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The new machine learning is the result of the acquisition of Smadex, the main mobile programmatic platform on the market
Headway, global marketing company, leader in mobile performance solutions, announces its new programmatic mobile platform. The novelty is the result of the acquisition of Smadex, which has a technology called "Previsto Life Time Value (PLTV)" that allows users to purchase services according to the estimate they intend to use. The platform uses historical data from the system itself and from the market.
The machine learning engine allows advertisers to amplify the performance of their digital marketing campaigns on mobile devices, thereby understanding the best combination of creation, targeting and pricing capabilities for each audience group, offering programmatic capabilities mobile video, user acquisition and re-engagement for over 500 customers worldwide.
According to a recent study published by Appsflyer, the use of paid promotion methods grew by 165% in 2017. The study also reports that the use of videos to promote apps grew by over 100% in the last year. Black Friday, Cyber Monday and Christmas were key to the mobile market, with sales growth 80% higher than the 2017 annual average.
“Smadex’s machine learning technology complements our mobile marketing performance solution, Mobrain, following the needs of the market, which is increasingly looking for greater scale and solutions that maximize the return on investment of each campaign”, he says. Andrea Orsolon, Vice President of Growth and Performance at Headway.
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