Advertising Technology Blog

Adjust launches Growth Copilot beta, an AI assistant that answers plain-language questions about campaign performance, helping marketers get instant insights without SQL or dashboards.

Fragmented data slows marketing agility, with 67% of marketers citing it as their top challenge. Delays cost money—a 15-day campaign delay can lose $37,500 in revenue. AppsFlyer's My Dashboards solves this by unifying performance data (Activity, Cohort, LTV, SKAN, SSOT) in a customizable, real-time workspace. It eliminates manual reporting and 'Excel hell,' enabling faster, confident decisions. Ad ops leaders gain full-funnel visibility, BI independence, and team alignment through shared, no-code dashboards. The result: faster campaign optimization and reduced revenue leakage.

The article highlights TikTok's growing importance for beauty SMBs in 2025, emphasizing personalization and authenticity. Key data: 56% of beauty enthusiasts build relationships through shared videos, 67% of creators favor organic content, 91% of EU users discover new techniques on TikTok, and Gen X audiences are highly informed. Smart+ tools deliver 36% better ad performance. Actionable takeaways include using TikTok’s Content Calendar, partnering with influencers, and leveraging seasonal moments like summer for ad spend boosts.

Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.

Walled gardens (Meta, Google, TikTok) are losing ad spend share as costs rise and ATT limits tracking. The open web offers diverse inventory, lower CPIs (<$1 vs. $2-$5.50), and advanced targeting via machine learning. Key considerations for advertisers: navigate a fragmented ecosystem, ensure fill rate and scale with partners, and use MMPs for unified measurement. Early movers can gain a competitive edge.

Vietnam's mobile app market is growing rapidly with over 24,600 local apps. Non-gaming apps have strong global potential, as shown by Prank Call: Fake Video Call's 12.94 million downloads. Mintegral offers programmatic advertising with smart bidding (Target ROAS, Target CPE) to acquire high-quality users worldwide. It ranks 3rd in global power and volume per AppsFlyer Index 17. Vietnamese developers can use Mintegral's AI and cross-platform services to expand internationally, with partners reporting significant traffic and revenue growth.

Ned Samuelson joins Moloco as Global Head of Business for Commerce Media, focusing on retail expansion and customer growth. With 12 years at Criteo, he led teams for clients like Macy's and Booking.com. Moloco's AI platform has grown ad spend 10x in 2 years, serving 100,000+ advertisers globally. Ned aims to drive incremental revenue for retailers.

A new whitepaper by Reddit, Sensor Tower, and Adjust explains how community-driven strategies boost mobile app growth. It offers insights on retention, revenue, and engagement, showing that trusted communities are key to long-term success.

French regulator fines Apple €150M for ATT abuse, potentially revitalizing iOS retargeting. Advertisers should strengthen first-party data, cross-promote, segment audiences, and prepare for increased competition. DCO and AI-driven creatives, frequency capping, and revenue diversification via IAP/subscriptions are key. European regulators signal possible ATT changes, offering first-mover advantage for prepared advertisers.

YouTube NewFront introduces tools for brands to leverage creator partnerships: creator hub, APIs, Insights Finder, Partnership ads in DV360, and Takeovers for deeper engagement.

Meta is testing Reels trending ads, allowing brands to run ads after popular creator Reels with brand safety controls. New tools like Trends in Creator Marketplace and a Discovery API help businesses find real-time cultural insights and scale creator partnerships. Ad formats expand with partnership ads featuring one header partner, Facebook Live Partnership ads, and Threads video ads. Video Expansion on Facebook Reels uses AI to optimize video aspect ratios for better performance.

Google's Integrated Conversion Measurement (ICM) improves app campaign attribution across iOS and Android by using privacy-preserving on-device conversion measurement. It provides event-level data for users with limited identifiers (iOS 14.5+ ATT opt-out, Android EEA users, opt-out users). Advertisers gain expanded cross-platform visibility and seamless integration with MMPs like Adjust. Actionable insights enable better budget allocation and campaign optimization, filling reporting gaps caused by privacy changes.

Firebase Dynamic Links (FDL) is deprecated, with shutdown by August 25, 2025. Ad ops decision-makers must plan migration carefully: assess current usage and requirements, choose an alternative (third-party provider, DIY, or mobile measurement partner), and execute a phased migration. Key steps include configuring deep linking, mapping link strategies, translating parameters, handling redirects, and extensive testing. This transition offers an opportunity to optimize user flows and engagement.

The Moloco SDK is not just another ad SDK; it's a new value path for publishers, providing fee-free monetization. It improves ROI for marketers and revenue for publishers through direct ad paths, avoiding intermediaries. Moloco's AI handles ad decisioning, analyzing billions of opportunities daily to maximize performance. This SDK enhances auction dynamics and encourages higher marketer investment, boosting publisher earnings.

The blog highlights the strategic rationale for a TikTok merger, emphasizing the performance advertising gap where TikTok underperforms due to data/security constraints. With Axon AI, the author claims TikTok's ad revenue could quadruple to $80B, unlocking $120B in business revenue and creating 1.2M jobs. For ad ops, the key takeaway is the potential to leverage advanced AI for superior ad performance and cross-platform audience buying, driving significant ROI.

Hybrid monetization, combining in-app purchases (IAPs), in-app advertising (IAA), and subscriptions, is key to maximizing revenue and user lifetime value. By diversifying revenue streams, developers mitigate risk and cater to varied user preferences. The strategy is led by hybrid casual games but extends to finance, e-commerce, and health apps. Best practices include audience segmentation, personalized offers, A/B testing, and balancing user experience with revenue. Analyzing metrics like ARPU, LTV, and churn is crucial for optimization.

Google Search is evolving with AI to become more exploratory and multimodal, enabling better intent prediction and ad relevance. The new AI Max for Search campaigns suite, launching in beta, offers one-click activation of targeting and creative enhancements. It uses broad match and keywordless technology to expand reach to new, high-performing queries, with typical 14% more conversions at similar CPA/ROAS. Advertisers like L'Oréal and MyConnect saw significant lifts: L'Oréal achieved 2x higher conversion rate at 31% lower cost-per-conversion, while MyConnect gained 16% more leads. New controls include location-of-interest targeting and brand controls for precision.

TikTok and System1 research shows creative fatigue diminishes ad effectiveness, but entertaining, emotionally-driven content sustains impact. Key insights: first impressions define success; joy/humor reduce fatigue; early branding boosts recognition and happiness. Creativity outperforms frequency—50% of campaign success relies on creative quality. Brands should iterate core concepts, use early branding, and prioritize emotion to achieve 1.7x higher recall and 2.9x higher association lift. TikTok's tools (TikTok One, Symphony) help scale creative production efficiently.

Mobile app revenue hit $40B in Q1 2025 (+11% YoY), with non-game apps driving growth via AI and short drama. US digital ad spend reached $31B (+12% YoY), with video ads growing 18% while other formats declined 6%. Key trends: ChatGPT (#6 IAP) and short drama apps rising; retail media ad impressions up 31% YoY. Ad ops should prioritize video and AI-driven channels, and monitor Europe and APAC for growth.

Google introduces Google tag gateway for advertisers to improve tag performance and data resilience. New diagnostics help maintain first-party data. On-device conversion measurement now supports deidentified app event data for better iOS campaign optimization and privacy.