Advertising Technology Blog

India remains the largest mobile gaming market by downloads with 8.45B installs. IAP revenue is modest ($400M) but growing. Genres like Simulation and Arcade dominate downloads, while Shooter and Strategy lead revenue.

Creative Lab is Liftoff's self-service tool for advertisers to upload, organize, and manage creative assets independently, streamlining workflows and reducing reliance on internal teams.

Commerce media, using first-party data and AI, is transforming digital advertising into a $140B ecosystem. It connects retailers, advertisers, and shoppers through targeted, measurable ads. Retailers benefit from high-margin revenue, while advertisers gain access to high-intent audiences. AI personalizes ads in real-time, optimizing the customer journey and boosting ROI.

TikTok has evolved into a travel hub where users discover, plan, book, and share trips. Tourism SMBs can leverage its algorithm to reach high-intent audiences cost-effectively. Content ideas and tools from the 2025 Playbook help convert curiosity into bookings.

Mobile usage has fragmented, with only 32% of in-app time on Meta and Google, while 2 billion daily active users are on independent apps. Advertisers diversifying into this ecosystem saw ROAS increases of up to 214%. AI-driven targeting is key to navigating this new landscape.

Adjust was title sponsor at MAU 2025, showcasing Growth Copilot, an AI solution. CEO Andrey Kazakov discussed AI in mobile growth. The team hosted events like TopGolf and a VIP Happy Hour. The blog highlights the importance of AI for marketing efficiency.

Vietnam's mobile app market is booming with high downloads and engagement. Key trends: gaming ATT opt-in rates hit 49% YoY, installs rose 3% in 2024, finance sessions surged 84% YoY, and video streaming session lengths increased. Download the report for full insights.

Southeast Asia ranks second globally in mobile game downloads with 1.93 billion new installs in Q1 2025. Thailand leads IAP revenue at $162 million. Hyper-localization is key for success, as seen with Mobile Legends.

Merge Mansion boosted ROI by increasing live events and innovating with new types like battle passes, minigames, and competitive tournaments, driving engagement and monetization through smart strategies.

68% of parents use mobile apps for back-to-school shopping, 46% purchase via apps. Dads are early planners, moms key purchasers. Coupons/deals drive decisions, and rewarded ads are highly engaging. Launch campaigns mid-Q2 to capture early planners.

Google updates AI-driven measurement with lower spend thresholds for incrementality testing, cross-channel insights in Analytics, and Data Manager with privacy-preserving data activation.

Smart Bidding Exploration, Google's biggest bidding update in a decade, uses flexible ROAS targets to bid on less obvious queries, increasing unique search query categories with conversions by 18% and conversions by 19%.

Google introduces AI-powered ads for Search and YouTube, expanding to AI Overviews and AI Mode, with tools like Veo and Imagen for creative generation, and Smart Bidding Exploration for untapped searches.

Google launches agentic capabilities for Google Ads and Analytics, plus Marketing Advisor in Chrome, to automate campaign creation, optimization, and troubleshooting.

Google AI helps brands create visuals via Veo-powered image-to-video, outpainting in Google Ads, and Asset Studio. Product Studio suggests campaigns and optimizes content. Brand profiles and video management in Merchant Center unify brand identity.

AI Overviews boosts Google Search usage by 10%, improving user satisfaction and commercial queries. Ads in AI Overviews expand to desktop in the US, with global rollout planned.

Adjust launches Growth Copilot beta, an AI assistant that answers plain-language questions about campaign performance, helping marketers get instant insights without SQL or dashboards.

My Dashboards solves marketers' data fragmentation by providing a unified, real-time workspace. It centralizes performance data, enables no-code customization, and offers live campaign insights. This eliminates manual reporting delays and empowers teams to make faster, data-driven decisions.

TikTok empowers beauty SMBs with personalization and authenticity. 56% of beauty fans build brand bonds via shared videos. Use Smart+ AI for ads, seasonal content, and Creator Marketplace to drive conversions.

Web-to-app strategies boost conversions by 77% and increase paying users to 13.6% on average. Key challenges include measurement gaps and user friction. Solutions like AppsFlyer Smart Banners and Google Ads' Web to App Connect enable seamless transitions and better ROI.