Advertising Technology Blog

Hybrid monetization combines in-app purchases, advertising, and subscriptions to diversify revenue. Popular in mobile gaming, it now expands to other verticals. Best practices include audience understanding, user segmentation, and balancing user experience with revenue to maximize lifetime value.

AI is transforming mobile marketing by streamlining decisions, accelerating insights, and enabling predictive optimization for user acquisition, engagement, retention, and monetization, as highlighted by industry experts and Adjust's AI solutions.

AI transforms mobile gaming by powering smarter game development, personalized player experiences, and dynamic monetization. It enhances user acquisition through real-time bidding and A/B testing, enabling studios to optimize marketing spend and improve ROI.

Apple will include Apple Search Ads (ASA) in SKAdNetwork from April 10, 2025, allowing concurrent attribution via SKAN and the AdServices API. This aligns ASA with privacy-preserving frameworks, enabling advertisers to measure campaigns alongside third-party networks more comprehensively.

Practical strategies to reduce app uninstalls include enhancing onboarding, delivering consistent value, optimizing performance, personalizing engagement, proactive communication, social proof, preventing fatigue, using data, building habits, and rewarding loyalty. These tactics boost retention and build lasting user relationships.

Scaling a gaming app to 1M+ users requires AI-driven UA, personalized creatives, cross-platform storytelling, influencer collabs, ASO, and smart retention via adaptive content, community building, and localization. Deep linking improves conversion and re-engagement. Hybrid monetization with value-driven purchases, subscriptions, and dynamic pricing sustains revenue.

Mobile gaming installs grew 4% YoY in 2024, led by LATAM and MENA. Strategy games saw 83% install growth. AI personalization and hybrid monetization drive engagement. CPI rises in key markets, but CTR improves to 9%.

Ultra casual mobile games captivate users with simple, meditative gameplay and ad-based monetization. They achieve high engagement via satisfying repetitive actions and visual appeal. Vietnamese studios lead in cost-effective production, leveraging data for optimized ad revenue. MMPs like Adjust aid attribution and growth.

Attribution means a channel or campaign caused an event. It helps marketers understand user journeys from ad click to purchase. Adjust provides insights to optimize app and campaign performance.

App stores like Apple's and Google's face competition from alternatives due to regulations. These offer niche audiences, flexible policies, and better monetization. Developers should adopt multi-platform strategies for future growth.

Deep linking reduces friction, boosts conversions, and strengthens brand reputation. The new ebook covers types, challenges, solutions like TrueLink, and implementation steps for mobile marketers, developers, and product managers.

Puzzle and match 3 games show strong growth with 9.7B downloads in 2024. Rising CPI and CPM challenge UA, but CTR improved. Retention dips slightly while session lengths increase. Developers should use pLTV, incrementality testing, and tailored regional strategies for success.

Ramadan 2025 offers app marketers high engagement opportunities. Key verticals include e-commerce, finance, gaming, and entertainment. Data shows install and session growth across METAP. Strategies: optimize timing, personalize, use video, and emphasize social good. Adjust's tools help measure and optimize campaigns.

Debunking mobile measurement myths: last-click attribution remains useful, quality data beats quantity, view-through attribution needs incrementality testing, and cross-channel journeys are optimized with deep linking.

The global app industry in 2025 offers opportunities and challenges. Key trends include AI maturation, privacy-centric measurement, and e-commerce growth. ATT opt-in rates reached 35%. Installs grew 11% with sessions up 4%. E-commerce app installs jumped 17%, gaming 4%, and finance 27%.

Next-gen measurement uses AI to predict outcomes, measure true campaign impact, and holistically analyze marketing mix, enabling smarter resource allocation and faster decisions.

Adjust Growth Copilot is an AI tool that transforms complex data into actionable insights via plain-language queries, helping marketers make fast, smart decisions and uncover hidden trends.

Stay updated on CTV and OTT developments. Adjust offers insights on CTV ad measurement, turning CTV into a performance channel for apps, unlocking its assisting power, and proving ROI.

Mobile marketers should add streaming TV to their mix for high engagement and recall. Emotional alignment between ads and content reduces viewer drop-off by up to 60%. Use contextual targeting and partner with SSPs for emotion-based placement to succeed.

Valentine's Day boosts app engagement across categories. Restaurant bookings surge 156%. Dating apps face declining installs but sessions remain resilient. Smart targeting, personalized experiences, and seasonal campaigns are key to capturing user interest.