Snapchat adds goal-based bidding for app install ads to rival Facebook – Business Insider (Apr 6, 2017)
App-install ads can be a pretty lucrative source of revenue for online advertising platforms, because at least some ads pay out at a high rate for a successful ad-driven installation. Given Snapchat’s lock on a particular demographic, app-install ads could provide useful new revenue and boost its relatively low ARPU. There was a time when app-install ads were thought to account for a pretty significant chunk of Facebook’s overall revenue, though that’s long since passed (and was likely exaggerated even at the time). App-install ads remain a small minority of overall online advertising, so we shouldn’t expect Snapchat’s ad revenue trajectory to change dramatically off the back of this, but it should be useful new revenue nonetheless.
via Business Insider
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