Mobile monetisation firm IronSource has launched a new return on advertising spend (ROAS) Optimiser tool.
The solution aims to help user acquisition managers automatically bid on dynamic cost-per-install rates to hit their desired ROAS goal.
“There’s no difference between advertising in-app and advertising in traditional channels,” said IronSource COO Tal Shoham.
“In both there are different qualities of users stemming from a variety of different factors, and advertisers must know how to bid according to those users.
“The first step involves correlating two different user behaviours - IAP and ad revenue. With that visibility, optimising a campaign that may reach 10s of thousands of different bids is impossible to do manually.
“IronSource created the ROAS Optimiser to solve this challenge. And its immediate success is already apparent in the IronSource network, with the most successful titles using our ROAS Optimiser tool.”