Behind the top mobile ad publishers: Facebook, Google, Pandora and Twitter | VentureBeat | Mobile | by Matt Marshall
Summary
Smartphone users tend to scan content within apps, and especially feeds in places like Facebook or Twitter, or image streams on Instagram or Pinterest, Chandra said. As such, it has derived a model it calls “predictive lifetime value.” It goes beyond calculating the cost of acquiring a user, or even getting an install, but takes into account things like the likelihood the customer will remain engaged with the app or make repeat purchases. Nangians’ Slagen (see his firm’s post on VentureBeat yesterday) tells me the company has had its hands full with managing Facebook’s growth and hasn’t had time to support other mobile platforms such as Twitter. But if an advertiser can inject itself into a Facebook user’s reading stream, it can foster brand affiliation, which can lead to a purchase down the road, even offline, especially if the product is targeted and relevant. Most recently, Facebook announced it is working with data providers like Datalogix, Epsilon, and Acxiom so that advertisers don’t have to rely on retargeting just their own past users.
