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The ultimate goal of advertising is to spark interest and elicit a of meaningful reaction from the audience. In the offline world, there is an abundance of ads because they’re not targeted. Think about a newspaper. Half of the pages are printed ads that most people don’t look at.
Digital marketing has the potential to be more targeted than print advertising, but it’s often just annoying. Web and mobile app users frequently can’t wait to close an ad and get back to their content as quickly as possible.
The better targeted ads become, the fewer ads must be served for advertisers to meet their goals. Users are no longer bombarded with ads. They simply see a few, very relevant and very targeted ads, which provide a good ad experience and create an environment where users find value because ads fit their needs.
But how do advertisers serve the right ads to the right people at the right time?
Maximum return on ad spending
AppLift has a data-driven solution called DataLift 360, which empowers advertisers to acquire and retain users. AppLift clients are primarily large app developers and game publishers who seek to grow their user bases.
They run ads through the DataLift 360 platform to inform users about new content in the apps or related products or offers. The solution is deeply integrated with advertisers’ customer data. It can detect what users do in the apps and why they use the apps. This data informs the ad buying decisions and helps advertisers maximize the return on their ad spending. DataLift 360 helps AppLift customers get hundreds of thousands of app installs across iOS and Android each day.
DataLift 360 is provisioned in an IBM Cloud infrastructure that includes both bare metal servers and virtual resources located in data centers around the world.
AppLift chose IBM Cloud because of its global presence and high performance, as well as the flexibility to turn servers on and off quickly to meet demand due to seasonal traffic peaks or increases in partner business.
While AppLift’s customers are fairly equally split between the Americas, EMEA and the Asia-Pacific region, the global infrastructure is key to supporting the users to whom the ads are served, whom could be anywhere in the world. When there’s an ad request, the user must be served immediately. AppLift must have service in physical proximity to where the users are to provide the low-latency, high-frequency environment advertisers demand. It’s a failure if a user opens an app and they’re supposed to see an ad but instead see a black screen or a loading screen. That’s a bad user experience.
AppLift’s customers include a global network of more than 500 premium app advertisers. The company is provisioned to store and process more than 2 billion user profiles, which basically means it can cover every user who owns a smart phone worldwide. The company stores, processes and uses that data in the forming of the decisions.
DataLift 360 computes tens of billions of opportunities to serve ads every day, meaning it makes decisions regarding whether to serve an ad to a specific user, which ad to serve, and for which price it is willing to serve the ad. With the IBM Cloud technology supporting it, the solution can horizontally scale to more than one million queries per second if necessary.
Read the case study for more about AppLift and IBM.