Technology

Contextual Targeting For App Marketing

Contextual targeting is having a comeback to the world of online advertising. Online adv was dominated by behavioral targeting, but everything is changing.

Lorenzo Viscanti

July 31, 2020

Definition of Contextual Targeting for App Marketing

With iOs14.5 Apple reduced the ability to track the behavior of users, thus limiting the creation of audiences, useful for optimizing advertising campaigns. This is called behavioral targeting and it is used to create powerful audiences that are used for optimizing the advertising activities.

Lorenzo Viscanti

July 31, 2020

CPI App Campaign Optimization: The Definitive Guide

What is a CPI campaign? Cost per install, also known as CPI, is a predetermined pricing model used in app install campaigns for which every advertiser agrees to pay to the publisher every time a user installs their app.

Roberto Tranquilli

February 8, 2022

Contextual Optimization For App Install Campaigns In The Post Audiences Era

Since Apple introduced ATT (App Tracking Transparency) and SKAdNetwork with iOS 14.5, back in March 2021, the app marketing ecosystem has been changing dramatically. One consequence we want to discuss and highlight in this article is the absence of lookalike audiences for app install campaign optimization.

Roberto Tranquilli

February 8, 2022

Why Mobile Banners Are Still Important For App Install Campaigns

We know very well when running app install campaigns creatives are crucial to the campaign performance. There are many available ad formats for app install campaigns, videos and playable ads are among the most used. But there is another format, the oldest format for online advertising that is bringing good results.

Lorenzo Viscanti

July 31, 2020

Machine Learning For Your App Install Campaign (And How It Will Improve App Campaign Optimization)

In this article, we are going to see what Artificial Intelligence and machine learning algorithms are, and why they can be extremely useful for your app install campaign and app campaign optimization.

Mapendo Team

March 23, 2022

What is the difference between Training and Testing Data in Machine Learning?

Testing data and training data are two of the main pillars of the machine learning process. Without one there can not be the other. In machine learning, an unknown universal dataset is assumed to exist, which contains all the possible data pairs as well as their probability distribution of appearance in the real world.

Mapendo Team

March 23, 2022

Android 12: Google’s announcement in a nutshell

Google’s announcement of Android 12 comes in the wake of Apple’s keynote, with all the privacy features related to IOS 15, and FLoC — Federated Learning of Cohorts — which is set to replace cookies in 2023. Android 12 is embracing the change and a new version of the OS has been announced.

Mapendo Team

March 23, 2022

Cookieless Advertising Is Here And Will Not Go Away

A little over a year ago, Safari announced that it was going to start blocking third party cookies. Then apple kept on going and announced ATT — App Transparency Tracking — , which was bound to come with IOS 14.5 and it would allow the user to decide whether to be tracked or not.

Mapendo Team

March 23, 2022

Stop Worrying about A.I.: the future is bright

Artificial intelligence and machine learning enhance what human workers are able to do. With AI’s incredible analytical speed and scalability buttressing people’s creativity, sociability, and understanding, people are freed to focus on higher-level tasks that take advantage of uniquely human strengths.

Mapendo Team

March 23, 2022

Android 12: Latest Updates And New Privacy Features

Discussing the latest updates of the Android operating system, we must spend some time talking about Android 12. Android 12 has been announced by Google last year and officially launched with the Pixel 6 and Pixel 6 Pro in fall 2021. Despite a few initial bugs and delay on the launch, it is now up and running on many mobile phones.

Marco Marchini

August 8, 2020

Training data: the milestone of machine learning

Training data quality is one of those things that, if done right, guarantees success for any ml project. Here is why. Machine learning is a type of AI that teaches machines how to learn, interpret and predict results based on a set of data. As the world — and internet — have grown exponentially in the past few years, machine learning processes have become common for organizations of all kinds.

Lorenzo Viscanti

July 31, 2020

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Training data: the milestone of machine learning