CPI – Cost per install. A very popular solution in mobile app marketing, CPI refers to media programs where the advertiser pays for every downloaded and installed app. A lot of app marketing is purchased through the CPI model because it is a fast way to drive installs. However, the quality of installs varies depending on the media vendor. We work hard to ensure we find users that are more likely to use the app. But the quality of installs driven varies by media vendor. There is a known bad habit for publishers to use incentives like giving a user free currency in game in exchange for downloading their app. These “incentivized installs” tend to be of a low quality. In addition, there are also very disreputable companies that drive installs with bots or other questionable ways.