The Challenge
With the IDFA deprecation quickly approaching, Socialpoint, a distinguished social game developer and publisher specializing in mobile apps, partnered with Aarki to assess the potential of a user acquisition campaign for their gaming app, Dragon City. This was to be targeted to iOS users, who have Limit Ad Tracking (or LAT) enabled on their device.
The overall objective of this campaign was to see if LAT traffic would deliver against their app marketing goals, compared to non-LAT traffic, for their Dragon City gaming app.
The Solution
Even before Apple’s announcement that they will be removing the IDFA, Aarki has already been targeting ads to LAT-enabled users. This has given us the opportunity to build and improve models that use contextual signals for predictions, without the IDFA. These LAT specific optimization models have proven to be effective in achieving client’s KPIs.
We made use of Socialpoint’s mobile measurement platform (MMP) to use their install and event postbacks to track the performance of their campaign.
The Results
We were thrilled to see that even without the IDFA, the campaign was a success. The campaign’s ROI for LAT traffic exceeded Non-LAT by 65%. We also saw a significant 57.4% decrease in their CPI.
The engaging playable ad creatives provided by Social Points in-house art team were also a factor in the campaign’s success.
Bottom Line
Aarki continues to scale limit ad tracking traffic in a non-IDFA environment and improve our machine learning models, which can be used for future campaigns. Our data scientists are continuously testing and optimizing our machine learning models so we can deliver a strong return on investment and acquire high-quality users for our clients.
To learn more about our services and how we can help you acquire new users through LAT, drop us a message here.
