Lack of optimization and buying capabilities for performance-focused metrics such as cost-per-install (CPI) has also been a holdup for many buyers and app developers trading on these metrics. In the next 24 months, we anticipate advancements on all fronts, helping to draw performance- and brand-focused buyers and sellers to programmatic in app. Strides are already being made.
“When you're talking about costperinstall [CPI], then that's much easier to combat,” said Francesco Petruzzelli, co-founder and chief technical officer of Bidstack. “Once you start getting into pre-roll and banners, there’s an extra layer of complexity.”.
The net effect of a well-designed playable ad isn’t just higher clickthrough rates and CPMs or costper action (CPAs), but also better post-install engagement. Banners. The growth of hypercasual games—games that are very easy to learn and have short game loops—has also been a boon for banner ads.
As advertisers have relied more on cost-per-action ads, where they pay only after attribution post-install actions (sometimes in very sophisticated setups), attribution fraud has also gone up. But making attribution more difficult won’t make fraudsters give up on trying to claim it, according to Steven Ahlberg, head of product at cybersecurity firm White Ops.