How Accurate Holistic User-Level LTV is Changing Everything | Shalom Michaeli, Noam Kagan

1. 1
How Accurate Holistic
User-Level LTV is
Changing Everything
Here Comes the Revolution

2. 2
Shalom Michaeli
Managing Director UK, Fyber

3. 33
2 main ways to make money from free apps
01In-app purchases
02Advertising

4. 44
02Advertising

5. 5
1
Accurate revenue by user is hard to get
2
Market Imbalance

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Why is it so difficult to find how much
revenue each user generates with ads?

7. 7
A Typical
Mediation
Stack

8. 8
A Typical
Mediation
Stack

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Fyber FairBid
is the Evolution
of Mediation
Fyber FairBid flattens
the mediation waterfall,
enabling all types of
buyers to get a “first look”
and compete at the same
time in a flat, fair, and
transparent auction
Image shows a few examples of the many demand partners for Fyber
Programmati
c
AdNetwork
Programmati
c
AdNetwork
TraditionalAd
Network
(Mock-
bidder)
TraditionalAd
Network
(Mock-
bidder)
DSP
DSP
DirectDeal
FyberDirect
CrossPromo
HouseAd
eCPM
$14.20
eCPM
$14.50
eCPM
$13.80
eCPM
$13.50
eCPM
$13.90
eCPM
$12.40
eCPM
$14.05
eCPM
$14.15
eCPM
$13.00
AD REQUEST
AdColony wins auction with
$14.50 eCPM bid
Fyber is the first
platform to enable ad
networks to bid in real-
time on mobile apps
with a SDK-direct
integration
eCPM
$14.10
Programmati
c
AdNetwork

10. 10
Programmati
c
AdNetwork
Programmati
c
AdNetwork
TraditionalAd
Network
(Mock-
bidder)
TraditionalAd
Network
(Mock-
bidder)
DSP
DSP
DirectDeal
FyberDirect
CrossPromo
HouseAd
eCPM
$14.20
eCPM
$14.50
eCPM
$13.80
eCPM
$13.50
eCPM
$13.90
eCPM
$12.40
eCPM
$14.05
eCPM
$14.15
eCPM
$13.00
AD REQUEST
AdColony wins auction with
$14.50 eCPM bid
eCPM
$14.10
Programmati
c
AdNetwork

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Programmati
c
AdNetwork
Programmati
c
AdNetwork
TraditionalAd
Network
(Mock-
bidder)
TraditionalAd
Network
(Mock-
bidder)
DSP
DSP
eCPM
$14.20
eCPM
$14.50
eCPM
$13.80
eCPM
$13.50
eCPM
$13.90
eCPM
$12.40
AD REQUEST
AdColony wins auction with
$14.50 eCPM bid
eCPM
$14.10
Programmati
c
AdNetwork

12. 12
Programmati
c
AdNetwork
Programmati
c
AdNetwork
DSP
DSP
eCPM
$14.20
eCPM
$14.50
eCPM
$13.90
eCPM
$12.40
AD REQUEST
AdColony wins auction with
$14.50 eCPM bid
eCPM
$14.10
Programmati
c
AdNetwork
Programmatic
is great!
We get eCPM
Per impression…
committed

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Network
A
Network
B
TraditionalAd
Network
(Mock-
bidder)
TraditionalAd
Network
(Mock-
bidder)
eCPM
$13.80
eCPM
$13.50
AD REQUEST
The problem
is here!
Traditional networks
provide no granular
reporting.

14. The infamous
Reporting
API

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Market Imbalance
Nobody wanted to share data with publishers...

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The data asymmetry

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1
Accurate revenue by user is hard to get
2
Market Imbalance
Nobody wanted to share data with publishers...

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1
Accurate revenue by user is hard to get

20. Solution 1: The lazy way (better than nothing?)

21. Solution 1: The lazy way (better than nothing?)
x999 users
$0.00 each
x1 users
$1000
Reality

22. Solution 1: The lazy way (better than nothing?)
How the report will look
x1000 users ‘Cohort X’
$1.00 each
x999 users
$0.00 each
x1 users
$1000
Reality

23. Solution 1: The lazy way (better than nothing?)
Reality How the report will look

24. Solution 2: Impression-Level Revenue Data
Client-side callback:
(void)didShowAdWithTag:(NSString *)tag adImpressionData:(HZAdImpressionData*
)adImpressionData;
AdImpressionData will include:
1. Pricing type:
○ PricingTypeProgrammatic - for programmatic, committed responses
○ PricingTypePredicted - for mock-bidders (mediated networks)
2. CPM Price

25. Impression/event information CPM Pricing Type
2019-01-19 12:17:55 -0200
Session ID: 121299190
App version: 7.9
Game user ID: 2ASD903AFJW
Country: South Africa
User: 38400000-8cf0-11bd-b23e-10b96e40000d
Placement ID: RewardGameOver 987212
SDK version: FairBid 9.54
New user? No
Acquired from UA campaign from Network X
User cost: $0.12
$17.50 Programmatic
Impression Level Revenue Data - Use Cases

26. Impression/event information CPM Pricing Type
2019-01-19 12:17:55 -0200
Session ID: 121299190
App version: 7.9
Game user ID: 2ASD903AFJW
Country: South Africa
User: 38400000-8cf0-11bd-b23e-10b96e40000d
Placement ID: RewardGameOver 987212
SDK version: FairBid 9.54
New user? No
Acquired from UA campaign from Network X
User cost: $0.12
$17.50 Programmatic
2017-08-19 12:17:55 -0400
Session ID: 1230893190
App version: 7.3
Country: Estonia
User: XEFL5KE8-11EE-455A-B3C4-E57283966239
Placement ID: MainMenu 1982212
SDK version: FairBid 9.53.1
New user? Yes
Acquired from UA campaign from Network Y
User cost: $2.41
$11.21 Predicted
Impression Level Revenue Data - Use Cases

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Impression level
revenue data
A Typical
Mediation
Stack

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Impression level
revenue data
A Typical
Mediation
Stack

29. Two main ways to make money from free apps
01In-app purchases
02Advertising
LTV

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Impression level
revenue data
A Typical
Mediation
Stack

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Noam Kagan
Managing Director, Deemedya

34. ● 222,000,000 downloads and still counting!
● #1 category game in 143 countries
● Editor’s Choice Award
● Office locations in the USA, Israel and Russia
DEEMEDYA

35. ● Fully automated LTV increase
● AI controlled anti-churn
● Smart cross promotion
● Holistic LTV measurement
● AI controlled ad logic
● A/B testing
● VIP management
● And much more….
GAME OF WHALES
WE ARE WORKING WITH

36. TRIAL XTREME 4 SPECIAL OFFER

37. ANTI-CHURN

38. THE DASHBOARD

39. HOLISTIC LTV

40. WHALE MANAGEMENT

41. KNOWING EVERY PLAYER

42. A/B TESTING

43. THE WORLD IS CHANGING!
● Unboxing the industry’s
biggest black box- ads LTV
● Maximizing the value of
every user
● Automating time consuming tasks
noam@deemedya.com

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Thank you