Advertising Technology Blog

Generative AI drove Retail Media growth with 165% YoY impression increase. Microsoft Copilot led with 392M impressions. Video channels like OTT showcased AI use cases.

Global dating app installs and sessions declined in 2025, but retention improved. Acquisition costs rose while session length fell. Valentine's Day drove only a small lift for dating apps, with video streaming and recipe apps seeing larger gains. Adjust's tools help optimize performance.

A podcast where advertisers get direct answers from Google Ads creators. Hosted by Ginny Marvin, it connects users with tool designers to address top questions.

Google Analytics helps marketers move beyond passive reporting to activation. Data strength is key for AI performance and strategic advantage. Tips ensure accurate measurement for effective optimization in Google Ads.

The Ads Decoded podcast, hosted by Ads Product Liaison Ginny Marvin, offers candid conversations with Google Ads product teams, providing direct answers to marketers' top questions with zero fluff.

Prioritize high-level strategy over busy work. Use AI Max for Search with automatic term expansion and dynamic text. Leverage cross-platform data via Demand Gen to reach engaged audiences on YouTube with target CPC bidding.

Ramadan boosts mobile engagement and ROI. Acquiring users pre-Ramadan yields higher LTV. Remarketing outperforms acquisition, especially during Iftar and Suhoor. Post-Eid, focus on retention via loyalty mechanics. Use Ramadan as a stress test for AI-driven strategies.

Web-to-app strategies drive higher retention and LTV by targeting high-intent users. Use native creatives, clear copy, deep linking, and attribution continuity. Measure beyond installs to optimize ROI.

Meta's AI tools help automate digital marketing, freeing humans for strategy. Key tips include using Reels, Messenger, Facebook Shops, and protecting accounts from phishing.

Mobile market reached all-time highs in 2025 with $167B IAP revenue (+10.6% YoY). Non-game apps surpassed games in revenue. AI apps nearly tripled IAP to $5B. Attention economy intensifies as growth shifts from adoption to monetization.

Top iOS dating apps in Peru saw revenue growth in Q4 2025, with Tinder leading at $17K weekly. Downloads surged for yope and Couple Joy, while active users increased across all apps.

Facebook will reduce promotional Page posts in News Feeds to improve user experience. Pages should focus on quality content and consider ads for targeted reach.

Mobile attribution links ad engagements to installs, helping marketers measure campaign performance. Tools like Adjust use SDKs and methods like deterministic or probabilistic attribution to credit conversions within attribution windows.

Demand Gen launches features like Shoppable CTV, Travel Feeds, and Attributed Branded Searches, boosting conversions by 7% and achieving 24% higher conversion rates with 91% lower CPA for LG Electronics.

Starting in 2026, TikTok ads require a verified profile. Linking accounts boosts trust and performance, with 59.3% of advertisers seeing CPA drops. Spark Ads unify organic and paid content.

Starting next week, Threads ads roll out globally to all users. Brands can extend Meta campaigns to Threads with familiar formats, powered by AI personalization.

AI is disrupting consumer behavior, shifting discovery from search to chatbots. 67% of marketers expect high disruption, risking brand visibility. Brands must own customer relationships via first-party data and apps. The AI Disruption Index shows varying impact: breached verticals need rebuilding, while secured ones leverage AI. 77% prioritize first-party data. Channels like paid search face disruption; resilient ones like in-app marketing are key.

Pret's app excels with QR-based loyalty and smart notifications but lacks click-and-collect ordering, creating an omnichannel gap competitors are filling with order-ahead functionality.

Ramadan boosts mobile app usage, with installs up 11% in METAP and gaming apps seeing a 24% increase during Ramadan 2025. The report provides benchmarks for installs, sessions, and session lengths by vertical and country.

The article reveals that while the Super Bowl generates massive first-time deposit (FTD) volume, January playoff games can be up to 3 times more efficient for sportsbook user acquisition. With cpFTD as low as $41 during playoffs, advertisers can capture high-intent users before market saturation. Key dates include January 17-19, 2026 (NFL Divisional Round and CFP National Championship) and January 25 (Conference Championships). The efficiency window extends through March Madness. Advertisers should reallocate some Super Bowl budget to these earlier dates to maximize ROI.