The Mobile App DMP Project

After years of analyzing mobile app advertising data using crazy technology we’ve been developing for years, we decided to create a Data Platform that advertisers can use to find the right audience for their mobile marketing promotions whether they are a well known brand or just a small business.

Given the huge amount of data we needed to digest to create the service we are making it available country by country, starting with Israel. Next we will be launching New Zealand and UAE. 

The service allows you to either run campaigns directly on the platform or export the audience you created to external platforms and run your campaigns there. 

User Segmentation Options

In order to support and allow maximum flexibility when selecting your audience, we allow pulling audience segments by multiple options:

  • IAB categories
  • IAB v2 categories
  • Categories in the app store
  • 42 Elements based audience segments
In addition, the DSP allows cross referencing the audience with physical locations such as:

  • Location visitation
  • City where the target audience lives
  • City where the target audience works

 

Additional attributes you can cross reference are:

  • Age group
  • Gender

 

Israel Mobile App Landscape

Total number of smartphone devices identified in Israel in the last month: 8,957,501

Here is a sample breakdown by main IAB categories: 

Segment
Number of Devices
Arts & Entertainment
2,421,877
Automotive
227,604
Business
1,245,895
Family & Parenting
625,244
Health & Fitness
604,579
Personal Finance
1,670,764
Sports
888,997
Style & Fashion
210,396
Travel
357,303
Frequent Shoppers
148,345

Gender Split

Gender split and taking into account accuracy level of above 90%

3,115,399

Distinct devices are classified as belonging to Male users

1,638,119

Distinct devices are classified as belonging to Female users

Top Cities

Top 10 cities by number of identified users actually living in the city with accuraty over 90%

City
Number of Devices
Tel Aviv – Yafo
476,133
Haifa
294,886
Rehovot
145,490
Ramat Gan
133,348
Petah Tikqwa
206,936
Holon
183,770
Rishon Leziyon
179,059
Jerusalem
140,387
Beer Sheva
135,493
Netanya
206,527