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Overview

Sizmek 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

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

Important

Important: Mobile categories are available in varying degrees for post-buy verification. For more information, see Verification Categories Grid and Verification Categories Glossary.

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

    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. Sizmek 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 Sizmek Verification 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 blacklists 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: Sizmek 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

    Note: These mobile app usage calculations help Sizmek 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

    Note: Uncertified Apps is related to Ad Fraud. For more information, see Pre-Bid 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 Sizmek 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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