Advertising Technology Blog

LLMs like ChatGPT are becoming a primary discovery channel, driving higher-intent traffic than traditional search. Marketers face challenges in visibility, attribution, and optimization. Key strategies include writing for AI with concise answers, using UTM tracking, leveraging deep linking (e.g., AppsFlyer OneLink), implementing schema markup, and establishing web-to-app attribution flows to measure and optimize AI-driven growth.

The 2025 holiday season offers peak engagement from Diwali through Q5. Key efficiency windows include Christmas-New Year for US gaming (ROAS +32% iOS, +15% Android) and social apps (+88% ROAS). Marketers should front-load testing in early Q4, then scale UA during festive dips in CPI. Timing spend to user behavior (e.g., Lunar New Year spikes in Korea and Japan) maximizes ROAS across verticals.

Demand Gen introduces new customer acquisition goals with an 11.5% improvement in new customer ratio and 3% lower costs. iOS deep linking via Web to App Connect is now available. Target CPC bidding enables cross-platform performance comparison. AI-generated videos and product feeds with tROAS boost conversions by 20%.

TikTok and Adjust have launched real-time iOS conversion reporting, delivering near-instant performance data to TikTok Ads Manager. This integration combines MMP and SAN signals to provide conversion metrics like CPA and conversion rates with minimal delay, enabling faster campaign optimization, goal-based bidding, and creative testing. Advertisers should note that this complements SKAN data, not replaces it. Activation requires configuring Adjust data sharing and setting up eligible iOS campaigns. The solution addresses iOS attribution delays, empowering UA managers to make timely, data-driven decisions.

New app developers must integrate monetization from day one, not after building a user base. Rewarded ads offer a value-exchange model that boosts retention. A hybrid of IAA and IAP creates sustainable growth, but requires careful design to balance user experience. Early revenue, even modest, should be reinvested into user acquisition. Continuous testing of ad formats and placements is essential. Partnerships with mediation platforms like Mintegral can maximize ad revenue without harming UX.

Liftoff rebrands to liftoff.ai, emphasizing its AI-driven identity. Cortex powers customer campaigns with real-time learning, while internal Gen AI tools enhance operations. Investors back this vision, reflecting confidence in AI's role in growth.

At Advertising Week NYC, AppsFlyer joined leaders from Roku, Tinuiti, GoPuff, and US Soccer to discuss cross-channel measurement challenges. Key insights include the need for unified measurement across CTV, mobile, and AI channels, incrementality over last-click attribution, and data activation for audience building. CTV has become more accessible and cost-effective, offering a window for advertisers. AI-driven platforms like ChatGPT's SDK present new brand engagement opportunities but require new measurement frameworks. Alignment on measurement definitions is more critical than technology.

Discord launched Quests, its first rewarded video ad format, using AppsFlyer for measurement. Second Dinner's Marvel Snap campaign achieved 15M+ impressions, $7 CPI, and 99% reward redemption. AppsFlyer insights drove a 30% CPI reduction. The format delivers native, community-driven ads with transparent attribution, setting a new IAA standard for performance marketers.

OpenAI's Instant Checkout and Apps SDK transform ChatGPT into an operating system for human-app interaction, blurring lines between search, apps, and commerce. For ad ops decision-makers, this means a shift from app installs to intent-driven conversations, requiring new attribution models focused on completed actions, not downloads. Brands must build API-first, conversation-ready services, comply with ChatGPT standards, and optimize for agentic commerce, where measurement and feedback loops become critical for targeting and personalization.

VX provides high-quality mobile app-only supply through direct SDK integrations, strict publisher vetting, independent verification, and continuous monitoring, ensuring verified, transparent impressions for premium brands.

TikTok's full-funnel automation, integrating creative, media, and measurement, addresses fragmentation in AI tools. Brands using Smart+ and GMV Max see improved ROAS and CPA. Case studies show Naturium achieved 3.5x ROAS, PHLUR 191% higher ROAS, and Leatherman 97% revenue increase. Symphony and Content Suite enable scalable, authentic content. The key is pairing automation with strategic storytelling.

Google updates Search ad labeling with a single 'Sponsored results' label for text ads, adds 'Hide sponsored results' control, applies label to Shopping ads, rolling out globally on desktop and mobile.

Banking apps are vital digital channels requiring granular measurement to optimize user acquisition, engagement, and retention amid strict privacy regulations. Key challenges include measuring sensitive conversions, preventing fraud, and personalizing experiences without compromising compliance. Granular event tracking, deep linking, and anti-fraud solutions are essential. Banks must measure early-funnel milestones, re-activate dormant users, and leverage owned media for cost-effective re-engagement. Advanced attribution methods like SKAdNetwork, probabilistic modeling, and data clean rooms help navigate privacy changes. Effective measurement drives long-term customer value and validates mobile's impact on business outcomes.

RPG developers in Japan and South Korea face high CPI but lucrative LTV. Success requires front-loaded investment during pre-registration, targeting high-value players via Target CPE and IAP ROAS bidding, and using playable ads to boost conversions. Despite a 12% Q2 2025 IAP revenue decline, these markets offer ARPD over $60 (Japan) and $25 (South Korea), making efficient UA critical for ROI.

Strategy game developers increasingly invest in UA despite high CPIs, prioritizing long-term user value over short-term payback. ROAS (Return on Ad Spend) emerges as the critical KPI, with monetization cycles spanning 60-180 days. Target ROAS bidding, using predictive LTV models from Day 7/14 data, enables efficient acquisition of high-value players. Mintegral's IAP ROAS and Hybrid ROAS offerings support differentiated goals across markets and optimization windows (D0 for quick conversions, D7 for habit-building). Smarter ad creatives aligned with player motivations (strategic, social, competitive) further enhance ROI.

YouTube's brand pulse report uses AI to measure brand presence from organic and paid content. It tracks mentions via visuals and language, providing insights like total viewers and watch time share.

Dynamic deep linking solves scalability issues in mobile campaigns by generating link parameters in real-time via APIs, enabling precise routing to in-app content without manual overhead. It improves attribution accuracy, supports referral programs, content sharing, product feeds, and web-to-app transitions. Branded short links boost CTR, while automated workflows reduce operational costs and errors. For ad ops decision-makers, this means faster campaign launches, cleaner data for ROI analysis, and consistent user journeys across channels.

The 2025 Mobile App Growth Report reveals APAC as the top region (score 45) and India as the top country (score 49). Gaming leads verticals with a score of 45.8. The Adjusted Growth Score now includes sessions and retention for comprehensive UA benchmarking.

For 2025 holiday success, ad ops decision-makers should ramp up UA spend early (summer to September) to build a user base for Q4, balance with year-round remarketing that spikes on key shopping days, and leverage interactive ads and UGC to convert shoppers. Front-loading UA on iOS and optimizing for sustained in-app revenue via loyalty flows are critical. Use AI to scale creative testing and personalize campaigns.

YouTube is the top streaming platform per Nielsen for over two years. Brands can leverage its YouTube Activation Partners program, which connects advertisers with trusted third-party experts for better buying strategies and campaign management.