Leading the Charge in Rewarded User Acquisition

The AppsFlyer Performance Index is a widely recognized benchmark in mobile advertising, ranking the top-performing media sources each year. This latest edition underscores Gamelight’s prominence as a rewarded source, showcasing its transformative impact on rewarded user acquisition (UA). With an advanced platform and innovative strategies, Gamelight has emerged as a crucial growth driver for game publishers around the world.

This evolution has propelled Gamelight to the #1 position in rewarded marketing, outpacing many established players in the industry. Furthermore, Gamelight has reinforced its reputation as a top mobile marketing platform, known for delivering outstanding results across multiple categories.

In the previous AppsFlyer Performance Index, Gamelight was already among the top three platforms in several categories, reflecting its consistent growth and influence. This year, it has not only excelled in the rewarded space but also achieved #2 rankings across all media sources in key verticals and regions, including Casual gaming in Western Europe, Japan, and South Korea. These achievements underscore Gamelight’s dedication to providing high-quality user acquisition at scale.

Expanding into Key Markets: Japan & South Korea

Gamelight’s recent expansion into Japan and South Korea has led to top rankings in both regions. In these critical mobile gaming markets, Gamelight has established itself as a leader, particularly within the Casual gaming vertical, where it ranks among the top performers..

These achievements demonstrate Gamelight’s ability to successfully adapt its rewarded UA strategies to diverse markets, further strengthening its presence and influence on a global scale.

The Gamelight Effect: Transforming the Rewarded UA Ecosystem

Since its inception, Gamelight has played a pivotal role in elevating rewarded user acquisition (UA) from a secondary channel to a primary focus for game publishers. By leveraging advanced AI algorithms and data analytics, Gamelight has inspired a new generation of companies to adopt this model, fueling significant growth in the rewarded marketing ecosystem

Gamelight’s powerful AI algorithm meticulously analyses user behavior and preferences, allowing Gamelight to deliver highly targeted and effective campaigns. This AI-powered precision targeting matches users with games they’re most likely to enjoy, boosting retention rates and maximising lifetime value (LTV). By prioritising key performance indicators (KPIs) like ROAS, LTV, and long-term retention, Gamelight consistently drives outstanding results, providing its partners with a competitive advantage in user acquisition and revenue growth.

The company’s influence has been particularly visible in bringing iOS to the forefront of rewarded advertising, expanding its presence across platforms and reshaping industry standards. Previously, iOS had a relatively small presence in rewarded channels. However, Gamelight’s impact has shifted the landscape, prompting more companies to adopt Gamelight’s product model and implement similar strategies.

Conclusion: Gamelight Leading the Way in Mobile Marketing

Gamelight’s recognition as the #1 rewarded source and a top mobile marketing platform in the AppsFlyer Performance Index underscores its ongoing success and leadership in the industry. The platform’s growth in Japan, South Korea, and Western Europe demonstrates its ability to drive high-quality user acquisition while outpacing major competitors. As the rewarded user acquisition landscape continues to evolve, Gamelight remains at the forefront, empowering game publishers worldwide to optimize their campaigns and achieve substantial growth. This latest accolade in the AppsFlyer Performance Index paves the way for continued innovation and success in the mobile gaming sector.

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Alarmingly, the report shows that ,obile app marketers were exposed to 30% more fraud in Q1 2018, reaching $700-$800 million worldwide.

Other key findings of the report include:

• The share of fraudulent installs has grown by 15%, tainting 11.5% of all marketing-driven installs.
• Bots have replaced device farms as the most popular form of attack, responsible for over 30% of fraudulent installs.
• Shopping, gaming, finance and travel apps are the hardest hit.

To learn more, check out the full report here.

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If you’re not familiar, the report offers app marketers a detailed view of the best media sources for their campaigns – per region, category and platform.

And now we can confirm a new edition is available. In the new report, readers will get to peruse:

• The AppsFlyer ROI Index
  Find out which media sources deliver results where it matters most – your bottom line
• Average sessions per user
  The engagement-driven KPI is now factored in the Power Rankings (in addition to retention and volume)
• Regional fraud rate per network
  Advanced fraud signals have been factored in the index – with a significant impact on the rankings

Want to know more? Get the index here.

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The partnership provides mobile marketers and developers the ability to expand and activate first-party data measured with AppsFlyer, syncing directly from the AppsFlyer Audiences solution to the PushSpring Audience Console.

According to an emailed statement, the partnership between AppsFlyer and PushSpring informs next generation marketing strategies with a uniquely differentiated data offering.

“With this partnership, we are eager to help AppsFlyer’s 12,000+ clients, who are already accessing their own first-party mobile audience behaviors, gather intelligence on other applications owned by their customers and instantly activate on those signals with the PushSpring Audience Console,” said Brad Dobbs, Director of Business Development at PushSpring. “The ability to send these first-party mobile ad-id’s directly from AppsFlyer’s Audience solutions to PushSpring solves a major headache in making most simple 1st party data sets for developers addressable within several buy-side platforms with additional behavioral data.”

“We are excited to bring this new capability for AppsFlyer customers to gain a new way to activate Audiences and attract better, more valuable customers,” says Ben Roodman, Director of Partnership Development, AppsFlyer. “For app developers and marketers utilizing AppsFlyer to accurately measure, protect and optimize their campaigns, the ability to seamlessly send this audience data directly to partners such as PushSpring for further activation helps to bridge insights and action to reach the right type of customer.”

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Agency partners leverage it for providing total transparency and insights into the activities and mobile performance data that agencies run on behalf of their clients — all through a single, unified dashboard.

Agency Transparency is accessed from the AppsFlyer dashboard to display key campaign metrics like media costs, impressions, clicks and installs right in their client dashboards. Following a successful beta period, Agency Transparency is now available to all agencies and their customers.

“Transparency is a primary component when addressing all aspects of marketing performance, including the issues of the day, such as ad fraud,” said Dan Wilson, Head of Data and Operations at Fetch. “As an agency, advertisers trust us with their advertising budgets. While we have long been at the forefront of this movement, and have invested in enabling transparency, AppsFlyer’s new capabilities enable Fetch clients to see the most granular data directly in their dashboards, as well as through the data provided via Fetch offering a view of real-time mobile performance in an automated and efficient manner. Beyond providing my teams with a seamless solution, this has the added benefit of providing our clients with a unified dashboard where they can clearly see the advantage of working with a best-in-class agency.”

According to the AppsFlyer team, as media buying and negotiations have become increasingly complex, brands and industry trade groups began advocating, and at times demanding, increased transparency from their agency partners.

In the past, agencies provided clients insight into their media buying and performance by exporting raw data, but this proved to be time consuming and cumbersome for agencies and clients alike. Agency Transparency allows agencies to manage campaigns on behalf of clients, appearing as a media source directly in clients’ reporting dashboards.

“As the leading, unbiased mobile measurement platform for marketers around the world, both our agency and brand clients look to our data as their source of truth,” said Oren Kaniel, CEO of AppsFlyer.

To learn more, check out AppsFlyer here.

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The Active Fraud Insights 2.0 platform, we’re told, leverages metadata from 98 percent of the world’s mobile devices, as well as proprietary technological advances in big data and machine learning to both detect and prevent the most advanced types of mobile fraud, like DeviceID reset fraud, install hijacking, click flooding and more.

Coinciding with the launch of the product, AppsFlyer also addressed the responsibility of ad networks to combat mobile fraud, announcing an initiative to regulate the AppsFlyer ecosystem with a review of its 2,500+ integrated ad networks to ensure they are “minimizing fraudulent traffic being sent to marketers.”

“Over the last two years, the scale and sophistication of mobile fraud has grown at an alarming rate,” said Oren Kaniel, CEO of AppsFlyer. “Thanks to AppsFlyer’s scale, we are in a unique position to detect and prevent mobile fraud faster and more consistently over time than anyone else in the industry. Further, since actions speak louder than words, we are going to regulate the AppsFlyer ecosystem and will remove bad actors from our platform in order to protect our clients — the marketers. As such, we are beginning an ongoing review and audit of all our integrated ad networks, ensuring they are aggressively doing everything in their power to minimize fraudulent traffic being sent to AppsFlyer clients.”

To learn more about the platform and AppsSlyer, click here.

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Pivot’s drag-and-drop interface provides marketers with immediate answers to many of their most complex questions, analyzing up to 100,000 rows of aggregated data with increased speed and efficiency, reducing the need for offline tools like Microsoft Excel, the company tells us in a provided statement.

“For any marketer, one of the biggest challenges is standardizing and aligning front-end and back-end data for the purpose of making spend optimizations and decisions,” said James Peng, Head of Mobile and Social Acquisition at Match Group.

“Pivot makes our ad network optimization process about 10% faster, and our typical day-to-day activities reviewing trends and performance activities more efficient by about 15%,” Peng adds. “We use insights from Pivot for a wide range of efforts, from dashboarding to fraud checks to campaign optimization. This tool is valuable for the industry and has allowed us to shift our attention from piecing together data from our ad networks to acting directly on the insights that should be sourced at the genesis of the data, the attribution provider, to begin with.”

To learn more, check out Pivot here.

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“The comprehensive solution empowers digital advertisers to understand the return on investment (ROI) of their mobile spend as part of their cross-channel strategies, and is now available to existing Adobe customers,” the AppsFlyer team tells us.

Why is this move so important? According to the company, without mobile attribution, digital advertisers “face the challenge of connecting their mobile marketing spend to their app revenue and overall customer life-time value.”

AppsFlyer’s user-level data extends the insights provided by Adobe through a seamless integration into Adobe Analytics, Adobe Audience Manager and Adobe Media Optimizer. In addition to this, AppsFlyer’s position as an official Business Partner in the Adobe Marketing Cloud Exchange Partner Program ensures a high level of service for Adobe clients benefiting from the added capabilities.

“Integrated attribution data lets digital advertisers break down the silo of mobile ad spend as it correlates to their full customer life-time value,” said Ben Roodman, director of partnerships at AppsFlyer. “We’re proud to be an Adobe Marketing Cloud Exchange Business Partner as the close cooperation between our teams will provide customers with seamless integration and exceptional quality of service.”

To learn more about AppsFlyer and what it offers the world ecosystem, check out the company’s official site here.

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Having grown revenues by 500% and staff from 40 to 240 people across 12 global offices in two years, the company will invest in the enhancement of its products to help even more marketers measure every engagement with their target audiences.

The round was led by new investors Qumra Capital, as well as Goldman Sachs Private Capital Investing (PCI), Deutsche Telekom Capital Partners (DTCP) and Pitango Growth. Qumra Capital partner Boaz Dinte has joined AppsFlyer’s board of directors, with Goldman Sachs PCI joining as observers.

“AppsFlyer has proven its ability to provide mission critical tools and data-driven innovations for measurement that marketers and developers need for success,” said Boaz Dinte, managing partner at Qumra Capital. “As mobile and marketing converge, it’s clear that AppsFlyer is primed for further growth and we are thrilled to provide more resources for the company to expand its capabilities as a data powerhouse for marketers that’s in a league of its own.”

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Sounds pretty good, right?

Available now, companies can leverage AppsFlyer’s unbiased data and marketing tools to measure and optimize their app install and user engagement campaigns.

AppsFlyer delivers the tools and insights for marketers to make data-driven decisions on their mobile marketing strategies. As the authority in mobile attribution and marketing analytics, AppsFlyer provides app marketers with real-time access to campaign data including impressions, clicks, cost and more, directly alongside post-install activity such as in-app purchases, sessions, Average Revenue Per User (ARPU), Lifetime Value (LTV), Return on Investment (ROI) and other metrics — all through a centralized, easy-to-read dashboard. Marketers can take advantage of AppsFlyer features such as cohort analysis, retention reports, full funnel reporting and OneLink smart deeplinking in order to further analyze and improve the end-to-end performance of their campaigns.

“We are excited to join THINK Marketing and add to our 2,000 integrated partnerships with market leaders,” said Ben Roodman, Director of Partner Development at AppsFlyer. “We can now provide enterprise clients with powerful, independent and reliable data to inform and enhance the mobile-centric approach to their marketing activities. This important move will ensure that businesses can fully benefit from our platform, which helps over 10,000 app marketers succeed in their mobile growth efforts.”

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