Berlin’s AppLift has unveiled DataLift, a new mobile-game marketing platform that attempts to automate the process of acquiring loyal paying users.
The DataLift platform uses big data analysis to help mobile-game advertisers acquire large numbers of users in an automated fashion. The goal is to acquire loyal and paying users based on assessments of the user’s lifetime value (LTV), or the estimated amount of money generated by a user during the course of playing a single game.
AppLift said the technology optimizes toward campaign goals, including post-install LTV events, and enables more transparent user acquisition. The company said that it helps marketers create smarter media buys and track the results in a granular fashion across more than 50 advertising networks and exchanges. DataLift centralizes campaign management into a single hub.
It can also tap into real-time bidding or non-real-time bidding ad inventory.
“Currently, due to a fragmented and transparency-challenged market, mobile advertisers often fall short of unlocking the full potential of unified media buying at global scale,” said AppLift co-founder Tim Koschella in a statement. “DataLift enables advertisers to unleash additional performance by applying our proprietary optimization engine to historical and granular campaign data across all our channels.”
AppLift works with more than 300 advertisers of games, including King, Zynga, Glu Mobile, Nordeus, NHN Entertainment, and Tap4Fun.
AppLift also announced the addition of two industry veterans to its management team. Gal Levenhaim will be vice president of products, and Maor Sadra will be vice president of strategic development. Both have more than 10 years of mobile, ad-tech, and high-tech experience. Levenhaim was formerly VP Products at Taptica, a Tel Aviv-based ad-tech player. Sadra held several executive roles at various Israeli ad-tech companies (including Matomy) and was most recently the managing director of International Business at supply-side platform Inneractive.