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Performance advertising is all about driving installs, a key practice is conveying clear and direct messaging. The other is finding out what moves the needle. Besides using playable ad units to drive installs, there are two other viable options. The first is to use multiple data points combine with AI learning to dynamically generative a variety of ad units at scale. Run a variety of control vs. test units and weed out under performing units.

The other, a bit more manual, is to create custom ad units and A/B those against not only variations within the custom units, but also against the dynamically generated units. And again, weed out the under performing units.

The follow are just a few samples of creative both dynamically generated and custom creative.