IronSource has a broad view of what is happening in mobile user acquisition, brand advertising, games, adtech, and even 5G technology. And that’s why I thought it would be interesting to talk with Tal Shoham, chief operating officer for developer solutions at IronSource.
Shoham made some predictions about what will happen across categories as changes in one field — such as the introduction of 5G wireless data technology — can create opportunities, like making connected hardcore games on mobile devices more viable. We talked about IronSource’s expectations for the year.
And we also noted that IronSource is introducing a new tool dubbed the ROAS Optimizer, which helps mobile marketers figure out return on advertising spend (ROAS) using both in-app purchase data and user-level ad revenue data. IronSource is launching this tool today to enable user acquisition managers to automatically bid on dynamic CPI (cost per install) rates to hit their desired ROAS goals.
The tool is one of many that can help simplify the hard task of getting new users for mobile apps and games. And it fits with Shoham’s prediction that finding users through advertising is becoming more and more complex.
“There’s no difference between advertising in-app and advertising in traditional channels. 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,” said Shoham.