Advertising Technology Blog

Far Out Games built the completely destructible world of 'Deliver At All Costs' using custom Unity pipelines, aggressive culling, and tailored physics. The game features ~95% destructible assets with 60 fps target achieved via camera-angled culling, terrain mesh baking, particle system optimization, and damage tuning. For ad ops, the case study highlights performance vs. fidelity tradeoffs and iterative testing.

AI personalization is now essential for mobile marketing, with 71% of consumers expecting tailored experiences. This article outlines how AI enhances audience intelligence, creative personalization via DCO and GenAI, engagement timing, and measurement. Marketers should start small with focused A/B tests, prioritize user value, and collaborate across UA, CRM, and product. Key challenges include privacy, overpersonalization, and model bias. Adjust's Growth Copilot offers AI-driven analytics to streamline decision-making.

XTech, a Vietnam-based app publisher, scaled to 50M users by focusing on AI and health apps. They overcame localization and culturalization challenges by deeply adapting products and creatives. Playable ads via Playturbo and Mintegral doubled daily installs, with 55% attributed to the new format, and improved ROAS by 5%. Key lessons: test beyond ROAS, localize culturally, and collaborate closely with UA partners.

ATT opt-in rates continue to rise gradually, reaching 35% globally in Q2 2025, up from 34.5% in 2024. Education apps saw the biggest improvement, from 7% to 14%. Gaming remains top-performing, with sports (50%), hyper casual (43%), and action (40%) leading. Country-wise, Brazil (50%), UAE (49%), and Turkey (42%) are highest. Investing in prompt UX is a strategic lever to increase addressable iOS audiences.

AppsFlyer's Single Source of Truth (SSOT) consolidates fragmented data from walled gardens like Google, Meta, TikTok, Snap, and X into one deduplicated dashboard. Using validated attribution, privacy-compliant methods, and network-specific integrations, it eliminates blind spots. Apps using SSOT see a 62% revenue increase and 40% eCPI decrease. For ad ops decision-makers, this means reliable, transparent insights to optimize campaigns confidently in a privacy-first era.

LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.

AI tools accelerate mobile ad creative production and optimization, enabling six trending concepts like interactive ads and UGC to achieve scale and impact for top advertisers.

Many developers underestimate ad monetization, fearing it harms user experience. However, well-placed ads like rewarded videos can boost engagement and revenue without driving churn. Even small apps with 1,000-2,000 DAUs can profit from ads and reinvest in growth. Early monetization planning is crucial to avoid rework and user resistance. A hybrid model combining in-app advertising (IAA) and in-app purchases (IAP) diversifies revenue and captures value from non-paying users. Tools like Mintegral's Hybrid ROAS optimization help maximize performance through dynamic bidding.

In Q2 2025, top Android shopping apps in Greece showed mixed performance. Trendyol peaked at 69.8K weekly downloads and 423K active users. Temu grew downloads to 51.2K and ended with over 1M active users. SHEIN reached 34.9K downloads and 1.15M active users. Lidl Plus had 18.5K peak downloads but declining active users. Sinsay saw download declines to 5.7K but stable 40.8K users.

TikTok users are driving home and living purchases, with 77% recently buying household items. The platform offers Smart+ Campaigns using AI to automate ad optimization for SMBs. Seasonal strategies align content with key moments: fresh start in Q1, outdoor in Q2, mid-year momentum in Q3, festive in Q4. A limited-time offer provides ad credits up to $1500 plus expert support.

In 2025, non-gaming apps are adopting game mechanics like missions, streaks, and shared goals to boost engagement. AI moves to the front as a visible user tool, while social features evolve into collaborative experiences. For ad ops, these trends create new opportunities for rewarded ad placements, contextual targeting, and deeper user retention through habit loops and co-op design.

Mintegral's Smart Bidding uses ML to optimize for ROAS or CPE, not just CPI. It's for apps of all sizes, not only large ones. You can run CPI and Smart Bidding together. Check readiness with event data, then pilot tROAS or tCPE. Results include higher conversions, lower cost per event, and improved ROAS with less manual effort.

In Q2 2025, TikTok led Egypt's social apps in revenue ($125.5K) and downloads (547K). Facebook maintained stable revenue ($11.2K) and high active users (57M). Instagram had moderate revenue ($9.7K) while Threads showed download growth.

In Q2 2025, top baseball games in El Salvador varied. BASEBALL 9 peaked at 209 downloads and 833 active users. Baseball Star had modest numbers. Baseball Fury 3D declined. MLB Perfect Inning 25 spiked. MLB 9 Innings 25 saw stable downloads but declining users.

In Q2 2025, iOS games in Bolivia showed varied trends. Royal Match led in revenue and downloads but declined. Kingshot grew mid-quarter. Others like June's Journey and Rise of Kingdoms had modest metrics.

Top mech games in US Q2 2025 show varied trends: War Robots peaked at $491K revenue, SD Gundam hit $655K in April, Mech Arena rose to 224K users, Mech Assemble grew steadily, Wing Fighter declined.

Top crime games in Estonia showed varied trends in Q2 2025. The Grand Mafia's revenue rose while downloads fell. June's Journey had stable revenue with fluctuating downloads. Manor Matters saw a revenue peak then decline with low downloads. Mafia City's revenue grew despite fewer downloads. Merge Prison's revenue and downloads increased slightly.

The article discusses the evolution of in-app advertising for mobile game publishers, from direct deals to real-time bidding. It highlights challenges like network overlap and fee structures, and introduces new pricing models like dCPM. Moloco offers AI-powered tools for both advertisers and publishers, including the Moloco SDK that provides transparent, margin-free access to global demand, set for broader release soon.

Google Ad Manager launches Offerwall, a tool for publishers to monetize content through ads, surveys, micropayments, and more. It uses AI to optimize when to show, benefiting small businesses.

Unattributed Postbacks (UAPs) are anonymized conversion signals that, despite not being tied to a specific ad campaign, can significantly boost machine learning model training when integrated into AI-driven platforms. For ad ops decision-makers, leveraging UAPs accelerates campaign optimization, reduces wasted spend, and improves budget efficiency. Liftoff's case study shows a 94% reduction in time-to-ROAS transition using UAPs, demonstrating that better inputs, not more spend, drive smarter outcomes in privacy-centric mobile advertising.