Dive summary:
- Social ad firm Nanigans' new platform, Ad Engine, allows mobile app developers to run mobile ads on Facebook that target users most likely to be lucrative over the long term.
- The platform solves the problem mobile developers face of paying to acquire users who may download apps and only use them once.
- Nanigans runs on a software license fee rather than a percentage of the pay-per-click meaning the company keeps its interest in delivering users lucrative over the long term so that customers can justify the paying the licensing fees.
From the article:
"Running ads through Facebook gives Nanigans’ technology an even better platform on which to distil specifically who are a developer’s most valuable lifetime customers because of the social network’s targeting options. 'It goes well beyond geography and demographics," Grabowski explained. “We can look at different interest-level targeting, action spec targeting, what Facebook apps people have taken part in or interacted with and overlay that information with performance behavior to give a level of granularity you can’t get anywhere else.'"