Introducing Cortex, Liftoff’s Next-Generation ML Platform
Machine learning is in Liftoff’s DNA—it powers everything we do. ML has been at the core of our platform since we launched in 2012, and it continues to drive our product roadmap and helps advertisers worldwide increase revenue and grow their businesses.
As a leader in mobile technology, Liftoff continues to evolve our ML technologies. To help our partners reach new heights, we’ve embraced smarter, faster, and more adaptable ML.
That’s why we’re excited to announce Cortex, our next-generation machine learning-powered platform. Applying innovations in neural network technology, Cortex finds patterns within significantly larger datasets, enabling improved decision-making to drive better ROI for you.
With Cortex, Liftoff is delivering profound performance improvements for our partners. Across our platform, we’ve observed:
- 23% lower CPIs
- 21% lower CPAs
- 16% higher ROAS
Advertisers are seeing the impact of Cortex on campaign performance
Top games developer Playlinks has been impressed by what Cortex can do. Seokyung Lee, Marketing Manager at Playlinks, said:
“With their strong ML logic, Cortex, Liftoff have shown strong ROAS results compared to other networks and the proportion of new users is almost 80% high on iOS. Their support for the optimization and the creative has been consistently helping for the campaign result as well.”
Bigo Live, a global live streaming platform, is also discovering performance gains. Bigo Live said:
“Liftoff is actively developing optimization methods to address partners’ needs. Especially under the help of UGC and Cortex, we have observed a lower CPI and improved user retention.”
We’re excited to see how Cortex can help you achieve your advertising goals in the months to come. Here are several reasons why these advancements are so successful.
Smarter models make better predictions
Cortex has more computing power to drive superior decision-making. Its neural net models process 10x more training data than our previous models, and we anticipate the growth to scale to 100x.
With larger models, Liftoff can better leverage data from our platform, which includes the Vungle SDK and GameRefinery. Improved data capacity, combined with improved pattern recognition, leads to more accurate predictions and more wins for our advertisers.
State-of-the-art technology enables faster product innovation
With hardware improvements, Cortex also expands the capabilities of existing technologies for rapid innovation. Liftoff’s technology teams can run more experiments faster and at a larger scale. We can now go from ideation to experiment 10x faster.
A faster experiment cycle delivers more frequent product releases, leading to a higher cadence of performance-enhancing features. Since Cortex went live, our development teams have launched 7x more ML-related releases.
Greater adaptability improves efficiency
Finally, Cortex reacts quickly to shifting market conditions and campaign fluctuations, resulting in more efficient ad spend and steadier performance. Compared to previous models, Cortex can generalize based on smaller subsets of data.
Our models now train 6x faster, which ensures bidding decisions are driven by immediate market conditions. Frequent model refreshes also prioritize fresh data trends, so your budget is continuously optimized based on the newest data.
How can you take advantage of what Cortex can do?
You already are! Most advertisers working with Liftoff now run campaigns on Cortex to achieve their goals and increase revenue. We look forward to sharing future Cortex innovations, including new SKAdNetwork Cortex models arriving in late 2024.
Interested in learning more about what Cortex can do for your mobile business?
Get started with Liftoff, or reach out to your account team for more information.
