Future-proofing UA in an uncertain social media landscape

User acquisition through social media is increasingly challenging due to platform instability, algorithm changes, and rising costs, highlighting the need for channel diversification.
In-app advertising emerges as a reliable alternative with immersive formats like playable ads, reduced competition for attention, and advanced AI-powered targeting.
It complements social media and search marketing by providing predictable costs, high engagement, and scalability across verticals.
A balanced UA strategy should integrate in-app ads with social media for brand awareness, SEM for intent-based targeting, and owned media for retention to mitigate risks and drive sustainable growth.