Leading mobile monetization and marketing company ironSource announced today the launch of a revolutionary cross promotion solution which for the first time will allow developers to run cross promotion campaigns utilizing the full suite of capabilities of an ad network. ironSource now enables app developers, who uses the ironSource mediation platform, to truly maximize the value of each existing user by driving cost-efficient adoption of games across their portfolio, in a way previously unavailable due to attribution, data science and reporting limitations.

Currently, all the available solutions used for cross promotion are sub optimal, generating challenges for both monetization and marketing teams. Publishers using an ad network to run cross promo campaigns may be competing with themselves or paying over the odds for their existing users, and attribution is also much harder. Unable to use suppression lists, they may even be marketing to users who have already downloaded the game being marketed.

Other options, like choosing to run cross promotion campaigns only on lower-quality backfill inventory, means publishers are unable to optimize for the potentially high LTV of existing users downloading other games. Even if publishers are utilizing dedicated ad formats that sit outside a publisher’s chosen ad network – ad placement, creation, tracking and optimization must be managed internally, and the publisher faces a potential loss of revenue from not monetizing that ad format with outside demand. Buying based on a CPM price with a dedicated waterfall instance is one of the most basic approaches, but it doesn’t allow for any of the fundamentals of performance UA, such as install tracking, CPI bidding or suppression.

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ironSource is in a unique position to overcome these challenges, combining their deep expertise in user acquisition, with the robust optimization of their mediation platform. The new solution provides developers with a personal ad network dedicated to cross promotion, where they can set up campaigns which benefit from the full force of network technology, from CPI bidding, attribution and data science, to dynamic bidding and suppression and sophisticated tools like the ironSource ROAS optimizer. Monetization managers on the other hand would be able to set up dedicated cross promotion instances within the mediation waterfall which would be optimized like any other network instance.

“Utilizing ironSource’s tool to cross promote Kick the Buddy and other titles throughout our game inventory has been a game changer,” said Dmitry Glebenok, CTO of Playgendary. “We’ve gone from a situation of competing with ourselves and paying commission for our own users to one where we can utilize the full benefits of an ad network for cross promo campaigns. ironSource’s tool has given us the ability to treat both our ads and our ad units in a cross promotion with a business mind, backed by numbers.”

“Mobile game publishers have long been requesting a solution for managing their cross promotional campaigns at the same degree of sophistication with which they run the rest of their UA activities,” explains Nimrod Zuta, VP Product Developer Solutions at ironSource. “Optimizing cross promotion has been a sticking point for both sides of their business, and our solution is yet another step in bridging the monetization and user acquisition sides of an app business to create tools which tackle growth from a holistic perspective. Solving the growing challenge of optimizing cross promotional activities is continuing in our goal of becoming the growth platform for mobile games.”

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