CaseStudy“Taboola’s direct S2S integration with Adjust helped
in defining clear conversion goals, and postback
data from Adjust helped Taboola to optimize
campaigns for better ROI. We easily defined
the demand for our campaigns with the help ofaudience, geo, and SmartBid capabilities to achieve
our CAC, ARPU and ROI targets.”- Nishant Jaiswal, Vice President Digital Marketing, Zupee

100.000+
Post App Install Registrations

25%

Lower Customer Acquisition
Cost (CAC) than Target

30%
M O BIL E G AMING

Zupee Scales App InstallCampaigns by 5X on the Taboola
Network Aided by Adjust

Fraudulent Installs Blockedfrom Paid Affiliate Sources25%

Increase in User Acquisition withthe Help of Adjust Attribution

CaseStudy
CaseStudy
COMPANY
Zupee offers multiple skill games like Zupee Gold, Ludo
Supreme, Ludo Ninja, Snakes and Ladders and more.
Adjust is the mobile attribution platform that helps
marketers grow their mobile apps with solutions formeasuring and optimizing campaigns.

CHALLENGE
Eliminate fraudulent activity while acquiring new users
at scale and meeting CAC, Average Revenue Per Unit(ARPU) and ROI goals by testing new channels.
SOLUTION
Run Taboola sponsored content and motion ads
campaigns through integration with Adjust, reachingusers at scale on premium publisher sites across theopen web.
RESULTS
By working with Taboola and Adjust, Zupee was able
to achieve a 25% lower CAC than target, and drove
100,000+ app installs.

Adjust Deploys Taboola Sponsored Content andMotion Ads Campaigns for Zupee to Acquire New
Users at ScaleCaseStudy
Introduction
Zupee’s mission is to improve people’s
lives by bringing happiness to them throughgames that are familiar, offer fair competition,and recognition to the players. Their games
include Zupee Gold, Ludo Supreme, Ludo
Ninja, and Snakes and Ladders. All of theirgames uphold their values for transparency
and fair play, ethical practices and security
and putting the user first.
Adjust is an analytics platform that helps
marketers grow their mobile apps withsolutions for measuring and optimizing
campaigns and protecting user data. They
have all the features advertisers need tosuccessfully scale — and provide responsive
global support.

CaseStudy
Zupee Beats Bottom of the Funnel Goals byReaching Mobile App Gaming Players with Taboola

Adjust Ensures Zupee Avoids Fraud; a Major
Challenge for Mobile App Advertising

Zupee used Taboola’s 15-second motion ad format, and sponsoredcontent to reach new users at scale on premium publisher sites across theopen web. They found the users acquired through Taboola to be of highquality, and were also impressed with their high retention rate, and low f
raud rate.

The team at Zupee noticed that their organic traffic was not growing,
and that they were unable to isolate where this traffic originated. This was
because multiple ad networks were distorting into organic traffic numbers
via click flooding and spamming. Zupee started comparing the rejected
install rate patterns with the data received from ad networks and foundthat many of them had rejected install rates as high as 30%.

In order to optimize their campaigns, Zupee used Taboola SmartBid,
Taboola’s automated bidding technology, which uses campaign and
Taboola’s network conversion data to predict how likely a user is to convert
for each and every impression. Zupee also used Taboola’s geotargetingand zip code targeting capabilities to reach users in relevant locations.
Furthermore, Adjust post back data helped Taboola to define a clear
conversion goal, to build a strong machine learning and AI component, andto optimize campaign performance for better ROI.

In order to find a solution, Taboola partnered with Adjust to detect andeliminate fraudulent activities in real-time and prevent fraudulent installs,
keeping datasets clean. They began to optimize campaigns at a subpublisher level. Adjust enabled them to identify the right channels inorder to optimize marketing spend towards the channels proving returnon investment (ROI). Overall, Zupee has improved and scaled useracquisition by 25% with the help of Adjust attribution.

Adjust chose to work with Taboola on behalf of Zupee to support newuser acquisition goals for Ludo Supreme Gold, Ludo Ninja & Snakes andLadders Plus. They needed to achieve incremental reach and optimize
towards key performance indicators (KPIs) at the bottom of the funnel likeCAC, ARPU and ROI.

The partnership between Taboola and Adjust has been crucial inhelping the Zupee team to maintain cost efficiency and improve
ROI. In addition to enabling the analysis of marketing spend and user
performance at the button of the funnel to get a better sense of theperformance of partners and sources, Adjust fundamentally provides
insight into Taboola’s attribution data. The attribution waterfall reveals
which attributions were click-based, and which were influenced by othersources, helping Zupee in making strategic decisions about where toallocate marketing spend to drive the best quality users to their app.
The Sales & AM teams at Taboola & Adjust worked tirelessly todeliver the best solutions for their campaigns. They ensured seamlessintegration for Zupee, which gave access to premium publisher supply,
continuous user quality & immense scale.