⚡️⚡️⚡️ In-App is dead. The era of In-App traffic is over.

Or not? Let's find out together with Sergei, the affco team leader. Seven Group. He came on a podcast with Nicholas Diveroli, where one of the topics of conversation was the realities of In-App traffic.

➡️ Is In-App as a traffic source alive? Is the quality of In-App traffic abysmal?

1. Yes, there are problems with the quality of In-App traffic. But they are solvable.

The source is definitely promising, just not everyone knows how to work with it.

2. Seven Group pulls quality out of approaches. The team has original ideas that are already working well.

3. Quality approaches are about expensive traffic. The ideal solution becomes a spread model, which allows both the advertiser and the affiliate team to earn.

4. The Spend model is not just about the quality of traffic. It is a new level of relationship with the recruiter, when the recruiter and the team work as a single business. It allows you to test more expensive approaches at a distance, be bolder in the tests and get good results. In fact, the Spend model gives you the opportunity to test approaches that will not pay off in terms of CPA (back to the idea of original ideas from point 2).

5. The applications are not so simple. To understand: out of 10 applications, only 2 are connected. There is one more factor that adds to this: applications do not live long nowadays. For example, an app is hooked, but it lived only for a week. The team is looking for a balance: for the app to convert and for it to live for a long time.

6. Due to quality traffic and working efficiently with multiple approaches, the team often has custom terms.

By the way! The ladder format is relevant now, especially for PP at tier-1: the higher the ROI of traffic, the higher the %.

7. To summarize. The work with In-App is now built in two directions: a complete overshoot of approaches and a complete overshoot of applications.

8. Facebook is better in this respect, because it has PWAs. In Moloco Ads, you can't drive traffic to a link - but the grid is already working on it, and promised to introduce such a feature.

➡️ Everyone knows that it's better to pour on your own apps than rental apps. However, what is the nuance?

1. In-house developed applications are good. But it is important to understand: in-house development is a separate business; be prepared to manage it. Seven Group tried creating a full-fledged app developer department for In-App - and in the end decided to concentrate on traffic.
2. Android apps are an expensive story right now. Gambling-apps are poured only from old accounts, and such, obviously, a limited number. For this reason, such accounts cost several thousand $$$$.
3. Plus, both Google Play appkas and accounts themselves can fly off.
4. Above the moment, the indie developer account market is a treasure trove.
5. Due to the above-mentioned difficulties, the vast majority of Seven Group's traffic goes to rental applications. The most profitable model of cooperation with rental services is a fixed subscription rather than payment for installations.

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