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When experienced media buyers face constant account bans, low conversions, and dependence on third-party platforms, they usually go through a difficult stage of adaptation to market conditions. The PW Apps team took a different path — creating its own progressive web application service, which has reached 7+ million installs in a year and shows x2 Retention Rate compared to competitors.
PW Apps is a comprehensive solution from a team that itself has gone from classic arbitration to creating its own tech developments to improve the lives of media buyers. The main feature of the service is the “360° auto-replacement of applications” system, which automatically solves problems with domain bans in real time and has other useful features, which we will talk about later.
The story of PW Apps began in 2018 with typical media buyer problems: the team was engaged in classic traffic arbitration in various verticals, but constantly faced bans from advertising offices and high user retention costs.
Instead of simply adapting to the limitations, the founders decided to create their own product, which the industry lacks. At first it was a Push-notifications service, then a full-fledged platform for developing PWAs with detailed real-time analytics – all in a single ecosystem without dependence on external services.
In 2024, the accumulated experience was formalized into a commercial product PW Apps, based on three principles:
PW Apps brings together experienced professionals from various fields and significant experience in affiliate marketing. The CEO and founder is responsible for strategy, partnerships and business development, having deep experience in media buying and international projects. The CTO manages the technical part, architecture and innovations, creating a development team capable of quickly implementing complex technical solutions.
The PW Apps team works in a hybrid format with an office in Kyiv and the possibility of remote work. This allows us to attract the best specialists regardless of their geographical location, while maintaining the possibility of personal communication and teamwork in the office.
The key advantage of the team is that they themselves have gone through the entire path of a media buyer and understand the specifics of the work from the inside. This allows us to create tools that really solve the problems of the industry.
The “360° App Auto-Swap” system is a game changer for media buyers working in verticals with high ban risks. The system operates in automatic mode 24/7 and performs several critical functions:
This feature is especially useful for working with gambling and bidding, where the speed of response to bans critically affects the profitability of campaigns.
The system integrates with Keitaro, providing automatic updates of traffic data without manual intervention. This saves not only time, but also budgets that were previously lost due to campaign downtime during domain updates.
PW Apps shows in practice a fast action that is 3-16 times faster than competitors. With the cache enabled, PWAs load in 171-292 milliseconds, while competitors show results of 1.05-2.77 seconds.
In stressful conditions (cache disabled, slow internet) the difference is even more impressive: 1.06-8.15 seconds versus 1.44-29.23 seconds for competitors. For verticals where the user makes quick decisions (especially gambling), every second of delay means lost conversions, so think about it.
The PW Apps team completely abandoned the use of third-party platforms such as AppsFlyer, OneSignal or YouTube, creating its own solutions. This provides:
The result of implementing own technologies: increase in push notification openings by 40% and improvement of user retention by 25%.
PW Apps analytics tracks all key metrics in real time: clicks, registrations, installations, deposits and conversion at different stages of the funnel (Event to Open, Open to Lead, Lead to Sale).
The analytical dashboard includes information about app stores, device types (iOS, Android), unique clicks, domain statuses and the presence of cloaking. Media buyers get an accurate understanding of which domains, creatives or traffic sources generate revenue, which allows you to quickly optimize campaigns.
Fact: the service system checks for bans or problem domains within 5 minutes. Automatic monitoring also works 24/7, analyzes patterns that can lead to bans, and takes preventive measures.
PWAs are developed in compliance with all the requirements of Google and Facebook platforms without using suspicious practices, so the risks of moderation are minimal. And regular updates of the service non-stop adapt to changes in the rules of advertising platforms.
The service focuses on regions with actively growing digital infrastructure. Tier 2 countries, in particular Brazil, are especially promising for them, where PWA is the optimal solution due to traffic savings and loading speed on budget devices.
Tier 3 countries: Nigeria, Kenya, Kazakhstan, Uzbekistan, Colombia, Peru — nt; are of great interest due to less competition and high audience readiness for innovation. In these regions, PWAs often become the only way to provide a high-quality user experience due to limited digital infrastructure in the market.
In general, 70-80% of installs fall on Tier 3 countries, which confirms the correctness of the chosen strategy. However, there are also large businesses and agencies that make up a smaller, but strategically important part of Tier 1 countries.
PW Apps’ customer base is optimally distributed: 80% are individual media buyers and small teams that value flexibility and speed of integration; 20% are large teams and businesses that need stability and a full cycle of technical support.
We would like to recall the most successful case of their client (company name under NDA), which works in the gambling vertical and launched PWA solutions for the Indian and Kazakhstan markets. Initial challenges included low conversion due to slow loading on weak internet connections, frequent campaign bans due to gambling restrictions, and high costs of developing native apps.
PW Apps created a high-performance PWA with loading times of less than 3 seconds even on 3G, an intuitive design that mimics a native app, an offline mode for viewing game history, and a domain rotation system.
Results in 3 months:
Gambling and bidding demonstrate the highest conversions — it is in these niches that PWA reveals its advantages to the maximum: speed, interactivity, and instant user engagement. The conversion growth is 20-35% compared to mobile sites.
PW Apps has an active Telegram channel for communication with customers. This ensures quick communication, prompt resolution of issues, and exchange of experience between service customers. You can also get technical support, setup consultations, and all the information about new features through Telegram.
Split Offers is planned to be launched in the near future — a feature that will allow you to simultaneously test several offers or landing pages within one PWA. This will help media buyers quickly determine the most effective combinations and scale successful options without additional costs. So we expect a new feature!
Why do developers have such a desire? Because creating PWA based on artificial intelligence automates the process of developing progressive web applications. This will speed up the creation time, reduce the cost of development and allow generating unique interfaces adapted to specific goals and audiences.
In addition to gambling, the company is considering entering the verticals of E-commerce and Retail (fast PWAs for online stores), content and media (streaming platforms, news sites), finance and fintech (banking applications, investment platforms, etc.). After all, the demand for PWA is growing in all verticals due to their efficiency and convenience, and there are definitely no thoughts of stopping at 1 place.
PW Apps actively participates in key industry events, in particular the Bangkok Affiliate Conference. For the company, conferences are not just image events, but an effective tool for business development.
PW Apps is an example of how a Ukrainian team with a deep understanding of the specifics of media buying can create a competitive world-class product. The unique combination of technical expertise, understanding of market needs and proactive solution of industry problems makes PW Apps an interesting solution for media buyers looking for a reliable tool for working with PWAs. The service is especially relevant for those who work in complex verticals and need automated solutions to combat bans and optimize conversions.