Advertising Technology Blog

AppsFlyer and Google have launched a joint iOS attribution solution leveraging Google's Integrated Conversion Measurement (ICM) to close measurement gaps caused by privacy changes. The solution enriches signal coverage, validates conversions via proprietary algorithms, and provides a unified, privacy-centric view in AppsFlyer's dashboard. Early adopters saw dramatic improvements, including a 138x increase in install volume and 50x more subscriptions for Zutobi. Ad ops decision-makers should prioritize implementing the integration to regain lost visibility and optimize iOS campaign performance.

AirBuds and FlareFlow show contrasting growth strategies: AirBuffs applies social network effects to music sharing, while FlareFlow leverages proven daily engagement tactics from short-drama apps. Key lessons for ad ops: prioritize retention via community features (AirBuds) and gamified rewards (FlareFlow). These approaches drive organic growth and high user engagement, critical for ad revenue scaling.

Adjust's custom dashboards enable mobile marketing teams to build personalized analytics views directly within the platform. Users can choose from templates (cohorts, monetization, overview, SKAN, user acquisition) and customize widgets, metrics, and dimensions. The tool supports custom KPIs, public/private sharing, and eliminates the need for external reporting tools. Available free to all Adjust clients, these dashboards aim to increase team flexibility, speed, and data-driven decision-making by allowing teams to tailor performance views to their specific business models.

This article shows how marketers can automate workflows using AI agents, AppsFlyer MCP, and no-code platforms like n8n.io. Two ready-to-use workflows are highlighted: a periodic performance dashboard that generates automated reports, and a cost threshold alert system that monitors campaign spend in real-time. These tools eliminate manual reporting and prevent budget overruns, enabling faster, data-driven decisions without engineering support.

Banks waste budgets on costly acquisition ($561 avg) while ignoring dormant high-value customers who are cheaper to reactivate. Behavioral segmentation outperforms demographics; real-time audience syncing across 140+ platforms eliminates manual work. AppsFlyer's compliant first-party data platform enables smarter remarketing with 5x cost-effectiveness vs. acquisition. Actionable step: start with dormant reactivation for quick wins.

The article discusses how mobile marketers can navigate 2023's economic slowdown, privacy changes, and post-COVID cooldown. Key insights include shifting from growth to profitability, prioritizing retention, diversifying channels, and adopting new measurement frameworks (SKAN 4.0, MMM, incrementality). Data shows apps spent $80B on UA in 2022 (5% YoY drop), iOS installs grew 16%, and non-gaming IAP revenue rose 20% while gaming fell 16%. Experts stress agility, LTV focus, and CTV growth.

App Store Optimization (ASO) is crucial for increasing organic app downloads and reducing user acquisition costs, especially with IDFA deprecation. ASO involves optimizing metadata (title, description, keywords), visuals (icons, screenshots, videos), and leveraging user reviews. Key differences exist between Apple App Store and Google Play Store (e.g., keyword duplication handling). Regular updates, A/B testing, and seasonality are essential tactics. Top 3 search positions capture most downloads, making ASO a high-ROI strategy.

Subscription apps face high churn from short-term plans but can convert users by optimizing early experiences, leveraging value-driven upsells, and re-engaging lapsed users. Annual plans yield higher retention and lifetime value. Key strategies include highlighting immediate wins, timing upsells during peak engagement, and using personalized savings offers. Mintegral supports user acquisition and re-engagement.

In-app advertising (IAA) is projected to generate $314.5 billion in 2023, growing 10% YoY. For ad ops, balancing ad frequency with user experience is critical. Key takeaways include testing ad formats (banner, video, rewarded, native), choosing the right pricing model (CPM, CPC, CPA, CPI, CPV), and leveraging SKAdNetwork for attribution post-iOS 14. Success hinges on segmenting users, optimizing creatives, and adhering to privacy and viewability standards.

Q5 (late Dec-early Jan) offers mobile game advertisers lower CPMs and CPIs due to reduced brand ad spend, with Android CPMs dropping sharply and puzzle CPIs halving from December highs. Casual genres benefit most. Key strategies: run seasonal campaigns, shift Q1 budget to early January for cheaper installs, and re-engage lapsed users. Act early to build momentum for 2026.

App marketing is crucial for standing out among millions of apps. The funnel includes awareness, acquisition, and retention. Key strategies: ASO for organic growth, social media, influencer marketing, and paid ads. Retention via onboarding, push notifications, and re-engagement. Metrics like CTR, ROAS, LTV, and churn rate are vital. 50% of uninstalls occur due to inactivity; 90% of users stay if they engage weekly. Focus on quality users and measurable KPIs.

Adjust's Growth Copilot streamlines UA manager workflows by unifying fragmented data, automating insights, and proactive recommendations. It reduces time spent on manual tasks like performance checks, creative monitoring, cohort analysis, and budget planning. Key benefits include auto-flagged creative fatigue, real-time cohort insights, and automated forecasting. The tool transforms reactive UA into proactive decision-making, allowing teams to focus on strategy. For ad ops decision-makers, this means faster, data-driven growth with less operational friction.

AppsFlyer launches the Modern Marketing Cloud, a privacy-first platform combining four suites: Measurement, Deep Linking, Data Collaboration, and Agentic AI. Key products include Cross-Platform Journeys & LTV, showing 27%-65% lift in attributed LTV; Incrementality for UA, revealing 18% of campaigns had no incremental impact; and Enhanced Attribution Model reducing click flooding. The Agentic AI Suite introduces AI Assistant, MCP, Creative Management, and Agent Hub for autonomous marketing. Signal Hub enables secure data collaboration with Mastercard. For ad ops, this means unified measurement, privacy-safe data enrichment, and AI-driven optimization across channels.

The article argues that the traditional split between brand and performance marketing is outdated. Consumers experience a fluid journey, so marketers must adopt a 'full-funnel' approach, blending both strategies—'brandformance.' TikTok provides tools for targeting, creative, automation, and measurement to execute this. Key insights include using interest-based targeting, Search Ads, creator content, and incrementality testing. The piece emphasizes that brands like Steve Madden succeeded by combining awareness and conversion tactics, proving that integration drives better ROI than siloed efforts.

Demand Gen ads on YouTube and Google's visual surfaces drove over 20% average conversion lift in H1 2025. New features like AI image/video enhancements, Pathmatics asset import, A/B experiments, and Discover feed controls launch for the holidays.

Unity and Discord launch a new Learn course on integrating Discord Social SDK into Unity games. The SDK enables social features like OAuth2 authentication, friends list, rich presence, lobby management, friend invites, and in-game messaging. Games like Marvel Strike Force, Halfbrick Sports, Rust, and 7 Days to Die have successfully implemented it, enhancing player connectivity and engagement. The course provides step-by-step guidance for Unity developers, aiming to boost user acquisition and community building. For ad ops, this integration opens opportunities for social-driven ad targeting and cross-platform campaigns, leveraging Discord's 200M+ monthly active users.

Google Ads uses Gemini to protect users, but legitimate advertisers may be suspended. Recent improvements reduced incorrect suspensions by over 80%, sped up appeals by 70%, and resolve 99% of appeals within 24 hours.

Google is launching two AI-powered agents, Ads Advisor and Analytics Advisor, to help advertisers optimize campaign performance and unlock insights. Ads Advisor provides personalized optimization recommendations, creative generation, and policy issue resolution within Google Ads. Analytics Advisor offers conversational data analysis, performance change diagnosis, and growth recommendations in Google Analytics. Both tools use Gemini models and are rolling out to English accounts in December.

TikTok Ad Awards 2025 shortlist announced. Categories: Greatest Branding, Performance, Creative, Impact. Top award is Greatest TikTok. Ceremony on Dec 10 in Warsaw.

In-app advertising is revolutionizing ecommerce customer acquisition through better ad formats, expanded gaming audiences, and performance-driven models like CPE and ROAS. Ecommerce apps saw 7.4% sales growth vs 4.2% for non-app retailers. Advertisers can now pay for outcomes, not just impressions or clicks, making mobile ads more predictable and cost-effective. This shift offers a win-win for advertisers and developers, with 72% of gamers likely to stay engaged with quality ads.