Advertising Technology Blog

Starting in October, Google unifies LSA badges into a single 'Google Verified' badge. It shows verification checks passed and appears dynamically to aid decisions, replacing Guaranteed, Screened, and other badges.

Zalando uses AI stylist, stock alerts, and social commerce to boost engagement. Key is measuring these features to optimize growth.

AppsFlyer's Graviton sprint cut carbon emissions by 60% and saved millions by migrating to AWS Graviton technology. 400+ engineers paused their roadmap for two weeks, and employees planted 30,000 trees globally.

Google releases updates for iOS app marketers: new ad formats (co-branded partnership ads, playable end cards), AI-powered bidding (tROAS, maximize conversions), and privacy-centric measurement (on-device conversion, ICM).

Rewards have evolved from marketing tools to loyalty drivers, fueled by user demand for tangible value, economic shifts, and privacy challenges. Offerwalls subsidize rewards, boosting engagement and monetization for apps and games.

IVT wastes ad budgets and erodes trust. Google uses AI, including LLMs, to combat it, reducing IVT from deceptive practices by 40% and ensuring advertisers aren't charged for invalid traffic.

Consumer app ad monetization faces challenges balancing revenue with user experience. Key strategies include A/B testing, subscription models, and non-intrusive ad formats like rewarded interstitials. Effective monetization requires cross-team collaboration and leveraging first-party data.

E-commerce app installs fell 14% but sessions rose 2% in 2025, showing a shift toward engagement. The new Adjust report highlights AI, personalization, and web-to-app flows as key growth drivers, with LATAM and APAC leading install growth.

Consumers are increasingly using AI assistants like ChatGPT, DeepSeek, Google Gemini, and Microsoft Copilot, with ChatGPT users averaging 13 sessions per month. Use cases have diversified beyond work and education, with lifestyle and entertainment prompts rising from 22% to 35% of total prompts in one year. However, Google remains the most used app for information, with 18 days per month. The report highlights AI's growing integration into daily routines.

Hero Wars maintains top 100 US iOS ranking since 2019 through expanding live events, especially monetization-focused ones like Battle Pass iterations, IP collaborations (Lara Croft), and new event types (Seer's Game, Legends Draft).

PEPr is Liftoff's internal experimentation program that tests high-impact ideas from operations teams, measures customer KPIs like CPI and ROAS, and scales successful innovations across campaigns.

Rewarded play apps offer real-world rewards for completing tasks, using engagement features like streaks and social elements to boost retention, while diversifying revenue through subscriptions and advertising.

Moloco's In-App Bidding SDK, launched a year ago, now has about 500 publishers integrated, including Voodoo and CrazyMaple. It's certified by Google AdMob and Ad Manager, plus MAX and LevelPlay. Key updates include reduced error rates, skip-timer for rewarded video (8% ROAS lift), faster loading, native ads support, and fully self-serve onboarding, connecting publishers to roughly $2B in advertiser demand.

Mobile marketing automation optimizes ROAS by enabling real-time, data-driven campaign adjustments. Key strategies include setting automation rules, anomaly detection, and smart alerts, reducing manual effort and improving efficiency.

The 2025 Casual Gaming Report highlights key mobile gaming trends: Android has higher install rates but iOS delivers better ROI. Hypercasual games drive most installs, while non-gaming apps offer new audiences. Live events and audio ads are growing monetization strategies.

Top horse games on iOS in Q2 2025 showed varied trends. Rival Stars had steady revenue, Star Stable peaked in downloads, while Horse Riding Tales saw revenue growth but slight user decline.

AI has gone mainstream with ChatGPT reaching 1B downloads by July 2025. Usage expanded beyond work to lifestyle categories like health, shopping, and entertainment. Apps across all verticals must integrate tailored AI features to compete.

Global in-app revenue from short drama apps reached ~$700M in Q1 2025, up 4x YoY. ReelShort and DramaBox lead, but newcomers like DramaWave surged via localized ads and TikTok, achieving 10x download growth.

Tinder, Badoo, and Kismia saw revenue growth in Ukraine's Q2 2025 dating app market. Badoo dominated in active users, while Kismia had highest download spikes. Bumble remained stable but smallest in metrics.

In Q2 2025, Turkey's iOS sports games saw top performers: Goal Battle peaked at $32K revenue and 143K downloads; eFootball earned $175K with 883K users; EA Sports FC hit $85K; Head Ball 2 had stable $15K; 8 Ball Pool averaged $10K revenue.