Re:AppLovin bids $17.5B to acquire Unity
by soared on Wednesday August 10, 2022 @11:00AM
(#32413139)
The system is 100% deep learning, but most our our spend going to app lovin was in a new product that isn’t use deep learning yet unfortunately. You’re correct though :) we bid to roas/cpa and the affected campaigns were bidding to cpc!
Re:AppLovin bids $17.5B to acquire Unity
by nugget on Wednesday August 10, 2022 @01:40PM
(#32415768)
That makes sense. I wouldn't call that ad fraud. That's the ML system optimizing for what you've said you want. If you bid for cpc you're going to get a lot of cheap clicks, but they're going to be nearly worthless. That would be the case on any large ad network, especially since mediation is so mature.
The performance ad market moved from pay per impression to pay per click and then finally to pay per conversion years ago. Pay per conversion is the foundation of Facebook's lookalike audiences and Google's long-tail search campaign tools. When I see problematic campaigns these days it's usually because the media buyer hasn't set up their funnels/KPIs correctly.