Commentary

IronSource Digs Into In-App Ad Preferences

A lot of attention is being put on ads in gaming, but a recently, but a recently released platform takes tracking to another level. This time it’s about tracking interactions within the playable ad, known as a mini-game.

Rather than tracking an impression and click, ironSource built a platform that gives marketers access to data on what happens inside the ad, such as a user’s choice of car or music.

Think of a major car manufacturer asking consumers to identify the latest car models they like, and then the terrain they like to drive in, explains Dan Greenberg, chief design officer at IronSource. 

He says the 4D ads' technology allows consumers to change the progression of the events that take place within the advertisement based on their preferences and choices.

In an email to Data & Programmatic Insider, Greenberg also pointed to streaming music providers that could ask users whether they are more interested in “chill out music or club music, and then whether they preferred to listen at home alone or with friends.”

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The ironSource In-Ad Data platform tracks the percentage of users who choose to begin engaging with an interactive ad, how many choose to continue engaging with further interactive touchpoints, where common drop-off points in the ad occur and how many users play multiple levels of a playable ad.

Greenberg described the mini games, ironSource 4D ads, as being able to “choose your own adventure.”

Greenberg explained that designing the platform involved many challenges, from choosing the type of data to consider to high-level insights to granular details. The biggest challenge was managing the scale of the data to consider and view.

“The amount of data each interactive ad generates is significantly higher than that generated by a video or display ad,” he explains. “Our platform needed to have the necessary data management and infrastructure to sustain that scale, so it was a huge advantage to be able to draw on our existing infrastructure as one of the top three mobile mediation providers today, processing billions of impressions a month.”

For now, the ironSource In-Ad Data platform, which identifies user preferences, remains in a closed beta with several unidentified partners.

Initial data reveals engagement rates of about 88% for hyper-casual games, 65% for casual games, and mid-hard core games at 50%.

For playable ads, the win-to-install rate is 6% higher than the loss-to-install rate, except for hyper casual games, where losing in a playable ad actually results in a higher rate of installs

Completion rates for both playable and interactive video ads are usually around 87%, which implies that once users choose to engage they tend to complete the interactive advertising experience.

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