Case Study: An utility app
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Problem: CPM decline possibly due to ad policy issue
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Platforms: AdMob / AdX In-app / Ad Manager
Background
Publisher used AdMob and FAN, and like to test AdX In-app to increase revenue.
They were unaware that their app was labeled as “risky” by Google due to the collection of personal information.
High traffic spam has also been detected.
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Acqua's initial assessment
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Firebase audit.
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Replaced existing AdMob and FAN Ad units with AdX In-app ad units.
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Floor price tuning.
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Worked closely with publisher and Google manager to tackle spam issues.
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Suggestion on marketing strategy for acquiring new users .
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Bi-weekly monitoring on spam rate.
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Our Tools
Insights
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Work closely with publisher to understand their needs and get more information on their business model and users acquisition strategies.
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Proactively provide updates to Google manager to build trust and get more insights to solve their spam issues.
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Manage publisher’s expectation by giving timely update and solutions for improvement.
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Key learning​
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Must examine the traffic source and marketing strategies for to avoid click spam on interstitial ads.
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Once high spam rate is detected, it might take a long time for revenue to recover.
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Among interstitial, native, and banner ads, we found 300x250 banners to yield the highest revenue and CPM.
