Case Study: Unity achieves little to no ad spend cannibalization with Liftoff

Liftoff & Unity Determine Limited Cannibalization of Ad Spend

Unity, one of the world’s leading mobile in-app ad networks, wanted to understand whether running campaigns directly with Liftoff at the same time as other partners would cause ad spend cannibalization. The concern was that Liftoff and Unity might end up bidding against each other in the same auctions, driving up costs and reducing efficiency.

To answer that question, Liftoff and Unity analyzed auction-level data from their largest mutual advertisers, looking for instances where both companies bid in the same auction for the same advertiser and where one was the second-highest bidder. The results showed little to no cannibalization: Liftoff and Unity overlapped on only 0.3% of auctions, and Liftoff was the second-highest bidder in less than 0.09% of Unity wins, indicating minimal impact on ad spend.

Unity

Louie Tejada

Head of Programmatic Operations