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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Can’t wait to announce that Bidease is appointing Artur Lukasevic as Sales Director, to lead partnerships in the European region.

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<a href="https://www.linkedin.com/in/arturs-lukasevics/">Artur</a> is&nbsp;an&nbsp;AdTech industry veteran who previously held the position of&nbsp;Head of&nbsp;Performance and Gaming Partnerships Teams at&nbsp;TikTok Global Business Solutions. He&nbsp;will be&nbsp;responsible for business development and growth in&nbsp;the European region.

&nbsp;

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I’m excited to join Bidease rocketship to bring unique value and fully transparent Mobile DSP technology to European markets, supporting organizations of all sizes and helping marketers in achieving skyrocketing growth and ambitious goals in digital marketing with my 15 years of professional experience in Business, Partnerships, Product Development, and various aspects of Digital Marketing working on global markets and as a member of cross-functional teams.

On&nbsp;behalf of&nbsp;the entire Bidease Team, we&nbsp;congratulate Artur on&nbsp;his new position, wish him a&nbsp;great start and a&nbsp;lot of&nbsp;achievements to&nbsp;come. Great to&nbsp;have you on&nbsp;board!

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Artur Lukasevic Joins Bidease as EU Sales Director

We are thrilled to announce that Google veteran Genrikh Lukianchuk joins Bidease as General Manager, Europe.

Before joining Bidease, <a href="linkedin.com/in/genrikh-lukianchuk-pmp-4a049359/">Genrikh</a> held various leadership positions such as&nbsp;the Head of&nbsp;Sales Acquisitions for CEE&nbsp;&amp;&nbsp;MENA in&nbsp;Google, and acted as&nbsp;a&nbsp;financial&nbsp;&amp;&nbsp;operational independent advisor to&nbsp;multiple start-ups including <a href="https://mission.space/">Mission Space</a>.

Genrikh will be&nbsp;responsible for business development and growth in&nbsp;the European region.

I feel excited to join Bidease on our mutual journey to bring fully transparent, value-driven advertising to the European market. The most enjoyable moments for me were always seeing marketers achieve and exceed their results — and I’m happy to bring my knowledge and experience in Sales, Project Management, and Finance to the team that shares the same values and vision. Looking forward to opening our new EMEA chapter together and bringing cutting-edge programmatic advertising technology to the region!

We&nbsp;are expanding our business operations in&nbsp;Europe. It&rsquo;s the second top management appointment for the company within a&nbsp;couple of&nbsp;months. Earlier in&nbsp;November, Bidease <a href="https://bidease.com/blog/artur-lukasevic-joins-bidease-as-eu-sales-director">hired</a> Artur Lukasevic as&nbsp;Sales Director to&nbsp;lead partnerships in&nbsp;the region.

Our team would like to&nbsp;congratulate Genrikh and wish him a&nbsp;smooth start and great achievements in&nbsp;his new position at&nbsp;Bidease. It&rsquo;s great to&nbsp;have you with&nbsp;us. Warmest welcome!

Bidease Welcomes Google Veteran Genrikh Lukianchuk as General Manager, Europe

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

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        We believe that businesses should be candid with their customers, and that success should be determined exclusively by the ability to deliver value. That’s why every part of our partnership experience was designed to make life easier 
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We’re super excited to announce that Bidease has joined IAB MENA to сollaborate with industry leaders on the best mobile advertising practices and help marketers achieve their growth goals using in-app ecosystem.

Being one of&nbsp;the leading AdTech companies in&nbsp;the market, we&nbsp;aim to&nbsp;bring fully transparent, value-driven advertising to&nbsp;the mobile world and we&nbsp;are sure that IAB MENA is&nbsp;the right place for&nbsp;it.

Bidease is proud to be joining the IAB GCC to connect with industry peers, collaborate with partners, and continue bringing transparent value to the app advertising ecosystem.

About IAB MENA

Established in&nbsp;May 2019 and committed to&nbsp;building a&nbsp;sustainable future for digital advertising, the IAB MENA serves as&nbsp;the regional voice and thought leader of&nbsp;the region&rsquo;s interactive marketing and advertising industry.

As&nbsp;a&nbsp;catalyst for growing the MENA digital advertising economy, the IAB MENA nurtures the community, accelerating knowledge sharing and establishing accountability standards that cultivate trust and credibility. It&nbsp;aims to&nbsp;positively influence corporate leaders and policy makers and promote diversity and inclusion as&nbsp;a&nbsp;key currency for the growth of&nbsp;the digital economy in&nbsp;MENA through awareness-raising initiatives and thought-provoking conversations between its members and partners.

IAB MENA Welcomes Bidease as its Newest Member


        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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        We’re on a mission to bring fully transparent, value-driven, performance oriented technology and business partnerships to the world of mobile advertising. Here’s what to expect during the first few weeks of our partnership.
      

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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.

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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.
      

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Our recent Marketer Talks episode features Artem Smirnov, Head of Marketing at Union Apps, a non-gaming mobile app publisher. Artem spoke on marketing campaigns for subscription-based apps, shared his tips and tricks, and explained when the best time was for a mobile app to scale and how to do so effectively. Moreover, he gave some tips on determining a hit app and listed a bunch of super handy sources for mobile marketers out there.

<h3>Artem, please tell&nbsp;us about your background and how you ended up&nbsp;in&nbsp;mobile marketing?</h3>

I&nbsp;started out my&nbsp;mobile marketing journey by&nbsp;working with influencers at&nbsp;Zorka.Agency. I&nbsp;went there as&nbsp;a&nbsp;complete newbie and little by&nbsp;little started figuring out how mobile games and apps are promoted. Back then, there were almost no&nbsp;agencies dealing with buying ads from bloggers for mobile apps. It&nbsp;was a&nbsp;tremendous experience to&nbsp;be&nbsp;one of&nbsp;the pioneers in&nbsp;mobile influencer marketing.

After that, a&nbsp;series of&nbsp;agencies employed&nbsp;me. Among them were Digital Mind, Go&nbsp;Ahead, and AdQuantum. I&nbsp;worked there with User Acquisition through social networks, ad&nbsp;grids, and programmatic traffic sources.

I&nbsp;was always lucky to&nbsp;have awesome mentors who were interested in&nbsp;my&nbsp;professional growth. Moreover, a&nbsp;year of&nbsp;work in&nbsp;mobile counts as&nbsp;two years in&nbsp;digital :). So, these two factors allowed me&nbsp;to&nbsp;quickly reach a&nbsp;lead position and subsequently become the Head of&nbsp;Marketing.

I&nbsp;currently manage marketing at&nbsp;Union Apps, a&nbsp;Cypriot company that provides non-gaming publishing for apps with a&nbsp;subscription monetization model. With UA, ASO, Influencer Marketing, product hypotheses, and predictive analytics, we&nbsp;help app owners scale up&nbsp;their apps and earn with&nbsp;us.

When working with subscription-based applications, it is crucial to remember that money is spread over time.

<h3>So, now you are promoting subscription-based mobile projects. Why this particular niche and not, for example, games or&nbsp;e-commerce?</h3>

During my&nbsp;work for AdQuantum, most of&nbsp;the clients&nbsp;I worked with had this monetization model. Gradually, I&nbsp;was engaging more and more in&nbsp;building predictions for subscription apps, and then in&nbsp;user activation too.

A&nbsp;little over a&nbsp;year ago, I&nbsp;was invited to&nbsp;lead the marketing for a&nbsp;brand-new mobile non-gaming publisher. For&nbsp;me, this was a&nbsp;very driving challenge, as&nbsp;the model for this kind of&nbsp;business is&nbsp;not fully clear. Before Union Apps, we&nbsp;had only heard of&nbsp;about 5&nbsp;similar companies in&nbsp;the market across the globe. After starting at&nbsp;Union Apps, I&nbsp;no longer faced the question &lsquo;why this particular niche?&rsquo; :)

<h3>From the&nbsp;UA point of&nbsp;view, how much does traffic buying for subscription apps differ from traffic buying for non-subscription ones? What are the features, nuances, and tricks?</h3>

I&nbsp;will list the main nuances in&nbsp;UA for subscription products, point by&nbsp;point. P.S. This works for over&nbsp;80% of&nbsp;subscription-based apps.

<ul>
	<li>The buying works only for the iOS apps (which implies no&nbsp;satisfactory attribution). Android apps don&rsquo;t pay off at&nbsp;all;</li>
	<li>Event optimization works only for paywalls. Other types of&nbsp;optimization (install/proxy events) don&rsquo;t perform;</li>
	<li>Performance UGC creatives take a&nbsp;huge part of&nbsp;the total spend;</li>
	<li>If&nbsp;UA&nbsp;figures add up&nbsp;on&nbsp;the&nbsp;US, then they will add up&nbsp;on&nbsp;other countries;</li>
	<li>ASA is&nbsp;super often overheated for the majority of&nbsp;app categories. You can increase the conversion to&nbsp;install, for instance, with Custom Product Pages;</li>
	<li>If&nbsp;you face a&nbsp;deadlock of&nbsp;spend per application, try out web pages with payment there and transfer users to&nbsp;the app after they make a&nbsp;payment.</li>
</ul>

<h3>What do&nbsp;you normally do&nbsp;when your marketing economics looks good and you want to&nbsp;drive even more traffic? How do&nbsp;you scale wisely and how do&nbsp;you determine that an&nbsp;app is&nbsp;ready for scaling?</h3>

When working with subscription-based applications, it&nbsp;is&nbsp;crucial to&nbsp;remember that money is&nbsp;spread over time. Many users take a&nbsp;weekly/monthly subscription, and some of&nbsp;them are not converted into paying users on&nbsp;the 1st day of&nbsp;installation (it&rsquo;s typical for freemium apps). When you scale your app actively, you may eventually face a&nbsp;cash gap. Judging by&nbsp;predictions, you drive traffic with a&nbsp;positive ROI. However, in&nbsp;reality, you can no&nbsp;longer afford to&nbsp;run campaigns or&nbsp;pay salaries to&nbsp;your team.

To&nbsp;prevent this from happening, you have to&nbsp;build a&nbsp;model for the arrival of&nbsp;money. Internally, we&nbsp;call it&nbsp;Payment Profile. This is&nbsp;a&nbsp;template fitting any app that shows how much money will come in&nbsp;a&nbsp;certain month. With this model, you can build a&nbsp;cash flow model and figure out how much money you need to&nbsp;have for operating so&nbsp;as&nbsp;not to&nbsp;get into a&nbsp;cash gap. <a href="https://docs.google.com/spreadsheets/d/1BI7dPsIj-bi-s8EY38bm5C60G3dRX1PJNpFLU0U_Xb0/edit#gid=951458867">Here&rsquo;s the link to&nbsp;it</a>. Hopefully, it&nbsp;will be&nbsp;useful to&nbsp;someone.

The second important thing to&nbsp;understand is&nbsp;that you will have positive results of&nbsp;15% or&nbsp;30% from the Apple commission. If&nbsp;it&rsquo;s 15%, then calculate your economics at&nbsp;30% of&nbsp;the commission. It&nbsp;may turn out that you are not able to&nbsp;drive traffic positively, as&nbsp;Apple eats up&nbsp;all your margins by&nbsp;increasing the commission. If&nbsp;this is&nbsp;the case, I&nbsp;would advise not to&nbsp;scale the traffic, but keep improving your product so&nbsp;that you can make&nbsp;UA profitable even with a&nbsp;commission of&nbsp;30%.

Thirdly, use factoring if&nbsp;your model allows&nbsp;it. Basically, you get fast financing, though you have to&nbsp;pay&nbsp;20% or&nbsp;more per annum for&nbsp;it.

At&nbsp;Union Apps, we&nbsp;do&nbsp;a&nbsp;scaling when&nbsp;UA delivers&nbsp;30% predictive ROI on&nbsp;Apple&rsquo;s 30% commission. Such an&nbsp;ROI margin allows&nbsp;us to&nbsp;start scaling and be&nbsp;sure that after $1M in&nbsp;revenue per calendar year (when&nbsp;30% commission comes) we&nbsp;will not have to&nbsp;stop our campaigns, but will keep on&nbsp;scaling.

<h3>If&nbsp;we&nbsp;talk about mobile ad&nbsp;platforms, what traffic sources are most in&nbsp;demand now, and which, in&nbsp;your opinion, are underestimated?</h3>

Historically, Facebook and Google have performed well. For many apps, these two sources account for&nbsp;80% of&nbsp;all paid traffic.

ASA comes after them. However, as&nbsp;I mentioned earlier, we&nbsp;see that the auction in&nbsp;ASA is&nbsp;extremely overheated. Therefore, it&rsquo;s difficult to&nbsp;get a&nbsp;lot of&nbsp;traffic from there.

The next traffic source for me&nbsp;is&nbsp;three other social networks&nbsp;&mdash; Twitter, TikTok, and Snapchat. I&nbsp;would especially recommend Twitter, as&nbsp;it&nbsp;is&nbsp;now showing an&nbsp;increase in&nbsp;efficiency according to&nbsp;the <a href="https://www.appsflyer.com/resources/reports/performance-index/">AppsFlyer Performance Index</a>.

Apple&rsquo;s policy change hit media source performance hard, so&nbsp;the split is&nbsp;changing dramatically now. The main source for&nbsp;us is&nbsp;still Facebook, followed by&nbsp;Twitter. Then come ASA, Snapchat, and TikTok (we&nbsp;are talking about the split specifically for iOS apps, where we&nbsp;buy iOS 14.5+ audience traffic).

The latest AppsFlyer report shows that our split is&nbsp;in&nbsp;line with the market: Meta is&nbsp;starting to&nbsp;lose ground while Twitter is&nbsp;moving forward.

<h3>Why do&nbsp;you think Facebook is&nbsp;no&nbsp;longer the #1 traffic source for non-gaming apps? Is&nbsp;there a&nbsp;chance for it&nbsp;to&nbsp;return to&nbsp;glory?</h3>

Facebook has always been an&nbsp;SRN source that uses IDFA for attribution. The lack of&nbsp;IDFA weakened&nbsp;it, so&nbsp;now you have to&nbsp;spend more money to&nbsp;get a&nbsp;paying user. At&nbsp;the same time, Meta remains one of&nbsp;the largest companies whose social networks count over 2&nbsp;billion people worldwide. Moreover, they have one of&nbsp;the strongest auctions, as&nbsp;Facebook Ads algorithms perfectly understand what ads to&nbsp;show and to&nbsp;whom. It&rsquo;s just that now this advertising is&nbsp;not as&nbsp;effective as&nbsp;it&nbsp;was a&nbsp;few years ago.

There is&nbsp;only one solution for them in&nbsp;that situation which is&nbsp;to&nbsp;become a&nbsp;1st party data provider and start making attribution with no&nbsp;additional parties. This will allow them to&nbsp;enrich the data within their social networks. Snapchat released a&nbsp;similar solution about a&nbsp;year ago. I&nbsp;assume this is&nbsp;the only possible way out of&nbsp;this situation.

<h3>Let&rsquo;s then talk about another important subject, mobile analytics. For subscription products, this is&nbsp;a&nbsp;particularly &laquo;painful&raquo; topic, as&nbsp;the privacy policy and SKAN make it&nbsp;difficult to&nbsp;correctly attribute traffic and evaluate the performance of&nbsp;channels on&nbsp;iOS. And for apps with a&nbsp;trial period, this is&nbsp;a&nbsp;real pain in&nbsp;the neck. How do&nbsp;you cope with this?</h3>

The mobile market offers some attribution analytics solutions. These companies allow a&nbsp;cohort look at&nbsp;the&nbsp;RR of&nbsp;subscriptions, refunds, and all payment statuses of&nbsp;subscriptions. We&nbsp;personally partner with Adapty. In&nbsp;addition to&nbsp;subscription analytics, Adapty provides A/B testing services allowing the growth of&nbsp;user activation. There is&nbsp;also other good software on&nbsp;the market, such as&nbsp;RevenueCat, ChartMogul, Apphud, and Qonversion.

Since we&nbsp;don&rsquo;t have good attribution on&nbsp;iOS, we&nbsp;evaluate mobile traffic in&nbsp;general. With Adapty, we&nbsp;can look at&nbsp;the install funnels &mdash;&gt; paywall show (paywall impression) &mdash;&gt; trial &mdash;&gt; trial_converted &mdash;&gt; 2nd payment... Actually, this is&nbsp;how we&nbsp;evaluate traffic by&nbsp;GEO and subscriptions and make decisions.

We&nbsp;transfer payment events from Adapty to&nbsp;AppsFlyer and optimize SKAN campaigns for these events. We&nbsp;evaluate the campaigns by&nbsp;trials, direct subscriptions, and cancellations of&nbsp;trials. In&nbsp;particular, 80% of&nbsp;users cancel trials in&nbsp;the first hour after installing the application, and for&nbsp;us, this (cancellation of&nbsp;trials) is&nbsp;a&nbsp;proxy metric that allows&nbsp;us to&nbsp;estimate the conversion to&nbsp;a&nbsp;paying user from a&nbsp;trial.

<h3>How do&nbsp;you and your team understand that an&nbsp;app will become a&nbsp;hit, even if&nbsp;everything isn&rsquo;t going so&nbsp;smoothly for it&nbsp;at&nbsp;the moment? Do&nbsp;you have some kind of&nbsp;checklist for defining a&nbsp;potential hit? What are you looking at&nbsp;before the launch and during the tests?</h3>

Before a&nbsp;development team gets to&nbsp;publishing with Union Apps, we&nbsp;come a&nbsp;long way (about 3-4&nbsp;months). This is&nbsp;necessary to&nbsp;understand whether we&nbsp;are on&nbsp;the same page and can give each other what both of&nbsp;us need.

The first metric that you can use to&nbsp;measure the &laquo;hitness&raquo; of&nbsp;a&nbsp;project is&nbsp;LTV. However, not every app has a&nbsp;high LTV, so&nbsp;next, we&nbsp;look at&nbsp;two other things: subscriptions&nbsp;RR and the percentage of&nbsp;paying users.

Subscription renewal&nbsp;RR indicates how successfully an&nbsp;app has found product-market fit, or&nbsp;in&nbsp;other words, if&nbsp;the app solves its users&rsquo; problem more efficiently than the competing apps. For&nbsp;me, this metric digitizes the quality of&nbsp;the product itself.

The percentage of&nbsp;paying users indicates how good a&nbsp;developer is&nbsp;at&nbsp;audience monetization. We&nbsp;at&nbsp;Union Apps can help a&nbsp;developer grow this metric. We&nbsp;test multiple hypotheses on&nbsp;user activation. Therefore, if&nbsp;an&nbsp;app has a&nbsp;low conversion to&nbsp;trial rate and at&nbsp;the same time the&nbsp;RR of&nbsp;a&nbsp;6-month subscription is&nbsp;over&nbsp;20%, we&nbsp;can sum up&nbsp;that this app might become a&nbsp;hit.

For each subscription duration period, we&nbsp;have an&nbsp;internal&nbsp;RR benchmark, so&nbsp;with a&nbsp;high probability, we&nbsp;can predict whether we&nbsp;can grow an&nbsp;app together with a&nbsp;partner.

Speaking of&nbsp;the initial tests, at&nbsp;that stage we&nbsp;look at&nbsp;CPI and the install funnel &mdash;&gt; trial/direct subscription &mdash;&gt; trial_converted/payers total.

Besides the fact that an&nbsp;app can have a&nbsp;high&nbsp;RR and a&nbsp;reasonable percentage of&nbsp;user activation, it&nbsp;can also have expensive user acquisition. This mostly happens with niche products that have too few audiences for&nbsp;UA or&nbsp;it&nbsp;can also happen when the app&rsquo;s unit economics does not add up&nbsp;when you upscale.

It&nbsp;is&nbsp;important for&nbsp;us that the product we&nbsp;work with may be&nbsp;scaled hundreds of&nbsp;thousands of&nbsp;dollars in&nbsp;paid UA. That&rsquo;s why the CPI and funnel from install to&nbsp;paying user are critical in&nbsp;initial tests. At&nbsp;the same time, we&nbsp;understand that a&nbsp;high CPI during tests may be&nbsp;caused by&nbsp;bad creatives. In&nbsp;this case, we&nbsp;create a&nbsp;new pack of&nbsp;creatives or&nbsp;conduct a&nbsp;second test.

<h3>Is&nbsp;there a&nbsp;way to&nbsp;quickly and painlessly increase the number of&nbsp;subscription-based product activations? Or&nbsp;does it&nbsp;always require an&nbsp;individual approach?</h3>

We&nbsp;internally collect an&nbsp;A/B tests database that we&rsquo;ve always conducted for our partners. Over half of&nbsp;the tests work for almost any app, however, we&nbsp;still always have to&nbsp;adjust the test for each product separately.

In&nbsp;my&nbsp;experience for the majority of&nbsp;apps, you can conduct three onboarding/paywall tests which will significantly increase the conversion to&nbsp;trial/subscription. But at&nbsp;least one test is&nbsp;definitely worth trying right away, as, for most applications, a&nbsp;registration form comes before a&nbsp;paywall which reduces users&rsquo; reach before choosing a&nbsp;subscription. If&nbsp;they move it&nbsp;after the paywall, then the reach will increase and&nbsp;50% of&nbsp;apps will increase their conversions to&nbsp;trial/payment. Try it&nbsp;out too :)

<h3>Artem, please tell&nbsp;us what the most extraordinary or&nbsp;complex product tests that you and your team have done so&nbsp;far are?</h3>

In&nbsp;my&nbsp;understanding, the most difficult tests are paywall price ones. This is&nbsp;what we&nbsp;call tests that affect paywall subscriptions. These kinds of&nbsp;tests involve changing the subscription price or&nbsp;subscription duration and adding a&nbsp;3/7/14 day trial period, etc. These tests can not only change an&nbsp;app&rsquo;s economics but also greatly affect media buying results. Almost always, we&nbsp;see that Facebook starts to&nbsp;provide another audience with a&nbsp;different CPM when you change the subscription from monthly to&nbsp;weekly or&nbsp;revise the prices for current subscriptions.

Such tests have to&nbsp;be&nbsp;conducted in&nbsp;a&nbsp;cohort. In&nbsp;one version of&nbsp;the app, you drive traffic to&nbsp;one paywall, and then you launch the next version with another paywall. Afterwards, you compare the data of&nbsp;those two versions.

<h3>How can you explain the phenomenon that in&nbsp;a&nbsp;world where the vast majority of&nbsp;users prefer to&nbsp;get something for free, subscription apps have become this popular? Is&nbsp;this an&nbsp;omen of&nbsp;some major changes? What should we&nbsp;expect in&nbsp;the next couple of&nbsp;years?</h3>

I&nbsp;guess there are two aspects of&nbsp;why the subscription monetization model works well.

First, there are major players (Netflix, Apple, Amazon, Tinder) who drive this model to&nbsp;users in&nbsp;different areas of&nbsp;life from movies to&nbsp;e-commerce. Large companies form a&nbsp;model of&nbsp;user behavior implying that you have to&nbsp;pay for content and additional features, making you stand out from other users.

And secondly, the sharing economy is&nbsp;more suitable for the younger generation. A&nbsp;subscription is&nbsp;a&nbsp;more profitable model for them, as&nbsp;it&nbsp;allows them to&nbsp;have something temporarily and quickly part with&nbsp;it. In&nbsp;this sense, the content in&nbsp;a&nbsp;subscription-based app is&nbsp;something they understand: today you pay and enjoy using&nbsp;it, but tomorrow you can switch to&nbsp;something else.

The thing that very few users can estimate is&nbsp;how much money they spend on&nbsp;subscriptions. According to&nbsp;the Subscription Trade Association, more than&nbsp;60% of&nbsp;millennials do&nbsp;not know how much money they spend on&nbsp;subscriptions. I&nbsp;suppose in&nbsp;the next 2-3&nbsp;years, Apple will make it&nbsp;possible to&nbsp;control subscriptions on&nbsp;devices. In&nbsp;this way, the number of&nbsp;people who pay for apps and don&rsquo;t use them will decrease. This will lead to&nbsp;fewer low-quality apps on&nbsp;the market, as&nbsp;their economics will deteriorate badly.

<h3>Finally, our traditional question: what knowledge and skills should a&nbsp;mobile marketer have to&nbsp;always keep up&nbsp;with trends, especially if&nbsp;they work with subscription-based products? What resources can you recommend for the most curious ones?</h3>

To&nbsp;successfully scale a&nbsp;subscription product, you need to&nbsp;be&nbsp;able to&nbsp;buy traffic (and work with SKAdNetwork) and to&nbsp;be&nbsp;able to&nbsp;calculate subscription forecasts and ROI. Also, a&nbsp;very important skill is&nbsp;to&nbsp;know how to&nbsp;work with ad&nbsp;creatives. To&nbsp;be&nbsp;successful, you should be&nbsp;able to&nbsp;set a&nbsp;task for a&nbsp;designer on&nbsp;a&nbsp;great creative that you came up&nbsp;with yourself or&nbsp;got inspired from a&nbsp;competitor.

As&nbsp;for the resources, I&nbsp;personally read a&nbsp;lot to&nbsp;keep up&nbsp;with current trends, so&nbsp;here&rsquo;s my&nbsp;list of&nbsp;the most useful sources of&nbsp;information for mobile marketers:

<a href="https://grow.co">https://grow.co</a>&nbsp;&mdash; a&nbsp;newsletter with the most significant mobile marketing news. Once a&nbsp;week, the news is&nbsp;collected and sent to&nbsp;your inbox. Convenient.

<a href="https://mobiledevmemo.com">https://mobiledevmemo.com</a>&nbsp;&mdash; high-quality articles and analysis of&nbsp;mobile market news.

<a href="https://www.consumeracquisition.com/blog">https://www.consumeracquisition.com/blog</a>&nbsp;&mdash; one of&nbsp;the coolest agency blogs that I&rsquo;ve ever seen (in&nbsp;terms of&nbsp;content). These guys run insane amounts of&nbsp;spend for their clients. Their articles are cases of&nbsp;their expertise with hundreds of&nbsp;millions of&nbsp;spend. I&nbsp;pay special attention to&nbsp;articles about ad&nbsp;creatives since the analysis of&nbsp;data on&nbsp;creatives is&nbsp;done on&nbsp;a&nbsp;$100M+&nbsp;spend.

<a href="https://www.thesistesting.com/insights">https://www.thesistesting.com/insights</a>&nbsp;&mdash; another agency that shares its clients&rsquo; specific hypotheses and averages their results. Here, I&nbsp;like to&nbsp;see concrete numbers and clear conclusions. The tests themselves are quite ordinary, but&nbsp;I believe every marketer sooner or&nbsp;later thought about the tests these guys talk about.

&nbsp;

Marketer Talks. Artem Smirnov, Union Apps

Return to APP. Making In-App Retargeting Perfect With Bidease

Vadim Dyakov Joins Bidease to Lead its Strategy and Corporate Development

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

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.

content


          Ready to make your next mobile project a smash hit? Got a game or app to pitch us? We want to hear about it! Click the button below to get in touch.
        


      Succeeding in the modern mobile market takes more than just a great product. Developers need to navigate the world of growth marketing in order to stand out. That’s where we come in.
      

games

Target users that have already installed your app and deliver a steady stream of reminders for your users to take desired actions.


      Follow your users across the mobile ecosystem using the bidease platform’s robust retargeting capabilities. Target users that have already installed your app and deliver a steady stream of reminders for your users to take desired actions.
      

reduce

re-engage

detail

leverage

deep-links


        Our team of talented in-house mobile advertising creatives know exactly what it takes to drive ad engagement. We design campaign creative for our clients free of charge so that they can keep focus on achieving their growth targets using creative that’s been optimized for mobile.
      

team

In this article, we will cover the key points of retargeting through our DSP. Bidease definitely has something to share!

We&nbsp;believe it&rsquo;s no&nbsp;secret to&nbsp;anyone that retargeting is&nbsp;a&nbsp;really effective way of&nbsp;communicating with any app&rsquo;s target audience. After all, if&nbsp;a&nbsp;user has already shown interest in&nbsp;the app, why not make this relationship last? You should at&nbsp;least try to&nbsp;win back the users if&nbsp;they leave and keep friendly relations with those using the app on&nbsp;a&nbsp;regular (or&nbsp;not so&nbsp;regular) basis.

In&nbsp;this article, we&nbsp;will cover the key points of&nbsp;retargeting through our DSP. Bidease definitely has something to&nbsp;share!

So, let&rsquo;s go!

<h3>#1 How do&nbsp;I start retargeting through DSP?</h3>

First, we&nbsp;need to&nbsp;understand what audience we&nbsp;are retargeting, that&nbsp;is, the advertiser needs to&nbsp;hand over their audience, i.e. the users who have the advertiser&rsquo;s application installed.

At&nbsp;the next stage of&nbsp;integration, the advertiser needs to&nbsp;correctly set up&nbsp;the transfer of&nbsp;all significant events from their app to&nbsp;their mobile tracker and provide&nbsp;us with partner access. They also need to&nbsp;set up&nbsp;automatic transfer of&nbsp;all installs and in-app events to&nbsp;our platform.

Why do&nbsp;you need this? You need this to&nbsp;run ad&nbsp;campaigns effectively rather than blindly and most importantly, to&nbsp;personalize ad&nbsp;impressions as&nbsp;much as&nbsp;you can. Let&nbsp;us say the user performed action&nbsp;A but not&nbsp;B, or&nbsp;performed both&nbsp;A and&nbsp;B but never made it&nbsp;to&nbsp;action C.&nbsp;Knowing at&nbsp;what stage of&nbsp;the sales funnel the user dropped out, we&nbsp;can gently remind them about the application and forgotten purchase with the most relevant, appropriate and personalized advertising message.

Just as&nbsp;with in-app UA&nbsp;campaigns, retargeting also has a&nbsp;test period.

<h3>#2 What about the audience?</h3>

As&nbsp;we&nbsp;mentioned earlier, advertiser&rsquo;s #1 mission is&nbsp;to&nbsp;hand over all of&nbsp;their audience to&nbsp;us for retargeting. It&nbsp;is&nbsp;very important to&nbsp;correctly set up&nbsp;all significant events in&nbsp;the mobile tracker (providing&nbsp;us with partner access) as&nbsp;well as&nbsp;the automatic transfer of&nbsp;all installs and in-app events to&nbsp;our platform.

<h3>#3 Where will your ad&nbsp;be&nbsp;seen? </h3>

In&nbsp;general, when running retargeting campaigns, both with and without a&nbsp;model, we&nbsp;seek to&nbsp;make the best use of&nbsp;the inventory at&nbsp;hand while keeping in&nbsp;mind the unique characteristics of&nbsp;the advertised product.

If&nbsp;we&nbsp;see a&nbsp;discrepancy in&nbsp;performance across different traffic sources, we&nbsp;promptly turn off the underperforming ones. Here, we&nbsp;focus on&nbsp;traffic quality: click-to-conversion CR, conversion-to-target action CR. To&nbsp;assess traffic quality, we&nbsp;also focus on&nbsp;the i2c (impression-to-conversion) metric, i.e. the percentage of&nbsp;impressions that led to&nbsp;conversions.

<h3>#4 What goes on&nbsp;under the hood?</h3>

Just like in&nbsp;UA campaigns, you can use all kinds of&nbsp;manual settings in&nbsp;retargeting. By&nbsp;manual settings we&nbsp;mean that while the campaign is&nbsp;collecting enough statistically significant data for predictive algorithms to&nbsp;be&nbsp;trained&nbsp;on, we&nbsp;work based on&nbsp;the experience, expertise and logic of&nbsp;our media buyers, continuously analyzing campaign results.

While the information is&nbsp;being collected, we&nbsp;can set the necessary daily/monthly/hourly caps, use any bid selection tools, look-alike models or&nbsp;predictive models from our previous&nbsp;UA campaigns for this advertiser.

<h3>#5&nbsp;We also do&nbsp;creatives </h3>

We&nbsp;have an&nbsp;in-house creative production team that develops creatives for our advertisers. If&nbsp;needed, advertisers can develop their own creatives and send them to&nbsp;us.

Depending on&nbsp;the app, traffic and advertiser goals, we&nbsp;can use native banners, full-screen Interstitials, full-screen videos, native videos and playable ads as&nbsp;well as&nbsp;ad&nbsp;format combinations. As&nbsp;you can see, in-app provides a&nbsp;great opportunity to&nbsp;use all the engaging and high-conversion ad&nbsp;formats.

As&nbsp;we&nbsp;mentioned earlier, personalized ad&nbsp;creatives greatly increase the retargeting effectiveness. Our creative production team has extensive expertise in&nbsp;creating various types of&nbsp;ad&nbsp;messages tailored for a&nbsp;specific target action. For example, if&nbsp;the advertiser&rsquo;s goal is&nbsp;to&nbsp;get more purchases, we&nbsp;will be&nbsp;using a&nbsp;variety of&nbsp;visuals focusing on&nbsp;discounts, promotions and promo codes.

<h3>#6 How do&nbsp;we&nbsp;optimize? </h3>

If&nbsp;we&nbsp;have a&nbsp;new advertiser who has not yet cooperated with&nbsp;us, we&nbsp;train look-alike models for retargeting campaigns. However, if&nbsp;we&nbsp;have already worked with that client (e.g. run&nbsp;UA campaigns), we&nbsp;train the predictive ones.

Look-alike models are based on&nbsp;the information we&nbsp;get from the advertiser&nbsp;&mdash; installs, purchases, and other significant events. To&nbsp;make this data usable for building a&nbsp;look-alike model, the advertiser needs to&nbsp;configure data transfer correctly to&nbsp;avoid errors. There is&nbsp;always a&nbsp;technical specialist on&nbsp;our side supervising the integration process, so&nbsp;there are usually no&nbsp;difficulties involved.

Predictive models are based on&nbsp;the traffic we&nbsp;have already acquired for a&nbsp;particular advertiser.

The main difference between look-alike and predictive models is&nbsp;that the latter use actual data from the advertiser&rsquo;s current campaigns. A&nbsp;predictive algorithm analyzes not just an&nbsp;install as&nbsp;such, as&nbsp;look-alike models&nbsp;do, but the entire chain of&nbsp;events that led to&nbsp;the install, allowing for all kinds of&nbsp;additional parameters. Unlike&nbsp;it, a&nbsp;look-alike model only operates conversion probabilities.

Retargeting ad&nbsp;campaigns can be&nbsp;optimized for any events provided by&nbsp;the advertiser. Most importantly, the platform has to&nbsp;get enough conversions for each event in&nbsp;question. A&nbsp;predictive model will need about 800-1,000 actual conversions from current campaigns conducted on&nbsp;our platform, a&nbsp;look-alike model&nbsp;&mdash; about 10,000 conversions of&nbsp;any kind that the advertiser hands over to&nbsp;us upon integration.

<h3>Conclusion: Why is&nbsp;in-app retargeting a&nbsp;good solution?</h3>

In-app retargeting is&nbsp;an&nbsp;incredibly effective and fairly easy-to-use tool for communicating with the users who have previously shown interest in&nbsp;the app. It&nbsp;works well for almost any vertical: e-commerce, gaming, finance, entertainment, food &amp;&nbsp;drinks, travel, taxi, dating and more. Besides, it&nbsp;is&nbsp;quite useful for products that have drained their main traffic sources but still want to&nbsp;keep going at&nbsp;the same pace.

With inventory all over the world, quality audiences, engaging ad&nbsp;formats and flexible targeting options, in-app retargeting is&nbsp;a&nbsp;fast way for advertisers to&nbsp;achieve good results.

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Can’t wait to announce that Vadim Dyakov joins Bidease as Head of Strategy and M&A!

Prior to&nbsp;joining Bidease, Vadim was in&nbsp;charge of&nbsp;M&amp;A and strategy for one of&nbsp;the largest advertising holdings affiliated with IPG and Havas. He&nbsp;started his career in&nbsp;various investment companies and then joined Impulse VC&nbsp;where he&nbsp;invested in&nbsp;various AdTech companies and represented the firm as&nbsp;a&nbsp;board observer in&nbsp;Loopme, Adludio, Improvado and others.

Thanks to&nbsp;his 10&nbsp;years of&nbsp;operational experience, including consolidation of&nbsp;companies, M&amp;A processes, founding and consulting multiple companies, Bidease is&nbsp;now planning to&nbsp;execute its M&amp;A, investment and partnerships strategy with like-minded, entrepreneurship-driven companies in&nbsp;marketing and advertising ecosystem, bringing their relationships with some of&nbsp;the largest global advertisers to&nbsp;the table together with the best-in-class mobile performance technologies.

Bidease is&nbsp;looking forward to&nbsp;investing in&nbsp;and merging with companies in&nbsp;mobile performance, supply-side and CTV verticals with a&nbsp;minimum of&nbsp;$10M in&nbsp;revenue and at&nbsp;least breaking even.

I’m very happy to join Bidease and come back to the tech and startup environment bringing some of corporate practices to the team. This is an amazing opportunity to lead the company to new heights together with an amazing team of founders and top professionals in our industry

On&nbsp;behalf of&nbsp;the Bidease Team, we&rsquo;d like to&nbsp;congratulate Vadim on&nbsp;his new role in&nbsp;our company and wish him a&nbsp;long and successful journey with&nbsp;us! Welcome aboard!