1. Define the success event
Choose the action that defines a valuable new user: a purchase, a funded account, a subscription start, a key retention milestone. That event decides how the system scores every ad request.
ORCA Ads · User acquisition
Find new users more likely to retain and pay.
ORCA Ads is a mobile DSP for global advertisers and media-buying teams. Acquisition campaigns predict user value before the bid, then complete the auction in milliseconds. Audiences, budget, and delivery keep aiming at retention, spend, and ROAS, so more spend goes to requests more likely to become high-value users.
01 · Growth depends on user quality
More installs are not better acquisition.
If acquisition is judged mainly on reach, clicks, or low-cost conversions, budget can buy activity without buying what comes next. The hard part is judging which ad opportunities are more likely to become active, retained, or revenue-producing users — then allocating spend on that basis.
ORCA Ads brings that discipline to acquisition. You set a clear goal, connect campaigns to meaningful conversion signals, and the system predicts value on every request and bids in real time. Scale, efficiency, and user quality can be read in the same decision.
- What does a valuable new user mean for our business?
- Which signals should guide acquisition decisions?
- How do we improve efficiency while holding scale?
- How will campaign learning affect the next budget decision?
- What evidence do we need before expanding to a new market or audience?
02 · From growth goals to better acquisition decisions
Make every bid accountable to a business outcome.
2. Connect your signals
Connect the measurement partners you already use, and send back the conversion and revenue events that support that definition. Those signals tell the system which users are more worth buying for you.
3. Optimize campaigns as conditions change
ORCA predicts value on every ad request and completes the bid in milliseconds. The system ranks opportunities by predicted value, and adjusts bids, pacing, budget, audience weights, and placement mix as results arrive.
4. Learn and scale with intent
Read performance against the original goal in your own reporting, then expand audiences, budget, and markets on evidence. The more opportunities enter the system, the closer decisions get to the users you want.
03 · User acquisition capabilities
Scale, judgment, and control should all serve acquisition quality.
Outcome-based optimization
Optimize toward purchases, subscriptions, funded accounts, repeat purchases, retention milestones, in-app revenue, or ROAS. Any event your measurement partner can send back can become an acquisition goal.
Real-time optimization
Every ad request enters value prediction, and a bid judgment is produced in milliseconds. Bids, budget, pacing, audience weights, and placement mix adjust as results arrive, so campaigns can react to the same day's change.
Value-centered audience decisions
Rank opportunities by predicted user value. Include and exclude lists, frequency caps, existing-customer suppression, lookalike expansion based on your own conversion events, and country- or region-level delivery are supported.
Cross-market campaign scale
Run the same outcome-oriented strategy across multiple global ad exchanges and a large pool of independent apps. Budgets can be set by market, billed in local currency, and bidding models adapt to local conversion behavior.
Measurement and reporting
Give growth, finance, and media teams a shared view of delivery, spend efficiency, and downstream outcomes. Results reconcile with the measurement partners you already use, and raw data can be exported to your own BI. ORCA does not require a proprietary attribution layer.
Creative and placement flexibility
Run banner, native, interstitial, rewarded, and video creative across mobile app and connected-TV inventory. Category blocks, app-level exclusions, and pre-bid invalid-traffic filtering can apply on every auction.
04 · Performance that compounds
Spend acquisition budget on users more likely to stay.
Acquire higher-value customers
Buy users more likely to stay. Bids aim at retention, spend, or key conversions; the install is only a step on the path.
Improve return on ad spend
Judge budget by revenue and commercial return. More spend goes to new users and requests that pay back.
Improve efficient scale
Bid on predicted value so, as budget increases, cost per valuable user can still be held in a target range. Scale expands; the quality judgment stays.
Build a stronger learning loop
Every result you send back enters the next bid. More opportunities and fuller signals make acquisition decisions steadier.
05 · Built for different growth models
Run acquisition where user quality decides growth.
Mobile apps and games
Find prospective users more likely to become active, hit key milestones, and contribute to long-term growth.
Commerce and marketplaces
Acquire shoppers with campaigns aimed at purchases, repeat purchases, or revenue goals.
Finance
Support eligible acquisition programs around approved applications, funded accounts, or other measurable business actions.
On-demand services
Reach prospective users who can move from awareness to first use, then keep producing service activity.
Subscription apps
Build acquisition around users more likely to start a subscription, keep using, and create value over the lifecycle.
Travel and hospitality
Connect demand-creation campaigns to qualified bookings, applications, or other approved conversion outcomes.
06 · User acquisition in practice
See how media-buying teams turn acquisition goals into measurable progress.
See how teams use ORCA Ads to find high-value users in independent app inventory worldwide, and make campaign decisions around acquisition quality, efficiency, and ROAS.
Subscription app — buy for later retention
A subscription fitness app had scaled volume on install cost. Trial numbers looked strong, but many users churned before the second billing cycle. At bid time, the system also could not tell who would actually start using the product. The optimization goal moved to later retention, and owned events such as onboarding complete and workout milestones entered decisioning. Spend started shifting from "buy a trial" to "buy someone who is still there."
"We used to buy trials. After the goal moved to later retention, the trial number mattered less than who was still there." — Head of Growth
Online travel agency — evaluate acquisition on completed bookings
A regional online travel agency serving Southeast Asia and the Middle East had been buying installs and app opens. Neither signal said much about who would complete a booking. Bidding moved to predicted booking value, with existing-customer suppression so acquisition budget would not be spent on travelers who already had a trip. Acquisition started working against booking outcomes.
"Installs and app opens said nothing about who would book. Once bids could see booking value, acquisition budget started being spent on bookings." — VP of Performance Marketing
Next step
Put the next acquisition budget behind a more accurate value judgment.
Talk with us about your growth goals, user-value signals, target markets, and measurement needs. We'll assess how ORCA Ads can connect to campaigns you already run, and find higher-value new users in independent app inventory worldwide.
Prefer email?business@orcamobile.net