Advertising Technology Blog

Google announced new updates for Ad Manager, AdSense, and AdMob to help publishers automate manual work and capture more value from live events. Key AI tools include automated brand safety, generative AI reporting, and AI-powered support chat. A new CTV Live-biddable solution enables real-time monetization of live events, with 82% of buyers planning to increase programmatic live CTV investment. The Buyer Direct feature streamlines direct deals with agencies, combining traditional control with programmatic efficiency. These tools aim to save time, strengthen advertiser relationships, and simplify monetization for publishers.

User acquisition (UA) remains critical in the maturing app market, with non-organic installs growing annually. Key challenges include rising media costs, churn, fraud, and fragmentation. Attribution data and multi-touch modeling help optimize UA by identifying high-performing channels and audiences. Strategic budgeting, A/B testing, and app store optimization (ASO) are essential for maximizing ROI. Ad ops decision-makers should prioritize fraud protection, explore diverse media channels (paid, owned, earned), and leverage cohort analysis to drive cost-effective growth.

Retail media networks (RMNs) must prioritize accurate measurement to build advertiser trust and prove ROI. With 68% of advertisers ranking ROI as top priority, RMNs need user-level data, SKU-level attribution, and lift analysis to demonstrate campaign impact. The article outlines a checklist for effective measurement, including omnichannel coverage, deduplication, and easy-to-access reports. It emphasizes the importance of data collaboration platforms for bridging walled gardens and achieving precision. A case study of Wolt Ads shows a 32% revenue uplift using AppsFlyer's data collaboration platform. Key takeaways: measurement drives ad revenue, user-level data is essential, flexibility matters, and simplifying reporting is critical for brand adoption.

Liftoff's PEPr program and Adapter strategy enable advertisers to scale performance via localized targeting, smarter audience design, premium supply, and optimal timing. Key innovations for Q4 include DMA and device language targeting, high-value user and contextual targeting, OEM and rewarded inventory, and weekend performance capture. These adapters convert Cortex AI insights into measurable gains, helping advertisers capture high-intent users during peak season. Advertisers should engage Liftoff's team to tailor adapter-led initiatives for campaign goals.

Adjust Growth Copilot, an AI-powered tool, helps app marketers quickly assess campaign performance, identify data anomalies, optimize channel efficiency, discover top creatives, forecast spend, and uncover funnel trends. It converts natural language questions into actionable insights, reducing time spent on dashboards and enabling faster, data-driven decisions for smarter app growth.

Seamless linking and UX are critical but often overlooked drivers of mobile growth. As user journeys become omnichannel and cross-platform, broken links cause drop-offs and lost revenue. Deep linking boosts conversions by 20–30%, and owned channels are 3–4x more cost-efficient with 2x higher retention when integrated well. Marketers must prioritize linking infrastructure to ensure every click delivers a smooth experience, ultimately increasing app adoption, retention, and LTV.

Hybrid monetization, blending subscriptions with IAP or ads, is gaining traction among non-gaming apps for flexibility and revenue diversification. RevenueCat reports 35% of subscription apps now include IAP. Key strategies include tiered pricing, rewarded ads for free users, and long-term retention via annual plans. Mintegral's Hybrid ROAS model optimizes user acquisition across subscription cycles using CPI and Target ROAS bidding, and leverages regional insights for emerging markets. Ad ops decision-makers should adopt hybrid models to capture value from diverse user segments and maximize LTV.

Meta announces global availability of Advantage+ leads campaigns, offering 14% lower cost per lead on average. New CRM integrations with Zapier and Salesforce simplify Conversions API setup, enabling up to 100K free lead events. Verification tools like SMS and work email reduce spam, while automated Messenger nurturing improves lead quality. Q5 (post-holiday) shows 25% lower CPM and 26% cheaper CPQL vs. October. Advertisers should leverage automation, CRM data, and verification to capture quality leads.

Finance app sessions rose 16% YoY in H1 2025. LATAM led with 59% install growth. Banking apps had highest D1 retention (20.6%). CPI dropped to $1.13, IPM increased to 2.76. Report covers AI, automation, and scalable UA strategies.

Adjust provides exclusive industry insights for mobile marketers. Their data-driven approach analyzes key metrics to understand market trends and consumer behavior. The actionable insights help marketers stay ahead in a competitive market.

Dating apps in Russia showed diverse Q3 2025 trends. PURE peaked at $122.7K revenue, Twinby hit 928K users, VK Знакомства at 984K, Mamba 1.42M, and ДругВокруг 1.12M. Downloads and revenue fluctuated across apps.

NN Direct saw downloads peak at 5.7K in late Aug; active users rose to 87.4K. Reasig varied, high 4.7K in mid-Jul. Signal Care V2 surged from 600 to 13.4K by late Sep. Allianz-Tiriac steady, peaked at 2.1K downloads, active users 23.4K. Pint.ro stable 300-500.

Shopping app installs rose 16% YoY in 2024 but fell 18% in H1 2025, while sessions climbed, signaling a shift to higher-quality users. LATAM showed strong growth (installs +18%, sessions +27%). Marketplace apps lead engagement with 24.8% day-1 retention. Global CPI for e-commerce dropped to $0.99 in Q1 2025, with North America highest at $2.70. Key trends include quick commerce ($195B projected), voice commerce ($151.4B), AI chatbots, privacy-first personalization, and D2C mobile investment.

Web Insights is now fully launched, unifying web traffic, app engagement, and ad data. It helps businesses benchmark, optimize acquisition, and analyze funnels. Performance marketers and strategists benefit from a single view of consumer behavior.

Subscription app growth requires converting attention into action and retaining value. Mintegral reduces funnel friction with interactive creatives that let users experience value before committing. Smart bidding optimizes for high-value users via Target CPE and IAP ROAS. Retargeting re-engages dormant users, while hybrid monetization (IAA/IAP) captures revenue from non-subscribers. Key insight: Success depends on a full-funnel strategy combining performance creatives, data-driven bidding, and re-engagement.

Google Ads marks 25 years of helping businesses grow through digital innovation, from keyword search to AI-powered campaigns. Generative AI now transforms marketing with agentic tools and creative generation, delivering fast, relevant ads that answer user needs on Search and YouTube.

iOS 14.5 introduced privacy changes that transformed mobile marketing, shifting focus to SKAdNetwork, conversion values, and predictive analytics. Adjust helps marketers adapt to each iOS update, from 14.5 to iOS 18.

Banks excel at retention (retargeting drives 55-85% of conversions) but struggle with new user growth. Neobanks lead in acquisition (2x more new users in France) yet retain only 3-4% via retargeting. Investment apps get >85% installs from international providers but churn heavily (4% day-30 retention). Money transfer apps grow fastest with retargeting driving up to 40% of conversions. The next winners will blend strengths: banks' retention, neobanks' digital acquisition, and money transfer apps' re-engagement models.

Adjust expands its Meta integration to include view-through attribution (VTA) for AEM-eligible iOS App Promotion campaigns, rolling out October 27. This update automatically surfaces impression-based installs in Adjust’s reporting, requiring only enabling impression device matching. Ad ops gain richer, privacy-compliant campaign insights without affecting SKAN reporting.

TikTok's partnership with Adjust shows it drives 19% more assisted app installs, lower CPIs (e.g., -65% for Health apps), 54% higher re-attribution, and 8% lower uninstall rates vs. other platforms. For ad ops decision-makers, this means TikTok delivers cost-efficient acquisition and stronger retention, making it a key channel for app growth.