Mobile advertising – everything you need to know (and forget) in 2023 and beyond

Mobile advertising is a paid marketing method on smartphones and tablets, including banner ads, video ads, and playable ads.
It offers benefits such as wide reach, hyper-targeting, and cost efficiency, but faces challenges from increasing privacy measures like Apple's ATT framework and mobile ad fraud.
Key metrics for measurement include CPI, ROAS, LTV, and retention rate.
To build a successful strategy, advertisers should establish clear goals, define their audience, optimize ATT prompts, focus on app performance, understand their numbers, and adhere to privacy guidelines.
The future of mobile advertising will be shaped by privacy changes, a gold rush for first-party data, mergers and acquisitions, and the use of data clean rooms and MMPs to address measurement challenges.