A head-to-head (H2H) competition pits two retargeting partners against each other to determine which one best suits an app marketer’s needs. By running identical tests with clear KPIs, audience parameters, and budgets, marketers can assess performance and identify the most effective partner. A control group is essential to measure incremental performance. The competition should focus on budget allocation, ensuring that both partners target an equal number of users. Factors like qualitative service and creative support also matter. Adikteev has had success in H2Hs, excelling in performance, service, and custom creative offerings, often exceeding KPIs.

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