Building on Fyber's recently announced Impression-Level
Revenue Data, the partnership allows app and game publishers to
accurately predict which users will be profitable and target them
in user acquisition campaigns
SAN FRANCISCO, March 15, 2019 /PRNewswire/ -- Fyber (FSE:
FBEN), a leading technology company creating solutions for smarter
ad monetization, today announced it has partnered with Game of
Whales, provider of an AI-driven monetization optimization
platform. This will offer a first of its kind, transparent,
accurate and holistic monetization solution that empowers app and
game developers to have full view of user lifetime value (LTV) in
order to optimize user acquisition budgets, as well as customize
the user experience to drive retention and prevent churn.
Better, More Efficient User Acquisition
Campaigns
Acquiring new users is a difficult and costly
exercise for mobile app and game publishers. To drive ROI,
publishers need a better understanding of their user-acquisition
ROI. This partnership enables publishers to calculate user LTV
based on the combination of in-app purchases (IAP) and ads revenue,
and use that insight to model profitable users and optimize user
acquisition campaigns to target the right users.
User-Specific Experience, Driven by Automation
Since
the birth of digital advertising, publishers have sought to create
tailor-made experiences for their users, both to maximize user
retention and to drive overall yield. Until now, the goal of
tailor-made experiences has been stymied by two major challenges.
The first is data blind spots, also known as aggregated data inputs
that makes it impossible to accurately measure revenue at the user
level, making any ROI calculations highly unreliable, preventing
publishers from segmenting users into cohorts, let alone treating
them as individuals. The second is the lack of automated solutions
that enable publishers to customize user experiences at scale.
Now, thanks to the partnership between Fyber and Game of Whales,
publishers can tailor experiences to each and every individual user
automatically at scale. By combining highly accurate user level
advertising and in-app purchase revenue under one roof, and by
applying machine learning to in-app behavioral segmentation as well
as creating an appropriate app experience, the vision has become a
reality.
Impression-Level Revenue Data
The Fyber / Game of
Whales solution is unique in that it does not rely on samples or
estimates to calculate individual user ad LTV. Thanks to Fyber
FairBid, which allows all demand partners to purchase mobile in-app
inventory programmatically, along with Fyber's Impression-Level
Revenue Data, Fyber can attribute each impression, along with the
price paid, to the individual user engaging with the ad. This
highly accurate, real-time data allows publishers to ascertain how
much ad revenue they've gained from each user and use that insight
to predict ad LTV.
Holistic LTV
Game of Whales is recognized as the
industry leader in tracking verified, fraud-free in-app purchase
(IAP) data, as well as segmenting users based on in-game behavior
in order to create tailored experiences (e.g. withholding ads for
users that are in high probability of becoming payers, or offering
user-specific discounts on IAP or in-game items in order to improve
conversion rates). Through this partnership, these capabilities are
augmented by Fyber's accurate ad revenue data, allowing publishers
to calculate a holistic LTV at the user level.
Segment of One
In addition to accurate holistic LTV
data and advanced user behavioral segmentation, the partnership
provides a fully automated solution that makes decisions about the
user experience. For example, it can decide to show specific offers
to select users, or it can determine which users should see an
ad.
"We're thrilled to partner with Game of Whales so that together
we can unlock the value of the segment of one. Our combined
solution allows publishers to maximise yield and optimise the
experience of each individual user, which is game changing. For the
first time, they're in full control of their destinies," said Offer
Yehudai, President at Fyber.
"We are excited to partner with Fyber, whose advanced
programmatic bidding technology allows publishers to see a complete
and precise LTV on a user level. In the last few years since the
rise of the hyper-casual trend, the ads share in the total revenue
pie has increased significantly and nowadays, even the top grossing
companies are looking to monetise the 98% that don't pay through
IAP in a smart way without risking the existing revenues. While the
tracking, attribution and optimisation of IAP have evolved
significantly, ads revenue remained a "black box". With this
partnership, we deliver a cutting edge, holistic LTV optimization
platform that takes into consideration both IAP and ads to assure
the right action is taken for every specific user," said
Doron Kagan, Co-Founder and CEO at
Game of Whales.
About Fyber
Fyber is a global technology company,
developing a next generation monetization platform for mobile app
publishers. Fyber combines proprietary technologies and expertise
in mediation, RTB, video and audience segmentation to create
holistic solutions that shape the future of the app economy.
Fyber's monetization SDK is directly integrated into over 10,000
mobile apps and the company's platforms reach over 1.2 billion
unique monthly users. Fyber has seven global offices in
San Francisco, New York, London, Berlin, Tel
Aviv, Beijing and
Seoul. It is publicly traded on
the Frankfurt Stock Exchange under the symbol FBEN.
About Game of Whales
Founded in 2016, Game of Whales,
winner of "Best tools provider" award for 2019, develops a fully
automated artificial intelligence-based system that micro-segment
the users based on their in-game behavior, interacts with them
accordingly and self-optimise, allowing mobile game developers to
seamlessly increase their user's lifetime value.
Contact:
Melisa Fati
melisa.fati@gmail.com
+44(0)7548-922-336