Jim Mansfield, CEO, AppThis on Using Machine Learning in App Marketing

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Partner Post - AppThis - Ad serving using programmatic optimization techniques

Posted: September 28, 2015

Jim Mansfield is the CEO and co-founder of AppThis along with Mike Fitzgerald. Jim is an internationally experienced CEO and entrepreneur. In 2002 he founded Vayan Marketing Group which was later sold to Private Equity at a substantial return to the early main investor. In 2006 he founded Intela and grew the company internationally to over $30m in revenue and 100 employees. Intela was acquired by Zeta Interactive late 2013.
What is AppThis and how are you positioned in the market?
AppThis is an international mobile ad tech company. Our platform connects demand sources to a global audience via a marketplace.
We use machine learnings to serve the most appropriate app to users in over 200 countries. Publishers use our technology to promote over 37,000 apps within native, in app or custom formats.
How are you different from others in your space?
I would say scale and our international reach. Our system is built in house and allows Developers to acquire users from traditional markets and hard to reach countries. We are an Engineer led culture here as well. The team are experienced in building mobile products with programmatic elements central to this.
What geographies are you focused on and where are you seeing the most growth?
Right now we have traffic in over 200 countries. Our split across countries is pretty diverse. Always at the top are the US, Germany, France and India but we have reach in places like Surinam, Nepal and Mongolia! In terms of growth, India is interesting we are keen to develop in places like Turkey where there is a large, young population. We are exhibiting at G Star in South Korea in November and we are excited to be involved more in that part of the world.
What types of clients do you work with?
We work with App Developers direct, Studios and ad Networks.
AppThis uses a variety of formats such as native in-stream ads – what do these new formats offer?
For Publishers, our native ads offer a chance to link apps to their content. Integration is simple and just one piece of code will ensure that all of our inventory is available to them. Linking content to monetisation opportunities helps them keep content free.
How does AppThis use data and machine learning in its platform and what benefits does this bring?
The benefits of using machine learnings in our platform ensures higher conversion rates and better targeting. There are some pretty large data sets that our system works through to find the most appropriate app to show somebody.
What do you think are the most important trends in mobile advertising right now?
Video is a big trend. We will have video capabilities very soon. Also, city and location targeting are very important. We have just launched city targeting ourselves and are in the process of rolling that out worldwide.
What are your favourite apps?
As I travel a lot, Uber is pretty useful.
For more on AppThis, visit their website here.