New Cortex innovations strengthen prediction, targeting and optimization as demand grows for more precise and scalable mobile advertising

Liftoff, a global performance marketing and monetization company serving the mobile app economy, has announced a new set of product enhancements for Cortex™, its proprietary neural network prediction engine that supports bidding and performance decisions across its product portfolio.

The latest developments come as advertisers increasingly seek greater precision, scale and measurable performance from mobile campaigns.

Built specifically for mobile advertising, Cortex uses machine learning to analyze historical behavioral and contextual signals in real time. The technology currently generates more than 2 billion predictions every second, helping Liftoff make bidding decisions designed to match ads with relevant users and improve campaign performance.

Since its initial rollout in late 2023, Liftoff has continued to expand Cortex’s data foundation, improve prediction capabilities and accelerate product development.

“Cortex fundamentally changes how advertisers compete by replacing static models with real-time, adaptive decisioning,” said Andre Tutundjian, Chief Operating Officer at Liftoff. “It processes exponentially more data and runs continuous testing, so campaigns get smarter and more efficient with every impression. The result is better targeting, faster optimization, and stronger ROI at scale.”

New Capabilities Improve Prediction and Optimization

Liftoff is introducing several enhancements designed to expand Cortex’s ability to understand user behavior and optimize advertising outcomes.

• Unattributed Samples: Cortex can now learn from conversions that it did not directly generate. By incorporating these additional signals into its training data, the system gains a broader view of user intent and can improve prediction accuracy across campaigns.

• Multicast Modeling for ROAS: Liftoff’s multicast model moves beyond aggregate-level predictions toward individualized user-level valuation. This approach helps advertisers identify potentially higher-value users and optimize campaigns for return on ad spend with greater precision.

• Sequential Modeling: Cortex can now process raw sequences of user behavior instead of relying primarily on summarized metrics. These sequences include factors such as timing, location and app context, providing richer behavioral profiles and a more dynamic view of user intent.

The new capabilities are available to Liftoff Accelerate customers.

According to Liftoff, improvements driven by Cortex have contributed to 41% growth in revenue for its Core Advertising platform, along with a 4x increase in experimentation velocity. The company also says new campaigns can now be optimized in less than a day, compared with approximately two weeks without Cortex.

Growing Adoption Across the Mobile Advertising Ecosystem

Liftoff says adoption of Cortex-powered solutions has continued to increase as advertisers look for AI-driven approaches to user acquisition and performance marketing.

Key growth figures reported by the company include:

• 21% year-over-year growth in demand-side customers using Liftoff’s platform to acquire users in 2025.

• More than 167,000 SDK-integrated apps across the supply-side footprint as of March 31, 2026.

• Approximately 1.4 billion daily active users worldwide reached through Cortex SDK integrations during the first quarter of 2026.

“Over the past year, we migrated many of our campaigns to Liftoff’s next-generation AI-enabled platform, Cortex. The impact has been game-changing,” said Simon Hales, Associate Director of Performance Marketing at King.

Hales added that Cortex’s neural network models helped the company identify more high-value players, including users who demonstrated stronger retention and continued making purchases over time.

Liftoff Looks Toward Agentic Advertising

Liftoff’s next area of development is focused on agentic workflows that can automate more parts of the mobile advertising lifecycle.

Building on Cortex’s real-time prediction capabilities, the company is developing autonomous systems designed to continuously test, learn and optimize campaigns with less manual intervention.

The goal is to accelerate campaign optimization while improving efficiency, targeting precision and performance as mobile advertising continues to evolve.