Applift promises better mobile performance-based advertising results.
Applift promises better mobile performance-based advertising results.
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Applift rebrands to focus on everything from user acquisition to retargeting

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Applift is rebranding its mobile ad tech services to focus on the journey of getting users to try out an app or a game and then keeping them engaged or re-engaged over a long period of time. Applift refers to this rebranded focus as “true mobile performance.”

The company noted that the app marketing industry went down a long road over the past decade. It started out in search of users, looking for high volumes of users who would try out a game or an app. The marketers didn’t care if those users really enjoyed the experience or ever opened the app again. They got paid for installs, or cost per install (CPI).

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.