Advertising Technology Blog

Digital banks use behavioral segmentation, deep linking, and measurement infrastructure to close the mobile engagement gap, achieving 50% annual growth and 30-40% conversion lifts.

Traditional banks must adopt web-to-app journeys, email deep linking, QR codes, SMS links, and re-engagement campaigns to compete with digital banks. Omnichannel measurement proves ROI. Act now to secure mobile market share.

Campaign total budgets in beta for Search, PMax, Shopping allow setting a budget over days to weeks, optimizing spend without daily manual adjustments.

Super apps integrate multiple services into one platform, with Asia-Pacific leading adoption. The market was valued at $114.2B in 2025. For marketers, these closed ecosystems shift measurement toward lifecycle performance and require independent tools like Adjust for coherent data.

AppsFlyer's Incrementality for UA adds causal lift insights to attribution data, helping marketers measure true campaign impact. It uses automated geo-based testing and Google's Time-Based Regression method to identify incremental conversions. This multi-model approach aligns with major ad networks' measurement frameworks for clearer performance views.

App measurement differs from web analytics due to fragmented data. MMPs like AppsFlyer bridge gaps, unifying marketing spend, installs, and in-app behavior for ROI clarity.

Pulse updates add grouped campaign automation rules, Microsoft Teams alert integration, and scheduled AI reporting via Growth Copilot. Teams can now define multiple conditions per rule, receive alerts in Teams, and automate recurring Copilot reports.

Namshi excels in regional commerce with trusted local payments and smart engagement tactics. However, they miss a key retention opportunity by not capturing customer details for out-of-stock items. Proper measurement of localized features could maximize customer lifetime value and drive sustainable growth.

Google launches the Universal Commerce Protocol (UCP) for agentic commerce, enabling AI agents to handle shopping tasks across retailers like Shopify, Target, and Walmart. New features include agent-led checkout, Business Agent for brand chats, and Direct Offers ads in AI Mode.

Prediction market apps blend finance, social, and gamification to drive engagement. Leaders like Kalshi and Polymarket use leaderboards and daily rewards. Myriad integrates media with trading. Robinhood's adoption signals mainstream appeal. These mechanics offer a blueprint for habit-forming app design.

Mobile marketing in 2026 emphasizes multi-platform measurement, decision-ready AI insights, and linking as a growth lever. Privacy-safe personalization and predictive analytics become key. European games and APAC markets diverge, while Japan requires integrated cross-channel views. CPI declines as engagement metrics rise.

The 2025 holiday season saw entertainment installs peak post-Christmas, video streaming up 54% on New Year's Eve. Shopping installs surged Dec 26-28. Finance sessions peaked early December. Food delivery remained strong. Gaming installs and sessions peaked on New Year's Day. Travel installs rose post-Christmas.

Use a seasonal marketing planner with key dates for 2026 to boost your brand. Download region-specific TikTok calendars, like for Denmark or France, to prioritize moments for awareness or sales.

Top social apps in Algeria saw declining downloads and revenue in Q4 2025. TikTok and Facebook had stable active users, while SuperLive and Tango showed growth.

In late 2025, TikTok led South Africa's social apps in revenue and users, while Facebook and Instagram saw declines. Poppo Live and Grindr showed stable growth. Overall, trends indicated shifting user engagement and monetization patterns.

MONOPOLY GO! surpassed $6 billion in lifetime IAP revenue in 2025, the fastest ever. It engages 70% daily return rate and ranks #14 all-time mobile revenue.

Salt Bank led downloads early but declined. Revolut stayed stable with 5-6K weekly downloads and >1.2M active users. BT Pay, Raiffeisen, and ING saw download drops but maintained users.

In December, Last War: Survival led global mobile game revenue with holiday events. Top games used seasonal live ops, limited-time rewards, and social features to boost spending. Downloads grew 3.7% M/M, with Block Blast! most downloaded. Revenue reached $6.9 billion, up 3.5% M/M.

In Q4 2025, top Swiss beauty apps saw download spikes in late November. Notino led with 8.1K weekly downloads, followed by Marionnaud and SEPHORA. Active users peaked similarly, then declined in December.

Manus is joining Meta to bring its leading autonomous agent to billions of users. The agent handles complex tasks like coding and data analysis. Over 147T tokens served and 80M virtual computers created. Talent joins Meta to scale general-purpose agents across products.