January 29, 2015 09:00 ET

AppLift Unveils DataLift, the First Unified, LTV-Powered Mobile Media Buying Platform

Seasoned Ad Tech Professionals Join AppLift's Top Management to Power Strategic Growth and Product Strategy

BERLIN, GERMANY and SAN FRANCISCO, CA and SEOUL, SOUTH KOREA--(Marketwired - Jan 29, 2015) - AppLift, a mobile games marketing platform that empowers mobile game advertisers to acquire loyal and paying users at scale, today announced the launch of DataLift, the first big data-fueled mobile media buying platform maximizing user lifetime value (LTV). This technology optimizes toward campaign goals, including post-install LTV events, and enables transparent user acquisition for mobile app advertisers.

The DataLift platform resides on two proprietary technology pillars built for data scalability. First, its machine-learning algorithms leverage historical campaign data to identify the best combinations across a set of granular parameters and thereby perform smarter media buys. Second, its live tracking technology combines granular campaign insights across more than 50 advertising networks and exchanges into one centralized campaign management hub. By plugging into both RTB-enabled and non-RTB inventory, DataLift taps into the full spectrum of mobile ad supply. To carry out the optimization, the platform leverages second- and third-party campaign data as well as first-party behavioral data, such as post-install LTV events.

"Currently, due to a fragmented and transparency-challenged market, mobile advertisers often fall short of unlocking the full potential of unified media buying at global scale," said AppLift Co-Founder Tim Koschella. "DataLift enables advertisers to unleash additional performance by applying our proprietary optimization engine to historical and granular campaign data across all our channels."

In practice, DataLift permutates various campaign parameters, such as carrier, country, time of day or inventory source, to create millions of possible combinations. Then, to optimize overall performance across all sources, the technology leverages the machine-learning algorithms to target the right segments and get each impression in front of the right user.

DataLift is currently run as a managed service by a dedicated team of mobile media buying specialists, but also benefits from a self-serve feature that is currently in beta and available for selected clients.

AppLift also announced the addition of two key industry veterans to its management team. Gal Levenhaim as Vice President of Products, and Maor Sadra as Vice President of Strategic Development. Both have more than 10 years of mobile, ad tech, and high-tech experience. Levenhaim was formerly VP Products at Taptica, a Tel Aviv-based ad tech player. Sadra held several executive roles at various Israeli ad tech companies (including Matomy) and was most recently Managing Director of International Business at supply-side platform Inneractive.

"We are thrilled with the growth and expansion of our team," said Kaya Taner, CEO of AppLift. "Levenhaim is the ideal person to drive product expansion to help meet the exploding market demand for data-driven user acquisition. In tandem, Sadra will help us further steer AppLift's strategic direction to unlock new growth in areas such as TV, wearables, and The Internet of Things-related business opportunities."

Both new hires will be based out of AppLift's Berlin office.

About AppLift
AppLift is a comprehensive mobile games marketing platform that empowers mobile app publishers to acquire and re-engage quality users at scale. The platform resides on its proprietary LTV optimization technology, which enables ROI maximized user acquisition on a performance basis. AppLift's programmatic media buying platform DataLift provides a wide reach by accessing all automated supply sources in the market. Its data-fueled machine learning algorithm leverages historical campaign data to determine which combinations of targeting parameters perform best in order to enable smart media buying decisions. AppLift works with 300+ leading global game advertisers, such as King, Zynga, Glu Mobile, Nordeus, NHN Entertainment and Tap4Fun.

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    Alexis Roberts
    Blast PR for AppLift
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