Chapter 1: The Race Has Changed

One channel can't win a race that's running on multiple tracks

Mobile is still the most dominant screen in performance marketing. At 48.1% of daily digital media time, it commands more attention than any other device. As such, it should be the foundation of any growth strategy.But that foundation is not the same as a full strategy.For the first time in over a decade, mobile's share of digital time dropped below 50% in 2025. This is not because mobile usage declined. It’s because audiences are spending dramatically more time somewhere else. In 2025, CTV viewing surpassed traditional linear television for the first time ever. What was once a pure brand awareness channel is fast becoming a reach and performance play, and most mobile-first budgets haven't caught up.That user you're acquiring on mobile? Yes, they’re spending 4 hours and 37 minutes on their phones each day, but they're also spending 2 hours 37 minutes on CTV and 1 hour 31 minutes engaging with creators on social. The path to them is not a straight line. It's a superspeedway oval, and your users are running multiple lanes of it. Performance budgets that haven't followed them are paying for it. In 2025, user acquisition costs rose 12% year over year and budgets jumped 26%, all while user growth rose just 2%. Spending more on a single channel while your user's attention is distributed across many doesn't produce growth. It produces diminishing returns.The track has changed. The question is whether your fleet has.

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Chapter 2: Why You Need a Full Fleet

Running together is faster than running alone

In NASCAR speedway racing, drafting is the practice of one car tucking in directly behind another at high speed. Two cars running in a draft can go 3 to 5 mph faster than either could alone. How it works: the lead car punches a hole through the air, creating a low-pressure wake. The trailing car slides into that pocket and faces dramatically less resistance. Both accelerate. This is what coordinated systems do.

The same principle holds in performance marketing.

• When UA and retargeting campaigns share the same data and creative learnings, optimization cycles run 30% faster than siloed teams.
• Combined UA and retargeting campaigns deliver 20% higher LTV than campaigns running in isolation.

That gap compounds when you factor in churn. 95% of users churn within 30 days of install. Retargeting is the car that pulls them back. Reactivated users deliver significantly higher LTV than newly acquired users in the same cohort. In other words, the return on re-engagement outpaces the cost of constant new acquisition.

Add CTV to that system and the draft gets stronger.

• CTV running alongside mobile campaigns drives a 40% uplift in installs.
• Despite accounting for just 38% of impressions, CTV drives over 63% of attributable conversions across cross-platform campaigns.
• CTV commercials deliver an average of 9.7 active attention seconds — approximately 8 times more than mobile ads and 16 times more than desktop.

Creator marketing completes the oval.

• When creator content runs alongside paid retargeting, conversion rates improve beyond what either channel produces independently.
• Over half of casual gamers are more likely to buy a game based on an influencer recommendation.
• Influencer-led campaigns increase purchase intent by 21% compared to campaigns running without creator involvement.
• Players acquired through influencer channels are 30% more likely to stay active and make in-app purchases than users acquired through standard paid channels alone.

The compounding effect of running the full fleet is measurable. Full-funnel campaigns using multiple ad formats achieved a 153% ROI improvement versus single-objective approaches, with campaigns using 3 to 4 ad formats generating 10x higher page views than those using only 1 to 2.

Every car you add to the draft makes the whole pack faster. Every channel you add to your marketing mix makes your whole growth stack smarter. A fragmented media landscape is not a problem to manage. It is a competitive advantage for the teams running a full fleet.

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Chapter 3: Under the Hood

Encore, the AI-supervised machine learning engine that powers the pack

In NASCAR, the pit crew does not wait for something to go wrong. The crew chief is already on the radio, reading live telemetry from the car: tire degradation, fuel burn rate, engine temperature, track position relative to the field. That data feeds a continuous calculation — when to pit, what to change, how to gain positions without losing the lead. Because a 12-second pit stop is not a break in the race. It is the race.

Encore operates the same way.While your campaign is live — while impressions are being evaluated, auctions are firing, and users are making decisions in real time — Encore is reading signals across every channel simultaneously. It is the crew chief and the war wagon in one system, reading what is happening on the track, and calling the right strategy before the window closes.

Meet Encore

Encore is RZR's AI-supervised machine learning platform. It powers every product in our fleet. AI surfaces the opportunity at scale. Machine learning evaluates, refines, and acts. Three principles drive it:Real-time adaptive models. Predictive models that constantly adapt across SKAN, Android, and retargeting environments. The model does not wait for a campaign to end before it learns. It adjusts with every new signal, every new lap.

Human-in-the-loop training. Encore does not run on autopilot. AI surfaces patterns at a scale no human team could process alone. Machine learning optimizes goal alignment and acts on the opportunities the model uncovers.

Outcome-focused bidding. Bidding models fine-tuned for ROAS, LTV, and retention — built to optimize for the user who spends, returns, and drives revenue over time. Not just the user who installs.

How the model runs

Encore deploys AI-powered multi-stage deep neural network models that predict conversion values at each stage of the funnel through a multiplicative effect. That conversion value integrates with bid-pricing algorithms to determine the optimal bid for every impression.

Phase 1: the conversion model identifies users with a propensity to install and engage, optimizing CPI from the first impression.

Phase 2: the engine separates from the field. Depending on campaign goals, Encore runs a layered set of models in parallel:

• Optimize CAC: a purchase event model targets users likely to drive purchase revenue
• Optimize CPA: a significant engagement model tracks session depth, login behavior, and level achievement; an ad view event model optimizes for ad revenue
• Optimize cost to retain: retention models spanning D1 through Dn feed directly into postback targeting

Every layer reports back, the model compounds, so the next bid is smarter than the last.

The scale behind it

In recent years, NASCAR teams have adopted machine learning to simulate pit strategies before a single lap is run. Encore runs those simulations live — on every auction, for every campaign, across every channel, simultaneously.

• 6M+ ad requests processed per second
• 220B+ auctions evaluated per day
• 6.5B unique users reached globally
• 4 owned-and-operated data centers

That is what is under the hood of every product in RZR’s fleet of cross-channel growth solutions. Now meet the cars.

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Chapter 4: Choose Your Ride

Meet the pack built for every stage of the race

In NASCAR, the pit crew does not wait for something to go wrong. The crew chief is already on the radio, reading live telemetry from the car: tire degradation, fuel burn rate, engine temperature, track position relative to the field. That data feeds a continuous calculation — when to pit, what to change, how to gain positions without losing the lead. Because a 12-second pit stop is not a break in the race. It is the race.

• IGNITE - Mobile User Acquisition
  
  • Every race starts with a spark. IGNITE is where growth begins — running AI-supervised machine learning across 6.5B unique users to acquire high-LTV audiences at the exact moment they are ready to convert.
• VOLTA - Mobile Retargeting 
  
  • In Latin, volta means turn. Your highest-value users already know your app. VOLTA turns them back around. LTV-based precision targeting built to reactivate lapsed users and make them your most valuable cohort.
• LIVE - CTV for App Campaigns
  
  • LIVE puts your brand on the biggest, most immersive screen in the home — non-skippable ads, full attention, zero distractions — and tracks what happens next on mobile. Premium inventory. Performance results. This car was built for primetime.

Three cars. One engine. Every stage of the race covered.

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IGNITE: Mobile User Acquisition

#1 — The Pole Sitter

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Driver Profile

IGNITE is built for one moment: the first impression. Before another DSP has even evaluated the auction, IGNITE has already predicted that user's lifetime value, placed a precision bid, and either won the impression or walked away from one that would have cost more than it returned.

This is not a car that chases volume. It is a car that qualifies fast and runs clean. IGNITE does not enter auctions to be seen. It enters to win the right ones.

On track, IGNITE is the car other teams fear in qualifying. It hits its line early, holds it with discipline, and by the time the field catches up — it is already compounding learnings into the next lap.

What This Car Was Built to Do

• Predict high-LTV users at impression 
• Win the right auctions across the open in-app ecosystem at efficient CPMs
• Optimize for ROAS and revenue 
• Scale spend without sacrificing ROI targets
• Run on iOS and Android simultaneously with environment-specific models

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VOLTA: Mobile Retargeting 

#2 — The Draft Partner

Driver Profile

VOLTA does not wait for users to lapse. It lines up alongside IGNITE at the green flag and runs the same race from lap one.

Most teams treat retargeting as a recovery play; something you activate after churn has already taken hold. By then, 75% of users are gone by Day 3 and 95% within the first 30 days. That is a race already lost.

VOLTA runs a different strategy. From Day 1, it identifies the users IGNITE acquired and builds a precision re-engagement system around them — segmented by spend behavior, LTV tier, and funnel stage — so the moment a user shows signs of going quiet, VOLTA is already in position to bring them back. 

In Latin, volta means turn. This car does not chase users after they are gone. It reads the trajectory early, turns them back around before drop-off, and converts them at a fraction of what new acquisition would have cost.

On track, VOLTA is the car running directly behind IGNITE in the draft — reducing resistance for the whole formation, protecting track position, and making the lead car faster by running in sync with it. Neither car wins alone. Together, they cover every stage of the race.

What This Car Was Built to Do

• Reach audiences on the biggest, most attentive screen in the home
• Connect CTV reach to mobile impact in one connected system
• Target based on what audiences actually watch and play; not modeled assumptions
• Report CPI, ROAS, and blended cross-screen performance in a unified dashboard
• Run alongside IGNITE and VOLTA to lift performance across the full fleet

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LIVE: CTV for Mobile Performance 

#44 — The Big Screen Runner

Driver Profile

Every oval has a moment when one car separates from the pack and fills the entire frame. That is LIVE.

While the rest of the fleet runs on mobile inventory, LIVE takes the race to the biggest, most immersive screen in the home. The living room television — non-skippable, full-screen, lean-back attention — is the highest-quality ad environment in performance marketing. 

But LIVE is not a brand awareness play dressed up as performance. It is a closed-loop performance channel — one that captures intent on the biggest screen in the home and converts it on mobile. The audience that sees your ad on CTV gets followed into mobile inventory, tracked through to install, and reported against CPI and ROAS in a single unified dashboard. What was once an awareness channel is now a measurable growth engine.

On track, LIVE is the car that commands the room when it enters. It runs a different line than the rest of the pack — wider, higher visibility, impossible to ignore. And when it comes off the banking and re-enters the straight, IGNITE and VOLTA take it from there. 

What This Car Was Built to Do

• Match brands to creators based on conversion performance, not follower count
• Run brand campaigns, performance campaigns, and UGC packages from one platform
• Track every placement to install, in-app event, and ROAS through MMP integration
• License creator content as paid media assets = authentic video at a fraction of production cost
• Run ahead of the programmatic pack — clearing the air for every other car in the pack

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Chapter 5: The Race

How RZR Became Rovio's #1 iOS UA Partner for Angry Birds 2

The Challenge of Sustaining a Mature Mobile FranchiseAngry Birds 2 is part of one of mobile gaming's most enduring franchises. Sustaining growth for a major title at this stage requires more than maintaining brand recognition. It requires precision acquisition of high-value users on iOS, re-engagement of lapsed players on Android, and a DSP partner capable of scaling spend without sacrificing ROI.That's a high bar. RZR cleared it.The Goal: Scale iOS user acquisition and Android retargeting performance for Angry Birds 2 globally, while holding strict D7 ROI targets.

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Check out the Case study here.

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Conclusion: The Finish Line

The Race Doesn’t End Here

You have seen the track. You have met the pack. You know what is under every hood.The teams winning in this market are running a full fleet — UA and retargeting in formation, CTV commanding the living room, creators clearing the air before the auction fires. Every car sharing data with each other.

Every lap making the next one faster.

That is what RZR is built for. One AI-supervised machine learning engine. Four products. Every stage of the race covered.

The question is the same one we opened with: the track has changed. Has your fleet?

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