Advertising Technology Blog

The mobile app industry saw strong growth in non-gaming apps (12% downloads, $69B revenue) while gaming stabilized. Marketers are optimistic for 2025 with increased budgets, prioritizing profitability and AI-driven creative optimization. Key challenges include SKAN adaptation and audience retention strategies.

Puzzle and match 3 games show strong growth with 9.7B downloads in 2024. Rising CPI and CPM challenge UA, but CTR improved. Retention dips slightly while session lengths increase. Developers should use pLTV, incrementality testing, and tailored regional strategies for success.

Ad success depends on format, audience fit, and trends like UGC and interactive videos. Holiday campaigns should stay authentic, while AI aids efficiency and testing. Prioritize user engagement and thorough creative testing.

Mobile banner ads remain effective due to valuable screen real estate on smaller devices, cost-efficiency, and non-intrusive visibility. They support brand awareness, drive in-app actions, and offer creative flexibility with AI tools. Banners complement other ad formats in a balanced campaign strategy.

Ramadan 2025 offers app marketers high engagement opportunities. Key verticals include e-commerce, finance, gaming, and entertainment. Data shows install and session growth across METAP. Strategies: optimize timing, personalize, use video, and emphasize social good. Adjust's tools help measure and optimize campaigns.

Wayfair partners with Moloco to enhance its advertising business through machine learning. The collaboration integrates Moloco Commerce Media to deliver personalized ads using real-time shopper behavior, improving ad performance and customer experience. New Sponsored Display units help suppliers maximize ROAS. Wayfair's Head of Advertising Product praises the partnership for exceeding expectations. The white-label, API-based solution enables retailers to serve tailored ads, boost yield, and achieve significant revenue growth.

AppRefinery is Liftoff's new insights platform offering expert analysis, real-time benchmarks, and a user motivation framework to help developers, marketers, and publishers optimize app growth, engagement, and monetization across 15+ categories.

Debunking mobile measurement myths: last-click attribution remains useful, quality data beats quantity, view-through attribution needs incrementality testing, and cross-channel journeys are optimized with deep linking.

2025 is the year of scaling mobile app growth. Marketers are leveraging AI tools, expanding to CTV channels, and refining measurement strategies. Key trends include rising mobile ad spend, e-commerce app growth, and strong gaming app performance.

Unity trademarks and logos are owned by Unity Technologies. Other brands are trademarks of their respective owners. This article likely discusses trademark usage in advertising.

Google's ad update emphasizes relevant, easy-to-navigate landing pages to improve search experience. Advertisers should enhance site navigation for better user access and long-term value.

Retail media networks are set for major changes in 2025, prioritizing AI-driven personalization and onsite advertising. Advertisers will demand performance outcomes like cost per order, pushing RMNs to adopt outcome-based buying. Investments in sales, go-to-market, and self-serve platforms will democratize access, turning retail media into a core profit driver. Winning RMNs will combine ML tools with streamlined operations to deliver measurable results.

The global app industry in 2025 offers opportunities and challenges. Key trends include AI maturation, privacy-centric measurement, and e-commerce growth. ATT opt-in rates reached 35%. Installs grew 11% with sessions up 4%. E-commerce app installs jumped 17%, gaming 4%, and finance 27%.

Health & Fitness apps hit record highs in 2024 with 3.6 billion downloads and soaring IAP revenue, especially in January 2025. Fitness trackers like Strava and AllTrails led growth, while reward apps like Sweatcoin and CashWalk gained traction. The US dominated spending, and the category is set to exceed $4 billion in 2025.

Playable ads are interactive mobile ads that let users try app/game features like demos, boosting engagement and conversions. They're 32% more memorable than video ads, convert 3x better, and work well in gaming apps. Rewarded versions with in-app benefits further increase satisfaction and retention.

iGaming advertisers face creative restrictions, mobile web conversion gaps, attribution complexities, and fraud risks in programmatic advertising. Solutions include responsible gaming messaging, advanced attribution tools, and AI-driven platforms like Liftoff.

Google's Demand Gen campaigns expand with channel controls for YouTube, Discover, Gmail, and Display. New creative tools include 9:16 images for Shorts and video enhancements. Retailers get product feeds and local offers. Reporting compares performance across platforms. Video Action Campaigns upgrade to Demand Gen.

Next-gen measurement uses AI to predict outcomes, measure true campaign impact, and holistically analyze marketing mix, enabling smarter resource allocation and faster decisions.

Google launches Meridian, an open-source MMM, for better budget allocation. It uses Bayesian causal inference, integrates experiment results, and measures reach & frequency. A partner program with 20+ certified partners supports implementation.

Adjust Growth Copilot is an AI tool that transforms complex data into actionable insights via plain-language queries, helping marketers make fast, smart decisions and uncover hidden trends.