We’ve collected some questions and answers for app developers about Bango Marketplace and the service it provides. If there’s anything else you’d like to know, email firstname.lastname@example.org.
An audience, sometimes called a segment, is a collection of users with a common characteristic. Bango audiences identify and group users based on their buying behavior, which lets you focus your campaigns on users most likely to make a purchase.
- Create a Bango Marketplace account
- Log in and look for an audience that fits your needs. Search for audiences using keywords, e.g. ‘Indonesia’ or ‘sample’
- Click or tap an audience to see more details
- Press the Place order button to confirm your choice. There is no commitment to pay at this stage
After you select an audience to use, Bango will ask you to complete a form to process the order. Bango will contact you to agree a start date for your campaign and accept payment. Bango will share the audience with you on the appropriate platform (Facebook, Twitter, or Google AdWords). After the agreed access period, Bango will remove access to the audience.
Bango accepts credit card, Paypal or standard bank transfer.
Bango provides payment instructions in the invoice sent to you. Payment is expected before you use the audience.
For audiences marked Audience available, Bango can share the audience within a few days.
For audiences marked Pre-order or Trial available, timescales may vary. Bango will contact you to discuss.
Bango can provide a trial campaign on a sample audience for you to test with. Once validated on the sample audience, you can scale up to run campaigns on larger audiences.
- Audience available: Bango can share the audience with you as soon as a start date is agreed
- Trial available: Bango can share a sample audience with you on request – contact Bango to find out availability dates
- Pre-order: Bango is in discussions with the supplier for this audience, and making a request will help to expedite the process
Bango analyzes all purchases in each collection period (for example, January to March 2019) to categorize each user:
- Highest spenders: Top x% of the highest value payers in a country. These users have typically made multiple payments or large value payments
- Active payers: users who made at least one purchase in the last 6 months
In Bango Marketplace, choose the ? button in the bottom-right corner. Alternatively, email email@example.com.
It is completely safe to use Facebook custom audiences shared by Bango. We never share any PII and all our audiences are create using anonymised information. Personal details are not revealed, and users are never contacted by Bango. Personally identifiable information is processed and stored according to data regulation principles.
Customers can ask how their data is being used, and restrict usage. All data is anonymized in compliance with industry standards before it is used to deliver offers on marketing platforms. Consent for any data used by Bango is provided by the supplier of the data. Insights derived from data from distribution partners used for marketing to their customers will only be used if prior consent has been obtained.
Bango is registered with the ICO (Information Commission Officer) as a data processor and fully GDPR compliant. We work with all the major network operators around the world and this a mandatory requirement from them. Bango has to maintain GDPR compliancy as part of its business commitment to customers and regulatory bodies. We never share any PII and all our audiences are create using anonymised information.
Bango is registered with the ICO (Information Commission Officer) as a data processor and fully GDPR compliant. We work with all the major network operators around the world and this a mandatory requirement from them. Bango has to maintain GDPR compliancy as part of its business commitment to customers and regulatory bodies. We never share any PII and all our audiences are create using anonymized information.
Facebook lets you define audiences based on demographics and interests – for example, Male, age 16-25, European, interested in games. You can target users based on demographic knowledge of their typical or most prevalent characteristics, but very few of these users (less than 5% on average) go on to make in-app purchases (IAPs).
Bango generates audiences using in-depth analysis of user payment activity and buying behavior. Bango analyzes recent payment activity (last 3-6 months) to reach the high lifetime value (LTV) users who are more likely to make an in-app purchase.
Facebook provides an SDK to app developers to record in-app events and can detect if a payment is made if the developer uses the SDK. However, it does not provide information on the date, value and type of content (e.g. which game or category). Facebook presents a black box approach to optimize audience selection without providing any granularity or detail.
Bango takes an open approach that clearly describes how audiences are created. Bango provides the most recent payment information which is regularly updated.
Each Bango audience is suitable for a single platform, such as Facebook, Twitter, or Google AdWords.
When browsing Bango Marketplace for an audience, make sure you select one for the platform on which you plan to run your campaign.
You can use Facebook, Twitter, or Google AdWords to add additional demographic profiling.
Over 90% of Bango Audiences are independent of IDFA and are unaffected by the changes in iOS 14 and SKAdNetwork.
Most Bango Audiences use hashed MSISDNs supplied by trusted payment partners to create custom and lookalike audiences that are shared using Facebook Business Manager.
Bango remains the best way to focus your marketing on audiences of users proven to pay, and to help you benefit from the changes ahead, especially around IDFA. Apple devices provide the capability to monitor ad interaction, control personalisation and track app analytics. The device (not the user) is tracked using an identifier, IDFA (Identifier for Advertisers), which does not contain any user specific personal information. The justification is that adverts can be tailored to users’ preferences and they will see more relevant ads.
iOS 14 introduces the ‘SKAdNetwork’ advertising framework for app developers and ad networks to register with. A significant change here is that by default, users must opt in to allow each app to track information using IDFA (previous versions of iOS did not require this). All apps will have to prompt the user to allow tracking which may hinder common operations like attribution monitoring. Bango Audiences are primarily created using hashed MSISDNs and these remain unaffected by the iOS 14 and SKAdNetwork. The only exception to this are audiences in Japan and South Korea where our suppliers are preparing opt in strategies, these account for less 8% of our audiences. Bango will continue to produce Facebook custom and lookalike audiences for the vast majority of geographies available.
Other vendors who are reliant on IDFA to create audiences and track activity will need to get explicit consent from the user for every app.
Bango Audiences comply in full with Facebook rules on use of audiences in campaigns. First, Bango provides the customer with a limited license only for the use of an audience to support a marketing campaign.
AAA is a relatively new Facebook product and we expect people to try it as they have done with other Facebook products such as AEO, VO, Power of 5, CBO, Ad Set Optimization and others.
Although Bango Audiences don’t plug into Facebook AAA, we recommend you run campaigns and ad sets with Bango Audiences alongside AAA. The two products are not mutually exclusive and target different objectives.
It is risky to put all your ad campaign budget into a single strategy/product, especially as you have no manual control over AAA. We expect most users to run AAA alongside other ad campaigns. Most users will continue to use their own customer lists as well as other audience/media sources to compare how they perform. The budget for each campaign strategy can then be adjusted to reflect performance and ROI. So we recommend running Bango Audiences alongside AAA.
Secondly, Bango Audiences are built from information on users who have paid for specific titles outside of Facebook. Bango can build paying user audiences in a way no other provider can, including Facebook.