AppLift, a mobile game marketing platform, has launched DataLift – a new offering that provides what the company is calling “a big data-fueled mobile media buying platform maximizing user lifetime value (LTV).” The platform utilizes technology that optimizes campaign goals, including post-install LTV events, and enables user acquisition for mobile app advertisers.
The DataLift platform provides machine-learning algorithms that leverage historical campaign data to identify the best combinations across a set of granular parameters which allows game publishers to perform smarter media buys. The platform also offers live tracking technology that combines granular campaign insights across more than 50 advertising networks and advertising exchanges into one centralized ad campaign management hub.
DataLift plugs into RTB-enabled and non-RTB inventory and leverages second- and third-party campaign data as well as first-party behavioral data, such as post-install LTV events. The platform provides the ability to access various campaign parameters, such as carrier, country, time of day or inventory source, to create millions of possible combinations. Then, to optimize overall performance across all sources, the platform leverages machine-learning algorithms to target the right segments and get each impression in front of the right user.
DataLift is currently run as a managed service. AppLift is also testing a self-serve feature that is currently in beta.