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|Session Name:||Free to Play Summit: Forget CPI: Dynamic Mobile Marketing|
|Track / Format:||Free to Play Summit|
|Overview:||Cost per install (CPI) has traditionally been one of the most important metrics for mobile user acquisition. However, the industry is changing and if you are still focused on your CPI then you are already behind. In this talk we will discuss how the industry is changing the way we bid on users. We will cover why CPI is no longer as important and instead, what metrics we should be focusing on. Furthermore, we will discuss how we measure success. Finally, we will talk about how these new trends are impacting the marketplace and the challenges they present for performance-based marketing.|