The Mobile Advertising Landscape Before Liftoff

Before 2012, mobile advertising grew quickly but unevenly. The launch of Apple’s App Store in 2008, followed by Android’s Google Play, led to a surge in mobile app development. Thousands of new apps appeared every month. eMarketer data shows that global mobile ad spending increased from less than $1 billion in 2010 to almost $6 billion by 2012. However, most advertising methods still followed desktop models. These focused on impressions and clicks, not on whether users actually engaged with apps. Early ad networks used basic targeting, and marketers found it difficult to keep users active after download. Metrics like cost-per-install (CPI) were common, but they did not show if users spent money or continued using the app. This situation showed a clear need for smarter advertising methods that could support long-term app growth, rather than just increasing download numbers.

Founding of Liftoff: 2012 and the Visionaries Behind It

In 2012, Harry Robertson, Phil Crosby, and Mark Ellis founded Liftoff in Redwood City, California. Each founder brought strong technical and business backgrounds. Harry Robertson, the Chief Technology Officer, had advanced degrees in computer science and mathematics. He led engineering teams in video analytics and monetization and had started a location-based social network for iPhone. Phil Crosby, the Chief Product Officer, worked on building mobile apps and video delivery systems, focusing on user experience and data science. Mark Ellis, mentioned as a co-founder and CEO, contributed leadership and vision for the company.

The founders noticed that most mobile advertising focused only on increasing app installs. This approach ignored the real value of users. They wanted to change mobile app marketing by helping businesses connect with users who would stay engaged and generate ongoing revenue, rather than just boosting install numbers.

Initial Challenges and Early Innovations

In its early years, Liftoff dealt with several challenges. The team needed to solve problems with transparency and accountability in mobile advertising. Marketers could not always track if their ad spending led to real user engagement or income. Also, user behavior varied widely on different devices and operating systems, making it difficult to target the right audience.

Liftoff’s main innovation was focusing on what users did after they installed an app. The team developed technology that used data science and machine learning to track and analyze user actions after download. This helped marketers optimize campaigns for valuable actions, such as purchases, subscriptions, or repeated app use. By processing large amounts of data, Liftoff could find users most likely to become loyal customers. This set Liftoff apart from competitors who still relied on basic metrics.

Liftoff also made sure advertisers could track measurable outcomes and see clear reports. Advertisers could view not only how many installs they received, but also how users behaved after installing the app. This approach solved a major problem for app marketers and showed Liftoff’s commitment to data-driven solutions.

By 2012 and in the years that followed, Liftoff helped move mobile advertising forward. The company focused on the quality of user acquisition and measuring results from marketing campaigns. Liftoff’s emphasis on post-install events and actionable analytics helped build its reputation as an innovator among mobile ad networks.

These early decisions established the values and strategies that would power Liftoff’s later growth and influence in the mobile advertising industry.

Growth, Funding, and Major Milestones

Key Funding Rounds and Investors

Liftoff began its journey in mobile advertising with its first funding round in early 2015. During this Series A round, which closed on February 3, 2015, the company raised $5 million. This funding helped Liftoff grow its mobile advertising business by expanding both its engineering and sales teams. Venture capital firms that focus on technology startups invested in this round. With this new capital, Liftoff improved and expanded its advertising platform, which focuses on driving performance for its clients.

Over the following years, more investors showed interest in Liftoff. In May 2025, Liftoff received a significant private equity investment. This round gave the company the resources to grow on a larger scale, move into new markets, and develop advanced technologies that use data to improve advertising. Continued support from private equity partners showed strong belief in Liftoff’s business approach and its position in the market.

Significant Client Wins and Partnerships

Liftoff’s progress includes building partnerships with top mobile app developers and well-known global brands. Early on, Liftoff worked with gaming, e-commerce, and utility app publishers. These clients used Liftoff’s strategies to acquire new users and keep them engaged. Success with these publishers attracted more partnership opportunities with companies looking to improve their mobile advertising results.

A key achievement for Liftoff was forming lasting relationships with major industry names. These long-term collaborations strengthened Liftoff’s reputation as a dependable partner in mobile advertising. By supporting both new and established app businesses, Liftoff continued to grow and expand its role in the mobile marketing world.

Technological Innovations and Differentiators

Machine Learning and Data-Driven Targeting

Liftoff’s ad network uses advanced machine learning to improve how mobile apps gain new users. Instead of only aiming for people to install an app, Liftoff’s algorithms sort through large amounts of real-time data to find users who are likely to keep using an app after they download it. You can think of this system like a smart recommendation engine. For example, just as a music app suggests new songs based on your listening history, Liftoff’s machine learning models predict which people are likely to take valuable actions inside an app. These actions might include making a purchase or reaching a certain level in a game.

These models look at many user signals, such as the type of device, location, time of day, and previous app usage. They use this information to decide which ad impressions will likely bring in users who keep engaging with the app. The system learns from each campaign and keeps improving its accuracy. It adjusts strategies on its own to help advertisers get the most out of their spending and increase the long-term value of their users. This method is different from older techniques that mainly used broad demographic groups or only tracked the number of installs.

Unique Performance Metrics and Post-Install Optimization

Liftoff’s technology stands out because it focuses on what happens after someone installs an app. Older ad networks often measured success by counting how many users installed an app after seeing an ad. Liftoff created new ways to measure performance by tracking what users do after installation. This can include actions like signing up for an account, making in-app purchases, or opening the app multiple times. With this system, advertisers can choose to pay only for users who take specific actions that matter to them.

This approach helps ensure that app developers spend their advertising budgets on users who are likely to be active and engaged. Liftoff’s technology works like a filter, sorting out users who only download the app from those who actually use it. This makes campaign outcomes more predictable and can help companies earn more from their advertising. By focusing on continued engagement and activity inside apps, Liftoff introduced a new way for companies to measure the success of mobile ads.

Mergers, Acquisitions, and Brand Evolution

Merger with Vungle and Strategic Acquisitions

In 2021, Liftoff merged with Vungle. This event changed the direction of the Liftoff ad network. Liftoff brought strong skills in user acquisition and retention. Vungle offered a powerful mobile monetization platform. By joining forces, they created one of the largest independent mobile app growth platforms in the world. This new company now supports more than 500,000 apps across over 140 countries. The merger allowed Liftoff to give app developers and marketers a complete set of tools. These tools cover the entire mobile growth cycle, including user acquisition, engagement, monetization, and analytics. This combination of resources improved the company’s ability to stand out in a crowded market.

Vungle contributed its direct software development kit (SDK) integrations with more than 100,000 mobile publishers and a strong influencer platform. Liftoff added its advanced machine learning, which helps target ads and optimize campaigns. When combined, these strengths formed a broader ecosystem for growing apps. The merger also helped Liftoff address privacy concerns and adapt to new industry rules.

Vungle was the major merger, but Liftoff also grew by making other strategic acquisitions. These choices helped Liftoff offer more services to mobile app developers worldwide.

Brand Refresh and Global Expansion

After the merger, Liftoff updated its brand to match its new direction and bigger set of skills. The combined company took on a broader identity and highlighted its role as a partner for app growth. Liftoff now supports app businesses through acquisition, engagement, and monetization. This change made Liftoff’s position as a global platform clearer to both well-known brands and new developers in different countries.

The merger and brand update helped Liftoff expand its reach to more markets. Liftoff increased its share in the mobile advertising industry and adapted quickly to changes in the market. By joining resources and knowledge, Liftoff built a strong reputation in the world of mobile ad network mergers. The company now stands ready to keep improving and growing on a global scale.

Liftoff’s Impact on the Mobile Advertising Industry

Influence on Industry Standards

Liftoff has changed the way companies handle mobile advertising by promoting transparency in the supply chain. When you use Liftoff, you can see exactly where your advertising money goes. This clear view helps reduce fraud and makes sure your budget supports real user interactions instead of wasted views. Liftoff checks for unusual patterns, like repeated bid requests or fake website addresses, to keep advertising honest and reliable. Because of these actions, other companies have started to follow these practices, making transparency and accurate data more common across the industry.

Contributions to App Developer Success

Liftoff helps app developers reach and connect with valuable users on a large scale. By using advanced machine learning, Liftoff lets developers set specific goals, such as gaining new users, bringing back past users, or increasing the money earned from ads. With this data-focused method, developers can compete more effectively, showing their apps to people who are more likely to make purchases or stay loyal. Liftoff’s platform has supported over a million apps worldwide, leading to better campaign results and higher revenue. These tools help developers grow even as the digital world keeps changing.

Challenges and Future Outlook

Ongoing Challenges in Mobile Advertising

Mobile advertising faces several ongoing challenges. Many marketers expect higher campaign performance each year. Liftoff’s 2024 App Marketer Survey shows that around 60% of marketers now aim for tougher key performance indicators (KPIs) than they did last year. This shift comes from economic uncertainty and increased competition. At the same time, privacy rules such as Apple’s App Tracking Transparency (ATT) policy have changed how companies like Liftoff can track and target users. The negative effects of ATT have lessened, with 44% of marketers still reporting difficulties, down from 64% in 2022. Even with this improvement, marketers must keep finding new ways to follow privacy rules.

A gap in knowledge also exists around new attribution tools. For example, over a third of surveyed marketers do not fully understand how Apple’s SKAdNetwork 4 (SKAN 4) works. This gap means many need more education and training as privacy requirements change. Marketers also deal with higher advertising costs, creative fatigue—when ads stop getting attention because users see them too often—and the need to find different ways to attract users. Meeting these challenges requires creative strategies to keep a strong return on investment (ROI).

Liftoff’s Vision for the Future

Liftoff plans to respond to these changes by focusing on innovation and flexibility. The company is putting significant resources into artificial intelligence (AI), especially generative AI, to make creative work faster and improve campaign results. Liftoff’s Creative Studio uses advanced AI to design, test, and adjust ads quickly. This approach helps marketers try new ideas and react quickly to market trends.

As worldwide advertising spending is predicted to grow by 10% in 2024, Liftoff aims to lead by using new technologies and expanding into areas like gaming, e-commerce, finance, and entertainment apps. Liftoff’s mission centers on giving advertisers privacy-friendly tools that adapt to changing rules. The company focuses on smarter automation, using data for better decisions, and expanding into new markets. With these steps, Liftoff prepares to meet the next wave of challenges and opportunities in mobile advertising.