Abstract: A method is performed by a computing device. A request is sent comprising request data, the request data comprising one or more identifiers. Payload data is received, where the payload data includes advertising creative retrieval data and application retrieval data for downloading one or more application installation files for an application, where the advertising creative is associated with the application. The advertising creative is downloaded. If the application is not installed on the computing device, the one or more application installation files are downloaded. An advertising creative display opportunity is generated. The advertising creative is displayed in the advertising creative display opportunity. If a user interaction with the advertising creative is detected and the application is not installed on the computing device, the application is installed from the downloaded one or more application files.

Abstract: A method is performed by a computing device. A request including request data, the request data including one or more identifiers, is sent, by the computing device, to an ad decision server. Payload data, including advertising creative retrieval data for downloading one or more generated advertising creatives generated based at least in part on the request data is received asynchronously with respect to the request, by the computing device, from the ad decision server. One or more advertising creatives of the one or more generated advertising creatives is downloaded, by the computing device, based on the advertising creative retrieval data. An advertising creative display opportunity is generated by the computing device. A first advertising creative of the one or more advertising creatives is selected, by the computing device, based on advertising selection criteria. The first advertising creative is displayed, by the computing device, in the advertising creative display opportunity.

Abstract: A method is performed by a computing device. A request is sent comprising request data, the request data comprising one or more identifiers. Payload data is received, where the payload data includes advertising creative retrieval data and application retrieval data for downloading one or more application installation files for an application, where the advertising creative is associated with the application. The advertising creative is downloaded. If the application is not installed on the computing device, the one or more application installation files are downloaded. An advertising creative display opportunity is generated. The advertising creative is displayed in the advertising creative display opportunity. If a user interaction with the advertising creative is detected and the application is not installed on the computing device, the application is installed from the downloaded one or more application files.