Taptica launches 'multi-arm bandit' smarts to optimise your user acquisition

Who would have thought there was a thing such as a 'multi-arm bandit algorithm'?

Of course, it's the branch of mathematics that models how a gambler deals with an entire row of one-arm bandit machines in such a way as to maximise their winnings.

And it's useful for mobile games companies too.

At least that's what user acquisition platform Taptica reckons.

It's launched what it calls the first mobile ad service to combine the optimisation of direct media publishers with programmatic media-buying on real-time bidding exchanges.

Nudging the nudge

Like the gambler trying to maximise their winnings, the service works as it enables advertisers to use machine-to-machine buying to bid across a wide range of inventory as efficiently as possible.

Tracking events such as such as tutorial completion, reaching specific game levels and money transactions enables the algorithm to better target campaigns.

"Mobile user acquisition has progressed in leaps and bounds and we're proud to be a part of it," commented Taptica's president, Kobi Marekno.

"We believe that this added ability will give advertisers solutions that support diverse campaigns and help them better achieve their goals".

Taptica's clients include EA Mobile, Pocket Gems, GREE, ngmoco, Playtika and Game Insight.