Breaking Free: Unleashing Developers from the Apple App Store and Google Play Shackles

How developers can do without the Apple App Store and Google Play

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Apple's?new?privacy?policies?and?Google's user data policies are?reducing the effectiveness of performance marketing in their app stores.?Key metrics such as first-day retention, Lifetime User Value (LTV), or Return on Advertising Investment (ROI) will perform very poorly, simply because most users?choose?not to share their personal data.?To move beyond the Apple-Google duopoly and find a new, untapped audience, more marketers are turning to OEM channel promotion.?Here's how it works.

What are OEM channels?

OEMs (original equipment manufacturers) are companies that produce smartphones with their own apps and app stores.?It is these stores and the native pre-installed applications of manufacturers that can be used as OEM channels for advertising.

For example, Transsion, whose smartphones are used by more than?130 Million People, has its own advertising platform?Palmstore?.?It allows brands to serve ads to over 100 million monthly active users of Transsion.?Palmstore supports a variety of ad formats including splash screens, interstitial and native ads, banners, and rewarded ads.

Smartphone manufacturers supply 42% of Android devices to the global market.?Each of these vendors has alternative app stores with ad inventory and an ecosystem of apps that can be used as ad space.?In total, this is 1.5 billion unique users per day, which can be reached by advertising campaigns.?For example, Transsion Palmstore has over 130 million users, and the operates in over 70 countries.

?Placing ads with OEMs allows app developers and brands across all verticals to reach audiences that Apple and Google can't reach, and at lower rates.

Precise targeting and no fraud.

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A diversified marketplace with integrated payment systems gives brands the opportunity to determine the best platform for their apps and gradually increase the number of users.?This allows for the same OEM channel benefits that marketers typically expect from other UA channels — a fraud-free environment and fine-grained targeting.