Advertisers or publishers prefer users who return often to their apps. Re-engagement ads are ads that target specific users who have used their apps historically. The problem is to design the re-engagement ad (or ad campaign) such that they appeal to users. By driving re-engagement and reducing cost per re-engagement, the efficacy of ads is improved.

This disclosure describes techniques that draw upon the user’s personal history, with user permission and consent, to craft personalized re-engagement ads. Such personal history can be, e.g., the user’s app usage patterns, data from online presence, and with permission from the user’s friends, data relating to the user’s friends.

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