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Marketers are increasingly adopting advanced strategies and technologies for their mobile campaigns. App platforms with a large install base have realized the importance of retaining users rather than just getting more installs. Even new mobile apps with relatively lower but growing install base are beginning to evaluate app retention strategy relatively sooner in the marketing lifecycle. This blog talks about several important factors necessary to kick start a successful app retargeting strategy.

App retargeting is relatively new compared to its web counterpart, which has been around for a decade. However, the technology stack has rapidly evolved to bring functional parity with web, and adoption is growing quickly. Most app marketers are shifting focus towards re-engagement and retention, as acquiring new users becomes increasingly difficult and expensive. In this blog, we look at the evolution of app retargeting across three phases, and how marketers can get the best out of their app retention strategies.

A programmatic ad-tech platform like RevX generates terabytes of data on a daily basis. To effectively process and leverage this data, we use big data tools like Hadoop for reporting and analytics. Our infrastructure is hosted in Amazon AWS across multiple locations globally.

This blog talks about our learnings of building a Hadoop cluster in AWS and comparison of various options based on total cost of ownership (TCO).