cac

A peek into fintech app Betterment’s nimble growth marketing strategy amid tariffs turbluence, with CMO Kim Rosenblum.

AS Beauty has been using the enterprise version of Shopify Shop Campaigns to acquire new customers and only pay for those that convert. Shop Campaigns went GA for all merchants on Wednesday.

Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability. 

Due to declining paid social traffic, Wildgrain, a subscription box company that built its brand on Facebook, has ramped up its email marketing efforts through a partnership with LiveIntent.

The cost of customer acquisition is about more than what a brand pays to get someone to visit a website or download an app. Advertisers also need to bake engagement and retention into their CAC, says Braze CEO Bill Magnuson.

AppLovin has added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery. AppLovin’s marketer clients can now buy CTV inventory on a cost-per-install basis.

ATT’s impact has been especially hard on game app developers, with the average cost per install on iOS up 88% from Q1 2021, the last quarter before the rollout of ATT. To adapt, app marketers have been using probabilistic data and methods to reach opted-out users.

Advertisers are turning to programmatic solutions that were purpose-built with SKAN’s methodology in mind to make sense of SKAN4’s attribution signals and optimize iOS ad campaigns.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Snail Mail Prevails Apple’s AppTrackingTransparency sent advertisers looking beyond Meta and Google for attribution-based advertising. Most of those budgets went to test performance on other digital or social channels, like TikTok or CTV. But some brands are giving more love to good ol’ direct […]

Mobile game developer Zynga closed its acquisition of ASO provider Storemaven on Monday. Zynga, which declined to share the terms of the deal, is acquiring all of Storemaven’s IP and technology, and it will add Storemaven’s staff of 50 to its current headcount of 2,900. Storemaven founder and CEO Gad Maor will continue to lead the Storemaven team.