SKAdNetwork (SKAN) and AdAttributionKit (AAK) Guide

In April 2021, Apple introduced App Tracking Transparency (ATT) as a measure to enhance user privacy. With iOS 14.5, apps were required to explicitly ask users for permission to track their activity across other apps and websites.

How Does It Work?

When users open an app for the first time, they receive a prompt asking if they consent to tracking. If users allow it, advertisers can use the Identifier for Advertisers (IDFA) to track user behavior and deliver more personalized ads.

However, if users opt out, advertisers lose the ability to track them via IDFA, making ad targeting and performance measurement more challenging. According to industry reports, ATT opt-in rates have been increasing, but they remain a crucial concern for marketers.

What Does This Mean for App Marketers?

The inability to track users through IDFA presents several challenges:

• Limited Ad Targeting: Without IDFA, marketers struggle to show relevant ads to the right audience.

• Reduced Revenue: Lower personalization results in lower click-through rates and conversions.

• Measurement Difficulties: Advertisers find it harder to track the effectiveness of campaigns and optimize ad spend.

Apple’s Solution: SKAdNetwork (SKAN)

SKAN allows advertisers to measure campaign performance without accessing granular user data. It helps track app installs while prioritizing user privacy.

Do You Need to Use SKAN?
While not all advertisers fully embrace SKAN, its adoption is increasing. As Apple continues refining its privacy framework, app marketers must stay prepared.

Key Players in SKAN

• Ad Network: Delivers ads and reports conversions to advertisers using Apple’s SKAN API.

• Source App: The app where the ad appears. It must be SKAN-compatible.

• Advertised App: The app being promoted. It must report successful installs and user engagement to SKAN.

SKAN Glossary

• App ID: A unique identifier for each app.

• Source ID: A unique identifier replacing Campaign ID, providing more detailed attribution data.

• Privacy Thresholds: Limits on the amount of campaign data shared to protect user privacy.

• Conversion Values: Numeric values assigned to post-install events to help advertisers measure user engagement.

• Postbacks: Reports sent by Apple to advertisers about app installs and user behavior.

How SKAN Changed iOS Gaming Campaigns

SKAN dramatically altered the way mobile app campaigns are measured, especially in gaming. With less access to user-level data, advertisers had to rethink their measurement strategies. Since gaming relies on downstream signals to assess lifetime value (LTV), optimising conversion values has become critical.

To navigate SKAN’s limits, advertisers need to extract the most value from non-zero conversion values. This approach ensures campaigns remain optimized and performance stays on track despite reduced visibility.

SKAN 3.0 vs. SKAN 4.0

SKAN 4.0 introduces improvements such as:

• More granular attribution via Source ID.

• More postbacks, providing better campaign insights.

• Extended privacy protections through delayed reporting.

• Web-to-app tracking support for a more holistic marketing approach.

How to Transition from SKAN 3.0 to SKAN 4.0

• Update your SKAN SDK.

• Configure campaigns for SKAN 4.0.

• Adjust conversion values for new reporting windows.

Targetoo’s Flexible Mapping

What Is Flexible Mapping?

Targetoo's Flexible Mapping is a tool that enables advertisers to map a variety of variables, such as creatives, ad sizes, inventory bundles, and exchanges (SSPs), without specifically identifying the user and being in compliance with Apple's privacy policies. It does this by utilising the 100 available campaign IDs SKAd provides.

With Flexible Mapping, marketers may go around the restrictions imposed by SKAdNetwork, find the set of factors that performs best, and utilise this knowledge to improve their campaigns.

Maximizing Dimension Reporting for Deeper Insights

Targetoo’s solution leverages four-digit Source App IDs to gain a more detailed understanding of performance. Using all available IDs, advertisers can optimize campaigns by focusing on top-performing dimensions such as Creatives and Placements.

Bridging the Gap with Android Data

When SKAN data is insufficient, advertisers can use insights from Android campaigns to inform iOS optimizations, ensuring smarter decision-making despite data limitations.

Advanced Machine Learning for SKAN Optimization

Targetoo employs advanced algorithms that adapt in real time, ensuring campaigns continuously improve by identifying the most effective combinations.

 The Future: AdAttributionKit (AAK)

Apple is transitioning from SKAN to AdAttributionKit (AAK), introducing key upgrades:

• Re-engagement tracking for measuring retargeting efforts.

• Interoperability with SKAN for a smooth transition.

• Expanded ad format support, including interactive ads.

How Targetoo Helps with AAK

Targetoo ensures clients stay ahead by swiftly adapting to Apple’s updates and continuously refining measurement strategies.

Targetoo is a leading Mobile Growth Platform specializing in privacy-compliant advertising solutions across in-app, mobile web, audio, and Connected TV (CTV). With cutting-edge technology and a data-driven approach, Targetoo empowers brands to run optimized campaigns that drive engagement and results.

Unlocking Shopping Season 2025: The Power of Location Intelligence

As the shopping season approaches, global retail events like China’s Singles’ Day, Black Friday, Cyber Monday, and Mexico’s Buen Fin continue to drive billions in sales. In 2025, the holiday shopping season is expected to be more digitally driven than ever, with brands integrating advanced marketing technologies to enhance consumer engagement. Forecasts indicate that holiday sales will surpass $1.4 trillion, with e-commerce sales set to grow by over 10% year-over-year.

With competition at an all-time high, traditional advertising methods are no longer enough. Shoppers now expect personalized experiences, and brands that fail to deliver risk being ignored. Location Intelligence is emerging as a crucial tool, enabling businesses to engage consumers in real-time, enhance store traffic, and bridge the gap between online and offline shopping experiences.

How Location Intelligence Powers Holiday Shopping in 2025

The shopping season is no longer confined to physical stores or single-day sales. Consumers are shopping earlier, using multiple devices, and expecting seamless interactions across platforms. Location Intelligence empowers brands to:
 

• Engage shoppers based on real-time proximity to stores and shopping districts.

• Optimize marketing spend by targeting high-intent consumers in key locations.

• Enhance omnichannel strategies by aligning digital ads with in-store promotions.

Key 2025 Retail Insights

📍 Geospatial targeting has improved marketing efficiency by over 25% for brands integrating real-time consumer behavior. (Mastercard)

📍 Retailers utilizing location-based advertising have seen a 22% increase in conversion rates. (Deloitte)

📍 40% of holiday shoppers now prefer a mix of in-store and online shopping, requiring seamless omnichannel engagement. (Forrester)

Five Key Strategies for Leveraging Location Intelligence in the Shopping Season

1. Hyperlocal Campaigns for Targeted Engagement

In 2025, shoppers are bombarded with ads across multiple platforms, making relevance more important than ever. Brands are using geofencing and beacon technology to create hyperlocal campaigns that reach consumers only when they are most likely to convert.

Retailers can now activate location-triggered promotions when shoppers enter a designated area, such as a shopping mall or competitor’s store. These real-time interactions not only increase engagement but also influence last-minute purchasing decisions, which are crucial during the shopping season.

2. Competitive Intelligence and Strategic Targeting

Consumers are more price-sensitive in 2025 due to fluctuating economic conditions, leading them to compare prices across multiple retailers before making a purchase. Brands can use location intelligence to monitor competitor foot traffic and strategically deploy promotions to attract shoppers considering alternative options.

By analyzing real-world movement patterns, businesses can identify high-traffic areas and deploy mobile ads that redirect shoppers to their stores. This strategy not only helps in gaining a competitive advantage but also ensures that brands are capturing high-intent consumers actively shopping in the area.

3. Drive-to-Store Advertising and Attribution

The holiday season sees a surge in digital ad spending, but the challenge has always been measuring the impact of digital campaigns on physical store visits. Location Intelligence provides real-time attribution, allowing retailers to track how many consumers visit their store after engaging with a digital ad.

Brands investing in drive-to-store campaigns can now seamlessly track consumer journeys, ensuring that digital investments translate into measurable offline success. This data also enables better ad budget allocation, focusing on channels that deliver the highest ROI.

4. Real-Time Dynamic Ad Adjustments

The shopping season is highly unpredictable, with changing consumer behaviors influenced by weather, local events, and even stock availability. In 2025, brands are deploying AI-powered location intelligence to dynamically adjust their ads based on real-time external factors.

For instance, retailers can modify ad creatives to highlight winter fashion during unexpected cold fronts or push limited-time offers on trending products based on stock levels in nearby stores. This agility ensures that advertising remains relevant, timely, and effective throughout the season.

5. Seamless Omnichannel Shopping Experiences

Shoppers no longer differentiate between online and offline experiences—they expect a unified journey. Location Intelligence helps brands synchronize campaigns across Connected TV (CTV), digital out-of-home (DOOH), mobile, and in-store touchpoints, creating a seamless brand experience.

For example, a consumer who browses a gift of vacation on Smart -TV can get a personal mobile ad with the same product characterized by the same product, where a store locator is for the nearest physical outlet. This integration not only confirms the brand of brand, but also guides shop owners through conversion tracts.

The 2025 Holiday Shopping Journey: A Location-Powered Consumer Experience

Meet Lisa, a tech-savvy holiday shopper looking for gifts. Here’s how Location Intelligence enhances her journey:

🔹 Lisa starts by browsing holiday sales on her phone, checking for the best deals online. Based on her past interactions, she receives an exclusive mobile ad offering her 10-15% off at a nearby electronics store.

🔹 Later in the day, she passes by a digital billboard featuring the same promotion, reinforcing the offer.

🔹 In the evening, while streaming a show on her Smart TV, a CTV ad highlights the store’s extended holiday shopping hours, reminding her to visit before the deal ends.

🔹 When Lisa finally visits the store, the retailer’s AI-driven system identifies her past searches and recommends relevant products, creating a personalized shopping experience.

🔹 After making her purchase, she receives a push notification with a discount code for a future visit, strengthening long-term customer loyalty.

This journey highlights how Location Intelligence transforms disconnected advertising efforts into a strategic, data-driven experience that feels intuitive and customer-centric.

The Future of Shopping Season Marketing: Smarter, Faster, and More Personalized

The retail landscape in 2025 is smarter than ever, with AI-driven personalization, location-based engagement, and real-time data insights leading the way. As brands prepare for the biggest shopping season of the year, those that harness Location Intelligence will gain a competitive edge by:

• Delivering hyper-personalized marketing at scale.

• Optimizing ad spend for maximum impact.

• Creating seamless omnichannel experiences.

• Driving higher foot traffic and in-store conversions.

Maximize Your Holiday Sales with Location-Powered Advertising

At Targetoo, we specialize in advanced Location Intelligence solutions that help brands connect with the right audience, at the right place, at the right time. Whether you need drive-to-store strategies, omnichannel ad synchronization, or real-time campaign optimization, we have the tools to ensure your brand wins this shopping season.

Contact us today to explore how our data-driven solutions can help you maximize holiday sales and build stronger customer relationships!

Digital Advertising Trends 2025 - A Comprehensive Guide for Marketers

The digital advertising landscape is continuously evolving, driven by changing consumer behaviors, emerging technologies, and new marketing strategies. As we move into 2025, brands must be more strategic in their approach to advertising, leveraging AI-driven insights, optimising budget allocation, and ensuring seamless cross-channel campaigns.

This blog explores the most critical trends shaping digital advertising and how brands can navigate them effectively to maximize performance and audience engagement.

1. The Evolution of Advertising: Balancing Brand and Performance Marketing

Marketers are increasingly blending brand-building with performance marketing strategies. Instead of treating them as separate entities, companies are integrating both to drive long-term customer loyalty while maximizing conversions.

Brand marketing focuses on awareness and creating a strong identity.
Performance marketing is centered around measurable actions like clicks, leads, and purchases.

With this shift, businesses must ensure their marketing teams collaborate effectively, utilizing data-driven insights to refine messaging and audience targeting. A well-structured marketing strategy balances demand generation (awareness and engagement) with demand capture (converting leads into customers).

2. Strategic Budget Allocation: Maximizing Returns with Smart Investments

Digital advertising budgets continue to rise, with brands allocating more funds towards high-performing channels. To ensure maximum impact, marketers are shifting investments toward Meta, TikTok, Snapchat, and retail media networks while also exploring emerging platforms such as audio ads and connected TV (CTV).

Key Budget Allocation Strategies:

Performance-Based Allocation: Brands are leveraging predictive algorithms to automatically distribute budget across channels based on performance metrics like ROAS (Return on Ad Spend) and CPA (Cost per Acquisition).

• Dynamic Reallocation: AI-powered tools allow marketers to shift spending in real-time, ensuring underperforming channels receive fewer resources while high-performing channels receive greater investment.

• Emerging Channels: Digital audio, influencer marketing, and interactive ads are gaining traction as marketers explore new ways to engage audiences.

By implementing AI-driven budget optimization techniques, companies can eliminate inefficiencies and maximize return on investment. Targetoo provides advanced solutions to help businesses allocate their advertising budgets effectively, ensuring every dollar spent delivers measurable results.

3. AI-Driven Advertising: The Future of Automation and Personalization

Artificial Intelligence (AI) is at the forefront of advertising innovation, enabling marketers to create highly personalized and engaging campaigns. AI tools enhance creative automation, audience targeting, and performance tracking, making campaigns more efficient and impactful.

AI-Powered Innovations in Advertising:

• Conversational Ads & Commerce: Brands are integrating chat-based ad formats on platforms like WhatsApp and Messenger, allowing real-time interactions with potential customers.

• Predictive Analytics: AI analyzes consumer behavior patterns to deliver tailored ads based on past interactions and preferences.

• Creative Automation: AI-generated visuals, personalized ad copies, and automated A/B testing streamline the creative process, reducing production time while enhancing effectiveness.

A staggering 80% of marketers agree AI is living up to its promise, significantly improving efficiency and campaign performance. With Targetoo's AI-driven advertising solutions, brands can enhance personalization, optimize ad spend, and drive higher engagement.

4. The Rise of Cross-Channel Advertising: Integrating Platforms for Maximum Impact

Consumers interact with brands across multiple touchpoints, from social media and search engines to mobile apps and streaming platforms. To stay ahead, businesses must adopt a full-funnel marketing approach, ensuring consistency across all channels.

Key Cross-Channel Strategies:

• Omnichannel Targeting: Ads should seamlessly follow users across platforms, providing a cohesive brand experience.

• Unified Performance Tracking: Implementing cross-platform analytics helps brands measure success holistically rather than in silos.

• Segmented Messaging: Different audience segments require tailored messaging to ensure relevance and engagement.

By aligning campaigns across multiple channels, brands can create a more effective marketing ecosystem that drives results at every stage of the customer journey. Targetoo's expertise in cross-channel advertising ensures brands can integrate platforms efficiently and maximize their reach.

5. Emerging Advertising Formats: Interactive, Video, and Audio Ads

Consumer preferences are shifting towards more immersive and interactive content formats. Traditional display ads are losing effectiveness, making way for interactive, video, and audio ads.

High-Impact Ad Formats for 2025:

• Short-Form Video Ads: Platforms like TikTok, Instagram Reels, and YouTube Shorts are ideal for engaging younger audiences.

• Augmented Reality (AR) Ads: AR-based advertising allows users to interact with products in a virtual space, enhancing engagement.

• Shoppable Ads: E-commerce brands are integrating direct purchase options within social media ads, streamlining the buying process.

• Programmatic Audio Ads: With the rise of digital radio and podcasts, programmatic audio ads are becoming a key channel for brand messaging.

Brands must adapt to these evolving formats to stay relevant and capture consumer attention in a competitive landscape.

6. Measuring Success: Advanced Analytics and AI-Driven Insights

To maximize the effectiveness of digital campaigns, marketers need robust measurement tools that provide actionable insights. Advanced analytics powered by AI and machine learning help brands understand which strategies are working and where optimizations are needed.

Key Metrics for 2025:

• Attribution Models: Marketers are adopting multi-touch attribution to track consumer interactions across multiple channels.

• Lift Studies: Controlled experiments are being used to measure the incremental impact of advertising.

• AI-Powered Performance Prediction: AI-driven forecasting models help brands anticipate campaign success before launch.

With improved measurement strategies, businesses can make data-driven decisions that enhance marketing efficiency and drive better outcomes.

Conclusion: Navigating the Future of Digital Advertising

As digital advertising continues to evolve, brands must be proactive in embracing AI-driven automation, strategic budget allocation, cross-channel integration, and emerging ad formats.

By staying ahead of trends and leveraging technology, businesses can create impactful, data-driven campaigns that drive engagement, increase conversions, and ensure long-term success in the ever-changing digital landscape. Ready to take your app advertising to the next stage? Let Targetoo guide your journey to measurable fulfillment!

Mastering Vertical Video: Strategies for Multi-Platform Success

As the digital advertising landscape evolves, brands must adapt to meet their audiences across multiple platforms. With the rise of short-form, engaging content, vertical video has become the preferred format for capturing audience attention. However, maximizing the potential of vertical video requires more than just creating engaging visuals. It demands a strategic approach that considers platform-specific requirements, audience behavior, and dynamic optimization.

At Targetoo, we specialize in helping brands navigate these complexities with data-driven strategies and tools designed for multi-platform success. Here's how you can optimize your vertical video campaigns effectively:

1. Customize Videos for Every Platform

Creating video content from scratch for every platform can be time-consuming and costly. A smarter approach is to repurpose and adapt existing videos to fit the unique requirements of each platform.

Each platform has specific guidelines, such as aspect ratios, file sizes, and video durations. By tailoring your videos to align with these parameters, you can ensure a seamless viewing experience without compromising quality or brand identity. For instance, a video designed for Instagram Stories may need adjustments in duration and text placement to perform equally well on TikTok or Snapchat.

Targetoo Insight: Our tools simplify video customization by allowing you to dynamically adapt creatives while maintaining brand consistency. This enables businesses to scale campaigns across platforms quickly and effectively.

2. Optimize Budget Allocation in Real-Time

Not all platforms perform equally, and audience preferences can vary significantly between them. By monitoring performance metrics in real time, advertisers can identify which platforms yield the best results and adjust budgets accordingly.

For example, if your vertical video is driving high engagement on Instagram but showing diminishing returns on another platform, reallocate your ad spend to where it matters most. Real-time budget adjustments ensure you’re maximizing ROI without manual intervention.

Targetoo Advantage: With Targetoo’s programmatic advertising solutions, you can automate budget optimization, reallocating ad spend based on KPIs such as engagement rate or return on ad spend (ROAS).

3. Test and Refine Your Creative Elements

Testing is key to understanding what resonates with your audience. By experimenting with different creative elements, such as captions, call-to-actions (CTAs), or video sequences, you can identify what drives the most engagement and conversions.

Testing across multiple platforms can also reveal valuable insights about audience preferences. For instance, one platform’s audience may respond better to a video with bold text overlays, while another prefers minimalistic designs.

Targetoo Tip: Use our advanced A/B testing tools to identify winning creatives and refine your messaging for different audience segments, ensuring consistent performance across platforms.

4. Expand Campaigns Without Losing Focus

Scaling vertical video campaigns across different platforms can be daunting, especially when juggling multiple creative formats and audience segments. Streamlining this process is essential for maintaining consistency and efficiency.

Centralized campaign management can help you monitor performance, allocate budgets, and deploy creatives across platforms like Instagram, TikTok, Pinterest, and Snapchat. A unified campaign structure ensures your messaging stays consistent while reducing the time and effort required to scale.

Targetoo Solution: Our platform streamlines cross-platform campaign management, allowing you to scale your vertical video efforts while maintaining targeting precision and branding consistency.

5. Fine-Tune Targeting with Audience Insights

Understanding your audience is critical to delivering impactful vertical video campaigns. By leveraging audience insights and segmentation, you can tailor your content to align with the behaviors, preferences, and demographics of your target audience.

First-party data and platform analytics can help identify specific audience groups, such as lookalike audiences or users who have interacted with your website. Using these insights, you can create more personalized and relevant ads that capture attention and drive conversions.

Targetoo Expertise: With our robust targeting capabilities, including first-party data integration and advanced audience segmentation, we help you deliver hyper-personalized vertical video campaigns that resonate with your audience.

Succeeding on Multiple Platforms

In today’s fast-paced digital environment, mastering vertical video campaigns is about more than just creativity. It’s about adopting strategies that ensure your content is optimized, your budget is allocated efficiently, and your audience is engaged on their preferred platforms.

At Targetoo, we empower brands to repurpose video creatives, optimize budgets, test variations, scale campaigns, and leverage audience insights effectively. By embracing these strategies and leveraging our expertise, you can stay ahead of the curve and drive meaningful results with your vertical video advertising efforts.

Ready to take your vertical video campaigns to the next level? Contact Targetoo today and discover how our cutting-edge solutions can help you succeed across platforms.

Wishing You a Happy and Successful 2025 from Targetoo

As we step into 2025, we at Targetoo want to extend our warmest wishes to all our valued clients and partners, as well as those who are yet to join us on this exciting journey. May this year bring you success, growth, and countless opportunities to achieve your goals.

Our Commitment to Excellence in Programmatic Advertising

2024 was a year of innovation, collaboration, and growth for us at Targetoo. We are immensely grateful for the trust you have placed in us to deliver exceptional programmatic advertising campaigns. As we embark on this new year, our commitment remains steadfast: to provide industry-leading solutions that drive measurable results and empower your brand to thrive in an increasingly competitive digital landscape.

Elevating Agencies with White Label Solutions

We understand the evolving needs of agencies and the challenges they face in scaling operations. That’s why Targetoo’s white-label solutions are designed to provide unmatched support, enabling agencies to expand their offerings and achieve unparalleled growth. Whether you’re looking to enhance your current capabilities or explore new revenue streams, our bespoke solutions are here to help you succeed.

Ready to Elevate Your Advertising Strategy?

We’re excited to continue growing alongside you in 2025 and beyond. If you’re ready to explore how Targetoo can transform your advertising campaigns or support your agency with cutting-edge white-label solutions, we’d love to hear from you. Book a call or schedule a demo today by visiting https://www.targetoo.com/contact

Happy New Year!

Sincerely,

The Targetoo Team

Global Video Advertising Trends 2024: Streaming, CTV, and Targeted Strategies

In today’s dynamic digital ecosystem, the premium video streaming landscape is evolving faster than ever. With Connected TV (CTV) dominance, live sports engagement, and audience targeting reshaping the industry, businesses must adapt to stay ahead. This global report uncovers key trends and insights from the first half of 2024, offering advertisers and marketers a clear roadmap to success in the streaming world.

Ad Views on the Rise Across Regions

Global ad views for premium streaming content continue to grow significantly. Streaming has officially outpaced both cable and broadcast television in several markets:

• In the U.S., streaming accounted for 40.3% of viewing time by June 2024, reflecting a clear shift in audience preference.

• In Europe, platforms like TF1+ in France and Channel 4 in the UK are driving viewership growth, with ad views up +29% year-over-year (YOY).

This rise is fueled by increasing adoption of streaming platforms, improved targeting strategies, and growing opportunities around premium live content.

Programmatic Advertising Growth: An Industry Standard

Programmatic advertising continues to expand globally, demonstrating its efficiency and relevance:

• U.S. programmatic ad views grew by +15% year over year, driven largely by the dominance of CTV and Free Ad-Supported Streaming Television (FAST) platforms.

• Europe saw an impressive +41% YOY growth, showcasing increasing adoption of automated ad buying among premium publishers.

Deal Types Differ Globally:

• U.S.: Non-guaranteed programmatic deals dominate, accounting for 78% of programmatic ad views.

• Europe: Programmatic Guaranteed (PG) deals lead with 58%, favored for their predictability, compliance, and control.

For marketers, programmatic strategies remain essential, offering precision, scalability, and real-time optimization to reach targeted audiences.

CTV: The Power of the Big Screen

Connected TV (CTV) remains the undisputed leader for ad-supported content consumption.

• In the U.S., CTV accounts for 83% of total ad views, highlighting its dominance across households.

• In Europe, CTV usage grew by +31% year over year, now representing 46% of ad views. Large screens, combined with set-top boxes, account for 67% of total ad consumption.

For advertisers, the CTV experience is unmatched. Viewers prefer the large screen for premium content, and studies show that limited ad interruptions deliver higher-quality engagement and brand sentiment.

Live Streaming: A Growing Global Opportunity

Live sports and major tentpole events are driving ad viewership, particularly in the U.S.:

• In January 2024, the NFL AFC Wild Card Game streamed on Peacock, attracting 23 million live viewers, a historic record for digital streaming events.

• In Europe, events like UEFA Euro 2024, Roland Garros, and the Tour de France are boosting live streaming engagement, with live content expected to continue its upward trajectory.

Live streaming offers a unique opportunity for advertisers to capture large, engaged audiences in real time, bridging traditional live TV experiences with the digital streaming ecosystem.

What Audiences Are Watching: Live vs. On-Demand

The split between live streaming and video-on-demand (VOD) continues to shape audience behavior globally:

• In the U.S., live streaming accounts for 54% of ad views, largely driven by sports and live events.

• In Europe, 78% of ad views occur on VOD content, with long-form content (6+ minutes) dominating viewing time.

While VOD remains strong, live content is growing rapidly, offering advertisers opportunities to engage audiences during key moments.

OTT Platforms Lead in the U.S., Operator Authentication in Europe

Ad distribution platforms vary by region:

• U.S.: Over-the-top (OTT) platforms, including FAST channels and Direct-to-Consumer (DTC) services, dominate with 71% of ad views.

• Europe: Operator authentication platforms (e.g., TV Everywhere) account for 84% of ad views, reflecting consumer preference for broadcaster-backed streaming apps.

For marketers, understanding regional platform dominance is crucial to maximizing campaign reach and efficiency.

Audience Targeting: Precision and Personalization

Audience targeting capabilities are transforming premium video advertising:

• In the U.S., ad views utilizing audience targeting grew +39% YOY, with behavioral targeting leading at 57%.

• In Europe, targeted ad views grew +23% YOY, with demographic targeting accounting for 69%.

As third-party cookie deprecation looms and data regulations evolve, publishers are increasingly leveraging first-party data strategies to optimize audience reach while maintaining a high-quality viewer experience.

Key Takeaways for Advertisers in 2024

The global video streaming landscape is thriving, and key trends underscore its growth potential:

1. CTV Dominance: The large screen remains the preferred device for premium, ad-supported content.

2. Programmatic Expansion: Automation and precision targeting are driving programmatic ad view growth globally.

3. Live Streaming Momentum: Sports and live events are becoming central to streaming strategies.

4. Audience Targeting: Leveraging first-party data is essential for delivering personalized, effective ad campaigns.

5. Regional Platform Preferences: OTT platforms dominate the U.S., while operator-backed platforms lead in Europe.

Targetoo: Your Partner in Video Advertising Success

At Targetoo, we help brands and agencies navigate the evolving streaming landscape by delivering data-driven, programmatic advertising solutions. Whether it’s CTV, live streaming, or targeted campaigns, we empower businesses to:

• Reach the right audiences on premium platforms.

• Optimize ad spend with precision and efficiency.

• Drive engagement and ROI through seamless, personalized campaigns.

Looking Ahead

The year 2025 presents even greater opportunities for advertisers to capitalize on emerging trends in streaming and digital video. Major global events, such as international sports tournaments, anticipated blockbuster streaming content releases, and the continued rise of free ad-supported streaming television (FAST), will drive significant viewership.

Ready to elevate your video advertising campaigns? Partner with Targetoo to unlock the full potential of streaming, CTV, and programmatic advertising.

Contact us today to learn more!

Mobile Marketing Playbook: Converting First-Time Users into Loyal Customers

Standing out in the fast-paced mobile app world is more challenging than ever. The real winners are businesses that don’t stop at attracting new users but go further—turning first-time app users into loyal customers.

To achieve this, a dual approach of User Acquisition (UA) and Retargeting Campaigns is key. This combination allows businesses to expand their audience, re-engage inactive users, and maximize app success while optimizing costs.

With over 3 billion active Android devices globally and 1 billion iPhones in use, the opportunities to connect with users have never been greater. As of November 2024, Android leads with a 71.42% global market share, while in the US, iPhones dominate with a 56.63% market share. These numbers highlight the massive potential for mobile marketers to expand their reach.

Here’s how you can leverage this strategy to thrive in 2025.

Understanding User Acquisition (UA)

User Acquisition campaigns are all about attracting new users who have never interacted with your app. These campaigns use targeted advertising, creative messaging, and precise audience segmentation to draw attention and encourage downloads.

Key Benefits of UA:

• Expands your user base by reaching untapped audiences.

• Creates brand awareness among potential users.

• Drives initial installs and first conversions.

However, acquiring users is only the first step. Keeping them engaged is where retargeting comes in.

The Power of Retargeting Campaigns

Retargeting focuses on re-engaging users who may have interacted with your app but lost interest or became inactive. It’s a way to remind users why they downloaded the app in the first place and encourage them to return.

How Retargeting Works:

• Targeting Inactive Users: Personalized ads nudge users to re-open or reinstall the app.

• Precision Messaging: Offers, promotions, or reminders incentivize conversions.

• Timely Engagement: Target users at optimal moments (e.g., geo-targeted offers).

Given the growing global reach of Android and the high user concentration of iPhones in key markets like the US, it’s critical for marketers to tailor their campaigns to platform-specific behaviors for maximum impact.

Key Takeaways for 2025

The dual approach of UA and retargeting is no longer optional—it’s a necessity for apps that want to thrive. By combining these strategies, businesses can:

• Achieve higher ROI from their campaigns.

• Build a loyal and engaged user base.

• Drive sustainable, long-term app growth.

Whether your focus is on Android’s vast global reach or iOS’s dominance in markets like the US, aligning your strategy with platform trends is essential for success.

How Targetoo Can Help

At Targetoo, we specialize in helping businesses grow their apps through data-driven UA and retargeting campaigns. Our expertise ensures you target the right users, optimize ad spend, and achieve measurable results.

Ready to take your app from downloads to loyalty? Download our 2025 Mobile Marketing Playbook and discover how UA and retargeting can transform your app’s success.

Mastering Mobile Attribution: A Complete Guide for App Marketers

In the fast-evolving world of mobile apps, understanding user behavior and measuring campaign success is crucial. This is where attribution plays a vital role. It helps identify where users come from, what they do within the app, and how marketing efforts contribute to these actions, such as completing registrations, making in-app purchases, or progressing in a game.

From mobile to web and Connected TV (CTV), attribution has broad applications, but here, we’ll focus on its role in the mobile app ecosystem, explore its importance, discuss attribution models, and dive into methods like View-Through Attribution (VTA) and Click-Through Attribution (CTA). We’ll also shed light on deterministic versus probabilistic attribution and why mastering this concept is essential for mobile app advertisers.

The Core of Mobile Attribution

What Is Mobile Attribution?

Mobile attribution links users’ behavior to specific marketing efforts. It tracks advertising interactions—such as views or recordings—and links them to user actions in the app, such as installations or purchases. By analyzing this data, marketers can better identify which campaigns are working and fine tune their strategies for better results.

How Does It Work?

The process starts with tracking user interactions with ads. Once users install the app or take specific actions, attribution tools match these behaviors to prior ad engagements. Different models help assign credit, offering marketers a clear understanding of their campaign performance and guiding more informed budgeting decisions.

The Necessity of Mobile Attribution

Why Is It Important?

Without attribution, evaluating the success of marketing campaigns is nearly impossible. Attribution provides clarity on user behavior, enabling advertisers to improve creatives, optimize ad spend, and ultimately enhance user engagement. It empowers marketers to measure the true impact of their efforts and drive better outcomes.

The Challenges of Attribution

While critical, attribution isn’t without its hurdles:

• Lack of Industry Standards: Different tools and methods create inconsistencies.

• Cross-Platform Journeys: Users switch devices and channels, complicating tracking.

• Fraud Risks: Click spamming and fake installs skew data accuracy.

Working with advanced tracking platforms or partners can address these challenges, offering more precise insights and safeguarding against fraud.

Understanding Attribution Models

First-Touch Attribution

This model assigns credit to the first interaction that brought the user to the app. It’s effective for understanding initial engagement but may overlook subsequent influences.

Last-Touch Attribution

Here, the final interaction before conversion gets all the credit. While useful for measuring immediate outcomes, it often disregards the cumulative effect of earlier touchpoints.

Multi-Touch Attribution

This approach distributes credit across multiple touchpoints, offering a more comprehensive view of the customer journey. It’s ideal for optimizing multi-channel campaigns and resource allocation.

Comparing VTA and CTA

What Is View-Through Attribution (VTA)?

VTA measures the impact of ad impressions that don’t result in immediate clicks but still influence user actions, such as installs or purchases. This method offers a holistic view of campaign performance by considering delayed effects.

What Is Click-Through Attribution (CTA)?

CTA tracks direct clicks leading to actions, providing a clear and immediate link between the ad and user behavior. It’s fast and precise but doesn’t account for non-click interactions.

The Attribution Window

An attribution window defines the time frame in which a click or impression is credited with a conversion. For example, a 24-hour impression window and a 7-day click window prioritize clicks over impressions, ensuring the most accurate attribution possible.

Deterministic vs. Probabilistic Attribution

Deterministic Attribution

This method relies on precise data, like device IDs or login credentials, for accurate tracking. It’s highly reliable but requires detailed user data, often raising privacy concerns.

Probabilistic Attribution

Here, statistical models estimate attribution using aggregated data, such as IP addresses or browser information. While less accurate, it’s useful when exact data isn’t available.

Which One Wins?

Deterministic attribution takes precedence due to its accuracy when both deterministic and probabilistic methods apply. For instance, if one channel tracks via device IDs and another uses probabilistic data, the deterministic method receives credit for the conversion.

Why Combining Methods Matters

A hybrid approach, blending deterministic and probabilistic methods alongside VTA and CTA, offers the most comprehensive insights. Deterministic tracking ensures accuracy, while probabilistic methods fill data gaps. Together, they help marketers understand both immediate and long-term campaign impacts, enabling smarter strategies.

Leveraging MMPs for Better Attribution

What Is an MMP?

A Mobile Measurement Partner (MMP) tracks and analyzes ad performance, offering insights into app installs and user engagement. By integrating with platforms like Targetoo, MMPs provide valuable data such as:

• Non-Attributed Installs: Insights into user actions not credited to ads.

• Assisted Installs: Instances where ads played a partial role in conversions.

• Post-Install Events: Data on user actions after installation, like purchases.

• Cohorted Data: Group performance metrics based on shared traits, like install dates.

The Value of MMP Integration

By partnering with MMPs, advertisers can track performance more effectively, optimize campaigns, and combat challenges like ad fraud or data fragmentation.

Conclusion

Mastering mobile attribution is key to unlocking the whole potential of app advertising and marketing campaigns. It allows advertisers to degree achievement, refine strategies, and allocate budgets wisely. By balancing deterministic and probabilistic strategies, entrepreneurs can navigate privacy challenges while making sure accuracy.

Attribution isn’t just a device-it’s the foundation of successful cell app marketing. For present-day solutions, partnering with professionals like Targetoo assist you to optimize your efforts and attain your advertising and marketing dreams.

Ready to take your app advertising to the next stage? Let Targetoo guide your journey to measurable fulfillment!

The potential of machine learning in programmatic advertising

Machine learning (ML) has revolutionized programmatic advertising, changing the way campaigns are managed and optimized. By using ML algorithms, demand-side platforms (DSPs) can make data-driven decisions in real-time, increasing productivity and improving campaign performance

Major advantages of ML in programmatic advertising

• Enhanced interactivity and personalization: ML enables highly targeted campaigns by analyzing user behavior and preferences. This allows advertisers to deliver personalized messages to the right audience at the right time.

• Optimized budget allocation: ML algorithms can analyze historical data to determine the likelihood of shifting and adjusting pricing accordingly, ensuring that the budget is allocated correctly.

• Deeper analytics and insights: By using ML, advertisers can gain deeper insights into campaign performance, enabling them to make data-driven decisions

• Fraud detection and prevention: ML-powered systems can detect and block fraudulent traffic, protect advertisers’ budgets and ensure campaign integrity

Addressing the challenges of systemic advertising

• Advertising fraud: Implementing robust machine learning algorithms for fraud detection can help reduce this risk.

• Brand safety: Brand safety can be ensured by using machine learning to analyze and segment website content based on relevancy.

• Viewability: Using machine learning to predict ad views can be used to optimize placement and maximize impact.

• Data Privacy and Compliance: Compliance with data privacy laws and the use of confidential ML techniques are essential.

• Complex real-time bidding: The real-time bidding process can be simplified by using ML-powered bidding algorithms.

• Measuring campaign effectiveness: Advanced analytics and ML can help measure campaign performance more accurately.

The Role of ML in Programmatic Ad Buying

Since its inception, ML has optimized processes like real-time bidding (RTB) by predicting outcomes, analyzing data for smarter bidding decisions, and determining optimal bid amounts. In 2024, ML algorithms further refine these processes, adapting in real-time to market conditions and user behaviors, enhancing advertiser performance in measurable ways.

The Future of Programmatic Advertising

As advancements in AI and machine learning continue to shape advertising technology, Targetoo's DSP offers a cutting-edge solution for advertisers seeking to leverage ML to meet their KPIs with greater efficiency and effectiveness.

Targetoo's Commitment to ML-Powered Advertising

Targetoo's DSP leverages the synergy between machine learning and programmatic advertising to streamline campaign management and optimize performance. Over the past decade, we have built a robust infrastructure of programmatic solutions to simplify advertising and enhance efficiency.

Adapting to rapidly evolving trends and technologies is vital for sustained growth, especially in addressing the challenges faced by media buyers. Targetoo prioritizes client feedback to identify and integrate the most effective, algorithm-driven solutions that automate and improve media buying processes.

Explore the Power of ML with Targetoo

Explore more successful algorithm-driven results in our DSP through our case studies. Join our platform to drive impactful, effortless campaigns that achieve measurable success.

Advertisers have consistently faced challenges in understanding consumer preferences, maximizing reach, and improving ad efficiency without added costs or manual effort. Machine learning in programmatic advertising addresses these needs, allowing advertisers to set tailored rules for placements and conditions. With modern DSPs, media buyers can achieve optimal results with minimal input and budget.

Ready to use machine learning to reach your goals? Try Targetoo DSP.

The Enduring Relevance of Ad Networks in the Programmatic Age

Ad networks have been part of the digital advertising landscape for decades, and while programmatic advertising has revolutionized ad buying, ad networks continue to play a crucial role. Instead of fading into the background, ad networks have evolved, merging with the programmatic ecosystem to offer advantages that benefit both advertisers and publishers in unique ways.

Here’s why ad networks are still indispensable in today’s digital marketing landscape.

Connecting Advertisers and Publishers with Greater Efficiency

Initially, ad networks emerged as a solution for publishers to sell unsold ad space and for advertisers to reach wider audiences across digital platforms. Ad networks made it simpler by aggregating inventory from various sources, allowing advertisers to access multiple publishers through a single, efficient source.

Today, with the rise of automated ad buying, some questioned if ad networks would become obsolete. Real-time bidding (RTB) now enables advertisers to bid on impressions instantly, streamlining much of the ad buying process. Yet, rather than becoming irrelevant, ad networks have evolved to complement the programmatic ecosystem. They continue to bridge gaps that open exchanges alone cannot cover, helping advertisers and publishers achieve more refined targeting and strategic control in the digital space.

Exclusive Inventory and Niche Audiences

One of the biggest values ad networks offer is access to exclusive, high-quality inventory that isn’t available on open exchanges. RTB platforms provide broad reach, but they don’t always offer the control and exclusivity that certain advertisers require. Many publishers prefer to reserve their premium ad space for networks that offer more favorable terms and control over how and where their inventory appears.

This is particularly advantageous for brands seeking to advertise in premium, niche, or industry-specific environments. Whether reaching affluent audiences on high-end websites or engaging specific niches within trusted media outlets, ad networks offer curated inventory options that go beyond reach to prioritize relevance and exclusivity. By acting as curators of premium inventory, ad networks help advertisers connect with audiences in valuable and impactful ways.

Prioritizing Brand Safety and Transparency

One of the major concerns with open programmatic platforms is the risk of ads appearing in unsuitable or unsafe environments. Brand safety has become a significant issue in digital advertising, with advertisers concerned about how their ads may be associated with inappropriate or harmful content.

Ad networks mitigate these risks by pre-screening inventory and offering a level of control that can be difficult to attain on open exchanges. Their long-standing relationships with publishers enable them to provide transparency and a safer environment for brands to advertise. This added layer of security is particularly appealing to advertisers who need to ensure their campaigns reflect positively on their brand. Ad networks also provide fraud detection measures, further enhancing the reliability of ad placements and helping advertisers avoid the financial impact of wasted ad spend on fraudulent impressions.

Flexible Monetization for Publishers and Customized Campaigns for Advertisers

For publishers, ad networks provide a valuable revenue stream by allowing them to monetize unsold inventory or placements that might otherwise remain unutilized. Ad networks enable publishers to segment inventory based on target audience groups, ensuring that each ad placement finds the right buyer, while also offering an additional revenue stream beyond direct deals or RTB platforms.

Advertisers benefit as well, as ad networks offer a variety of pricing models, including cost-per-impression (CPM), cost-per-click (CPC), and performance-based options. This flexibility allows advertisers to better align their campaigns with their specific marketing objectives. Additionally, ad networks often provide detailed performance reports and insights, enabling advertisers to make informed optimizations based on actionable data.

The Evolving Role of Ad Networks in the Programmatic Ecosystem

Programmatic advertising has become the preferred method for digital ad transactions, but ad networks have continued to evolve alongside it. Many ad networks now integrate programmatic technology, which allows them to offer similar automation and precision as RTB platforms but with added benefits like inventory exclusivity and pre-established relationships.

This hybrid approach, combining human-driven relationships with programmatic efficiency, provides advertisers with unique advantages. Some ad networks even offer private marketplaces where advertisers can bid on exclusive, high-quality inventory in a controlled, brand-safe setting. These private marketplaces offer all the benefits of programmatic technology—such as speed and scalability—while ensuring premium placement and added transparency.

New Trends in Ad Networks: Artificial Intelligence and First-Party Data

As the digital landscape shifts towards privacy-first advertising, ad networks are increasingly incorporating artificial intelligence (AI) and machine learning to enhance targeting and campaign optimization. AI-powered ad networks can analyze real-time data and audience behavior, enabling them to place ads with even greater precision. This also helps networks adapt to the diminishing availability of third-party data by leveraging first-party data from publishers to create more accurate audience profiles.

With the shift to first-party data, ad networks are also increasingly providing audience insights based on publisher data, allowing advertisers to target users more effectively while respecting privacy standards. By combining AI-driven insights with exclusive publisher data, ad networks help advertisers navigate the changing landscape of data privacy while still delivering relevant ads to the right audiences.

Why Ad Networks Continue to Be Indispensable

Ad networks have demonstrated adaptability, continuing to meet the evolving needs of digital marketers by integrating advanced technologies and maintaining curated inventory. Their role is not just transactional but strategic—they facilitate access to niche audiences, ensure brand safety, and enable both advertisers and publishers to succeed in a way that standard programmatic channels alone cannot.

In a fast-changing digital world, ad networks provide unique value to both advertisers and publishers. They offer targeted, premium placements, giving advertisers the added control they need, while providing publishers with sustainable monetization options. By doing so, ad networks remain a vital component of the digital marketing ecosystem, bridging the gaps between automated efficiency and high-quality, relationship-driven advertising.

As digital marketing continues to evolve, ad networks will likely continue adapting, ensuring they remain an essential piece of the digital advertising puzzle.

Programmatic Streaming Guide for Political Advertising in 2024

Understanding Programmatic Streaming

Programmatic streaming is a form of digital advertising that utilizes automated technology to purchase and deliver ads across various streaming platforms. It offers several advantages for political advertisers, including targeted reach, real-time optimization, and transparency.

Key Considerations for Political Advertisers

To successfully use programmatic streaming for political advertising, several factors must be considered. First, having clear campaign objectives is essential to shaping the strategy and targeting the right audience. High-quality creative content is also crucial, as compelling ads resonate more effectively with voters. Strategic targeting ensures campaigns reach the right voters at the right time, while real-time optimization allows for continuous adjustments based on performance data. Transparency and accountability remain important, ensuring campaign activities are visible and concerns are addressed quickly.

Leveraging Programmatic Streaming for Political Campaigns

Building an effective programmatic streaming strategy begins with identifying target audiences through voter data. By focusing on specific demographics and interests, messaging can be tailored to better engage voters. Choosing platforms that align with these audiences and goals is equally critical. Ad creative must be concise and engaging to capture attention. Advanced targeting options, such as demographic and behavioral targeting, further enhance effectiveness. Regular monitoring and adjusting of campaign performance ensures ongoing optimization.

Best Practices for Political Streaming Ads

Political ads should be concise and engaging to capture attention quickly and deliver the message effectively. It's important to prioritize brand safety, ensuring ads run on reputable platforms and avoid unsuitable content. Complying with advertising regulations is essential. Additionally, testing and iterating with different ad formats and targeting strategies helps refine and improve the campaign’s effectiveness over time.

The Future of Political Advertising

As streaming continues to grow in popularity, programmatic advertising will play an increasingly important role in political campaigns. By understanding the key considerations and best practices outlined in this guide, political advertisers can effectively leverage programmatic streaming to reach their target audience and achieve their campaign objectives.

With Election Day approaching, political advertisers must ensure every impression counts. By following this guide and working with the right partners, campaigns can maximize programmatic streaming opportunities to reach the right voters effectively and efficiently.

For more information on how to build a successful programmatic streaming strategy for political advertising, contact us at Targetoo.

Bet on Success: Winning Strategies for Social Casino Ads

The social casino mobile gaming industry is expanding quickly, with an expected annual growth rate of 8.82% globally by 2027. This growth presents a significant opportunity for these apps to reach and captivate an engaged audience through creative advertising campaigns. To achieve lasting success, however, it's important to understand user behaviour, develop distinctive ad formats, and consistently innovate to make the gaming experience enjoyable and profitable.

Understanding Social Casino Games

Social casino games are digital versions of traditional gambling activities such as slots, poker, blackjack, and roulette—but with a twist. Unlike real casinos, these games are designed purely for entertainment, meaning users don't win real money. Instead, players earn or purchase virtual coins, adding a fun and risk-free element to gameplay.

These games are mostly free to download and play, making them widely accessible. Their engaging nature keeps users coming back for more, providing an immersive experience that naturally enhances responsiveness to in-app advertising.

Industry Growth and Market Dynamics

The social casino gaming market has witnessed remarkable growth in recent years, and the trend shows no signs of slowing down. The surge is largely due to the increasing popularity of mobile gaming, technological advancements, and expanded global internet connectivity.

Usage patterns vary significantly between Android and iOS platforms. While iOS users tend to spend more on in-app purchases, making them valuable for revenue generation, Android dominates in sheer numbers, leading to more ad views and broader audience reach. Leveraging both platforms can ensure comprehensive ad exposure, maximizing the impact of ad campaigns.

Betting Big on Social Casino Ad Strategies

Choosing The Right Ad Formats  

To effectively target their audience, social casino mobile apps must choose ad formats that drive installs and boost engagement. The following ad formats are ideal:

• Playable Ads: Users can try out an earlier version of a game or app before downloading. For social casino apps, playable ads might include interactive experiences like slot machines, poker, blackjack, or roulette.

• Rewarded Video Ads: Players watch video ads in exchange for in-game rewards such as virtual currency, extra spins, or other bonuses. Users must watch the entire video to receive the reward, creating a win-win for advertisers and players.

• Interstitial Ads: These full-screen ads appear during natural transition points in the app, such as between levels or during loading screens.

• Banner Ads: Small, static, or dynamic ads positioned at a specific spot on the app screen.

• Native Ads: Ads designed to blend seamlessly with the app content, imitating its style and format.

Why Testing is Key to Ad Success   

To optimize ad strategies for user retention and revenue, mobile apps should use A/B testing to compare different ad formats, placements, and frequencies. Tracking performance metrics like impressions, click-through rates, and retention rates is crucial for getting the best results.

Tracking the Odds with Continuous Measurement and Analysis  

 Measuring and analyzing ad performance helps social casino apps understand user response to campaigns, enabling data-driven decisions for continual optimization. Using real-time feedback, segmenting users based on behavior, and refining ad strategies is essential for driving growth and achieving success.

The Secret of In-App Ads Inside Social Casino Games   

Ads should fit seamlessly into natural game breaks, like between levels or during low-intensity moments, to avoid disrupting gameplay. Rewarded ads at the end of daily missions can effectively engage users and boost revenue without negatively affecting user experience.

Maintaining game integrity means integrating ads that complement rather than disrupt gameplay. Ads must be contextually relevant, and placements should be minimally intrusive to ensure a positive experience. Interstitials and rewarded ads work well in social casino apps because they grab attention during natural pauses, reducing distractions. Rewarded ads are particularly appealing because they provide players with tangible in-game benefits.

Why You Should Run Your Social Casino App with Targetoo   

At Targetoo, we use smart technology and data-based strategies to get great results for our social casino clients. Our team of experts focuses on finding high-quality users and connecting them to mobile apps through effective ad campaigns.

Our Creative Studio makes visually engaging ads for social casino games, like slots, card games, and roulette. These ads are designed to be fun and unique, helping our clients get better results.

We also offer a Multidimensional Reporting tool that shows how campaigns are performing. Our algorithms and optimization methods help our clients succeed, while real-time data allows them to make better decisions and improve strategies.

We also use our machine learning technology to find and target the best mobile users, making sure our client's campaigns reach the right people.

Targetoo has expertise in handling iOS SKAdNetwork and Google’s Privacy Sandbox. Since 2021, our team has been working to overcome these challenges, keeping our clients' campaigns ahead in the changing digital landscape.

Conclusion   

The social casino market presents a unique opportunity for advertisers and developers to engage with a dedicated user base. Social casino apps provide an ideal platform for in-app advertising with high retention rates, strong engagement levels, and significant growth potential.

At Targetoo, we are dedicated to providing personalized support and strategic expertise tailored to the dynamic social casino market. Our cutting-edge technology and insights empower you to effectively connect with a highly engaged audience and achieve your desired goals. Our team of experts is committed to helping you navigate the complexities of mobile advertising and maximize your campaign's success.

Android vs. iOS: Ignoring Android Could Be a Costly Mistake for App Marketers

When we think of mobile operating systems, iOS often comes to mind first. After all, iPhones seem ubiquitous, especially in certain regions. However, the reality is quite different when we look at the global picture. As of 2024, Android dominates the worldwide market with a 70.7% share. This might surprise many, but for mobile app marketers, it’s a critical insight that can shape successful campaigns.

While iOS maintains a strong presence, particularly in markets like the United States where it enjoys a 60.7% penetration, Android's broad reach, user-friendly interface, and accessibility have helped it capture a large and diverse audience, especially in emerging markets.

The Power of Android in Global Markets

Here’s a look at Android’s dominance across key regions:

• India: 95%

• Brazil: 81%

• Mexico: 77%

• China: 74%

These figures represent massive opportunities for mobile advertisers, yet many continue to prioritize iOS, often at the expense of missing out on a vast Android user base. Understanding the benefits of advertising on Android is essential for tapping into these growing markets.

Android’s Expansive User Base: A Goldmine for Advertisers

One of Android’s most significant advantages is its global market share, which translates to a broad and varied user base. Android’s reach extends to over 3 billion active users worldwide. Unlike iOS, which tends to attract a more affluent demographic, Android users come from diverse socioeconomic backgrounds. This allows advertisers to target a wider audience, tailoring campaigns to different segments based on location, income, and other factors.

Cost-Effective Advertising: Stretching Your Marketing Budget

In addition to its extensive user base, advertising on Android can also be more cost-efficient. User acquisition costs on Android are generally lower than on iOS, allowing advertisers to make more out of their marketing budgets. Data shows that cost-per-install (CPI) rates for Android apps—both gaming and non-gaming—are often lower than for iOS apps across most ad placements.

This cost efficiency means that marketers can reach a larger audience without overspending, making Android an attractive option for both new app launches and ongoing campaigns.

Diverse Ad Formats: Unlocking Creativity on Android

When it comes to ad formats and creative flexibility, Android offers marketers more tools to work with. For example, Android’s Custom Store Listings allow for a greater degree of customization compared to iOS’s Custom Product Pages:

• Number of Versions: Android supports 50 versions vs. 35 on iOS.

• Customizable App Elements: Android allows customization of titles, descriptions, icons, feature graphics, screenshots, and videos, whereas iOS offers fewer options.

• Review Time: Android typically approves app changes within 1 hour, compared to iOS’s 24 hours.

• Targeted Traffic Sources: Android supports both organic and paid traffic sources, whereas iOS is limited to paid traffic only.

This flexibility gives advertisers the power to craft highly tailored campaigns that resonate with different audience segments, enhancing overall campaign performance.

Data Accessibility: A Crucial Advantage for Android

The introduction of Apple’s App Tracking Transparency (ATT) framework has made data collection and campaign optimization more challenging on iOS. With stricter privacy controls, iOS advertisers have faced limitations, particularly in re-engagement campaigns.

Android, on the other hand, has been less affected by these privacy changes, making it easier for advertisers to access the data they need for precise targeting and effective re-engagement strategies. Android’s openness offers marketers more opportunities to refine their campaigns based on comprehensive data, driving better results.

The Case for a Balanced Strategy: Combining Android and iOS

A well-rounded mobile app marketing strategy should consider both Android and iOS. By focusing on both platforms, brands can maximize their reach and visibility, ensuring they connect with a wider audience.

Strategically diversifying ad spend across both operating systems helps to mitigate the risks associated with sudden changes in either platform. While iOS remains a key player in terms of consumer spending, ignoring Android would mean missing out on a significant portion of the mobile app user base.

Conclusion: Don’t Miss Out on Android’s Potential

The mobile app ecosystem is constantly evolving, and successful marketers are those who can adapt and seize opportunities across different platforms. While iOS may offer high consumer spending power, Android’s vast reach, cost efficiency, and flexibility make it a crucial component of any well-rounded mobile app advertising strategy. Balancing your focus between iOS and Android can drive long-term success and maximize your app’s potential in the ever-changing landscape of mobile advertising.

Targetoo Update: Transition from MOAT to IAB Protocols for Viewability Metrics

Dear Clients and Partners,

We hope this message finds you well. We want to inform you of an important change in our operations regarding how we measure viewability across our platform.

As of September 2024, Targetoo will no longer be utilizing MOAT as our viewability partner. This decision comes as a result of Oracle's announcement to discontinue MOAT, a tool many of you may be familiar with. MOAT has served as a reliable partner in ensuring that your ads were seen by the right audience, but with its closure, we are making a strategic shift in how we approach viewability.

Transition to IAB Protocols

In place of MOAT, Targetoo will now determine viewability based on the standards set by the Interactive Advertising Bureau (IAB). The IAB protocols are widely recognized across the industry for their rigorous standards and consistent methodology. By adopting these protocols, we are confident in our ability to continue delivering accurate and transparent viewability metrics that you can trust.

What This Means for You

For most of our clients, this change will be seamless. The transition to IAB protocols will ensure that our viewability metrics remain robust, without compromising on quality or accuracy. Our team has been working diligently to ensure that this switch is implemented smoothly, and we will continue to monitor and optimize our processes to meet the highest standards.

We look forward to continuing to provide you with top-tier service and results, now powered by the IAB's trusted viewability standards.

The Rise of F.A.S.T. : A New Frontier in TV Viewing

Introduction to F.A.S.T.

Today's consumers have more options than ever to watch their favourite TV content. Among the latest and most exciting is Free Ad-Supported Streaming Television, or F.A.S.T., a type of over-the-top (OTT) service. Platforms like XUMO, Tubi, Pluto TV, and others are delivering a wide array of content, from news and entertainment to sports, in a format that mirrors the traditional linear TV experience. What's more, these services are often integrated directly into the interfaces of smart TVs, making them easily accessible to viewers.

Why F.A.S.T. is Capturing Audience Attention

Surprisingly, 6 out of 10 households with a connected TV are turning to this cost-free, user-friendly option as one of their go-to choices for watching TV. Unlike linear TV or paid streaming services, F.A.S.T. requires no subscriptions or login credentials, offering a seamless experience on the big screen.

The Role of F.A.S.T. in a Modern Media Strategy

As the popularity of F.A.S.T. continues to grow, advertisers should consider how these platforms can enhance their video strategies. While F.A.S.T. is not a replacement for traditional TV, it serves as a valuable complement. Our research indicates that streaming advertising, including F.A.S.T. and other forms, should comprise around 20-30% of the overall budget for multi-screen campaigns to maximize reach and effectiveness.

F.A.S.T.: The New Opportunity for Targeted Advertising

Beyond just being a budget-friendly alternative, F.A.S.T. appeals to a broad demographic, including younger audiences who are more likely to "cut the cord" on traditional TV subscriptions. These viewers appreciate the ease of access, the diversity of content, and the ability to discover new channels that cater to niche interests. This creates a fertile ground for advertisers to reach engaged audiences in a lean-back environment where they are more likely to absorb brand messages.

Moreover, F.A.S.T. platforms offer unique opportunities for brands to experiment with targeted advertising, leveraging data-driven insights to reach specific audience segments with precision. The ability to deliver ads in a contextually relevant manner, within content that viewers are actively choosing to watch, enhances the effectiveness of ad placements and drives higher engagement rates.

Combining Traditional TV with F.A.S.T. for Maximum Impact

The integration of F.A.S.T. into a comprehensive media strategy allows advertisers to tap into the best of both worlds—the broad reach and established trust of traditional TV, combined with the flexibility and targeting capabilities of digital platforms. As F.A.S.T. continues to carve out its space in the media landscape, it’s clear that it represents not just a trend, but a significant evolution in how consumers engage with television content.

Interested in exploring this dynamic marketing channel further? Download our latest Targetoo F.A.S.T Report (TFR) here.

From New Users to Loyal Customers: The Dual Approach to Mobile App Marketing

In the highly competitive mobile app landscape, standing out and driving user growth is paramount. A potent strategy to achieve this is by simultaneously executing user acquisition (UA) and retargeting campaigns. This synergistic approach enables businesses to expand their reach, enhance user engagement, and ultimately, bolster app success.

Understanding the Core Components

User Acquisition (UA) Campaigns

At the heart of user growth lies user acquisition. UA campaigns are meticulously designed to attract new users to an app. By targeting individuals who have yet to engage with the app but exhibit potential interest, these campaigns aim to expand the user base and tap into untapped markets.

Retargeting Campaigns

While UA focuses on new user acquisition, retargeting is centered on re-engaging users who have previously interacted with the app but have since become inactive or uninstalled it. By strategically reintroducing the app to these users, retargeting campaigns aim to reignite interest and drive re-engagement.

The following table outlines key differences between running retargeting campaigns on Android and iOS platforms.

The Synergistic Advantage

Combining UA and retargeting campaigns offers a multitude of benefits that can significantly impact an app's growth trajectory.

• Precision Targeting: Leveraging user data gleaned from UA campaigns, retargeting efforts can be refined to target specific user segments with tailored messaging. This precision enhances campaign effectiveness and maximizes return on investment.

• Optimized Ad Spend: By allocating budget to both acquiring new users and re-engaging existing ones, businesses can optimize their ad spend and achieve a higher return on investment.

• Elevated Conversion Rates: Retargeting campaigns serve as powerful reminders, nudging users who have shown initial interest to complete the conversion process and download the app.

• Expanded Reach and Engagement: The combined force of UA and retargeting enables businesses to cast a wider net, reaching new users while simultaneously re-engaging past users. This holistic approach fosters a loyal and engaged user base.

• Seamless User Journey: UA campaigns introduce the app to a new audience, sparking initial interest. For users who don't immediately convert, retargeting campaigns act as a bridge, guiding them back to the app and nurturing their engagement. This seamless experience strengthens brand recognition and loyalty.

Unleashing the Power of UA and Retargeting

Simultaneously executing UA and retargeting campaigns is a strategic imperative for app growth. While UA campaigns lay the foundation for user acquisition, retargeting campaigns amplify the impact by re-engaging valuable users.

At Targetoo, we specialize in helping businesses unlock the full potential of their UA and retargeting campaigns. Our data-driven approach and expertise enable us to identify the right audience, craft compelling campaigns, and drive sustainable growth.

Contact us today to learn how we can help you achieve your app growth objectives.

Empowering Users and Respecting Privacy: A Guide to CMPs, TCF 2.2, and the GPP

The digital landscape is constantly evolving, and with it, the way user data is collected and used. This has led to a growing emphasis on data privacy, with regulations like the GDPR placing stricter controls on how businesses handle user information. In the world of online advertising, navigating these regulations can be complex. This is where Consent Management Platforms (CMPs), the Transparency & Consent Framework (TCF) 2.2, and the Global Privacy Platform (GPP) come into play. Let's explore what these components are and how they work together to create a more transparent and privacy-conscious online advertising ecosystem.

1. Consent Management Platforms (CMPs):

A Consent Management Platform (CMP) is a software tool that helps websites manage user consent for their data. In simpler terms, it helps websites follow data privacy regulations and give users more control over their information.

1.1 Purposes of CMPs:

CMPs act as a bridge between publishers, users, and ad tech companies. Here's what they do:

• Gather User Consent: CMPs present clear and user-friendly interfaces where users can grant or deny consent for their data collection and usage.

• Transparency: CMPs provide users with easy-to-understand information about the data being collected, why it's collected, and who will use it.

• Preference Management: CMPs allow users to manage their consent preferences. Users can choose to revoke consent entirely or adjust their preferences for specific purposes (e.g., personalization vs. analytics).

Compliance: CMPs help publishers comply with data privacy regulations like the GDPR and CCPA by ensuring they have a lawful basis for collecting user data.

1.3 How Does a CMP Work?

Imagine a user visiting a website. The CMP detects their presence and triggers a user-friendly consent banner. This banner explains what data is being collected and for what purposes. Users can then choose to grant or deny consent or access more detailed information.

Once the user makes a choice, the CMP stores their preferences and communicates this consent information to ad tech companies through a standardized format. This allows ad companies to participate in advertising auctions while respecting user privacy choices.

1.3 Why Publishers Need CMPs:

Publishers – those who run websites and apps – often rely on advertising revenue. However, with the rise of data privacy regulations, simply collecting user data is no longer enough. Publishers need a way to obtain user consent for data collection and ensure compliance with regulations. This is where CMPs step in.

2. The Transparency & Consent Framework (TCF) 2.2:

The TCF 2.2 is a standardized set of specifications developed by IAB Europe. It provides a common language for how user consent is obtained, managed, and communicated within the online advertising ecosystem, specifically focusing on the European Union (EU) with the GDPR in mind.

Key features of TCF 2.2 include:

• Standardization: TCF provides a consistent way for publishers, ad tech vendors, and CMPs to interact and manage consent.

• User Control: TCF 2.2 offers users more granular control over their consent choices. They can choose to allow or deny specific purposes for data processing, such as personalization or ad targeting.

• Transparency: The framework emphasizes transparency by requiring clear information to be presented to users about data collection and use.

It's important to remember that TCF 2.2 itself is not a law. Rather, it's a tool that helps businesses comply with the GDPR in the context of online advertising.

3. The Global Privacy Platform (GPP):

The GPP, developed by the IAB Tech Lab, acts as a translator within the advertising supply chain. It simplifies the process of transmitting user consent signals across different regions with varying privacy regulations.

Here's how the GPP facilitates communication:

• Standardized Consent Transmission: The GPP creates a common language for encoding user consent signals. This allows CMPs to communicate user preferences to ad tech companies regardless of their location.

• Supports Multiple Jurisdictions: The GPP is flexible and can handle consent formats from various regions. It currently supports the IAB Europe TCF (EU), IAB Canada TCF (Canada), US Privacy String (US), and specific US state privacy strings.

• Integration with CMPs: The GPP works seamlessly with CMPs, allowing them to translate user consent preferences into the GPP format for smooth communication with ad tech companies.

4. How it Works Within the EU TCF Ecosystem:

Imagine a user in the EU visiting a website. The CMP on the website gathers user consent preferences through a TCF-compliant interface.

Here's where the GPP comes in:

The CMP translates the user's TCF 2.2 consent choices into a GPP string. This GPP string encapsulates all the relevant information about the user's consent, including their choices for specific purposes (e.g., personalization, ad targeting) and vendors involved.

• The CMP then transmits the GPP string to the ad tech companies involved in the advertising auction.

• Ad tech companies can then interpret the GPP string and determine if they are eligible to participate in the auction based on the user's consent choices.

• If a company is not compliant with the user's preferences, they will be excluded from the auction, ensuring user privacy is respected.

Benefits of the GPP within the EU TCF Ecosystem:

• Simplified Compliance: The GPP streamlines compliance for publishers by allowing them to manage consent across various regions with a single platform.

• Reduced Complexity: By translating consent signals into a universal format, the GPP eliminates the need for publishers and ad tech companies to deal with multiple regional formats.

• Increased Efficiency: The standardized communication facilitated by the GPP improves efficiency in the advertising supply chain.

Overall, the interplay between CMPs, TCF 2.2, and the GPP creates a more transparent and privacy-centric online advertising ecosystem. Users have greater control over their data, publishers can comply with regulations, and ad tech companies can continue to operate effectively while respecting user privacy.

Looking Ahead:

The world of data privacy is constantly evolving, and these technologies are likely to adapt as well. The GPP is still under development, with the potential to incorporate even more regions and privacy regulations. As the industry moves forward, collaboration between stakeholders – publishers, CMPs, ad tech companies, and regulators – will be crucial in ensuring a future where a thriving online advertising ecosystem coexists with strong user privacy protections.

Unleashing the Power of Seasonal Mobile App Campaigns

The mobile app market is a living, breathing entity – constantly evolving and responding to external influences. Astute marketers understand the power this dynamism holds, particularly when it comes to seasonality. Each season presents a unique opportunity to connect with your audience, from the heartwarming spirit of winter holidays to the sun-drenched adventures of summer. But how can you leverage these seasonal shifts to truly elevate your mobile app campaigns?

Decoding Seasonal Shifts

Certain apps experience a natural surge in popularity during specific times of the year. Shopping apps witness a buying frenzy around major holidays like Black Friday and Cyber Monday, while travel apps become indispensable companions during vacation seasons. Even cultural events like the Super Bowl can ignite a surge in downloads of sports-related apps for live updates and analysis.

Seasonal transitions play a significant role as well. Warmer months often see a rise in interest for travel and fitness apps, as people head outdoors and embrace an active lifestyle. Conversely, colder weather compels users to seek comfort indoors, leading to a rise in streaming services and recipe apps that fuel cosy nights in. By understanding these seasonal trends, you can craft targeted campaigns that resonate deeply with your audience.

Crafting Winning Campaigns for Every Season

The secret sauce for successful seasonal campaigns lies in tailoring your approach to the specific preferences and expectations of your audience. Winter campaigns that evoke feelings of warmth, family togetherness, and gift-giving will land far better than those pushing summer adventures. Similarly, summer campaigns should focus on relaxation, exploration, and the carefree spirit of the season. This level of customization helps you forge deeper connections with your target audience, leading to improved engagement and results.

Don't underestimate the power of visuals. Create visually stunning and emotionally evocative ads that capture the essence of the season and align seamlessly with your brand message. Think festive colors and imagery for holiday campaigns, or light and airy visuals for summer. Consider going a step further and customizing the app experience itself. Offer exclusive seasonal content, integrate interactive features that encourage user participation, or personalize the user experience based on seasonal preferences. These elements can significantly boost user engagement and loyalty.

The Power of Creativity and Authenticity

In a world saturated with marketing messages, standing out requires a dose of creativity and authenticity. Craft distinctive campaigns that reflect your brand's core values and resonate with your audience's aspirations. This builds trust and fosters strong, long-term relationships with your users.

Maintaining Momentum Year-Round

While seasonal campaigns offer exciting bursts of engagement, year-round success hinges on maintaining brand consistency. Even as your messages adapt to the season, ensure your core brand identity remains constant. A multi-channel approach that leverages Connected TV (CTV) for broader reach, user acquisition campaigns for focused targeting, and branding campaigns for sustained brand awareness can effectively reach your target audience throughout the year.

The Power of Measurement

Constant measurement and analysis are the cornerstones of continuous improvement. Track key metrics like engagement rates, conversion rates, and return on investment (ROI) to gain valuable insights into your campaign performance. Analyze the data to identify areas for optimization and refine your future campaigns for even better results over time.

Unlocking Your Seasonal Potential

Seasonal campaigns offer a golden opportunity to connect with your audience on a meaningful level. By understanding seasonal trends, incorporating captivating visuals and compelling messaging, and following these best practices, you can unlock the full potential of seasonality and drive impactful results for your mobile app. 

unleash your creativity, embrace the changing seasons, and watch your mobile app campaigns flourish throughout the year! With Targetoo, there's no time like the present to seize the seasonal wave and propel your mobile app to new heights.

The Power of Connected TV (CTV) for Mobile App Downloads

In today's fast-changing world of online marketing, staying ahead of the curve is key to success. Connected TV (CTV) offers a promising new way to get people to download your mobile app. By using CTV as a performance channel, you can reach a wider audience and achieve your goals even faster than with traditional methods.

CTV: A Complete Solution

CTV is a powerful tool that can help you reach more people and track your results effectively. It lets you target the right people at the right time, and you can easily see how your campaigns are performing. A study by eMarketer predicts that by 2027, almost 9 out of 10 households will have CTV devices, showing just how popular this platform is becoming.

CTV Does More Than Just Raise Awareness

Some people might think CTV is just for making people aware of your app, but it's great for getting them to download it too. CTV combines the best of online advertising, like targeting, with the broad reach of television.

Tracking Your CTV Success

Tracking your results is essential when using CTV. Unlike traditional TV, CTV offers much better ways to measure how your ads are doing. Marketers are now looking at the entire customer journey, not just the last ad someone saw before downloading the app.

CTV is important at every stage of getting someone to use your app, from the moment they first hear about it to when they become a loyal user. Industry leaders like Targetoo have been using CTV advertising since early 2021 to both build brand awareness and get app downloads. They use advanced tracking tools like AppsFlyer and Adjust to measure their success.

Targeting the Perfect Audience with CTV

One of the best things about CTV is that you can target your ads to specific audiences. You can choose things like the device they're using, the type of shows they watch, and even the channel they're on. This means your ads are more likely to reach people who are interested in your app, leading to more downloads. For example, targeting high-end smart TVs and specific genres can significantly improve your results.

CTV can also be used to reach people who already know about your app but haven't downloaded it yet. By showing them ads on their TV, you can remind them of your app and its new features, bringing them back and boosting engagement.

Working Together: CTV and Mobile App Downloads

When using CTV to get people to download your app, think of it as an extension of your other marketing efforts. During a webinar we held on using CTV for growth, 73% of viewers said they use their phones while watching TV. This shows how CTV can work with your mobile ads. You can use the information you learn from people who interact with your mobile ads to target them with CTV ads later. For instance, you could show someone a CTV ad highlighting a new feature in your app after they've clicked on a mobile ad for your app.

The Future is Bright for CTV

As CTV continues to grow, it will become an even more powerful tool for getting people to download your mobile app. By using CTV, you can reach new audiences, get more app downloads, and stay ahead of the competition in the ever-changing mobile market, whether your app is a game or something else entirely.

Get in touch to start testing and optimizing your campaigns. In the meantime, keep learning and stay inspired .

Strategies to Combat Mobile Advertisement Fraud Effectively

Fraud is a big problem online nowadays, and it's tough to handle without the right help. Some sneaky marketing tricks, like click spam, click injection, and SDK tricking, can make it seem like there's more interest in something than there is. When people use misleading content to promote stuff, it hurts the reputation of the brand and can lead to complaints. These shady practices mess up advertising campaigns and end up costing businesses both time and money.

Targetoo introduces the "Transparency and Brand Safe Advertising whitepaper." This document gives a clear picture of how fraud is changing online and explains the most common fraud tricks, along with solutions to tackle them.

Idea Behind the Whitepaper

Our dedicated team has authored a whitepaper aimed at enlightening businesses about the vast opportunities available in the digital realm, with a particular focus on Direct Carrier Billing (DCB).

Drawing on extensive research and leveraging sophisticated tools for fraud prevention, risk management, and market intelligence, our team has established itself as a leader in the mobile payments industry. We cater to a diverse clientele including regulators, payment processors, carriers, aggregators, content providers, and merchants.

At Targetoo, we specialize in facilitating mobile growth through direct response, performance, and brand advertising campaigns across mobile web, in-app, and CTV platforms. Our platform utilizes transparency, contextual targeting, and adaptable machine-learning algorithms to pinpoint audiences most likely to engage with and convert for our clients' apps, games, brands, or offers.

Conclusion

Fraud can severely harm businesses, affecting customer trust, brand reputation, and marketing budgets. Organizations must safeguard their customers and protect marketing funds from fraudulent activities. This means preventing unauthorized purchases, theft of personal information, and embezzlement of advertising revenue.

Investing in human infrastructure is essential to combat fraud in the mobile content ecosystem. Consider hiring anti-fraud experts and an in-house anti-fraud manager to identify and prevent fraudulent activities. Partnering with independent anti-fraud services like Targetoo can also streamline workflows and enhance the monitoring of suspicious activities.