ART DMP integrated with measurement partners. Analysis of app usage trends and user game progress informed the creation of new audiences. The Twitter API enabled the new audiences to be uploaded into Twitter advertising campaigns.
By analyzing app usage trends and user status, ART DMP was able to create audiences tailored to user status and effectively retarget them with Twitter ads. This approach delivered significant improvements in ad engagement, CTR and CVR.
Leveraging this strategy, over 5 years after its release, the game title has been able to maintain more than 600,000 active users.