Advertising Technology Blog

Retail media measurement is crucial for proving ROI and building advertiser trust. Key requirements include omnichannel coverage, deduplicated attribution, SKU-level insights, and lift measurement. User-level data ensures precision, while flexible reporting simplifies brand collaboration. Proper preparation and clear KPIs drive campaign success.

User acquisition (UA) drives new app users through paid, owned, and organic marketing. Key challenges include rising costs, low retention, and fraud. Effective UA requires attribution data, strategic budgeting, creative testing, and App Store Optimization (ASO) to optimize performance and ROI.

Liftoff's PEPr program uses AI-powered Adapters to optimize ad campaigns through localization, audience targeting, premium placements, and timing adjustments, helping advertisers scale effectively during peak seasons like Q4.

Adjust Growth Copilot uses AI to help app marketers quickly assess campaign performance, detect anomalies, optimize channels, and discover top creatives. It turns natural language questions into instant insights, saving hours of manual data work and enabling faster, smarter decisions.

Seamless linking and UX are hidden growth drivers for mobile apps. Deep linking boosts conversions 20-30%. Multi-channel, cross-platform journeys require orchestrated linking to reduce friction and increase retention and LTV.

Meta introduces Advantage+ leads campaigns globally, simplifies CRM integration via Zapier and Salesforce, and adds lead verification tools to help advertisers capture quality leads during the Q5 post-holiday period with lower costs and higher conversions.

Finance app sessions rose 16% YoY in H1 2025. LATAM led with 59% install growth. Banking apps had highest D1 retention (20.6%). CPI dropped to $1.13, IPM increased to 2.76. Report covers AI, automation, and scalable UA strategies.

Adjust provides exclusive industry insights for mobile marketers. Their data-driven approach analyzes key metrics to understand market trends and consumer behavior. The actionable insights help marketers stay ahead in a competitive market.

Dating apps in Russia showed diverse Q3 2025 trends. PURE peaked at $122.7K revenue, Twinby hit 928K users, VK Знакомства at 984K, Mamba 1.42M, and ДругВокруг 1.12M. Downloads and revenue fluctuated across apps.

NN Direct saw downloads peak at 5.7K in late Aug; active users rose to 87.4K. Reasig varied, high 4.7K in mid-Jul. Signal Care V2 surged from 600 to 13.4K by late Sep. Allianz-Tiriac steady, peaked at 2.1K downloads, active users 23.4K. Pint.ro stable 300-500.

Shopping app installs rose 16% YoY in 2024 but fell 14% in H1 2025, while sessions grew 2%. LATAM and APAC show strong growth. Deep linking and AI personalization are key for engagement.

Web Insights is now fully launched, unifying web traffic, app engagement, and ad data. It helps businesses benchmark, optimize acquisition, and analyze funnels. Performance marketers and strategists benefit from a single view of consumer behavior.

Europe's finance app market shows distinct segment strengths: banks excel at retention (85% conversions from retargeting), neobanks lead acquisition (twice new users in France), investment apps are volatile (85% non-EU installs), and money transfer apps grow fastest. The opportunity is cross-learning these models for balanced growth.

iOS 14.5 introduced privacy changes that transformed mobile marketing, shifting focus to SKAdNetwork, conversion values, and predictive analytics. Adjust helps marketers adapt to each iOS update, from 14.5 to iOS 18.

Google Ads marks 25 years of helping businesses grow through digital innovation, from keyword search to AI-powered campaigns. Generative AI now transforms marketing with agentic tools and creative generation, delivering fast, relevant ads that answer user needs on Search and YouTube.

LLMs like ChatGPT are becoming key discovery channels, driving high-intent traffic but with attribution challenges. Industries like legal, e-commerce, and healthcare are most impacted. Marketers must adapt with AI-optimized content, UTM tracking, deep linking, and tools like AppsFlyer's OneLink for measurement.

Adjust expands Meta integration for AEM view-through attribution on iOS app campaigns, launching Oct 27. It shows installs from clicks and impressions, needing only enabled impression device matching. No impact on SKAN.

TikTok drives 19% more assisted app installs, lower CPIs (e.g., 65% lower for Health & Fitness), 54% higher re-attribution, and 8% lower uninstall rates, making it a cost-efficient platform for app growth.

The report highlights seasonal efficiency windows for app marketers, using data from Q4 through Q5. Key findings include: for US gaming, the Christmas-to-New Year period yields strongest ROAS (+32% iOS); for social apps, ARPPU peaks around holidays, boosting ROAS up to +217%; and for entertainment, Christmas week offers highest ROAS (+88%). Advertisers should test early Q4, then scale spending during aligned engagement and low-cost periods.

TikTok and Adjust now offer near real-time iOS conversion reporting in Ads Manager. It uses MMP and SAN signals for faster performance data, enabling quicker campaign optimization. This complements SKAN, not replacing it, for better decision-making.