Start from the event, not the install
Before spend starts, we define the event that pays you — registration, first deposit, subscription, level completion — and wire it through your MMP. Installs become a means with a known conversion rate to value, and every source is judged on cost per real user, not cost per install. This single decision removes the most common failure mode of install campaigns: volume that looks cheap and earns nothing.
Inventory matched to your app
Gaming apps convert best on rewarded and playable inventory; utilities fly on in-app interstitials and push; finance and health products need native pre-lander funnels. We test formats in parallel lanes with identical tracking, then concentrate budget on the lane that produces your event at target cost. Direct in-app network inventory means we control frequency and placement quality instead of renting unknown exchange traffic.
Scale with quality gates
Scaling an install campaign is where budgets usually die — the test placements are the warmest, and expansion dilutes quality. We scale in controlled steps with weekly source scoring on post-install value: retention, payer share, approval rates. Sources that hold the economics double; sources that decay are cut before they eat the budget. Anti-fraud filters run in front of your MMP the whole time.