Diversifying your mix of media partners can give you a few key advantages:
- Competitive advantage: Every marketer knows to work with Google, Facebook, Apple Search Ads, and Twitter. So if those are the only partners you’re using, you’re not doing anything differently than your competition. By discovering additional partners, you can tap into an audience that your competition may not have found, and reap the rewards of thinking outside the box.
- Scale: There’s always a temptation to work partners who have proven successful before, but when you use just a few key partners, you miss out on segments of users on other channels. By diversifying your media mix, you’ll be able to reach more customers without exhausting your current inventory.
- Better targeting and higher campaign performance: Each partner has a unique business and audience network. When you work with the expertise of each partner — whether it’s driving volume, targeting a specific audience, or converting on specific ad formats — you’ll see better results for your campaigns.
So how do you go about finding those new partners? That’s where the Mobile Advertising Index comes in. We created the Mobile Advertising Index to enable marketers to search for new advertising partners based on specific criteria, like type of partner (ad network, DSP, incentivized, etc.), pricing model (CPM, CPC, CPI, etc.), and other criteria as outlined below:
In this series, we’re unveiling the Top 10 advertising partners for a variety of ad formats, platforms, regions, and pricing models, so you can identify partners to diversify your media mix and deliver on the metrics you care about.
The best ad networks and publishers for buying on Cost Per Action
Let’s take a closer look at advertising partners for the search criteria of Cost Per Action (CPA). You’d use this criteria if you’re looking for advertising partners that TUNE customers use when they want a pricing option of Cost Per Action. The Mobile Advertising Index filters more than 1,000 advertising networks and publishers, so you know you’re truly getting an accurate picture of the top players in the space. Here are the top 10 advertising partners TUNE clients use most when the pricing option they are looking for is Cost Per Action.:
Fyber is a mobile advertising technology company that helps app developers, publishers, and advertisers execute smart ad monetization strategies across connected devices through a worldwide supply-side platform (SSP). They serve approximately 150 million unique users per month, offering mediation, exchange, user acquisition, analytics, and ad format solutions. Fyber was founded in 2009 and is headquartered in Berlin, Germany, with an additional office in San Francisco, CA.
Taptica is a mobile advertising technology company that provides a mobile demand-side platform (DSP) and data management platform (DMP) for advertising agencies and brands. Taptica works with 50,000 supply and publishing partners worldwide, and 600+ brands and app customers. Founded in 2012, Taptica is based in San Francisco, CA, with six other offices worldwide.
ironSource builds discovery, engagement, monetization and analytics tools for app developers, device manufacturers, mobile carriers, and advertisers. They allow content creators across platforms to turn their digital content into viable businesses without having to charge for them. Founded in 2011 in Tel Aviv, ironSource has eight global offices.
TapJoy provides a diverse suite of rewarded video and rich media ads so developers and brands leverage can acquire high-value users and generate more revenue. Their SDK is embedded in more than 15,000 mobile apps and reaches more than 520 million active users per month. Headquartered in San Francisco, TapJoy has six additional offices worldwide.
Vungle provides advertisers with creative optimization technology, targeting, and HD video ad delivery to reach and acquire high-quality users worldwide. Top publishers rely on Vungle to generate revenue with engaging video ads, with 3.5 billion video views served monthly across 975 million unique devices. Vungle is based in San Francisco with eight global offices and more than 180 employees.
Liftoff is a full-service mobile app marketing and retargeting platform that uses post-install data to run true CPA-optimized user acquisition and retention campaigns. With Liftoff, campaigns are optimized to drive actions beyond the install, like booking a hotel, subscribing to a service, or making a purchase. Liftoff was founded in 2012 and is headquartered in Palo Alto, CA.
AdAction is a mobile app media company that partners with leading advertisers and publishers to increase sales, drive app downloads, and engage consumers across iOS and Android platforms. AdAction averages more than 6 million monthly app installs in 180+ countries. Founded in 2013, AdAction is based in Golden, CO.
Yeahmobi is focused on results-oriented mobile advertising. Designed to blend seamlessly within the app’s design & layout, Yeahmobi native ads deliver a contextual, non-intrusive ad experience on mobile. Yeahmobi is headquartered in China, with offices in Japan, the U.S., and Germany.
Affle delivers end-to-end mobile commerce and marketing solutions for marketers, commerce marketplaces, app developers, and publishers through intent insights derived from behavioral signals, attribution and transaction data. Founded in 2006, Affle operates out of 10 locations with more than 250 employees, and India being its R&D and Delivery headquarters.
Jampp is a DSP performance marketing platform for acquiring and engaging mobile customers. The company combines behavioral data with predictive and programmatic technology to generate revenue for advertisers by showing personal, relevant ads that inspire consumers to purchase for the first time, or more often. Founded in 2013, Jampp serves a global client base from offices in San Francisco, London, Berlin, São Paulo, Cape Town and Buenos Aires.
How the Mobile Advertising Index methodology works
You’ll notice three columns in the top 10 list above:
- Adoption: The number of TUNE customers currently working with the partner
- Install Volume: The total number of installs driven by the partner
- Conversion Rate: The rate of clicks that converted into actual app installs
The first view you see is partner ranking based on customers adoption. From there, you can tap the column headers to see the partners ranked across Adoption, Install Volume and Conversion Rate for the specific filter criteria. The Mobile Advertising Index provides an absolute rank number for each partner, so the partner that customers use the most for buying on Cost Per Action is ranked first (in this case, Fyber) and then all other partners fall in line behind them. The Mobile Advertising Index reveals data from the last 30 days so check back for the most up-to-date insights. The Mobile Advertising Index is particularly useful if you’re adding another traffic channel because it can help determine the best partner for your needs.
Try it for yourself
The Mobile Advertising Index is free to use — it’s just one of the ways we’re trying to help marketers find new partners that are going to diversify their media mix, and improve their results. To find your next best partners, go to the Mobile Advertising Index, pick your filters, and see which partners make your top 10.
Jennifer is the VP of Marketing at TUNE. Weekdays, she's all about helping marketers better measure their mobile campaigns. Weekends include brunch and blogging. Find all her thoughts on marketing here.