How to Pick Your Next Ad Partner

Summary

The article guides ad ops decision-makers on selecting an ad partner for mobile user growth outside walled gardens. Key criteria include post-install optimization (models like CPE, ROAS, IAA, IAP, Hybrid ROAS), which enable targeting beyond installs for better value. Reach and scale are critical: partners should access diverse inventory beyond top 100 publishers to maximize budgets, with high fill rates and large datasets.

Transparency and trust are non-negotiable; partners should share publisher names, app IDs, and exchange information, and have strong industry reputation and clear data policies. Creative support involves tools for continuous testing and iteration, with many partners offering creative services to optimize ad formats. Actionable takeaways: start with solid benchmarks and clear performance goals, evaluate partners on these four criteria, and consider self-serve DSPs for flexible control.

The article cites Mintegral as an example of a partner offering multiple post-install models, transparency, and creative optimization.