App publishers and advertisers want users to come back into their apps. In order to do so, they use re-engagement ads to appeal to users who have used their apps historically. The aim is to re-engage users as much as possible at an optimal cost per re-engagement.

This disclosure describes re-engagement ads that push relevant, personally motivating messages arising from leaderboard data in order to keep the user’s engagement levels high. Leaderboard data can include, e.g., app-users in the top several places at the user’s level, as measured by in-app reward points. The techniques of this disclosure apply generally to apps that admit of gamification.

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