App Install Networks Guide

App Marketing Networks 2014
App Install
Networks
Guide
App installs ads have become extremely popular
among app marketers, not least because they allow
driving networks to compete on price with the big
trinity – Facebook, Twitter and Google.
An inside guide, from the experts at
2016Edition

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App Install Networks Guide
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There are several business models that serve as a foundation for mobile advertising and
mobile app advertising in particular. Each model defines for what specific performance or
action ad company charges advertisers. The most popular models are CPM (cost-per-mile),
CPC (cost-per-click), CPI (cost-per-install) and CPA (cost-per-action). With CPM model, app
marketer is charged for each 1,000 ad impressions (called a mile) served for his mobile app
ad. The CPC model implies charging for each instance of a click on a mobile app ad. Finally,
CPI model is based on charging money for each instance of a mobile app actual install, the
CPA model expands the CPI concept and implies charging money for specific actions app
users take inside an app.
Among these models, CPI and CPA are the most efficient ones for app marketers because
they allow to measure actual ROI (return-of-investment) for a budget they allocate to ad-
vertise their apps. With a proper ad campaigns data analysis, app-install ad units allow app
marketers to acquire high quality users and expand their user base.
By 2016 CPI-based app install ads have become a significant contributor to the mobile
advertising revenue. According to the last year Business Intelligence forecast, mobile app
install advertising revenue in US alone by 2019 will reach 7 billion, compared to $4.6 billion
in 2015.

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Mobile App Install Advertising Revenue (US), in billions
Source: Business Insider
We’ve put together a list of networks and platforms offering app installs – some of them
work on a CPI model and others use a CPC or CPM based trading approach but with the
focus on delivering app installs and users. You can find more app install networks and plat-
forms in our mobile advertising directory and our app marketing directory.
Facebook App Install Ads
Facebook App Install Ads is the mobile app downloads generating solution, launched by
Facebook in 2012 to help mobile app developers to acquire users for their apps on Facebook.
The biggest advantage over other solutions is its targeting capabilities, powered by an ex-
tensive user profile database, accumulated by the company for its more than a billion users.
Some of its targeting options, such as Interests and Behaviors, allow app marketers to la-
ser-target their ads to people with a particular interests and certain online behavior pattern.
• Tag line: Promote your app with Facebook
• Key features: re-marketing tools, unparalleled targeting capabilities, the best reach,
video format is also available
• Mobile platforms: iOS, Android, Windows Phone, Blackberry, tvOS, Unity, web

Twitter Ads
Twitter Ads is an advertising platform, rolled out by Twitter in June, 2014 worldwide. With
this solution, app marketers can generate app installs on Twitter, using its sophisticated tar-
geting capabilities that allow users to target an ad for a specific location, OS, mobile carrier,
users of a particular age and gender and with particular interests. On par with Facebook
solution, Twitter ads has re-targeting capability to reach out Twitter users who have previ-
ously installed certain apps or visited particular websites.
• Tag line: Advertising Tools For Businesses Of All Sizes
• Key features: powered by Twitter, re-targeting tools, reach targeting options, easy &
quick setup, scale
• Mobile platforms: iOS, Android
Google Universal App Campaigns
Google Universal App Campaigns is a cross-platform mobile app user acquisition solution
launched by Google in September, 2015. It’s part of the Google’s AdWords ad platform and
it specifically allows app marketers to drive Android app installs, via multiple ad formats, in-
cluding video. Unlike other app install driving solutions, Google’s ad composing tool provides
app marketers with ads, generated using app’s graphics and text directly from Google Play
store. The system is also handles ad rotation and auto-bidding features to provide app mar-
keters the most downloads for an app.
• Tag line: Give A Little And Get A Lot With Universal App Campaigns!
• Key features: dynamic ad generation, dynamic inventory picking, powered by Google
AdWords
• Mobile platforms: Android
Minimob
Minimob is a performance-based platform company, founded in 2013. Minimob offers
app owners a robust app user acquisition solution that allows to deliver HD-quality, VAST,
MRAID standards fully compliant video ads on multiple platforms and devices. The solution
features dynamic CPI-bidding platform, it allows advertisers and agencies to monitor results

in real time and benchmark acquisition outcomes against a predefined set of performance
metrics. Minimob runs, at minimum, 20k different campaigns every month, allowing access
to more than 8k offers with just one click. Minimob fully supports third-party tracking for
clarity on mobile app conversions.
• Tag line: Ads That Aim Right, Advertisers That Hit Target!
• Key features: managed campaigns, real-time CPI bidding, traffic sources balancing
• Mobile platforms: Android, iOS
Minimob website home page
InMobi
InMobi is a mobile advertising platform, founded by Naveen Tewari, Amit Gupta, Abhay
Singhal and Mohit Saxena in San Francisco, US. To acquire mobile app users, InMobi provides
app marketers with its Miip app discovery platform that hosts ads for over 40,000 apps. The
platform provides app reviews and ratings for app users to know more about apps before
downloading them, its efficiency is based on the proprietary app user reaction capturing
system that allows to connects apps with people who may become their loyal users. Another
contributor to Miip efficiency is its Appographic Targeting (TM) that allows to acquire a loyal
user base for an app by targeting users based on their app interests.
• Tag line: The Discovery Platform for a Mobile-First World
• Key features: Miip digital ad companion to deliver rich app discovery experience for
users, coverage for 200 countries.
• Mobile platforms: iOS, Android, Windows Phone, BlackBerry
Tapjoy
Tapjoy is an app monetization and mobile user acquisition company, founded by Lee Linden,

Ben Lewis and Mitch Liu in 2007 in San Francisco, US. The Tapjoy’s app user acquisition
solution supports several bidding models, Pay-Per-Install, Video-To-Install, Pay-Per-Engage-
ment and Tapjoy Reconnect retargeting one. The Future Value Map™ solution allows app
marketers to analyze future opportunities to acquire new users based on the previously
captured data. Also Tapjoy platform features cohort analysis, IAP revenue, retention, funnel
and churn analysis tools.
• Tag line: Every Mobile App Is Leaving Money On The Table.
• Key features: Future Value Map™, multiple bidding types support
Chartboost
Chartboost is a mobile game users acquisition company, founded in 2011 by Sean Fannan
and Maria Alegre in San Francisco, US. Chartboost empowers app marketers with the plat-
form to acquire users via interstitial and video ads, it features sophisticated targeting and
install tracking features. With Chartboost Direct Marketplace, game owners can buy installs
directly from other app owners and keep 90-100% of their revenue.
• Tag line: Built For Mobile Game Developer Success
• Key features: free, direct developer-developer ad exchange, targeting & install tracking
Applovin
Applovin is a marketing automation and analytics company, founded by Adam Foroughi and
Andrew Karam in San Francisco, US. Applovin mobile app user acquisition solution provides
app marketers with progressive ad campaign optimization, when each consequence cam-
paign is based on analytical information derived from a previous one. The platform features
app users interests database to allow app marketers target their ad campaigns based on
these interests. As well as sophisticated bidding algorithm matches app users who are likely
to download a specific app and determine the right amount to bid for it.
• Tag line: Marketing Automation and Analytics
• Key features: Similar traits users mobile acquisition, data-driven recommendations,
consumers re-engaging, real-time metrics
• Mobile platforms: iOS, Android, Amazon

Appnext
Appnext is a mobile app discovery company with a platform that operates on a self-serve CPI
bidding basis. It was founded in 2012 by Elad Nantason. The company app advertising capa-
bilities are entirely focused on providing direct CPI bidding to app marketers. With Appnext
self-serve ad platform, users get an access to reach more than 490 million non-incentivized
mobile users from 180+ countries.
• Tag line: The Platform Developers Love
• Key features: direct CPI bidding, 100% Self-Serve Platform, 490M audience of
non-incentivized app users, covers 180 countries
• Mobile platforms: iOS and Android
Appnext website home page
Leadbolt
Leadbolt is an app discovery and user acquisition company, founded by Dale Carr in 2010
in Sydney, Australia. The company equips app marketers and developers with an advanced
app install attribution solution to monitor CPI-based install acquisition campaigns run across
over 50 ad networks.
• Tag line: High Performance Mobile Advertising
• Key features: Direct Deals Marketplace
• Mobile platforms: iOS, Android, Windows Phone

Adcash
Adcash is a technology-driven advertising network, founded in 2008 in Tallinn, Estonia. With
its worldwide network of top-tier publishers, Adcash allows app marketers to reach any tar-
geting audience they aim to, on both mobile and desktop, to generate app installs. The plat-
form’s set of targeting features include geolocation, browsers, device and OS, age, gender,
profession, interests and more, languages, as well as contextual targeting, frequency capping
and day parting. Adcash offers a number of ad formats, both mobile and desktop, such as in-
app interstitial, in-app footer, in-stream video, display banner, footer, interstitial, site-under,
slide-in, backgrounds.
• Tag line: Technology-Driven Advertising Network
• Key features: in-stream video ads, demographic targeting, contextual targeting
Yeahmobi
Yeahmobi is a performance based mobile advertising company, founded by Peter Zou and
Frank Wang in May, 2009 in China. The company’s ad platform allows app marketers to reach
audience in more than 200 countries and drive app installs, using CPI, CPA and CPM models.
With this platform, app marketers can grow their apps active user base in target markets,
using native ads, as well as Yeahmobi Social and Search tools tap into audience on Facebook,
Google and other social networks.
• Tag line: Data Driven Mobile Advertising
• Key features: CPA & CPI bidding, in-house tracking solution
Clickky
Clickky is a full-service app marketing platform company with multiple branches, founded in
2010 in Ukraine by Vadim Rogovskiy. The Clickky app user acquisition solution for app mar-
keters is focused entirely on CPI model to secure high quality app users supply. To provide
even higher ROI, Clickky offers CPE model based campaigns, with this model advertisers pay
only when specific pre-defined actions take place inside their apps.

• Tag line: Get the Most from Your Mobile Web Traffic
• Key features: operates in 80+ countries, 5+ years on the market,
Clickky AdExchange Platform
Adscend Media
Adscend Media is a pay-for-performance ad network company, founded in 2009 by Fehzan
Ali, Jeremy Bash in Dallas, US. Adscend Media ad platform for advertisers provides 3 chan-
nels to drive app installs – Rewarded Video, AdWall and AdLock. With Rewarded Video, ads
are served upon high quality premium video content completion, app users are presented
with ads that invite them to download apps and if they choose not to apps still get exposure
with their target audience. With AdWall, app users are offered to install apps to earn virtual
rewards, and finally with AdLock app installs are generated when app users receive premium
apps, songs, images, or other pieces of digital content.
• Tag line: Performance Marketing Innovation In The Heart Of Texas.
• Key features: mobile video locker tech, rewarded video ads
Adscend Media homepage
Startapp
Startapp is a mobile advertising company, founded by Gil Dudkiewicz and Ran Avidan in
December, 2010 in New York, US. The Startapp’s solution to generate app installs allows
marketers to take full advantage of programmatic targeting, which is based on a combina-

tion of data and unique creative options. Among the most sophisticated targeting options
the Startapp platform for advertisers provide are targeting ad campaign to users who have
already installed specific types of apps, mobile carrier targeting, mobile OS type and version
targeting, as well as device types (smartphone / tablet) targeting. The platform supports four
ad formats – Large Banner, Small Banner, App Wall and Full Page.
• Tag line: Our desire is to Inspire. Innovate…Mobile
• Key features: 300M MAUs, 200k apps have Startapp SDK, direct deals with 50% of top
grossing apps
Iconpeak
Iconpeak is a mobile advertising platform company, founded in 2012 in Berlin, Germany by
Gunnar Kämpgen and Felipe Sperotto Ogibowski. Iconpeak platform for app marketers com-
bines six different channels to drive app installs – media buying, YouTube Influencers, in-app
placements, programmatic, native and video sources. Iconpeak is a TUNE Certified Partner
and the winner of Deloitte’s Technology Fast 50 Rising Stars 2015, with 432% year-on-year
growth.
• Tag line: Six Sources Of Mobile Success
• Key features: offers multiple channels to drive app installs
GoWide
GoWide is a global mobile ad platform, launched in 2013 by ComboApp mobile app market-
ing agency. GoWide’s App Booster proprietary app install generating solution allows app
marketers to drive downloads for their apps with dynamic CPI bidding, it features global
reach and scalable inventory. With a simple three step signing up procedure, users can can
launch app install campaign with as small as $100 deposit.
• Tag line: Global Mobile Inventory Converted To Results
• Key features: one-stop-shop incentive traffic buying tool, managed buys solution
powered by the team of seasoned media buyers.
• Mobile platforms: iOS, Android, Windows Phone

Clicksmob
ClicksMob is a mobile performance company, founded in 2012 and based in San Francisco,
US. ClicksMob offers mobile app marketers a sophisticated app user acquisition platform
that operates on CPA (cost-per-action) model. The platform users are charged based on
predefined actions, such as install or other action that app users take. The ClicksMob user
acquisition solution appeals to both app developers and agencies, by offering multiple client
campaigns management capabilities.
• Tag line: Only Mobile. Only Performance.
• Key features: broad range of quality traffic sources, easy-to-use payment methods,
ROI positive, scalability
• Mobile platforms: iOS, Android, Windows Phone and featured phone OS
Performance Revenues
Performance Revenues is a performance based mobile affiliate network company,
founded in 2011 in Tel Aviv, Israel by Oded Former and Ron Brightman. Performance
Revenues supplies app marketers with the pay-per-performance platform, which al-
lows them to pay for app installs only. The platform provides access to thousands of app
traffic sources and allows to define how app marketers want to pay pet installs, as well
optimization to the users end goals.
• Tag line: Get Users You Need; High Volume, High Quality.
• Key features: thousands of traffic sources, sophisticated campaign optimization,
CPI bidding
Performance Revenues website home page

Instal
Instal is a mobile user acquisition company, founded by Alessandro Sordi and Filippo Satolli
in 2013 in Florence, Italy. The Instal app downloads driving platform is focused on CPI mod-
el only, it features worldwide non-incentive traffic sources, easy integration, performance
optimization and real-time reporting. The platform provides users with in-house developed
tracking SDK, as well as support of the industry-standard tracking solutions such as Mobile
App Tracking, TUNE, Adjust.io, Appsflyer, Ad-X, Kochava, AppSalar, Party Tracking.
• Tag line: Boost Your App’s Value
• Key features: geo targeting for 200+ countries, 1,000+ publishing partners, running
500+ campaigns worldwide
Instal homepage
Oplytic
Oplytic is mobile marketing analytics and enablement software company, founded in 2011
by Andrew Degenholtz. Oplytic’s app install generating solution is integrated with all the
leading mobile media ad networks, it optimizes app marketers CPI based on predetermined
key success metrics – like did the user download and then register or make an in-app pur-
chase. Oplytic enables and manages in-app Cost Per Order, Cost Per Action, and Cost Per
Download promotions catered to app marketers budget and objectives.

Tag line: Embolden Marketers To Pursue Their Enterprise Mobile Strategies
• Key features: high quality traffic, poor sources cutting in real-time, in-app messaging
engagement tools
Oplytic home page
Matomy
Matomy Media Group is a global and multichannel performance-based advertising solutions
company, founded by Adi Orzel in Tel Aviv, Israel in 2007. Matomy offers a wide range of
performance solutions for agencies, more than 1,500 media buyers and brands, as well as
app developers. With Matomy ad platform, performance marketers can get quality mobile
app users by running multi-channel ad campaigns on CPI, CPA, as well as CPM model. Among
the channels Matomy provides are display, mobile, video, email, incentivized, domain park-
ing, social, search and affiliates.
• Tag line: Leading Global Offers on Mobile and Web
• Key features: leading mobile & web verticals support, 18,000 media partners,
Mobvista
Mobvista is a mobile advertising and game publishing company, founded by Robin Duan in
March, 2013 in Hong Kong, China. Mobvista partners with more than 10,000 media compa-
nies and its partnership with Facebook, Twitter and Google allows it to provide app market-
ers with an app install generating solution to leverage top social network sites and the search

engine unparalleled targeting capabilities.
• Tag line: Higher Payouts, Worldwide Campaigns
• Key features: Facebook, Twitter and Google Adwords support
Crunchie Media
Crunchie Media is a mobile marketing company, founded in 2013 in London, UK by Darren
Gladstone and Tomer Maman. Crunchie Media specializes on mobile user acquisition, RTB,
mobile media buying and mobile marketing strategy. With CrunchieBid system app market-
ers are getting high quality traffic from direct publishes, RTB platforms and Exchanges and it
allows them to achieve their desired KPI, such as CPI goals and user lifetime value.
• Tag line: Showcase Your App To Millions Of Users Worldwide
• Key features: CrunchieBid system, CrunchieTrack tech, CrunchBurst solution
Crunchie Media website home page
Propeller Ads
Propeller Ads is an online advertisting company, founded in 2011. PropellerAds empowers
app marketers with the ad platform to generate app installs in more than 195 countries,
across multiple verticals, such as Finance, Games, Software, Entertainment, eCommerce and
Dating. Advertisers are offered a choice to advertise their apps either with CPA/CPL perfor-
mance model or switch to CPM bidding. Propeller Ads assigns a personal manager to every

advertisers registered with the company’s platform. The ad platform targeting capabilities
consists of targeting by countries, OS, device category & model, ad placement, dayparting,
frequency capping and more.
• Tag line: Leading Multi-Channel Advertising Network For Content Publishers, Brands
and Marketers
• Key features: brand protection tech, targeting options: geo, day parting, frequency
capping, OS, device, ad placement and site
ClickDealer
ClickDealer is a global performance marketing agency, founded in 2012 by Max Polyakov in Men-
lo Park, US. ClickDealer helps advertisers to generate app installs for their apps by supporting
five bidding models – CPA, CPL, CPC, CPI and CPS (cost-per-sale), which implies paying for each
sale generated for an e-commerce app by an app user interaction with an ad. ClickDealer allows
advertisers to launch mobile app ad campaigns via broad spectrum of channels – Retargeting,
Search, Display, Video, Social, Native Ads, Email and Mobile. According to ClickDealer stats, it
generates more than 3 million app installs a month, partner with more than 5,400 publishers.
• Tag line: Innovation. Technology. Performance.
• Key features: loyalty program, annual MeetUps, featured offers and contests
Digital turbine
Digital turbine is a mobile app advertising platform, launched in 2011 in Austin, US. In 2014
it acquired Appia, the leading independent mobile user acquisition network, and by March of
2015 the merger was completed. Digital turbine helps developers, advertisers, mobile oper-
ators and OEMs to make a profit on Android apps and acquire app installs in more than 190
countries. Digital Turbine mobile apps ad platform supports 4 traditional display units, such
as App Wall, Display Ads, Interstitials and Native Ads, as well as ad units Carrier and OEM
exclusive, such as Recommendations Widgets, Push Notifications and App Preloads.
• Tag line: Right App. Right Person. Right Time.
• Key features: CPI bidding only, partnership with carries, App Wall, banner, interstitial and
discovery ads, integration with Ad-X, Kochava, AppsFlyer, HasOffers, Flurry tracking SDK

Digital turbine website home page
Consumer Acquisition
Consumer Acquisition is a social advertising technology firm founded in 2013. Consumer
Acquisition specializes in mobile app advertising on Facebook and Instagram, offering both
self-serve tools and fully managed services. The AdRules™ advertising automation platform
combines Facebook’s Power Editor functionality with controls for bidding, budgeting and
pausing, designed specifically for mobile apps and lead generation.
• Tag line: Facebook and Instagram Mobile User Acquisition and Lead Generation
• Key features: Advertising automation for Facebook and Instagram performance adver-
tisers, workflow automation, real-time analytics, bid management, ad optimization, data
integration, and consulting services.
Consumer Acquisition Homepage

MobAir
MobAir is a performance-based mobile app marketing platform, launched in 2015 in Isra-
el. MobAir is laser-focused on pay-per-install model to deliver app advertisers high ROI, it
features native ads format to attract high quality users, as well as interstitials, OfferWall that
offers app users a fullscreen list of app recommendations, banner units and video ads that
offer app marketers extremely high eCPM.
• Tag line: Your Ultimate Mobile Monetization And Advertising Platform
• Key features: pay-per-install only, video ads
MobAir website home page
Waypedia
Waypedia is a mobile app advertising company, founded in 2014 by Ariel Porchera. Waype-
dia offers mobile app marketers an easy four-step app install generation campaign launch
procedure to get desirable number of app installs from specific geo locations and secure
app’s growth up either the App Store or Google Play charts. Prices starts as low as $0.10 per
app install, no SDK integration with premium tech support at no cost make Waypedia solu-
tion is ideal for quick app stores chart boost campaigns.
• Tag line: Your Ultimate Mobile Monetization And Advertising Platform
• Key features: No SDK required, low CPI, geo targeting

Waypedia website home page
Tabatoo
Tabatoo is a premium mobile distribution network and SDK, founded in 2012 and was ac-
quired by Somoto in 2014. Tabatoo offers app user acquisition solution that features Al-
go-Match proprietary technology that allows app marketers to achieve high KPIs and ac-
quire high quality app users. Also Tabatoo utilizes app users profiling and scoring system to
provide app marketers analytical data to increase their ad campaigns efficiency.
• Tag line: High Quality User Acquisition At Your Finger Tips
• Key features: Algo-Match tech, 100+ countries reach, 150 million clicks / month,
30 billion ad impressions
Tabatoo by Somoto website advertisers section

Avazu
Avazu is an online advertising and digital marketing company, founded by Yi Shi in October,
2009 in Germany and later headquartered in Shanghai, China. Avazu empowers mobile
advertisers with its proprietary Avazu Mobile DSP solution, it’s 100% self-serve, features
real-time reporting, optimization features such as white & black listing using multiple criteria
such as inventory source, inventory seller, carrier, device and more. Avazu Mobile DSP inte-
grates up to 18 Ad Exchanges, the integrated fraud protection scans and filters ad impres-
sions before every bid.
• Tag line: A Leading Advertising Platform with Global Coverage
• Key features: fraud protection, 18 Ad Exchanges, white & black listing
AirPush
AirPush is one of the largest ad network for Android OS, founded by Asher Delug in Decem-
ber, 2010 in Los Angeles, US. AirPush mobile app user acquisition solution is based entirely
on push notifications technology as oppose to regular ad displaying inside apps.
• Tag line: Mobile Ads Redefined
• Key features: Weekly payments for advertisers, Conversion Optimizer
• Mobile platforms: Android, iOS and Mobile Web
mobileCore
mobileCore is a mobile ad platform, launched by ironSource in 2012. mobileCore offers mo-
bile app advertisers to acquire high quality app users via sophisticated targeting capabilities
and brand protection features. By applying proprietary performance-focused distribution
algorithms, mobileCore allows app advertisers to target ad campaigns to app users who are
statistically more likely to install and use a particular kind of apps. mobileCore’s premium
SDK Network provides access to millions of high quality users around the globe.
• Tag line: Turning great apps into scalable businesses
• Key features: Server-to-server integration, native ads inventory, cost-effective buying

from AppNexus, Facebook and Google networks.
mobileCore website home page
Final thoughts
App installs ads, and corresponding with it CPI/CPA business model, have become extremely
popular among app marketers because it allows them to calculate ROI and attribute all profits
generated by specific app user to a particular ad. Social networks have embraced app install
ads because they can sell them at a higher price, compared with other kinds of mobile ads.
Thanks to their extensive user profile databases they use to target app install ads, Facebook,
Twitter and Google have become dominating players on the mobile app install driving plat-
forms market. It’s worth to note that because of mobile app install ads Facebook has man-
aged to prove it’s strength on the mobile ad market and demonstrates quarter by quarter
mobile ad profits growth, generated exclusively via app install ads.
Other providers have their strengths with providing niche solutions, covering some specific
geographies (the brightest example would be China, where Facebook is prohibited and it
gives an advantage to other players), by cooperating with brands to supply advertisers with
highly engaged app users. And finally pricing is another key point that allows mobile app
install driving networks to compete with the big trinity – Facebook, Twitter and Google.

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