Paid media, AI creative and measurement for apps, games and ecommerce
Batches of 20–80 ads, from €363 per finished ad
Performance marketing and AI creative
Maltrea makes the creative, buys seven channels and traces each euro back through SKAN and MMP data.
Most growth budgets pass through three sets of hands. One supplier shoots the ads, another buys the placements, a third explains the results. When a figure drops, each has someone else to blame.
At Maltrea those jobs share a desk. The strategist who briefs an ad can see what it spent. The buyer who spent it can see what it returned. The next order of creative is written from that record.
The clients are apps, games and ecommerce brands growing quickly. They keep full access to their accounts and read the same figures the desk reads.
The desk produces all six. These drawings were made for this page and advertise nothing: they show how each format is put together.
A batch can mix these builds, so the desk compares them on the same figures rather than arguing about taste.
Maltrea runs its own AI creative factory for video ads. Its purpose is test volume that a conventional shoot schedule rarely allows.
A strategist sets the direction. Generative tools produce the footage. An editor then works through each ad by hand, adding subtitles and grading the colour, before anything goes to the buyers.
Each run yields 20 to 80 ads ready to launch, cut in three ratios for the placements on the plan. Prices start at €363 per finished video ad.
Who works at each stage
01 Idea
Concept and creative direction.
02 Brief
Hooks and scripts written per channel and audience, with formats chosen to suit.
03 Production
AI generates. People edit and run the quality checks.
04 Finish
Sound, subtitles and colour, added by hand.
05 Launch
Delivered to spec for Meta, YouTube, TikTok and the rest of the plan.
Ads a person has cut, captioned and graded
Reader tool: batch planner
40 ads
× 3 ratios (9:16, 4:5, 1:1)
from €14,520
Indicative. Batch size times the €363 starting price; the brief sets the final figure.
Ask about this batchThese are starting positions, not case studies. Each is organised around one figure, and none quotes a client result.
Meta, Apple Ads, Moloco
D30 ROAS
Subscription money arrives over months, so the desk reads the return 30 days after install.
Discuss thisMeta, Shopping, TikTok
ROAS
Revenue lands at checkout, which lets the desk set return directly against spend.
Discuss thisAI creative batches and user acquisition
D7 ROAS
A game’s first week gives the earliest usable read on whether players will pay.
Discuss thisSearch and paid social
Set at brief
Sales cycles differ too widely for one default, so the target is agreed before spending begins.
Discuss thisThe readers here are CMOs and founders who prefer one accountable group to refereeing suppliers.
Paid media
Strategy, account structure, bidding and budget all sit with the desk. When it reports, the source is your MMP and not a screenshot from a platform.
User acquisition runs on seven channels: Google, Meta, TikTok, Apple Ads, Snapchat, Moloco and ChatGPT Ads. Table 1 sets out what each one is for.
Creative
AI creative production delivers 20 to 80 video ads per run, at a starting price of €363 apiece, directly to the buyers on your account. Visit the line.
Measurement
The desk checks the instruments first: AppsFlyer or Adjust, then SKAN conversion values on iOS. Where attribution runs out of answers, an incrementality test takes over.
From one install to one budget decision
Signal
Meta, Google, TikTok, Apple Ads or Snapchat reports the install.
MMP
AppsFlyer or Adjust logs it and removes duplicates against store data.
iOS
On iOS, a SKAN postback arrives and the desk reads its conversion value as a revenue event.
Check
A geo holdout tells real lift from chance.
Act
The money and the next creative brief move according to the return.
01 Research
Work opens with your own ad account, store page and site. Three questions come first: who is converting today, which creative ideas are exhausted, and how much competitors pay.
02 Create
Ordering 20 to 80 ads at once, from €363 apiece, gives the desk real variation to compare instead of one favourite to protect.
03 Buy
Brief and budget stay with the same people, across Google, Meta, TikTok, Apple Ads, Snapchat, Moloco and ChatGPT Ads. There is no handover to go wrong.
04 Learn
Reviews work from SKAN and MMP figures and little else. Ads that earned get followed up; ads that did not get dropped from the next brief.
What step 04 finds goes into step 01 of the next batch.
Seven further services, in brief.
Ads edited to the pace of the feed. A viewer who keeps watching is what the budget is paying for.
Search placements on the App Store, where the person has already typed what they want.
A younger audience, reached with vertical video shot for this screen and not cut down from elsewhere.
Some buyers now do their research in ChatGPT. These placements reach them there, earlier than a search would.
A stronger store page turns more of your paid traffic into installs before any extra spend.
Acquisition is costly. Retention work makes sure the users you bought stay and keep paying.
ChatGPT and Perplexity now recommend products. The work is getting your name into those answers and tracking it as one would any channel.
The desk is fully remote and spread across time zones, working for apps, games and ecommerce brands in a hurry to grow. Four rules govern that work.
Work begins with the ad because no bidding strategy rescues a weak one. Buying and measurement come next, and they govern pace and scale.
Nobody at Maltrea manages a channel they have never run themselves. Your call is with whoever makes the changes.
Any decision can be checked. You get the spend, the MMP data, how attribution was worked out and each incrementality test it rested on.
The desk puts its reasoning on paper. Test plans, the logic behind them and the conclusions all get written down and shared.
Spend runs across all seven and gets measured in your MMP. You and the desk look at the same numbers.
| Name | Type | What the desk uses it for |
|---|---|---|
| Search and app | YouTube, search and app campaigns | |
| Meta | Paid social | App installs and social placements |
| TikTok | Paid social | Short video native to the feed |
| Apple Ads | Search | App Store search, Today tab, product pages |
| Snapchat | Paid social | Vertical video at full screen |
| Moloco | Programmatic | App growth bought programmatically |
| ChatGPT Ads | Research | Placements during buyer research |
| AppsFlyer, Adjust | Measurement | MMP: attribution, event checks, deduplication |
| SKAN | Measurement | iOS postbacks and conversion values |
A A practitioner rather than an account manager. Everyone at Maltrea has managed a live channel, so the person you speak to is the one adjusting the campaign. What was spent, how it was attributed and the logic behind each call all stay visible to you.
A It handles performance marketing and user acquisition for apps, games and ecommerce brands. The job has three parts: making the ads, UGC and AI-generated video among them; buying media on Google, Meta, TikTok, Apple Ads, Snapchat, Moloco and ChatGPT Ads; and reporting what the money brought back.
A Prices start at €363 per finished video ad, and ads are sold in batches of 20 to 80, so the smallest batch starts at €7,260. Batches exist for comparison: the desk learns from the differences between ads.
A It is Maltrea’s in-house line for AI video ads. A strategist develops each concept, AI generates the footage, and people then cut, caption and grade every ad before delivery. A run holds 20 to 80 ads, with prices starting at €363 per ad.
A Both, and on purpose. The desk makes video, UGC and AI-generated ads, 20 to 80 at a time, starting at €363 each. The buyers on your account then choose the next round according to what the last one returned.
A Seven: Google, Meta, TikTok, Apple Ads, Snapchat, Moloco and ChatGPT Ads. Whoever writes the creative brief also runs the channel, so no work changes hands midway.
A As a job in its own right. The first task is an audit of AppsFlyer or Adjust, because later decisions rest on that data. On iOS, SKAN conversion values are pinned to the events that best predict revenue. Incrementality tests cover what attribution cannot. You and the desk read the same dashboards.
A Apps, games and ecommerce businesses on a steep growth path, with a live product and money set aside to promote it. The person writing in is usually the CMO, a founder or the head of growth. The work often includes mobile app marketing, user acquisition for games and app store optimization.
Say what the account is, what it has to reach and what is holding it back. You get back the first test the desk would run and its likely cost, written plainly for whoever answers for the figure.