March 2021
Appreciate is joining the Digital Turbine family!

We are excited to announce Appreciate is joining the Digital Turbine family!

This marks a great milestone in the life of the company that was founded on the values of great tech and great people. Naturally, we will continue to provide our customers with fully transparent programmatic DSP platform, accessing dozens of top tier exchanges.

The integration of Appreciate's technology within Digital Turbine’s On-Device global footprint and full-stack ad solution creates truly differentiated DSP technology and buying including:

  • The first-ever programmatic access to SingleTap media and installs
  • Mobile web traffic enabled with device-matched attribution
  • Fraud-free installs through actual device verification

We’re excited about these and many other opportunities to leverage our industry-leading transparency and optimization algorithms. We’d like to thank all of our clients for their ongoing support, and we’re fully committed for growth and success together in the next few years.

We APPRECIATE you all!

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March 2021 {{tag}}Driving ROAS without IDFA

The post-IDFA world is approaching fast, and marketers are striving to find alternative strategies to hit ROAS targets without IDFA. While IDFA has been a dominant factor in driving buying decisions, it is not the only one.

Appreciate's Yossi Zattelman, Director of Customer Success, joined Itai Cohen, Fyber's VP of Marketing & Corporate Strategy, to talk about the new tests they have been conducting, the preparations of their partners & the results comparing LAT and IDFA traffic, leveraging contextual targeting parameters.

The Interview with Fyber covers:

  • Appreciate’s privacy-friendly approach before the IDFA changes
  • IDFA traffic compared to LAT traffic campaigns
  • ROAS, CPI, and CPMs with contextual targeting solutions
  • How other advertisers are preparing
  • Best practices for advertisers buying LAT traffic
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January 2021 {{tag}}Programmatic Trends in 2021

2020, we are so happy to say goodbye! Check out our interview with Franklin Ramirez - Senior Strategic Partner Manager at Twitter. Franklin will give us his take on the insights 2020 has brought and the trends for a much anticipated 2021.

2020, we are so happy to say goodbye! Franklin will give us his take on the insights 2020 has brought and the trends for a much anticipated 2021

1. Let’s summarize 2020 - what are the main things that you would like to preserve from this crazy year? What do you want to erase and forget about this year?

What a year, right? Answering this question forced me to do some much needed reflection and allowed me to focus on the positive :). I would like to preserve the focus on asynchronous work: it was interesting to realize how much one can accomplish in challenging times. Our ability to adapt and create solutions during the current situation has been impressive.

2. What do you think will be the biggest changes in the programmatic ecosystem?

A lot of exciting changes are coming to the ecosystem this year, in my mind.

First, the changes that are being imposed by Apple will lead to an interesting transformation in the way that users are targeted and how performance is measured. anyone’s guess as to who sticks around, but I believe those that are able to successfully invest in their algorithms to map LAT requests to a specific sentiment will be the most successful.

Another trend is the penetration of agencies into programmatic. Although this is not necessarily a new trend, I think it will be at the forefront of opportunity in 2021. As people continue to rely on the digital world for both entertainment and the safety of online shopping, we will see brands tapping into the scale of programmatic to reach their audiences.

This brings me to another emerging trend: brands will partially bring programmatic in-house. These new players will continue to focus heavily on transparency and control over their buys, to help them achieve the ultimate goals of buying efficiency and campaign effectiveness. It is important to note that this is not an easy process and building a nimble in-house programmatic team can take years. With that said, I think we will start to see the beginning of that process take place in 2021.

3. Which trends do you think we’ll see in terms of ad-formats?

Video, video, video! The rise of programmatic video can not be understated. Brands care about reaching their audience in an authentic and relevant way, and video nicely aligns with that objective as the creative can be controlled by the advertiser therefore ensuring relevancy and brand sentiment alignment.

4. Which verticals will pleasantly surprise us in 2021, after the Covid period?

In terms of specific verticals, on the buy side we will see brands and agencies warming up to gaming inventory and taking advantage of targeting their users across different touchpoints and landscapes, which will increase competition across these inventory verticals. In terms of advertiser verticals, I see retail starting to recover in 2021 and tapping into programmatic advertising to reach their users.

5. How did consumer behaviors change in 2020, and do you see any of these changes/adaptations lasting once the pandemic is behind us?

The full shift towards digital was possibly the biggest change of 2020, as we saw a shift in consumer behavior in terms of relying on digital shopping for essential items.

People taking advantage of online shopping to ensure their safety will continue beyond 2020. I think that as access to the vaccine increases, we will see some relaxation on digital shopping but not on digital advertising, as reaching the user across multiple touchpoints will remain key.

6. It’s a bit of a “chicken vs. egg” question, but have you seen a greater demand from consumers to protect their privacy and data — or do you think the conversation (and resulting changes) are being primarily driven by technology platforms?

I’d say it’s a little bit of both:as people become aware of the importance of their data and how it is used, the need for transparency around how their data is used for advertising purposes has increased, and as such has prompted tech platforms and governments to address this concern. Whether it is surfacing data access controls (Apple’s changes) or limiting the ways in which data can be used (GDPR), giving the user control of their data is top of mind for both parties.

7. Given what we know now, if you could have a “do-over” or a second chance to do something different in 2020 — what would it be, and why?

This is a tough one to answer. I would not say I would like to have a full “do over,” but I would have liked to revisit Apple's iOS 14 release and ensure that everyone in the industry fully understood what these changes mean for their business ahead of time. I think there was a lot of confusion, some of which still remains today.

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November 2020 {{tag}}Ecommerce and Programmatic - Where the opportunity lies

This year has certainly been one for the record books. Due to the global pandemic, Q4 2020 will be most “un-normal” compared to previous years.

To help make sense of the programmatic advertising landscape in the age of COVID-19, Louise Verschuren -- co-founded the Netherlands-based app marketing agency Wuzzon -- spoke with Appreciate and shared some key insights, best practices, and areas of opportunity for ecommerce app developers.

Appreciate: What are your thoughts and recommendations for your ecommerce clients when it comes to programmatic advertising in Q4 2020?

At first we didn’t know how the pandemic would affect things, nor did we imagine how big it would be and how much it would influence the ecommerce market. We have seen a high number of transactions and downloads in Q2 and Q3 (compared to 2019), so we expect to see similar engagement and actions in Q4 2020.

The reason that this is scaling in Europe is because many countries are again in lockdown, and shops are closed or are closing. People are not traveling in this period as they did in prior years, and a larger share of consumers are spending more on shopping online.

My recommendation as a strategy, in a word, is test! Test as much as possible, as the period of November-December is a great time to really scale. Big ecommerce events such as Black Friday and Singles day are coming up and then you want to be ready.

How do you choose your programmatic partners?

There are certain factors that influence us when choosing programmatic partners to work with. They include:

  • “Mobile-first” DSPs (i.e., those DSPs with only mobile expertise).
  • Transparency (we like to provide our clients with learnings and insights, and transparency is KEY to achieve this).
  • Integration with MMPs and optimization opportunities on several in app events.
  • Demonstrated success with current case studies.

Which ecommerce verticals are most impacted by COVID-19 -- for better and/or for worse?

Some verticals, such as food delivery and online supermarkets, were and are greatly (positively) affected by the pandemic.

An example client, online grocer Picnic, has seen high growth as people in the Netherlands and Germany have been afraid to go to supermarkets to shop in-person. As a result, online spending increased a lot.

Other verticals that have seen positive effects (i.e., increased usage) due to COVID-19 include Sports, Meditation, and Auction-based apps. On the other side, verticals such as travel have experienced adverse effects.

Finally, it’s impossible to end this interview without asking about iOS 14. How do you think it will influence ecommerce app developers next year?

There is still a lot of uncertainty. We are working with clients to help them to be prepared, and we are making some tests for opt-n where possible.

I think that app developers will try different strategies to make it work. Contextual, for example, will still be very important.

We need to choose programmatic partners that have a lot of knowledge and demonstrated preparedness for this coming change which really represents a seismic shift for our industry.

Hopefully all of the clouds will disappear shortly!

Wuzzon is the number one app marketing agency in the Netherlands and beyond. Its team of app growth experts help happy customers such as TakeAway, DHGate, Wehkamp and Cake with acquiring and activating app users. Learn more at https://wuzzon.com.

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October 2020 {{tag}}Publisher-Based Optimization in Mobile Marketing Because the Medium Is the MessageCheck out our article about Contextual advertising relevant more than ever given Apple's planned changes for IDFA.Read Full ArticleRead Article
June 2020 {{tag}}We are excited by the coverage in AdExchanger about our built in Creative Wizard!Check out the full article about how game developer Veraxen plays around with Appreciate's Creative Wizard.Read ArticleRead Article
March 2021 {{tag}}

"Unico studio developing great casual games, reaching game players all over the Globe, letting them have fun! We have been collaborating with Appreciate for a few months and we're happy with the great results and collaboration. Appreciate's sophisticated algorithm has shown its ability to optimize campaign efficiency by improving user lifetime value while driving installs below our cost per install targets""

Uzeyir Baser, User Acquisition and Monetization Manager, Unico Studio

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November 2020 {{tag}}Appreciate and Fyber drive strong results on LAT traffic

Appreciate drives 25% lower CPIs and 30% uptick in ROAS on LAT inventory by leveraging Fyber’s Contextual App Targeting package

Since Apple’s first announcement, we wasted no time in testing Limited Ad Tracking (LAT) traffic. As the deadline for an IDFA-less world fast approaches, we are constantly developing and improving our technology to keep ahead of this transition. To fully prepare for the changes that lie ahead, Fyber and Appreciate joined forces in testing LAT traffic to continue driving strong results and boost user acquisition (UA) performance on campaigns.

The objective of this collaboration was to test performance on LAT traffic, examining its results against IDFA traffic. The results showed that when testing LAT traffic using Fyber’s contextual targeting solutions, CPIs were found to be lower by 25% and ROAS increased by 10%-30%.

Unlocking the value of LAT inventory

After the first announcement, Fyber saw a significant rise in LAT traffic purchased by DSPs (brands and performance) that have never bought LAT traffic. Buyers reported that they are seeing a positive trend in performance and were able to deliver their target ROAS in an identity-friendly and privacy-aware environment - a good indication that DSPs are already making this transition.

From our initial testing, we saw a higher fill rate on LAT traffic, and buyers purchasing more LAT traffic with each transaction costing cheaper compared to IDFA traffic. The lower eCPM rates allows advertisers to buy more impressions without growing overall campaign spend, and with the right targeting and optimization, comes an opportunity to drive superior ROAS on LAT inventory.

Appreciate’s Challenge

Without IDFA, advertisers will no longer have the ability to “follow the user” and Ad Networks will not be able to construct user graphs. With that being said, contextual advertising will have to take the stage. For Appreciate, LAT traffic is going to be a crucial chunk of iOS traffic (as already seen in Europe following the GDPR). When testing LAT traffic versus IDFA traffic we saw 20% lower CPIs and increased ROAS by 10-15% - and there was more to do. To tackle this challenge, our collaboration stemmed from both product teams working together to integrate Fyber’s new contextual targeting parameters for Appreciate’s algorithm, and test LAT inventory in a new way.

The process behind working together to ensure better results - our collaboration story

There was a smooth sync between our teams - both technically (preparing for the roll-out of iOS 14) and on the business side, driving for better volume and performing traffic. Advertisers are becoming more open to the idea of buying such traffic and we see an increase in the volume - and strong outcomes. Linda Ouyang, VP of Demand at Fyber added that “collaborating with Appreciate is seamless. Their knowledge, forward-thinking and performance driven approach helped us improve and act on the potential buying there is in LAT traffic. Their ability to quickly innovate, provide high-quality users across multiple segments along with outstanding service was crucial in allowing us to achieve our mutual goals.”

Appreciate has been ahead of the curve with the majority of their buying dedicated to LAT traffic. In fact, they experienced success with buying this traffic even before Apple’s announcement. With the added contextual targeting parameters from Fyber - the results significantly improved and solidified greater preparation for the post-IDFA world.

Appreciate’s LAT traffic success story - How did LAT traffic perform?

The campaigns proved to be successful from the start, showing better results in buying LAT traffic over IDFA traffic. During the testing phase, Fyber’s contextual targeting solutions drove significant results for Appreciate over a three-month period. Appreciate’s strategy of implementing creative optimization mechanisms, publisher and app optimizations, as well as multiple device related parameters revealed a trend in our testing and saw a positive uptick in ROAS, lower CPIs and cheaper eCPMS. This means that advertisers can still succeed with LAT traffic and even get better results than with a similar campaign on IDFA traffic.

When testing LAT traffic with Fyber’s contextual targeting solutions on some gaming and entertainment verticals, we found that on average, this traffic outperformed IDFA traffic, with 25% in lower CPIs, ROAS increasing by 10-30%, with cheaper eCPMs. These strong results, compared to general LAT traffic performance, make Fyber one of Appreciate’s top contributing inventory sources.

“LAT traffic tests are a significant part of our iOS 14 preparations. We worked with Fyber’s contextual targeting solutions to actively prepare for and adapt to an IDFA-less world”. Said Erez Yerushalmi, Head of Media at Appreciate. “Throughout testing we kept close communication and active collaboration between our product, business and tech teams. Each component of this phase has proved why Fyber is a top contributor to our revenue. With 25% lower CPIs and up to 30% increase in ROAS, the results speak for themselves.”

The next steps before IDFA deprecation

These results reveal the potential buying of LAT traffic, as compared to IDFA traffic. But the battle is not over yet. Apple’s IDFA postponement announcement gave us all extra time to prepare and to test, test, and test. Choose a DSP that can show you the full picture of both SKAdNetwork and MMPs, and don’t compromise on transparency. Make sure you know from which exchange the traffic is coming. Our collaboration shone the light on how DSPs and SSPs working together will ensure best and faster results. While DSPs are reliant on their data of specific devices (using IDFA) to place bids, SSPs create the standards. By nurturing these collaborations, the ecosystem becomes transparent and fair.

We continue to invest in advanced machine learning and contextual targeting parameters for better campaign performance in a post-IDFA world. As proven, DSPs like Appreciate will still be able to acquire high-value users, ROAS and deliver superior performance to their advertisers, while publishers will enjoy optimal app monetization.

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October 2020 {{tag}}Goodbye IDFA. So What’s Next?

Like so many other things in this year of uncertainty, a major announcement in June at Apple’s annual Worldwide Developers Conference (WWDC) -- held online for the first time ever -- sent shockwaves through those of us in mobile ad tech. But at the same time, we here at Appreciate can’t say we were surprised.

So what’s the kerfuffle? With the launch iOS 14 (made available to the public on September 16th), Apple announced that for all intents and purposes it’s going to pull the plug on its Identifier for Advertisers, commonly known as the IDFA. And with 110.8 million iOS users in the US alone*, this change in how advertisers can track campaigns and app installs is a huge deal to say the least.

However, for now it seems there is a stay of execution.

A constantly evolving situation, Apple announced two weeks before iOS 14’s release that the tracking change -- which will be a disruption to the mobile advertising ecosystem -- will be pushed back to early 2021. Dropped now or dropped later, the sunsetting of the IDFA has some in our industry sweating bullets. But the changing landscape is obvious to those outside of ad tech, too, as consumer privacy options and Apple’s intentions have never been more clear to the general public. Mainstream news media is covering it in spades.

So what’s next?

Hello, SKAdNetwork

With the phase out of the IDFA, SKAdNetwork -- the privacy-preserving framework first introduced by Apple back in 2018 -- allows for aggregate app install attribution and shares the data via an application program interface (API) without having to ask the user for permission.

But as covered in eMarketer’s September 2020 report App Monetization Trends 2020, right now SKAdNetwork provides a partial solution. More needs to be done.

Per the report:

Ad networks, publisher apps, and the apps that are advertising for an install all need to sign up to the API. But there are numerous limits, including delayed notification of conversions (24 to 48 hours), thresholds for conversions before notifications kick in, and limited campaign parameters, which greatly reduce the granularity of campaign performance. Above all, it sends no personal information.

Most advertisers and developers find SKAdNetwork rudimentary at the moment, but the delay in the opt-in requirement until early 2021 will give Apple some time to develop the service. It also gives Apple a chance to clarify what exactly it will allow for tracking and the opt-in language in the prompt.

Our Stance

As a global technology company that collaborates closely with mobile measurement partners (MMPs), exchanges, advertisers, and other partners to provide an unconditionally transparent platform for programmatic solutions, Appreciate is very accustomed to adaptation.

Staying on top of the forthcoming IDFA sunset and the move towards SKAdNetwork is a top priority for us. At this same time, given the unique position we’re in, we have the ability to be platform agnostic. This means we’re fully ready for the next steps and look forward to working with both Apple and MMPs as we navigate the waters ahead.

For now, users of our Smart DSP platform can compare the number of conversions being reported by the MMPs to the conversions being reported by SKAdNetwork. The example below, from our platform, details the metrics in the respective “Conver.” (MMPs) and SKAd Verif.” (SKAdNetwork) columns.

Considerations for the Weeks and Months Ahead

Appreciate is monitoring tracking systems closely to gauge how they are preparing for iOS 14 and a marketing landscape without the IDFA. We will share our recommendations and updates as Apple provides more guidance to all affected parties, and when more MMPs start to revise their data collection strategies and structures.

From our vantage point, aside from real-time optimization, attribution logic itself will likely not change drastically with the move towards SKAdNetwork. It would allow MMPs, ad networks, and clients to continue operating without much disruption provided that app developers work to ensure that their apps are compatible with the registered networks and the new framework.

Fingerprinting -- the process where a user’s IP address is combined with their device type, local network data, and other accessible data in an attempt to identify the user -- will also be affected with the forthcoming changes. User permission will be required. However, it appears that ad networks will still be able to send clicks to MMPs who can still attribute, send callbacks, and surface the data to advertisers.

And while MMPs are still able to use fingerprinting as an immediate solution, they’re also still learning the ins and outs of SKAdnetwork tracking. Once conclusions are reached, Appreciate will adopt solution(s) provided by these parties and as noted above communicate our plans and updates to all of our clients and partners.

Appreciate gives you total control of your programmatic ecosystem, helping you achieve massive incremental growth and ROI. Reach out to learn more.

*eMarketer Forecasts, February 2020

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August 2020 {{tag}}Samsung - New available traffic in Appreciate!

Get access to Samsung apps, including Samsung Pay and Game Launcher in the US, Russia and India.

Support for Native and Native video placements.

Please reach out to your Customer Success Manager for more information.

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March 2020 {{tag}}Excited to be a part of Appsflyer's cost reporting solution!Learn MoreRead Article
February 2021 {{tag}}Programmatic Trends in 2021

Check out our interview with Pau Quevedo, Lead programmatic trading at Goodgames Studios. Pau will give us his take on the insights 2020 has brought and the trends for a much anticipated 2021.

2020, we are so happy to say goodbye! Pau will give us his take on the insights 2020 has brought and the trends for a much anticipated 2021

1. Let’s summarize 2020 - what would you like to preserve from this crazy year? What do you want to erase and forget about this year?

The pandemic opens up the 21st century and let’s see how the future will look like. I would like to preserve the solidarity shown by different collectives during the pandemic, the general acknowledgment of the role of the states in ensuring public health. The incredible effort between companies, funded by the different states, has shown how the impossible became a fact, with the vaccine.

2. What do you think will be the biggest changes in the programmatic ecosystem?

The year started with FB leaving the publisher´s waterfall, embracing in-app bidding, this is a very important step forward for programmatic, the publisher dependence on waterfall strategies have greatly hindered the growth of mobile programmatic. This, combined with the increasing dominance of first party auctions, we could see an increase in CPMs as it happened on the web years ago.

Along with this will come the IDFA deprecation which will impact the whole industry, from supply to demand and will probably change how we measure, optimize and relate to our customers or even the way F2P (free to play) games are designed.

The impact of IDFA on retargeting is clear. But UA could be different. The switch from deterministic to probabilistic means that contextual targeting will be the only optimization possible, perhaps until all the publishers fully update their SDKs and fingerprinting probably goes away. Until that happens, DSPs will still be able to refresh their behavioral models for a limited time and after that everyone is going contextual, outside the walled gardens of course.

Until now this has been one of the most important differentiating factors between different DSPs but contextual algorithms levels the playfield, bringing a lot of possibilities among DSPs to compete, - for instance, reach might be a more important factor now, - allowing more interesting strategies.

3. Which trends do you think we’ll see in terms of ad-formats?

As reach will probably play an important role in the new context, probably other formats that had been traditionally harder to measure like Audio and Influencer will probably grow. It's still unclear how Mobile Web will fit into the new App Install measurement ecosystem, but will definitely have a role to play.

Empowering creatives through AI is still challenging and we see and test, interesting Ad Tech solutions in this regard. Using multivariate analysis to evaluate and automate creation and iteration processes is something that has worked in banner, we will eventually see the same happening for Video or Interactive creatives, hopefully soon.

4. Which verticals will pleasantly surprise us in 2021, after the Covid period?

I hope to see new things coming from tourism as they suffered heavily and a lot of new ideas will probably come from that vertical.

Those that grew the most during these hard times will maintain momentum after that but I believe, and hope, that things will slowly return to normal. There will be a new normality though and some verticals will probably adapt better than others, for instance mobility, finance, gaming or e-commerce.

5. How did consumer behaviors change in 2020, and do you see any of these changes/adaptations lasting once the pandemic is behind us?

We are now entering the 21st century, the pandemic will probably shape the rest of the century. For this I expect deep changes on all fronts. These new changes, along with future investment, will enlarge the already ongoing growth, in cooperation with more robustness.

6. It’s a bit of a “chicken vs. egg” question, but have you seen a greater demand from consumers to protect their privacy and data — or do you think the conversation (and resulting changes) are being primarily driven by technology platforms?

There hasn't been so much pressure from the consumer side as there´s been from the technology platforms. One could argue if these concerns really have to do with privacy or they are related to other strategic decisions. GDPR in Europe is already quite restrictive but it didn´t feel as revolutionary as IDFA is, that shows how one side has had much more impact than the other.

7. What is your take on 2020’s M&A landscape? What do you expect to see in 2021?

We´ve seen a very busy year in terms of M&A, on the gaming side there's been a lot of bigger companies buying smaller studios on Mobile, this will definitely have an impact on 2021. On the Ad Tech landscape we've also seen many M&As and here has been a bit different since there have been some important vertical integrations, like exchanges buying DSPs or even gaming companies. These vertical integrations can have, in my opinion, a larger effect on the overall industry. If we also think that there will be many changes this year, like IDFA, both elements combined can have even larger impact.

8. Given what we know now, if you could have a “do-over” or a second chance to do something different in 2020 — what would it be, and why?

From a personal perspective, I should have moved to the countryside, I´ve always been a city person, but I feel that this would have been the right moment to take the step. Perhaps I will actually do it anyway.

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November 2020 {{tag}}The World Beyond IDFA - Best practices for running LAT campaigns

Watch the conversation between Mobile Tech experts from Appreciate and Winclap as they discuss their hands on approach to running campaigns on LAT traffic. Learn about current adoption status of SKAdNetwork from publishers and exchanges, how SKAdNetwork compares to probabilistic attribution and what are the key actions you should be taking right now to prepare for IDFA changes.

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October 2020 {{tag}}Appreciate is proud to be a member of the Singular Certified Partner Program!

Singular is a marketing intelligence platform that unifies campaign and attribution data from thousands of media sources to provide a single source of truth for granular ROI analysis.

The Certified Partner Program (CPP) is their commitment to the industry to set the standard for data integrity within our partner ecosystem. They have strict requirements to be considered for the program:

  • Data Excellence
  • Data Governance
  • Service Commitment
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August 2020 {{tag}}

Playdemic is one of Europe's leading mobile games companies, Creators of Golf Clash, a casual fun game being played by millions around the globe.

"Playdemic has been working with Appreciate for the past few months to help with our programmatic mobile growth.

Appreciate has proven their quality algorithm can drive good results fast by setting a healthy strategy on how to approach user acquisition campaigns. The team's support and professionalism are at their best."

Mihai Petrescu, User Acquisition Campaign Manager at Playdemic

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