Impulse™ includes a complete set of APIs for use with Android and iOS. These APIs provide developers a simple suite of options for communicating critical data back into the platform, so that it is immediately available for reporting and analytics. Most importantly, the data is used to optimize the ad spending.
Impulse™ automatically finds the patterns that are creating quality conversions (the combinations of banner creative + placement + time-of-day + a dozen other attributes) and adjusts the campaign accordingly. Non-performing combinations are dropped, bids are increased or decreased, new creatives are constantly being tested and evaluated. All of this happens continuously as your campaign runs.
Developers can trigger any number of custom events to be used within Impulse™, including post-conversion data like in-app purchases. Rather than optimize the campaign on acquiring new downloads for the lowest price, Impulse™ can instead optimize on the most profitable and the most active users.
App Event Tracking APIs
There are two ways that an application or HTML5 site can send Events into the Impulse™ platform. For apps, WDA provides a Client-Side API available for iOS, Android, BlackBerry and others upon request. Implementing these APIs is very easy in that the developer includes a class library in their project and makes a few simple calls. The client-side API not only handles event tracking (which includes the initial conversion event), it also handles any number of custom events which are displayed within the Impulse™ Mobile Command Center. The API also handles notifications back to any number of mobile ad networks that request conversion data to optimize their placements. Therefore, implementing the client-side API will save you from implementing countless others and has several other benefits as well.
Impulse™ also supports server-side events sent via HTTP or HTTPS. This extends beyond the app marketing space into almost any conceivable system that could report conversion and activity events into Impulse™. For example, retail POS transactions, coupon redemptions, cross-platform opt-ins, and many more.