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Overview

Peer39 offers advanced mobile app targeting that classifies all available in-app inventory according to the categories that you select, including subject matter or popularity ratings. Mobile Apps categories' algorithm is based on the app content that is available in the app store; it is not based on the specific content that you see in the app while the ad is running.

Note: For the complete list of categories, please ask your account manager for the latest taxonomy.

Important: Mobile categories are available in varying degrees for pre-bid targeting and post-buy verification. See REFERENCE: Media Relevance Metrics and Categories Grid and REFERENCE: Media Relevance Metrics and Categories Glossary for more information.

Mobile App Attributes

You can target apps by the following attributes:

  • Category: Buy app placements based on over 30 genres such as Business, Entertainment, Finance, Food & Drink, Health & Fitness, Music & Audio, News & Magazines, Social, Sports, and Travel. The data is available for apps that self-report to the relevant app stores.
  • Sub-Category: There is a new set of categories that are based on app store-provided second-level categories. (Note that this information is limited to apps that provide second-level categories.)

    Note: When users target into a specific mobile sub-category app, they will be targeted to either an IOS or Android-matching sub-category app.

  • Mobile Brand Safety (Negative Apps): Sometimes, mobile apps contain content that is not safe to your brand. However, the content advisory rating offered by app stores is often inaccurate and can result in flagging perfectly safe apps as unsafe. Peer39 uses all obtainable data about each app, including the name and description, to accurately differentiate apps that are safe from the ones that are negative, which may threaten your brand's safety.  
  • Mobile Fraud: The Peer39 Mobile Fraudulent Apps category is based on a statistical algorithm that analyses traffic patterns and flags apps with suspicious traffic patterns or volume. The data is combined with black lists of known fraudulent apps, and apps that were tested and found to feature malicious activities (for example, sending ad server calls while not active).
  • User Rating: Target only apps in which users have reported a positive experience, such as at least three or four stars, or target away from apps with two or fewer stars.
  • Popularity: Peer39 can classify most app store apps into a few app usage categories. You can target Very High, High, or Medium, or target away from Low, to reach only top apps with the most downloads and ratings, such as more than 100 million downloads (Android) or at least 500,000 user ratings (iOS).

    Note: These mobile app usage calculations help Peer39 improve precision for fraud detection.

  • Content Advisory: Stay safe by avoiding mature apps, such as those intended for ages 17+. Categories include:
    • Everyone (ages 4+ on iOS)
    • Low Maturity (9+)
    • Medium Maturity (12+)
    • High Maturity (17+)
    • Not Rated

    Based on app store data, we have created a consolidated category, Under18, that targets out inappropriate content for individuals under 18.

  • Price: Select totally free apps (no in-app purchases), paid apps, or apps with in-app purchases (only on Google Play).
  • Uncertified Apps: Uncertified Apps is a category that identifies mobile app traffic from Android and iOS devices that do not come from any app in the Google Play or Apple Store.  Rather, they are usually side-loaded into the device by using direct download or by installing an alternative app store. These apps represent roughly 10% of all mobile app traffic.

    Though from a consumer perspective, these apps fall into various categories like Torrents and Games. Research into the nature of the ad traffic that they generate has found a very high incidence of fraud.  For example, these apps continue to make ad calls after the user closed the app, make ad calls but never display any ad to the user, or freeze the device completely. Most buyers would want to avoid this category when making bids.

    Note: Uncertified Apps is related to Ad Fraud. For more information, see REFERENCE: Ad Fraud.

  • Language Targeting: Based data gleaned from the iOS and Android app stores, web crawling, and public data sources, we are now able to offer targeting in 35 different languages.

    Category Name Store 
    Albanian
    • Android
    • iOS
    Arabic
    • Android
    • iOS
    Bulgarian
    • Android
    • iOS
    Chinese
    • Android
    • iOS
    Croatian
    • Android
    • iOS
    Czeck
    • Android
    • iOS
    Danish
    • Android
    • iOS
    Dutch
    • Android
    • iOS
    English
    • Android
    • iOS
    Estonian
    • Android
    • iOS
    Finnish
    • Android
    • iOS
    French
    • Android
    • iOS
    German
    • Android
    • iOS
    Greek
    • Android
    • iOS
    Hebrew
    • Android
    • iOS
    Hindi
    • Android
    Hungarian
    • Android
    • iOS
    Japanese
    • Android
    • iOS
    Korean
    • Android
    • iOS
    Latvian
    • Android
    • iOS
    Lithuanian
    • Android
    • iOS
    Persian
    • Android
    • iOS
    Polish
    • Android
    • iOS
    Portuguese
    • Android
    • iOS
    Romanian
    • Android
    • iOS
    Russian
    • Android
    • iOS
    Slovak
    • Android
    • iOS
    Slovenian
    • Android
    • iOS
    Spanish
    • Android
    • iOS
    Swedish
    • Android
    • iOS
    Tamil
    • Android
    • iOS
    Thai
    • Android
    • iOS
    Turkish
    • Android
    • iOS
    Vietnamese
    • Android
    • iOS

Mobile App Categories

This table lists the categories that Peer39 uses to classify mobile apps.

Parent Category Categories
App Usage
  • High
  • Medium
  • Low
Content Advisory Rating
  • Everyone 4+
  • Kids 18 and Under
  • High Maturity 17+
  • Low Maturity 9+
  • Medium Maturity 12+
  • Not Rated
Mobile App Categories
  • Books & Reference 
  • Business 
  • Catalog 
  • Comics 
  • Education 
  • Entertainment 
  • Finance 
  • Food & Drink 
  • Health & Fitness 
  • Lifestyle 
  • Media, Photo & Video 
  • Medical 
  • Music & Audio 
  • Navigation & Transportation
  • News & Magazine
  • Personalization
  • Productivity
  • Shopping
  • Social & Communication
  • Sports
  • Travel
  • Utility
  • Weather
Mobile Fraud
  • Fraudulent Apps
Mobile Games
  • Action 
  • Adventure 
  • Arcade
  • Board
  • Card
  • Casino
  • Casual
  • Dice
  • Educational
  • Family
  • Music
  • Puzzle
  • Racing
  • Role Playing
  • Simulation
  • Sports
  • Strategy
  • Trivia
  • Word
Mobile Negative Apps
  • Alcohol
  • Copyright Infringement
  • Drugs
  • Gambling
  • Mature
  • Mobile Torrent
  • Profanity and Hate Speech
  • Violence
Mobile Quality
  • Copyright Infringement
  • Mobile Torrent
Popularity
  • Very High Popularity
  • High Popularity
  • Medium Popularity
  • Low Popularity
Price
  • Free Apps
  • In-app Purchases
  • Paid Apps
User Rating
  • Rated 0-2
  • Rated 3+
  • Rated 4+
General
  • Top Ranked Apps
  • Uncertified Apps

 

Mobile App Capabilities

  • Content In-app Classification: Peer39 augments and cross-references the data from app stores with data that we obtain from web crawling and content analysis. We run our model every 24-hours to ensure an accurate and up-to-date model that includes all new apps. For example, an app that was classified by the app store as Utility is classified by Peer39 as a food app.
  • Weather on Mobile: In addition to Peer39 weather targeting on desktop and mobile web, weather can also be combined with any Mobile Apps category.
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