Case Study: Playtika achieves measurable CTV-to-mobile performance with AppsFlyer

Understanding the true value of advertising on CTV

Playtika, a leading mobile game publisher, wanted to turn connected TV (CTV) into a performance channel but lacked reliable CTV-to-mobile attribution and measurability. To evaluate CTV as a performance medium and understand its impact on paid and owned channels, Playtika partnered with AppsFlyer to test AppsFlyer’s CTV-to-mobile measurement solution.

AppsFlyer collaborated with Playtika (and CTV partners such as tvScientific) to implement end-to-end CTV attribution, enabling tracking of installs, in-app events, revenue and lifetime value. As a result, Playtika can run and compare CTV campaigns to other channels, has seen encouraging test results, and gained actionable insights on media mix, lookback windows and contribution rates to optimize and scale CTV performance with AppsFlyer.

Playtika

Michal Schwartz

Marketing Growth Lead