I was curious as to how do ad networks come to know about the nature of app and serve similar kind of ads as the app itself. For e.g. I have seen many ad networks serve music related ads in music players or music streaming apps.
How do they do it?
There are a few ways to match similar apps - using the category of app, keywords, etc.
For Appnext - the server “learns” each placement in the system, until it “knows” which promotions will generate the highest eCPM for the publisher. Of course, for music (your example) - music related apps will convert better.
Oh that’s why in appnext dashboard I see placement are in learning mode in first 48 hours. Thanks Jonathan.
- Category of your app
- some ad network use your browsing history to get what you are looking/interest. You may want to read more about interest based advertising
In addition to the above, for premium large apps there can be bespoke campaigns running as they can be hand-picked directly by the advertisers.