Advertising Technology Blog

A new whitepaper by Reddit, Sensor Tower, and Adjust explains how community-driven strategies boost mobile app growth. It offers insights on retention, revenue, and engagement, showing that trusted communities are key to long-term success.

Ned Samuelson joins Moloco as Global Head of Business for Commerce Media, focusing on retail expansion and customer growth. With 12 years at Criteo, he led teams for clients like Macy's and Booking.com. Moloco's AI platform has grown ad spend 10x in 2 years, serving 100,000+ advertisers globally. Ned aims to drive incremental revenue for retailers.

Google's Integrated Conversion Measurement (ICM) improves app campaign attribution using privacy-preserving tech like on-device measurement. It fills reporting gaps on iOS 14.5+ and Android in EEA, providing real-time event-level data via MMPs with minimal integration changes.

YouTube NewFront introduces tools for brands to leverage creator partnerships: creator hub, APIs, Insights Finder, Partnership ads in DV360, and Takeovers for deeper engagement.

Meta tests Reels trending ads, new creator marketing solutions, and Threads video ads. Brands can place ads next to trending Reels, access insights via Creator Marketplace, and use new formats like Partnership Ads with single partner headers and Facebook Live.

Google is deprecating Firebase Dynamic Links by August 2025, requiring migration to alternatives like App Links, Universal Links, or third-party providers. Key steps include assessing current usage, defining requirements, choosing a solution, implementing redirects, and thorough testing across platforms and user scenarios.

The company proposes merging with TikTok Global to leverage its superior advertising AI and address TikTok's security and monetization challenges. This partnership aims to unlock massive economic growth by improving TikTok's ad performance and creating millions of jobs globally.

The Moloco SDK is not just another ad SDK; it's a new value path for publishers, providing fee-free monetization. It improves ROI for marketers and revenue for publishers through direct ad paths, avoiding intermediaries. Moloco's AI handles ad decisioning, analyzing billions of opportunities daily to maximize performance. This SDK enhances auction dynamics and encourages higher marketer investment, boosting publisher earnings.

Hybrid monetization combines in-app purchases, advertising, and subscriptions to diversify revenue. Popular in mobile gaming, it now expands to other verticals. Best practices include audience understanding, user segmentation, and balancing user experience with revenue to maximize lifetime value.

AI Max for Search campaigns enhances Google Search with broad match, keywordless tech, and text customization, expanding reach and improving ad relevance. Advertisers see 14% more conversions on average.

Good creative fights fatigue and drives results. First impressions matter; entertaining ads see less fatigue. Joy and humor sustain effectiveness. Early branding boosts happiness and attention. Brands that adopt these rules unlock loyalty and ROI.

Mobile app IAP revenue hit a record $40B in Q1 2025, up 11% YoY, driven by non-game apps like ChatGPT and short drama. US digital ad spend reached $31B with 3.9T impressions, both up >10% YoY. Video ads grew 18%, while non-video fell 6%. Markets like France and Italy saw strong ad growth.

Google introduces Google tag gateway for advertisers to improve tag performance and data resilience. New diagnostics help maintain first-party data. On-device conversion measurement now supports deidentified app event data for better iOS campaign optimization and privacy.

Commerce media audiences use purchase behavior and shopping intent for precise targeting. Moloco's Audience Targeting Suite offers three pathways: Smart Targeting using AI for automated optimization, Custom Targeting for specific segments based on events and metadata, and Predefined Targeting using retailer first-party data. Administration tools control audience access. Benefits include higher ROAS, data governance, and flexible implementation via CDP or CSV.

Performance Max introduces channel-level reporting, search terms reporting, and richer asset metrics. These features improve visibility and optimization, helping advertisers boost conversions and ROI across Google's inventory.

TikTok is key for fashion SMBs in 2025, with 70% of consumers changing style based on small creators. Use Smart+ tools, peak moments, and authentic content like try-ons to build trust and drive sales.

Moloco Ads is an AI-powered ad platform for Real Money Gaming brands. It offers access to 3M+ independent apps and 2B daily active users, larger than TikTok and Instagram. The platform optimizes for CPA and ROAS, driving high-value depositors. It provides full transparency, brand safety, and supports user acquisition and re-engagement. Trusted by brands like DraftKings and Fanatics, it solves challenges of rising CAC and regulatory compliance.

Mobile gaming rebounds with 4% YoY spend growth. Midcore-casual hybrids and revived match-3 games lead trends. UA strategies diversify beyond gaming ads, focusing on retention and player-friendly monetization like audio ads.

Zillow, Realtor.com, and Redfin show strong digital presence in Q4 2024-Q1 2025. Zillow leads with 32M unique visits and 11M app MAU. Ad spend peaks in December. Cross-platform strategies are key.

In Q1 2025, top dating apps in Peru showed varied trends. Catchyy's revenue rose to $3.7K, Tinder led with $37.4K but declined. Downloads peaked for OmeTV (42.1K) and Catchyy (31.2K). Active users fell for most, except Catchyy's steady increase.