>
 </ul>
 
 
 
 Security
 
 
 The security of your Personal Information is important to us. We follow generally accepted standards to protect the Personal Information submitted to us, both during transmission and once it is received. If you have any questions about the security of your Personal Information, you can contact us at <a href="mailto:support@bidease.com">support@bidease.com</a>
 
 
 
 Access
 
 Upon request, bidease will provide you with information about whether we hold any of your Personal Information. You may access, correct, or request deletion of your Personal Information by contacting us at support@bidease.com. We will respond to your request within a reasonable timeframe.
 
 
 
 Data Retention
 We will retain your information for as long as your account is active or as needed to provide you services. We will retain and use your information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.
 
 
 
 Service / Analytics Platform Disclosure
 If you are using our analytics platform, the use of information collected through our service shall be limited to the purpose of providing the service for which you have engaged bidease.
 
 
 
 Bidease collects information under the direction of you and its customers, and has no direct relationship with the individuals whose personal data it processes. If you are a client of one of our customers and would no longer like to be contacted by one of our customers that use our service, please contact the customer that you interact with directly.
 
 
 
 We may transfer Personal Information to companies that help us provide our service. Transfers to subsequent third parties are covered by the service agreements with our customers.
 
 
 
 Bidease acknowledges that you have the right to access your Personal Information. Bidease has no direct relationship with the individuals whose personal data it processes. An individual who seeks access, or who seeks to correct, amend, or delete inaccurate data should direct his query to bidease’s customer (the data controller). If requested to remove data we will respond within a reasonable timeframe.
 
 
 
 Our data privacy officer is Ilya Varvalyuk: <a href="mailto:iv@bidease.com">iv@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.
 
 
 
 We will retain personal data we process on behalf of our customers for as long as needed to provide services to our customer. Bidease will retain this personal information as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.

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.
 
 
 
 bidease has further committed to refer unresolved Privacy Shield related complaints to JAMS, an alternative dispute resolution provider located in the United States. If you do not receive timely acknowledgment of your complaint from us, or if we have not resolved your complaint, please contact or visit JAMS https://www.jamsadr.com/eu-us-privacy-shield for more information or to file a complaint. The services of JAMS to resolve Privacy Shield related complaints are provided at no cost to you. Complaints that involve concerns outside of the scope of the Privacy Shield Principles are not covered by this section, and may be resolved in another forum.
 
 
 
 Additionally, with respect to complaints concerning human resources data that is transferred from the EU in the context of the employment relationship, we have agreed to participate in the dispute resolution procedures of the EU Data Protection Authorities. Bidease will cooperate with the appropriate EU Data Protection Authorities during investigation and resolution of complaints concerning human resources data that is transferred from the EU to the United States brought under Privacy Shield. For complaints involving human resources data transferred from Switzerland in the context of the employment relationship, we commit to cooperate with Swiss Federal Data Protection and Information Commissioner (“FDPIC”) and comply with the advice given by the FDPIC. Complaints regarding processing of human resources data pertaining to EU and Swiss citizens may be reported by the individual to the relevant Data Protection Authority.
 
 
 
 These recourse mechanisms are available at no cost to you. Damages may be awarded in accordance with applicable law.
 
 
 
 Under certain conditions, if you are not satisfied with the above recourse mechanism, you may be able to invoke binding arbitration.

As we are based in the United States, if you are located outside the United States and provide personal information to us, or to one of our group companies, your information will be transferred to us in the United States in accordance with this privacy policy.
 
 
 
 bidease participates in and has certified its compliance with the EU-U.S. and the Swiss – U.S. Privacy Shield Framework. bidease is committed to subjecting all personal data received from European Union (EU) member countries, in reliance on the Privacy Shield Framework, to the Framework’s applicable Principles. To learn more about the Privacy Shield Framework, visit the U.S. Department of Commerce’s Privacy Shield List. [<a href="https://www.privacyshield.gov/list">www.privacyshield.gov/list</a>]
 
 
 
 bidease is responsible for the collecting and the processing of personal data it receives, under the Privacy Shield Framework, and subsequently transfers to a third party acting as an agent on its behalf in accordance with this privacy policy. bidease complies with the Privacy Shield Principles for all onward transfers of personal data from the EU and Switzerland, including the onward transfer liability provisions.
 
 
 
 We have certified to the Department of Commerce that we adhere to the Privacy Shield principles of: (1) Notice; (2) Choice; (3) Accountability for Onward Transfer; (4) Security; (5) Data Integrity and Purpose Limitation; (6) Access; and (7) Recourse, Enforcement and Liability in respect of any personal information received from the European Union or Switzerland in reliance on the Privacy Shield (the “Privacy Shield Principles”).
 
 
 
 With respect to personal data received or transferred pursuant to the Privacy Shield Framework, bidease is subject to the regulatory enforcement powers of the U.S. Federal Trade Commission. In certain situations, bidease may be required to disclose personal data in response to lawful requests by public authorities, including to meet national security or law enforcement requirements.
 
 
 
 If there is any conflict between the policies of this privacy policy and the Privacy Shield Principles, the Privacy Shield Principles shall take precedence.

If you are based in the European Union, we may also transfer personal information that we collect from you to third party data processors located in countries that are outside of the European Economic Area (including to the United States). Please be aware that countries which are outside the European Economic Area may not offer the same level of data protection, although our collection, storage and use of your personal data will continue to be governed by this privacy policy.

We do 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 us or on 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:support@bidease.com">support@bidease.com</a>

We may update this Privacy Policy to reflect changes to our information practices. If we make any material changes, we will notify you by email (sent to the e-mail address specified in your account) or by means of a notice on this website prior to the change becoming effective. 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:support@bidease.com">support@bidease.com</a>. We will investigate your complaint, take appropriate action and report back to you within 45 days.

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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.
      

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If you are thinking about diversifying your ad traffic or have already decided to do so but are still hesitant about using in-app tools, this case study clearly shows that in-app ads are a solid and forward-looking solution.

In&nbsp;this article we&nbsp;will explore the challenges and skepticism most likely to&nbsp;be&nbsp;faced by&nbsp;every advertiser and share the results we&nbsp;have achieved.

<img alt="" src="/media_backend/uploads/2021/09/06/indriver-1200x630.jpg" style="height:630px; width:1200px" />

<h3>Background</h3>

inDriver app was released in&nbsp;2013, followed by&nbsp;an&nbsp;immense amount of&nbsp;meticulous work performed by&nbsp;their extremely ambitious team over the years: inDriver went all the way from a&nbsp;super local ridesharing service to&nbsp;a&nbsp;global product.

In&nbsp;April 2018, the service went international, which turned out to&nbsp;be&nbsp;a&nbsp;huge success, the current number of&nbsp;inDriver users being over 80&nbsp;million in&nbsp;33&nbsp;countries.

inDriver has a&nbsp;rather uncommon strategy for entering new markets. The service starts with small towns, gradually moving on&nbsp;to&nbsp;large cities and megalopolises.

Here is&nbsp;where we&nbsp;bump into Myth #1: DSPs have really wide coverage. Small GEOs are a&nbsp;true weak spot of&nbsp;programmatic platforms.

Which brings&nbsp;us to&nbsp;Myth #2: it&nbsp;takes an&nbsp;infinitely large amount of&nbsp;time and money to&nbsp;train the predictive models, or&nbsp;more specifically, to&nbsp;collect the necessary amount of&nbsp;data to&nbsp;train the algorithms if&nbsp;it&nbsp;comes in&nbsp;small portions.

So, let&nbsp;us bust these myths, shall&nbsp;we?

<h3>The Task</h3>

The key task for Bidease was to&nbsp;set up&nbsp;effective user acquisition based on&nbsp;the CPA model (signups) with a&nbsp;daily cap (a&nbsp;certain number of&nbsp;signups in&nbsp;certain locations).

<ul>
	<li>GEO: Colombia, Ecuador, Brazil, Dominicana, Chile, El&nbsp;Salvador, Panama, Russia;</li>
	<li>Platforms: Android;</li>
	<li>Sources: Bidease;</li>
	<li>Tracker: AppsFlyer;</li>
	<li>Timeframe: February&nbsp;2021&nbsp;&mdash; present.</li>
</ul>

<h3>Why In-app Traffic?</h3>

On&nbsp;the one hand, mobile marketers know their way around the good old (and most importantly, time-proven) traffic sources&nbsp;&mdash; social media&nbsp;&mdash; quite well. However, as&nbsp;we&nbsp;all know, traditional sources tend to&nbsp;run out sooner or&nbsp;later.

On&nbsp;the other hand, you need to&nbsp;step up&nbsp;product growth. This mission stays topical at&nbsp;all times, let alone during rapid expansion.

So&nbsp;where do&nbsp;apps find new users, preferably those providing the desired unit economics?

At&nbsp;that point, inDriver laid their eye on&nbsp;in-app traffic and programmatic media buying. And here is&nbsp;why:

<ul>
	<li>In-app traffic shows exponential annual growth;</li>
	<li>Most Android smartphone users have at&nbsp;least 10&nbsp;apps installed besides the default or&nbsp;pre-installed ones;</li>
	<li>About 100,000 new apps are released on&nbsp;Google Play every month;</li>
	<li>Android is&nbsp;the world&rsquo;s most popular&nbsp;OS, with over 2.8 billion active users in&nbsp;190+&nbsp;countries;</li>
	<li>People spend an&nbsp;average of&nbsp;4.2 hours a&nbsp;day using their smartphone, mostly using a&nbsp;variety of&nbsp;apps (not just social media).</li>
</ul>

A&nbsp;nice opportunity to&nbsp;expand the scope of&nbsp;your ad&nbsp;activities and impact, isn&rsquo;t it?

We had never dealt with in-app inventory before partnering with Bidease, so we had some reservations about its quality and overall performance. We also heard a lot about in-app traffic often being fraudulent. In practice, however, it turned out to be quite the opposite, and the results were beyond our expectations.

<h3>Implementation</h3>

Step&nbsp;1: Target Audience and Traffic Sources

Initially, we&nbsp;decided not to&nbsp;limit our potential&nbsp;TA, making it&nbsp;as&nbsp;wide as&nbsp;possible. After all, everyone can use a&nbsp;ridesharing service without any limitations.

We&nbsp;chose the two biggest in-app inventory exchanges, Google AdX and MoPub, as&nbsp;the main traffic sources, as&nbsp;both of&nbsp;them had proven to&nbsp;work very well for service app promotion.

But then came the question of&nbsp;GEO, as&nbsp;for some of&nbsp;the in-app media buying platforms the minimal geotargeting unit is&nbsp;a&nbsp;country.

We&nbsp;have no&nbsp;such issue, being able to&nbsp;target a&nbsp;small town or&nbsp;even a&nbsp;tiny village. The nuance, however, is&nbsp;that you need a&nbsp;considerably large amount of&nbsp;impressions to&nbsp;train a&nbsp;predictive model. The better and cheaper way to&nbsp;deal with this task is&nbsp;by&nbsp;using large cities or&nbsp;grouping several similar GEOs into one.

Another way to&nbsp;save time and money on&nbsp;training the model is&nbsp;creating a&nbsp;lookalike model based on&nbsp;the data the customer already has about their audience.

Step&nbsp;2: Holistic Approach to&nbsp;Creatives

This is&nbsp;where the fun part starts.

The in-app traffic/programmatic buying combo makes mobile app promotion more comprehensive, offering an&nbsp;opportunity to&nbsp;show ads to&nbsp;most relevant users, flexibility and custom choice of&nbsp;ad&nbsp;formats.

We&nbsp;started targeting the sources with video ads, which are typically more engaging for the audience and provide more information about the product.

Based on&nbsp;the results, we&nbsp;only left the best performing video ads, upgraded them visually and reviewed the product description, making it&nbsp;more detailed. We&nbsp;supported the videos with static native banners, which amplified the video ad&nbsp;message by&nbsp;complementary positive claims.

<a href="https://youtu.be/GLMx7vpjE7Y"><img alt="" src="/media_backend/uploads/2021/09/23/video-sample-1_G8ziHoA.jpg" style="height:600px; width:1200px" /></a> 
sample video ad

<a href="https://vc.ru/"><img alt="" src="/media_backend/uploads/2021/09/06/snimok-ekrana-2021-09-06-v-16.43.07.png" style="height:568px; width:1110px" /></a> 
sample static banner

This video/native duo appeared there for a&nbsp;reason&nbsp;&mdash; it&nbsp;fully embraces the specific nature of&nbsp;the service, since in&nbsp;most cases potential customers do&nbsp;not have to&nbsp;go&nbsp;somewhere urgently right here right now.

People did see our video ads and even interacted with&nbsp;it. However, they still hesitated to&nbsp;install a&nbsp;new unfamiliar app. So&nbsp;we&nbsp;launched retargeting campaigns with native banners that worked like reminders stressing the service&rsquo;s unique proposition once again: &laquo;You offer your own fare&raquo;.

<a href="https://youtu.be/34bu1ufv1zI"><img alt="" src="/media_backend/uploads/2021/09/23/video-sample-2.jpg" style="height:600px; width:1200px" /></a> 
sample video&nbsp;ad

<img alt="" src="/media_backend/uploads/2021/09/06/snimok-ekrana-2021-09-06-v-16.46.13.png" style="height:574px; width:1108px" /> 
sample static banner

<h3>Let&rsquo;s look at&nbsp;the figures</h3>

During the test campaigns when we&nbsp;only worked with video ads, the i2c (impression to&nbsp;conversion) rate for installs averaged at&nbsp;0.06%, which means 1&nbsp;install per 1,600&nbsp;impressions, and the i2c for signups (next step down the app funnel) averaged at&nbsp;0.05%, i.e.&nbsp;1&nbsp;signup per 2,000&nbsp;impressions.

The video ad/native banner combo, however, improved these metrics a&nbsp;lot: i2c for installs now averaged at&nbsp;0.08%, i.e.&nbsp;1&nbsp;install per 1,250&nbsp;impressions, whereas the average i2c for signups reached 0.07%, i.e.&nbsp;1&nbsp;signup per 1,400&nbsp;impressions.

We&nbsp;also used Static Interstitial and Playable Ads from time to&nbsp;time to&nbsp;vary the formats and avoid getting the audience bored with our ads.

<h3>Step&nbsp;3: Adding Predictive Models Trained for Signups</h3>

As&nbsp;a&nbsp;next step, we&nbsp;added the predictive models. By&nbsp;then we&nbsp;had already collected the necessary amount of&nbsp;data to&nbsp;train predictive algorithms&nbsp;on. This allowed&nbsp;us to&nbsp;optimize the costs of&nbsp;buying highly relevant traffic and increase the conversion rate correspondingly.

The final figures were as&nbsp;follows:

I2c (impression to&nbsp;conversion) rate for installs at&nbsp;that stage was 0.2%, i.e.&nbsp;1&nbsp;app install per 500&nbsp;impressions.

I2c (impression to&nbsp;conversion) rate for signups was 0.17%, i.e.&nbsp;1&nbsp;signup per 600&nbsp;impressions.

<h3>Results</h3>

In February&nbsp;&mdash; June 2021, the client got 200,000&nbsp;installs, of&nbsp;which 120,000 occurred from May to&nbsp;June 2021. By&nbsp;rough estimates, monthly installs and signups have tripled.

Why did ad&nbsp;campaigns perform so&nbsp;high all of&nbsp;a&nbsp;sudden?

It&nbsp;was all quite simple: the&nbsp;AI was trained based on&nbsp;the incoming data, which is&nbsp;used to&nbsp;build the most accurate predictive algorithms. After that, it&nbsp;started functioning at&nbsp;full strength while constantly learning and improving the metrics.

<h3>Conclusions</h3>

<blockquote>
Well before the start of&nbsp;the campaign, our colleagues knew it&nbsp;was hardly going to&nbsp;be&nbsp;an&nbsp;easy project and the results would take time to&nbsp;achieve. We&nbsp;knew we&nbsp;would have to&nbsp;face some difficulties, but the challenge only made the task more exciting. Over a&nbsp;relatively short time we&nbsp;collected the data needed to&nbsp;train the predictive model and managed to&nbsp;get close to&nbsp;our client&rsquo;s business objectives right from the first iterations. As&nbsp;we&nbsp;continued working with the models, our results improved by&nbsp;the day. This case study is&nbsp;a&nbsp;vivid example of&nbsp;how programmatic ads can show great results given the right approach!
</blockquote>

Aleksey Bashutskiy, Head of&nbsp;UA, Bidease

Finally, a&nbsp;couple of&nbsp;words for those who are still hesitant about trying out in-app promotion:

<ul>
	<li>If&nbsp;you see that your audience from traditional sources is&nbsp;growing scarce and burning out, go&nbsp;right for in-app;</li>
	<li>In-app provides high audience quality, but the cost is&nbsp;high as&nbsp;well, so&nbsp;you must be&nbsp;prepared to&nbsp;budget accordingly;</li>
	<li>In-app traffic requires profound analytics and super-fast reaction to&nbsp;any statistical changes;</li>
	<li>In-app has a&nbsp;different buying and rotation logic, so&nbsp;be&nbsp;patient and do&nbsp;not expect the results right away.</li>
</ul>