The new Apsalar postback management system addresses real challenges in the app marketing industry. Attribution platforms must deliver billions of accurate postbacks per day across the mobile marketing ecosystem in near-real-time, and provide them in a way that reflects the needs of the many different media management, billing and optimization systems in use by the more than 1,000 mobile media providers worldwide.
Built in Go, and using the CitusDB 5.0 distributed database that distributes workload over multiple hosts, Apsalar's new system improves on past offerings in several critical ways:
- Dramatically increases the speed and accuracy of postbacks, and reduces the incidence of postback rescinds
- Radically increases the capacity of the Apsalar attribution platform to manage postbacks across the massive spikes in app usage that are a fact of life in the app industry today
- Simplifies and streamlines the process of increasing postback capacity as Apsalar continues its multiyear record growth streak.
"Fast and accurate postbacks are critical for marketers to deliver on increasingly aggressive ROI goals," said Michael Oiknine, cofounder and CEO of Apsalar. "We built a new postback system to help ensure that we can consistently deliver for clients, no matter what surges in volume that we experience."
Apsalar initiated the complete redesign and replacement of the postback system to address past challenges that arose during periods of enormous app usage. The decision to develop a new system was made after massive spikes in postbacks affected platform performance during short periods earlier in the year. Those spikes led to the loss of a client – something that Apsalar experiences only rarely but takes seriously.
"Now our company is prepared for both the near- and long-terms," continued Oiknine. "We're anxious to share more information with clients and prospects about our new system, and recommend that marketers ask any partner they are considering about their ability to address the massive growth in app event volume that is anticipated in the months and years ahead. "
Apsalar is the leading mobile audiences and measurement company that helps app marketers drive maximum return from all their marketing investments. With Apsalar attribution and audiences, app marketers can optimize their media allocation and empower their partners and platforms to deliver customized communication, for better results and monetization at every step in the customer journey. For more information, visit https://apsalar.com.
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