ironSource Aura Launches in Russia

Aura’s engagement platform is brought to the Russian market, opening up mobile carriers and OEMs as a high performing user acquisition channel for app marketers looking to diversify their UA strategy

ironSource Aura, the leading engagement platform for mobile carriers and OEMs, announced that it has launched its mobile app distribution platform in the Russian market. The company gives local app marketers the unique opportunity to effortlessly run performance campaigns on millions of devices, from the moment a user first sets up their device and throughout the device’s lifecycle. By creating partnerships with device manufacturers and carriers in Russia, Aura has made the inventory of these companies accessible through a seamless, automated and dynamic solution.

The company is already working with Samsung Russia, along with a wide variety of OEMs. This allows them to reach a critical mass of Android devices in the Russian market, with more devices being activated every day.

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The majority of users download apps on the day they turn on their device for the very first time. During this high engagement touchpoint, Aura offers users a dynamic and native onboarding experience, enabling them to set up their new device with content that fits their needs and interests. This creates an opportune moment for advertisers to get their app in front of their ideal customers. The engagement continues throughout the lifecycle of the device, where powered by Aura’s AI and machine learning capabilities, advertisers can deliver relevant and valuable content at relevant and high-engagement touchpoints.

“Aura creates a win-win solution for all parties – the advertiser, the device manufacturer and, most importantly, to the users themselves,” explains Anatoly Dehtiar, Partnership Lead at ironSource Aura in Russia. “By providing smart app recommendations, users have full power to customize their device with the apps they want and need, ultimately improving their overall device experience and increasing brand loyalty for the OEM and carrier.”

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Aura is currently live on over 130 million devices worldwide through its partnerships with leading carriers and OEMs. This enables advertisers to easily work with companies who traditionally have high barriers to entry due to their complex structure and high regulatory standards. ironSource Aura both manages this relationship and develops the app marketing technology, which is cloud-based and dynamic, meaning it can be managed, measured and optimized just like any other performance-based channel.

“Our technology has been operating very successfully in the US and Europe for many years, and we’re excited to now bring it to the Russian market,” explains Dehtiar. “It’s a unique advertising opportunity to reach device owners at such specific and high engagement touchpoints, and we’re proud to be the first and only solution in the local market making this available for the Russian advertising community. We’re already generating over 5 million app installs on Russian devices every month, and we’re looking forward to working closer with local advertisers as we watch this number spike.”

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