Advertising Technology Blog

In Q1 2025, PUBG Mobile revenue hit $365K, Subway Surfers grew to 1M users, and Squid Game downloads plummeted. 101 Okey Plus and Whiteout Survival showed stable trends.

In Q1 2025, Russian dating apps showed mixed trends. From Online Classifieds AG led in revenue, peaking at $110K. Mamba had highest downloads and users. VK Знакомства saw active users exceed 1M. Twinby's revenue peaked in February but downloads declined.

Liftoff Intelligence Services offers AppRefinery for consumer apps and GameRefinery for mobile games, providing feature-level data, competitive insights, and user motivation models to optimize development, monetization, and marketing strategies.

Moloco is recognized as a Premier Partner by AppsFlyer for the third consecutive year, highlighting their joint commitment to advertisers. The partnership provides flexible measurement solutions, incrementality testing, and granular attribution controls. Moloco's experimentation platform enables A/B testing and structured experiments for actionable insights. This collaboration empowers data-driven marketing decisions and unlocks new growth opportunities.

Non-gaming apps are increasingly using in-app ads to diversify revenue beyond subscriptions, with strategies like rewarded ads, diverse placements, and gaming ads boosting engagement and eCPMs.

Meta Verified expands to businesses, boosting credibility and engagement. Benefits include verified badges, impersonation protection, and account support. New tests add original content protection and education on unverified accounts.

Creative diversification uses varied ad creatives to engage diverse audiences. Meta's AI tools, like Advantage+ campaigns and Andromeda model, boost ad performance by testing many variations, increasing conversions and lowering costs.

Moloco is recognized as a top marketing platform in the 2025 Singular ROI Index for the second consecutive year across all eligible categories. The index ranks partners based on billions in ad spend and trillions of impressions. Moloco excels in gaming and non-gaming, on iOS and Android, and is part of the 'Golden 9' and 'Quadrant of Growth' (low cost, high revenue). The article highlights Moloco's ability to drive ROI beyond walled gardens, with coverage across regions and verticals alongside Meta, Google, Apple Ads, and TikTok.

Meta Advantage+ uses AI to optimize ad campaigns, with features like Advantage+ sales, app, and leads campaigns. Advertisers see lower costs and higher returns, averaging $4.52 revenue per dollar spent.

Liftoff hosts unique MAU 2025 experiences in Vegas bungalows: App-y Oasis for wellness and trends, Donut Speak speakeasy party, Women in Mobile networking event, and Teeing Up Tech golf party.

AI is transforming mobile marketing by streamlining decisions, accelerating insights, and enabling predictive optimization for user acquisition, engagement, retention, and monetization, as highlighted by industry experts and Adjust's AI solutions.

AI enhancements in 2024 improved fraud detection, blocking billions of policy-violating ads. Over 700,000 accounts suspended for impersonation scams, reducing reports by 90%.

AI transforms mobile gaming by powering smarter game development, personalized player experiences, and dynamic monetization. It enhances user acquisition through real-time bidding and A/B testing, enabling studios to optimize marketing spend and improve ROI.

With U.S. tariffs rising, advertisers demand certainty. Retail media networks (RMNs) can deliver outcomes like 400% ROAS, shifting from impressions to revenue. RMNs use first-party data and machine learning to optimize in real time, ensuring every ad dollar drives sales. Moloco’s platform enables outcome-based bidding at campaign and SKU levels, offering guaranteed returns. In uncertain economies, certainty is key, and RMNs are poised to thrive.

The iGaming market is growing rapidly, driven by mobile accessibility and user engagement strategies. Key insights include understanding user motivations through AppRefinery's framework, effective promotional offers like bonus bets, and engagement features such as social feeds and daily challenges to build loyalty.

Apple Search Ads will adopt SKAdNetwork (AdAttributionKit) from April 10, 2025, enabling unified attribution with other channels. This allows fair performance comparisons but may reduce ASA conversion counts due to shorter measurement windows. Advertisers should review conversion setups and consider tools like AppsFlyer's SSOT for consolidated insights.

Influencers boost app growth by adding authenticity to marketing, driving installs and trust. Budget based on target audience CPMs and install goals. Choose influencers using data on demographics, views, and content alignment. Measure success with tools like AppsFlyer for precise attribution and ROI tracking.

Apple will include Apple Search Ads (ASA) in SKAdNetwork from April 10, 2025, allowing concurrent attribution via SKAN and the AdServices API. This aligns ASA with privacy-preserving frameworks, enabling advertisers to measure campaigns alongside third-party networks more comprehensively.

Tim Hortons, McDonald's, and Starbucks dominate Canada's dining industry. From Q4 2024 to Q1 2025, Tim Hortons saw steady app engagement at 4.5M MAU. McDonald's website visits dipped in February but audience stayed at 4.9M. Starbucks' app MAU declined from 2.5M to 2.1M. Ad strategies varied: Tim Hortons peaked at $4.1M spending on TikTok/Instagram, while Starbucks reduced to $1.4M focusing on Instagram/Facebook. The analysis highlights digital trends and cross-platform insights.

Chewy, Petco, and PetSmart dominate the pet supplies market with strong digital presences. Chewy's web visitors declined from 25M to 22M, but its app grew to 600K MAU with $9M ad spend in March. Petco maintained 7-8M monthly web visits and ~350K app MAU, with $6M ad spend in March. PetSmart showed steady 10-12M web visits and 250K app MAU, with $7M March ad spend. Facebook and Instagram were key channels.