Mobile Dev Memo Podcast Season 2, Episode 11: Optimizing ad spend against LTV (with Eran Friendinger)
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Jan 24, 2024 Eran Friendinger, CTO and Co-Founder of Voyantis, discusses innovative advertising strategies focused on optimizing customer lifetime value (LTV). He highlights common pitfalls in LTV modeling and the challenges posed by Apple's App Tracking Transparency. Eran explores the nuances of VO bidding across different platforms and the importance of incorporating synthetic signals into marketing strategies. The conversation emphasizes effective campaign tactics tailored to various industries, vital for enhancing advertising performance.
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Why User-Level Value Matters
- Ad networks run real-time bidding internally and need a per-user value signal to bid efficiently.
- Sending user-level value lets networks stratify bids and drastically improve performance.
Define A Time-Bound LTV Horizon
- Predictive LTV must be time-bounded like 30, 60 or 365 days and aligned to your payback horizon.
- Use predicted LTV when lifetime signals arrive after the platform's conversion window.
Send Early, Then Update Predictions
- Balance prediction speed and accuracy; aim for a 24-hour signal if you can only pick one.
- Build multiple predictions over time and send earlier signals when campaign conversions are scarce.