Adikteev launches AI-based cross promotion stack to help publishers build their own marketing fortress

App re-engagement pioneerAdikteev announces the launch of a new suite of predictive analytics innovations to sustain app publishers’ in-house cross promotion marketing efforts.

Announced in 2020, Apple’s ATT framework has forced the adtech industry to adapt. As IDFAs become less and less available, it’s important for app publishers to find new solutions to continue to grow an engaged app audience. Adikteev’s new suite of cross-promotion innovations is the result of extensive research on how to help app marketers maintain revenue and continue building a highly engaged user base.

Classic cross-promotion campaigns can be difficult and costly. A typical cross-promotion campaign is run using an app marketer’s unsold inventory to promote other portfolio titles. This can lead to destroying the monetization value of their own inventory. If targeted too soon, users from one app may move to another too quickly before they’ve reached their full potential in the first app. Finally, it’s difficult to determine which destination app would be best for each user.

Adikteev has been working on how to solve these problems for publishers, as cross-promotion is becoming more important in light of Apple’s changes to their consent mechanisms. Using machine learning, the adtech company has developed a predictive churn model that can identify the likelihood that a user will churn with 90% accuracy on average, and an app affinity engine that recommends a new app for the about-to-churn user based on the available user information.

This is a critical component to an up-to-date user retention strategy in 2022. When a user has reached a natural end point with a given app, the publisher can introduce them to a different title in the portfolio to keep the user engaged and active. It’s then possible to maximize user LTV at the level of the entire app portfolio, rather than simply at the user level. Cross-promotion and the ability for app marketers to maintain this portfolio-level LTV will be essential for a solid user retention strategy in the year to come.

Of the launch, Emilien Eychenne, co-founder and CRO of Adikteev, said,

“As we see it, cross-promotion is a mandatory pillar in a durable re-engagement strategy and we look forward to helping app publishers drive user LTV at the portfolio level. Our expertise in both machine learning technology and user re-engagement puts us in a unique position to innovate in the face of changes to iOS and offer even more added value to our clients already running retargeting campaigns with us.”

Adikteev’s cross-promotion innovations are available now to all app publishers with more than one app in their portfolio.

By Gamesforum Staff