The platforms provide a self-serve interface for creating and managing ad campaigns, setting targeting criteria, and measuring results.

Involves the delivery of advertisements or game content based on a wide range of characteristics such as age, gender, location, income etc.

ROI optimization is critical because competition is high, and advertisers are competing for the attention of a large and growing audience.

KPIs provide a focus for strategic and operational improvement, create an analytical basis for decision making.

Cost per install (CPI) is a model of bidding or pricing used in mobile app ad campaigns.