What is the Mobile Apps Vertical?

The mobile apps vertical promotes mobile apps—games, utilities, subscriptions. Models: CPI, CPA on in-app events, revshare in subscriptions.

Attribution

MMPs (AppsFlyer, Adjust), SKAdNetwork and ATT limit iOS granularity. Optimize on retention cohorts and DAU/MAU, not raw installs.

Fraud

Install fraud is ongoing. Incentivized traffic banned unless the offer allows it.

Metrics

IPM, D1/D7 retention, trial-to-paid CPA. Tied to in-app ads as a buying channel.

See also: OEM preload, in-app traffic, CPI, DAU/MAU.