Mobile ad tech firm Applift has rebranded in the wake of the launch of its new marketing toolset Mobile Journey Advertising.

The company has created a new logo, refreshed its website and adopted new brand messaging under the tagline “true mobile performance”.

Applift says the changes cover its new aims of delivering services for both user acquisition and retargeting. It added the move has come in direct response to what it perceives as mobile advertising services often offering high installs but a low number of quality users.

New motto, new tech

Its new Mobile Journey Advertising toolset aims to bring together those elements and enable marketers to pay for acquired users, rather than potentially non-engaged or non-activated ones.

Through MJA, marketers can optimise performance all the way from user acquisition to conversion and reengagement.

Applift claims this will help developers increase their return on ad spend and pay for users on a CPA pricing model.

“The mobile advertising industry is in dire need of an ROI-centric model that focuses on the entire funnel and drives customer activation,” said Applift CEO Tim Koschella.

“Applift is the first and the only mobile advertising company to offer this true performance CPA model for new and re-engaged customers. We’re pleased and proud to offer our clients an integrated offering to pay only for true results, in an industry that still largely relies on legacy pricing models.”