Case Study: Playtika measures and optimizes CTV-to-mobile campaigns with AppsFlyer

Playtika scales CTV-to-mobile campaigns with AppsFlyer to measure installs, in-app events, revenue, and LTV

Playtika, a leading mobile game publisher, sought to turn connected TV (CTV) into a measurable performance marketing channel. Their challenge was finding a way to accurately attribute and measure the impact of their CTV-to-mobile advertising campaigns, a requirement for any new channel they adopt. They partnered with AppsFlyer to find a solution using its CTV attribution product.

AppsFlyer collaborated closely with Playtika to design a solution for clear and accurate CTV ad measurement. This allowed Playtika to measure CTV campaigns for installs and post-install actions, enabling them to analyze performance and compare CTV to other channels. Through testing with AppsFlyer, Playtika gained the ability to measure their CTV campaigns and now understands how they impact both paid and organic activity, positioning them to unlock the channel's true value and scale their efforts in the future.

Playtika