Mobvista Tool Helps App Firms Optimise LTV

In Singapore, Mintegral, a part of ad tech company Mobvista, has launched a model for app developers called Target CPE, which it claims optimises the cost per install for high quality users based on continuous assessment of user-level data.

Mobvista's software taps advanced machine learning to support app developer clients through every phase of the user journey, including acquisition, engagement, and maximization of app revenue potential. Subsidiary Mintegral has already trialled the Target CPE (Cost Per Engagement) model with clients looking to match revenue from app users with initial forecasts of their lifetime value (LTV). The model looks not just for user acquisition itself but for specific in-app events indicating a high quality customer: it integrates this quality assurance with an oCPI (Optimized Cost Per Install) model to combine the two targets.

The firm says the software 'prioritizes user quality before the ad budget, thus improving overall campaign performance as an ROI driver'. The model is pitched at clients who want to scale their in-app purchases, increase conversions, and improve in-app revenue, and is applicable to gaming apps, e-commerce shops or subscription-based services. According to Mintegral, initial results suggest that users' cost per engagement and payment rate tend to stabilize, while overall spending levels continue to grow.

Mobvista Chief Product Office Erick Fang (pictured) comments: 'We are thrilled to introduce Target CPE, a testament to our commitment to innovation in the programmatic ad space. This advanced UA model is designed to deliver unparalleled results for our clients, driving growth and maximizing ROI'.

Web site: www.mobvista.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.