This episode examines the potential of SDK Ad Networks for subscription apps. With the continuing challenges with SKAN’s data obfuscation, it might be time to consider ad network platforms like IronSource, AppLovin, and Unity as part of your UA mix. In this episode, we share 4 reasons why we’re seeing these work and perform for many apps in our portfolio.

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In today’s episode, we’ll address a common question: should subscription apps run user acquisition campaigns on SDK ad networks, such as IronSource, AppLovin, and Unity? Let’s dive in.

A common concern is that ad networks primarily have gaming inventory. Many wonder: Is a gaming audience the right fit for a lifestyle subscription app focusing on wellness, fitness, learning, or other consumer utilities?

From our experience, the answer is a resounding “yes”. Let me explain why.

1. **Gaming is Mainstream**: The first thing to note is that gaming is not confined to a particular niche anymore. Gone are the days when gaming was limited to the stereotypical teenager in a basement. Today, your typical gamer could be anyone – from middle-aged folks in Kansas City waiting for a bus to your partner: or heck: you. It’s a mass-market phenomenon. If you’re trying to capture a broad audience, targeting gamers might be more logical than you’d initially think.

2. **The Power of Probabilistic Optimization**: Ad networks currently use probabilistic matching for optimization. Without diving too deep into the debate around whether it’s fingerprinting, what is critical is that this method, as of now, remains effective. This approach looks at various signals from a device and uses a model to match data points, like the time of impression, install, trial, and purchase. This circumvents many of the limitations imposed by Apple’s ATT policy and allows for a stronger feedback loop, meaning stronger results for your ad campaigns *and* clearer reporting.

3. **Faster Learning Phase**: SDK networks have a distinct advantage with their quicker learning phases. When more of your conversions are tracked, the ad network learns faster. This is in stark contrast to DSPs, which might take longer as they’re looking for users on the open web or networks relying on SKAN, whose learning phases can be slowed down by ATT’s data obfuscation.

4. **UGC (User Generated Content) Stands Out**: We’ve noticed that among the many gaming-focused ads that are running on ad network inventory(which also comprises games for the most part), UGCs for subscription apps stand out. Their novelty catches the eye, leading to improved ad performance.

In a nutshell, SDK networks like IronSource, AppLovin, and Unity have proven invaluable for subscription app user acquisition, from our perspective. If you’re involved in user acquisition at any level, consider integrating SDK networks into your strategy.

Thank you for tuning in. We hope this episode provided clarity on SDK networks and their potential for subscription apps. Until next time, keep optimizing and keep growing.

A REQUEST BEFORE YOU GO

I have a very important favor to ask, which as those of you who know me know I don’t do often. If you get any pleasure or inspiration from this episode, could you PLEASE leave a review on your favorite podcasting platform – be it iTunes, Overcast, Spotify, or wherever you get your podcast fix? This podcast is very much a labor of love – and each episode takes many many hours to put together. When you write a review, it will not only be a great deal of encouragement to us, but it will also support getting the word out about the Mobile User Acquisition Show.

Constructive criticism and suggestions for improvement are welcome, whether on podcasting platforms – or by email to shamanth@rocketshiphq.com. We read all the reviews & I want to make this podcast better.

Thank you – and I look forward to seeing you with the next episode!