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Taptica's Programmatic Platform Will Analyze Cost Per Action

Taptica is launching an analytics tool that helps to determine the cost per action. The feature rolls out March 1, in its mobile acquisition platform to provide a deeper understanding of consumer behavior through in-app activity tracking and profiling. Machine learning adjusts the targeting and the bid.

The analytics tool helps to determine cost per actions, giving marketers a better sense of what it cost to gain and remain customers. Companies in the gaming category became the first to use the cost-per-action metric, per Bareket. The travel category followed. The most recent newcomers were retail and fast food.

"Only about 60% of advertisers send the data based on events for the system to optimize on actions and behavior," said Sigal Bareket, Taptica CEO.

Bareket said companies in the ride-share category, similar to Uber, also have begun to look at the cost per share for a customer's first rides based on a specific city such as Manhattan or San Diego. The consumer's behavior within the application provides the data to determine the amount it cost to acquire a customer for each ride, including the first.

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The tool analyzes  audience segments to determine those clicking through an ad to a landing page to download and install an app. For instance, 64% of click on the ad, but only 35% are women. Of the women downloading the ad, only 5% install it. The system learns from this type of data, helping to target specific audience segments based on behavior.

Taptica, a programmatic mobile DSP and DMP supporting brands like Disney and Expedia, has run more than 10,000 campaigns, profiled more than 200 million users, reported more than 50 million app installations and 100 million app events. The company also studied the traffic of 100,000 apps and 50,000 Web sites, according to the company.

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