Advertising Technology Blog

Japan's app market shows strong growth in gaming (3% install rise, card and casino up 27% and 138%), finance (50% install increase), and entertainment (14% install surge). ATT opt-in rises to 21.4%, with gaming leading at 31%. The report emphasizes data-driven strategies for acquisition and engagement.

AppsFlyer's MCP lets marketers query real-time data via natural language in LLMs like ChatGPT. It eliminates dashboards and engineering delays, enabling instant decisions on campaign performance, audiences, and more.

Far Out Games created a fully destructible 1950s world in Deliver At All Costs, using custom pipelines, aggressive culling, and particle effects to maintain 60 fps. Cars and buildings break into hundreds of parts, ensuring unique destruction each play.

AI personalization is vital for mobile marketing. It enhances audience intelligence, creative production, engagement timing, and measurement. Starting with focused experiments and cross-team collaboration yields effective results while managing privacy and bias risks.

ATT opt-in rates reached 35% in Q2 2025, up from 34% in 2023. Education apps rose from 7% to 14%. Gaming leads at 50% for sports. Brazil has highest country rate at 50%. Improvements in prompt UX drive growth.

AppsFlyer's Single Source of Truth unifies fragmented data from ad networks like Google, Meta, TikTok, Snap, and X, providing validated, privacy-compliant attribution. This boosts revenue by 62% and reduces eCPI by 40%, empowering confident campaign optimization.

LLMs like ChatGPT and Gemini are becoming key app discovery channels, reducing traditional search usage. Marketers must optimize for organic visibility and prepare for emerging native ad formats.

AI tools accelerate mobile ad creative production and optimization, enabling six trending concepts like interactive ads and UGC to achieve scale and impact for top advertisers.

TikTok drives home & living sales through trends like dopamine decor and DIY transformations. Smart+ Campaigns automate ads for SMBs. Seasonal strategies align with fresh starts, outdoor refresh, mid-year momentum, and festive periods.

Non-gaming apps in 2025 are adopting game-inspired engagement systems, visible AI features, and collaborative social layers to boost user retention and create more immersive experiences.

In Q2 2025, TikTok led Egypt's social apps in revenue ($125.5K) and downloads (547K). Facebook maintained stable revenue ($11.2K) and high active users (57M). Instagram had moderate revenue ($9.7K) while Threads showed download growth.

Top mech games in US Q2 2025 show varied trends: War Robots peaked at $491K revenue, SD Gundam hit $655K in April, Mech Arena rose to 224K users, Mech Assemble grew steadily, Wing Fighter declined.

Top crime games in Estonia showed varied trends in Q2 2025. The Grand Mafia's revenue rose while downloads fell. June's Journey had stable revenue with fluctuating downloads. Manor Matters saw a revenue peak then decline with low downloads. Mafia City's revenue grew despite fewer downloads. Merge Prison's revenue and downloads increased slightly.

In Q2 2025, iOS games in Bolivia showed varied trends. Royal Match led in revenue and downloads but declined. Kingshot grew mid-quarter. Others like June's Journey and Rise of Kingdoms had modest metrics.

In Q2 2025, top baseball games in El Salvador varied. BASEBALL 9 peaked at 209 downloads and 833 active users. Baseball Star had modest numbers. Baseball Fury 3D declined. MLB Perfect Inning 25 spiked. MLB 9 Innings 25 saw stable downloads but declining users.

The article discusses the evolution of in-app advertising for mobile game publishers, from direct deals to real-time bidding. It highlights challenges like network overlap and fee structures, and introduces new pricing models like dCPM. Moloco offers AI-powered tools for both advertisers and publishers, including the Moloco SDK that provides transparent, margin-free access to global demand, set for broader release soon.

Unattributed postbacks (UAPs) are anonymized conversion signals that help train ML models and optimize ad campaigns when direct tracking is limited by privacy changes, leading to faster learning and better budget efficiency.

Google Ad Manager launches Offerwall, a tool for publishers to monetize content through ads, surveys, micropayments, and more. It uses AI to optimize when to show, benefiting small businesses.

AppsFlyer and X Ads launch an Advanced SRN integration for iOS, improving ad measurement with privacy-safe deterministic and modeled attribution, enabling better optimization and clearer campaign insights.

AppsFlyer's Single Source of Truth (SSOT) integrates deterministic, probabilistic, and SKAN attribution into one privacy-first dashboard, eliminating data discrepancies. It boosts revenue by 62% and cuts eCPI by 40%. Partnerships with Google, Meta, TikTok, Snap, and X provide validated, real-time insights across fragmented platforms.