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IronSource launched an updated ROAS Optimizer, a tool that allows app and game developers to track the progress of their user acquisition campaigns over time.
Tel Aviv, Israel-based IronSource said the tool provides greater insights into campaign performance for ROAS, or return on ad spend, an important measure of monetizing mobile games and apps.
IronSource is in the process of merging with Unity Technologies in a $4.4 billion deal. One of the reasons is that IronSource helps game developers make money, and it’s profitable itself.
Optimizing ROAS isn’t fun for mobile game developers, it’s an absolute must, said Nimrod Zuta, senior vice president of product at IronSource in an email to GamesBeat.
“It’s what answers the question of whether your company’s user acquisition spend will get you the high-quality players you need, at the right scale,” Zuta said.
When IronSource first launched its ROAS Optimizer Tool, it was groundbreaking because the algorithm — simply put — worked out the optimal bid for the game developer and automatically updated it across thousands of sources. King, Zynga, Big Fish…everyone used it, Zuta said.
The update also brings something new to the platform.
“Any customer using our existing ROAS Optimizer will have access to a new dashboard that shows a trend visualization of ROAS over time – as opposed to a limited and static view,” said Zuta.
Developers can switch between different timeframes, country groups, and campaigns, and no longer need to build their own charts or involve their business intelligence teams to dynamically understand ROAS performance. With this visibility and accessibility, a developer can learn from campaign performance, see how they are over or under their ROAS goals over time, and use that knowledge to more precisely adjust their ROAS goals to continue growing sustainably. Zuta.
IronSource said it is the first company to offer an area on its platform entirely devoted to ROAS optimization data, which provides app marketers with trend visualization and daily analysis of their target against ROAS performance over time.
With the ROAS Optimizer, app marketers can set a target ROAS target and then have the engine drive the highest possible scale as the ROAS target is met, saving hours of manual work. This latest update gives marketers the ability to visualize the results of their campaigns over time, and the control to adjust their goals based on that data.
This insight into installs, spend, eCPI, current ROAS targets, effective ROAS targets over time and more, will provide weapons marketers with insights to learn from the performance of their campaigns and improve their user acquisition strategy. company.
“Automated optimization is key to scaling up in today’s competitive UA market, which is why we’ve built numerous optimizers across different parts of our platform, be it in-app or on-device ads,” said Zuta. “We also believe in arming our customers with as much information and visibility as possible, and this combination of automation and transparency is key to how we build our technology. That’s why we’re constantly adapting our platform to deliver more data in a way that’s insightful and actionable.”
The update also includes self-service capabilities, allowing marketers to optimize their ROAS goals and customize campaigns right on the platform. This update is one of many for the ROAS Optimizers, whose engines are updated almost weekly, making them smarter and more efficient at helping advertisers increase the scale and quality of their campaigns.
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