The impact of ad impressions in the app ecosystem remains largely as a blackbox subjecting advertisers to estimation and guesswork as to the results of their advertising budgets. The evolution of View-through Attribution (VTA) allows for a more equitable and Continue Reading
Margareta Marza
Margareta Marza is a Senior Programmatic Campaign Manager at Applift. She has previous experience in branding, media planning and paid social advertising, working both on the agency and client sides. Besides her passion for programmatic buying, her guilty pleasures are French fries and caramelized popcorn.
Key Takeaways: App advertisers focus too much on user acquisition campaigns which only represent the last stages of the customer journey. They therefore limit their growth potential by missing out on opportunities to reach users beginning their customer journey. The Continue Reading