Which bidding optimization should a mobile gaming advertiser use to target users who are likely to spend more?

Value-Based Optimization (VBO) is the appropriate choice for a mobile gaming advertiser aiming to target users who are likely to spend more. This optimization strategy leverages data on previous user behavior to identify and target individuals who are expected to generate higher revenue for the app.

By utilizing VBO, advertisers can focus on acquiring users who are not only likely to install the app but are also inclined to make substantial in-app purchases. This is particularly crucial for mobile games, where user spending can vary significantly and maximizing the lifetime value (LTV) of users is key to overall success.

In contrast, App Event Optimization (AEO) is primarily aimed at driving specific in-app events, such as installations or sign-ups, rather than directly targeting higher spenders. Cost Cap aims to control the costs of ads but does not inherently focus on the value or spending behavior of users. Maximum Delivery optimizes for the highest reach within the specified budget without necessarily considering the revenue generation capability of the users being targeted.

Thus, VBO stands out as the most effective approach for targeting users who are likely to contribute more financially to the mobile gaming app.