In today’s competitive mobile advertising landscape, advertisers have no shortage of options when it comes to user acquisition (UA). From major platforms like Google and Facebook to demand-side platforms (DSPs) and performance networks, the choices can feel overwhelming. However, relying too heavily on a single source for traffic is risky: algorithm changes, rising costs, or policy shifts can impact performance overnight. That’s why diversification is key to long-term UA success.
To help advertisers pick the right partners and optimize their diversification strategy, here are five essential factors to consider.
Strong ad-tech and experimental capabilities
A partner’s technology stack is a major indicator of its ability to drive results. The best partners offer robust ad-tech solutions that allow for experimentation and optimization. This means having advanced machine learning capabilities, real-time bidding strategies, and dynamic creative tools. A platform that enables frequent testing and quick adaptation to market changes can significantly improve campaign performance.
Low-risk testing opportunities
Testing new partners shouldn’t require an upfront investment of hundreds of dollars. A strong UA partner should allow for a low barrier to entry, meaning advertisers can experiment with minimal spend before committing to a full-scale campaign. Look for platforms with low or no minimum spending requirements, transparent reporting, and flexible budget options. This ensures that advertisers can assess performance without excessive financial risk.
Good scaling abilities
Diversification isn’t just about having multiple channels; it’s about ensuring those channels can scale effectively. A good UA partner should be able to support growth by providing access to high-quality traffic at increasing volumes. Advertisers should evaluate whether a partner has a broad inventory pool, access to premium placements, and the ability to scale without sacrificing efficiency.
A/B testing capabilities
Without proper testing, UA campaigns can feel like guesswork. A strong partner should offer built-in A/B testing tools to help advertisers optimize creatives, targeting, and bidding strategies. The ability to test different approaches and measure impact in real time is crucial for refining campaigns and ensuring long-term success.
High-quality inventory
Not all traffic sources are created equal. When choosing a UA partner, it’s essential to assess their inventory quality. Do they provide access to engaged users? Are placements brand-safe? Can they offer a mix of different ad formats, such as video, interactive ads, and in-app placements? Diversifying across partners with high-quality inventory ensures that UA efforts remain effective and sustainable.
Final thoughts
The key to a successful UA strategy isn’t just picking the biggest platforms—it’s about selecting the right partners based on their ability to support growth, experimentation, and scalability. At Creative Clicks, we specialize in helping advertisers build diversified, data-driven UA strategies that reduce risk and maximize returns. Advertisers who evaluate their partners based on these five factors will be better positioned for long-term success in an evolving digital landscape.
