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How a Geenapp’s offer works

If I have to find the easiest way to explain how Geenapp works in the ad-tech industry, I would tell you to think about Google Adwords / Google Adsense. The main idea is the same, but internally it is completely different. We are a platform, we are in the middle and we “do things” there.

Geenapp is formed by two main blocks. The first one is the advertiser’s side, and the other one the publisher’s side.

Offer life cycle

We need advertising campaigns, so we work with more than 200 different networks. This is a programmatic system so it’s 99% automatic and 1% manual to make sure everything is going smoothly.

When we retrieve the offer from the advertiser we assign that offer to an App. Geenapp is App-Centric, meaning that all our campaigns are associated to a specific app (Android, iOS, Windows Phone…). At this time, through our panel, we can see all the information related to that offer: CPI, currency, description, country, devices, capping…) and a real person decides if this offer should be approved or not. This is our first filter where we “accept” or “reject” a campaign. From now on, every change an advertiser makes in their panel is going to be changed in ours: they can change the payout at their end and get more downloads for that campaign.

Once the offer is in the platform, our Quality System Analysis can start working with it.

What publishers see

If we go to the other end, the publisher’s side, they can see a lot of tools and systems to promote. Two very important tools are the Apps list with the Smart-Link system and the Offers List, which is only for publishers that have affiliates.

Smart-Link Tool is a unique URL for an App. This link works for every mobile device and any country, and when you click on it, it detects the device and country and looks for the best campaign for that combination in that exact moment.

This means that, in real time, we calculate that the capping is not over, look for the best price (managing the boost), separate the incent and non incent campaigns, in addition to detecting the country and device. Also, we detect the quality of the publisher’s traffic because we score their campaigns according to their quality. This system has pros and cons: we are always going to serve the best offer in every moment, but we can’t calculate the price until the user has clicked on the offer.

Offers List is a flat list with all the offers that we have (several thousands). This list offers a URL for every campaign, so it is better to control the price fluctuation because there are less changes. But you have to always check if the offer is still live, if the price changed or if it reached the cap. You have to manage it manually because our system won’t redirect to another offer if it doesn’t work.

Unlike other services, we don’t redirect traffic to other campaigns or scam websites once the campaign stops. We believe in a good service and we act accordingly.

Geenapp’s complexity

As you can imagine, this is a short recap of how an offer works at Geenapp, because there are a lot of complex processes during the lifetime of a campaign and its maintenance. We work with more than twenty different API’s with different models so we need to standardize every piece of information that arrives to us for our Publishers and Networks in order to provide a good quality service.


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  1. […] we’ll tell you about the simplest and most complex situations. For this I recommend you look at the post about the life cycle of the offer if you do not know how it […]

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