Definition

tROAS.

Also called: Target ROAS, Value optimisation

Target ROAS bidding: an ad-platform strategy that bids to hit a target return on spend, using predicted purchase or ad value.

With tROAS, you give the platform a revenue signal (purchase values, sometimes ad revenue) and a target return; its algorithm bids more for users predicted to be more valuable.

It needs enough value events to learn from, and it optimises only to the value it is told about. If ad revenue is missing from the signal in an ad-heavy game, the campaign will under-value the users who matter most.

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