Improves Monetization Using Data Analytics
Big data have enabled firms to customize their services to unprecedented levels of granularity. In mobile advertising, once a customer enters the network, the ad-serving decision must be made in milliseconds. In this work, we describe the design and implementation of an algorithm we developed for Vungle Inc., one of the largest global mobile ad networks, that incorporates machine learning methods to make personalized ad-serving decisions. When compared to the company’s legacy algorithm, our algorithm generated a 23% lift, which represents a $1 million increase in monthly revenue.