Advertising Technology Blog

Adjust launches Growth Copilot, an AI-powered tool for marketers to ask business questions and get insights. It enhances growth and user acquisition, starting with natural language data queries. Early access via demo or contacting Adjust.

The 2024 holiday season saw mobile apps surge, with finance apps peaking on Dec 2 and Dec 20, shopping apps spiking on Dec 1 and Dec 15, and restaurant apps hitting highs on Dec 7 and Dec 31. Post-Christmas, fitness and gaming apps boomed, with fitness installs up 46% on Jan 1.

Mobile app marketing in 2025 focuses on AI maturity, consumer-driven data control, alternative app stores, M&A growth, and ML models for privacy-compliant measurement.

Earned media is unpaid, third-party brand exposure from reviews, shares, or media mentions. It builds trust, expands reach, and boosts SEO. Marketers can leverage it via customer reviews, influencer endorsements, and UGC.

Adjust and Snap launch hybrid SAN solution blending SKAdNetwork and real-time attribution for iOS. It offers enhanced granularity, privacy-first measurement, and real-time insights to maximize ROAS and campaign performance.

Attribution connects user actions to marketing efforts, solving double counting in sports betting. MMPs provide unbiased data across channels, using last-touch attribution and attribution windows. CTV assists installs, and combining attribution with incrementality optimizes strategies.

Q5 (post-Christmas to late January) offers mobile app marketers lower costs and higher user engagement. Health/fitness apps see 38% install growth; gaming, finance, entertainment, and shopping apps also benefit. Strategies include data-driven personalization, channel diversification, and real-time optimization.

Adjust CEO Andrey Kazakov outlines the company's roadmap, focusing on independence, innovation in Datascape and SKAdNetwork, AI integration, scalable infrastructure, and enhanced local support to drive customer growth.

Andrey Kazakov, founder of Acquired.io, becomes CEO of Adjust. He plans to drive innovation using AppLovin's efficient culture, focusing on AI, automation, and engineering-led growth to modernize the MMP industry and enhance client success.

Next-gen campaign optimization combines attribution, incrementality testing, and MMM for holistic insights. AI-driven tools like pLTV and deep linking automate analysis, reduce waste, and improve ROI. This scalable, privacy-compliant approach future-proofs marketing success.

E-commerce app installs grew 25% YoY globally in H1 2024, with LATAM and MENAT surging. Day 1 retention averaged 18%. Global IPM increased to 2.25, eCPM to $1.87. Marketers diversify partners and channels.

A/B testing on Google Play and App Store optimizes app listings. Google tests icons, descriptions, graphics; Apple tests icons, screenshots, videos. Both improve conversion and retention but have limitations like single-variable focus and lack of post-install data. Adjust enhances analysis with attribution and analytics.

Deep linking boosts sports betting app growth by directing users to specific content, reducing drop-offs, and improving attribution across multi-device campaigns.

Brazil's 2025 sports betting regulation offers huge mobile opportunities. Companies must prioritize user-friendly apps, local insights, and security. An MMP is essential for accurate attribution, fraud prevention, and ROI optimization to succeed in this competitive market.

Google Play's premium growth tools let qualifying apps create extra custom store listings and promotional content to boost visibility and engagement through targeted, timely offers.

Incrementality testing isolates marketing's true impact. Methods include A/B testing, geo-lifting, budget holdouts, and causal inference. Causal inference offers highest accuracy but is complex. Adjust's InSight simplifies this with synthetic control groups.

Halloween boosts app usage across gaming, shopping, and entertainment. Marketers can leverage themed visuals, ASO, in-app events, and omnichannel campaigns to drive growth and re-engage users.

Deep linking reduces user friction and shortens purchase time, making it crucial for app marketing. Learn about deep links' power with Adjust.

Frictionless deep linking reduces user drop-off by guiding users directly to app content. TrueLink automates link generation for campaigns, improving retention and conversion across verticals like e-commerce, travel, and insurance.

Sports betting apps face high acquisition costs and ad saturation. Success requires unbiased attribution via MMP, cross-channel cohesion, and off-season engagement through personalization and gamification. Avoid ad fraud and optimize ATT opt-ins.