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Mobile advertising networks provide opportunities to advertise your product or service in other mobile apps and websites. There exists a multitude of companies in the ‘Ad-Tech’ ecosystem and many options for advertisers seeking to acquire or re-engage users. Targeting options, traffic volume, regional/national traffic availability and pricing options (CPM, CPI, CPC, etc.) vary greatly between players in the ad-tech space.
When buying users for your mobile app from paid channels, the goal is to find the right mix of providers that deliver the volume and quality of users (usually defined by their propensity to monetize or at least engage with the app) at a customer acuisition cost (CAC) that is sustainable for the business: this requires heavy investment in analytics, CRO on campaign creatives and attentive budget & campaign management.