BARCELONA — If you want to understand apps, you need to understand app users. That’s according to one mobile advertising technologist.

“The core of the search era was the keyword, the core of the social era is the stuff you share on social networks,” says InMobi‘s product director Abhishek Bapna. “In the app ecosystem, neither of them are really useful to understand user engagement and life-time value. What is most important is the ability to understand their app behaviour.

“We believe algorithms are a manifestation of how we think humans think. So we are actually spending a lot of time trying to understand how human cognition works. When you take that human cognition and make it in to algorithms and manifest it in transformations of that data, you can bring immense value back to the user.”

Beet.TV interviewed Bapna at the big Mobile World Congress convention.