Advertising Technology Blog

Retailers can build effective ad platforms by leveraging first-party data, machine learning, self-service automation, and outcomes-based performance. Learning from Google, Meta, and Amazon, RMNs should use purchase intent signals, AI for targeting, automation for scalability, and closed-loop attribution to prove ROI, transforming digital presence into powerful advertising solutions.

Steam wishlists let users track desired games, with notifications on launches and discounts. Friends can gift them. However, fake wishlists and forced additions question their value as strong purchase intent indicators.

Mobile gaming growth is driven by newcomers and hybrid games blending IAP and casual mechanics. AI automates UA, while apps use gaming tactics for growth. Personalization and playable ads boost engagement.

Google launches Performance Max features in 2025: campaign-level negative keywords, high-value new customer mode, brand exclusions for Search only, URL contains rules for feeds, plus betas for age and device targeting. Enhanced search themes reporting and downloadable asset group data are also available.

Non-gaming apps can effectively monetize through diverse ad formats, strategic placement, and testing. Gaming ads work on non-gaming traffic, and balancing ads with UX is achievable via user segmentation and value exchanges.

Stay updated on CTV and OTT developments. Adjust offers insights on CTV ad measurement, turning CTV into a performance channel for apps, unlocking its assisting power, and proving ROI.

Mobile marketers should add streaming TV to their mix for high engagement and recall. Emotional alignment between ads and content reduces viewer drop-off by up to 60%. Use contextual targeting and partner with SSPs for emotion-based placement to succeed.

Hybrid monetization combines in-app purchases and ads to maximize revenue. Understand user behavior through data, segment audiences, and use A/B testing to optimize ad placement and frequency. Rewarded video ads work well with IAPs, while interstitials should be used carefully during natural transitions.

UGC ads boost ROI 3x and conversion rates 152%. Success requires pre-production planning, aligned creator messaging, audience-matching creators, trend integration, and continuous A/B testing.

Valentine's Day boosts app engagement across categories. Restaurant bookings surge 156%. Dating apps face declining installs but sessions remain resilient. Smart targeting, personalized experiences, and seasonal campaigns are key to capturing user interest.

Preload campaigns pre-install apps on new devices, boosting brand visibility and user acquisition. They offer 6 key benefits including increased trust, cost efficiency, and higher engagement. Best practices include user segmentation, predictive analytics, and extended attribution windows for optimal results.

Adjust launches Growth Copilot, an AI-powered tool for marketers to ask business questions and get insights. It enhances growth and user acquisition, starting with natural language data queries. Early access via demo or contacting Adjust.

Amazon launches Retail Ad Service to provide retailers with its onsite ad tech, including contextual ads and native demand. Aimed at smaller retailers, it poses risks of data sharing and conflict of interest. Independent solutions like Moloco offer similar AI-driven capabilities without these drawbacks, allowing retailers to maintain control and competitive advantage.

The #SHIPPED quarterly series returns with Q2 2024 updates for MAX and AppDiscovery products, aimed at accelerating business growth. It includes video content for both Q2 and Q1 2024 releases, showcasing new features to help advertisers optimize their strategies.

Non-gaming apps are projected to surpass mobile game revenue by 2026, driven by increased in-app advertising as users spend more time in apps, creating new monetization opportunities.

Mobile gaming in 2025 will focus on IP-based games, hybrid-casual monetization, AI-driven personalization, and puzzle genre growth. Programmatic CTV maturity will enhance ad accountability. Evergreen titles and user-level customization are key trends.

Mobile gaming trends in 2025 include rewarded marketplace expansion beyond games, subscription apps adopting ads, resurgence of midmarket titles, hybrid-casual dominance, APAC global reach, and long-format playables.

The 2024 holiday season saw mobile apps surge, with finance apps peaking on Dec 2 and Dec 20, shopping apps spiking on Dec 1 and Dec 15, and restaurant apps hitting highs on Dec 7 and Dec 31. Post-Christmas, fitness and gaming apps boomed, with fitness installs up 46% on Jan 1.

Mobile app marketing in 2025 focuses on AI maturity, consumer-driven data control, alternative app stores, M&A growth, and ML models for privacy-compliant measurement.

Top US parenting apps in Q4 2024 showed mixed trends. Findmykids saw declines in revenue, downloads, and active users. TalkingParents remained stable. Speech Blubs' revenue fell but downloads rose. Nanit grew in all metrics. FamilyAlbum downloads increased with high active users.