Advertising Technology Blog

The article discusses consumer behavior shifts with reduced impulse buys and longer holiday seasons. It highlights Google's AI tools like AI Max for Search, shoppable YouTube Masthead, and Demand Gen to help retailers connect with customers and boost sales.

Retailers leverage AI tools like Google Ads to reach consumers during the extended holiday season. Innovations help with discovery, performance, and loyalty, boosting ROAS, CTR, and conversions.

Asset Studio, powered by Google AI, streamlines creative workflows by generating on-brand assets, maintaining brand consistency with style references, and enabling quick collaboration through shareable previews.

Google launched AI-powered advertising tools at Think Week to help retailers connect with shoppers. Innovations include better search engagement, ad creative, and performance tools, aiming to build high-performing campaigns with less effort.

Top apps like Duolingo, BeReal, Tinder, DraftKings, and Crypto.com use gaming mechanics—AI, events, social features, and rewards—to boost engagement and retention in non-gaming contexts.

TikTok Search Ads Campaign reaches high-intent audiences via keyword-based ads. Aerie saw 3%+ conversion lift, 3,800 incremental purchases, and $2.64 iROAS. 61% of users find search results more action-inspiring.

Retail media measurement is shifting from traditional ROAS to incrementality, which isolates true ad impact from organic sales. Ghost bidding, an AI-native method, uses RCTs to measure causal lift without disrupting campaigns. Early results show iROAS ranging from 253% to 1,609%. Best practices include statistical rigor and comprehensive conversion tracking. This revolution enables advertisers to optimize for real business growth.

QR codes bridge offline and mobile, enabling seamless user journeys. Adjust's bulk generation tool lets marketers create thousands of branded, deep-linked QR codes from a spreadsheet, with real-time attribution and customization.

AppRefinery and GameRefinery provide motivational frameworks and user archetypes to understand app user behavior. Tailoring ad creative to these motivations improves engagement. Successful apps like Instagram and Gardenscapes use motivational features to retain users.

Header bidding is rising in mobile gaming, shifting pricing power to networks. Hybrid models combining ads and purchases are popular. Future trends include direct-to-consumer stores and AI's potential role.

Retail media's growth hinges on AI-driven personalization, debunking myths like needing perfect data or risking privacy. AI handles imperfect data, reduces manual work, and boosts performance. Real-time AI improves ad relevance without harming user experience, enabling 3-5x growth. Retailers should adopt AI now to enhance engagement and revenue, as waiting leads to missed opportunities.

An analysis of real-money casino video ads reveals key creative features that boost installs per 1,000 impressions (IPM). On-screen text, home environments, text message UI, user POV gameplay, people interactions, and legitimacy assurances lift IPM globally. Conversely, 'Play Now' CTAs, future level previews, skill-based framing, and seasonal content drag performance. Using the LIFTS framework (Layout, Imagery, Featured Talent, Tone & Message, Storytelling Style) helps break down and compare creatives.

Sports betting apps should use tailored time-limited ads, influencer campaigns, daily engagement systems, social features, and flexible ad spending to attract and retain users during the NFL season.

Successful ad creatives require competitor analysis, cross-team collaboration, audience targeting, creative testing, and AI tools. Focus on one key message per ad, use playable formats, and make strategic edits to improve performance.

Global GenAI app downloads reached 1.7B in H1 2025, up 67% HoH, with IAP revenue near $1.9B. ChatGPT dominates, but Asia leads downloads. DeepSeek had a strong launch.

AI shifts mobile marketing from reactive to proactive, unifying tools into a single decision layer. Marketers get instant insights, predictive alerts, and conversational analytics, enabling faster, smarter growth.

61% of US adults prefer personalized loyalty programs. Google introduces loyalty offerings for retailers, enabling personalized pricing and shipping benefits across listings. Sephora saw a 20% CTR increase with personalized ads. New retention goal in Google Ads optimizes budgets for high-value shoppers.

Retail media networks face measurement challenges in offsite expansion. AppsFlyer's DCP unifies fragmented data, deduplicates conversions, and provides a clear view across channels. This enables RMNs to optimize campaigns confidently.

Interactive ads and UGC drive engagement for non-gaming apps, while playable ads and live events boost mobile game performance. Generative AI enhances creative scaling and localization. Top apps invest more in these formats for higher conversion rates.

Recent platform policy shifts allow mobile developers to link to external web shops for U.S. users. This enables D2C monetization, flexible payments, and higher revenue. Cross-platform measurement via Adjust and Xsolla's web shop infrastructure help developers optimize conversions and user relationships.