Advertising Technology Blog

Moloco's Audience Targeting Suite enhances retail media by blending purchase and intent data for precise targeting. Key features include Smart Targeting with AI/ML for automated optimization, Custom Audience Targeting via event/item/time rules, and Predefined Targeting for first-party data activation. Audience Administration tools control access to premium segments. Retailers benefit from increased ROAS, data governance, and revenue from CDP investments. Advertisers gain flexible, high-performing campaigns with closed-loop attribution.

Performance Max now offers channel-level reporting, search terms reporting, and enhanced asset metrics. These updates provide granular insights across Google's channels, enabling advertisers to optimize performance. The open beta for channel reporting starts soon. Key data: over 90 quality improvements in 2024 boosted conversions by 10%+. Advertisers can drill into specific channels, view distribution tables, and get diagnostic tips. Actionable: use insights to refine assets, apply negative keywords, and improve landing pages.

TikTok is a vital platform for fashion SMBs, offering creative storytelling and robust ad tools. 70% of consumers change style based on niche creators; 67% prefer smaller, authentic brands. Key strategies: test creative via Creator Marketplace, leverage lookalike audiences, boost ad budgets during peak moments, use Smart+ for AI-driven performance (up to 36% better results). Content like try-on hauls and community love drives conversions. Building relationships on TikTok yields long-term growth.

This guide demystifies mobile marketing acronyms for ad ops. Key pricing models include CPM for awareness, CPC for traffic, CPI for installs, and CPE for engagement. Mintegral's Target CPE and Target ROAS optimize for conversions and ROI. Platforms like DSP, SSP, and RTB automate buying and selling. Attribution relies on MMPs, SKAN, and MMM. Metrics such as MAU, DAU, LTV, and ARPU track performance. Monetization models (IAA, IAP, hybrid) and ASO/CTV are also covered. Actionable takeaway: choose pricing and tracking based on campaign goals.

For Real Money Gaming (RMG) brands, rising CAC and regulatory complexity demand efficient, compliant ad platforms. Moloco Ads offers an AI-native engine optimizing for CPA and CPFTD, leveraging 3M+ apps and 2B DAUs for scale. Key features include transparent placement reporting, brand-safe environments, and dynamic seasonal bidding. Marketers gain unbiased attribution and re-engagement tools, directly addressing walled garden limitations. The platform is trusted by Fanatics, DraftKings, and Papaya, making it a compelling channel for high-value player acquisition.

Mobile gaming rebounds with 4% YoY spend growth. Midcore-casual hybrids and revived match-3 games lead trends. UA strategies diversify beyond gaming ads, focusing on retention and player-friendly monetization like audio ads.

Zillow, Realtor.com, and Redfin show strong digital presence in Q4 2024-Q1 2025. Zillow leads with 32M unique visits and 11M app MAU. Ad spend peaks in December. Cross-platform strategies are key.

In Q1 2025, top dating apps in Peru showed varied trends. Catchyy's revenue rose to $3.7K, Tinder led with $37.4K but declined. Downloads peaked for OmeTV (42.1K) and Catchyy (31.2K). Active users fell for most, except Catchyy's steady increase.

In Q1 2025, Russian dating apps showed mixed trends. From Online Classifieds AG led in revenue, peaking at $110K. Mamba had highest downloads and users. VK Знакомства saw active users exceed 1M. Twinby's revenue peaked in February but downloads declined.

In Q1 2025, PUBG Mobile revenue hit $365K, Subway Surfers grew to 1M users, and Squid Game downloads plummeted. 101 Okey Plus and Whiteout Survival showed stable trends.

Liftoff Intelligence Services, including AppRefinery for consumer apps and GameRefinery for mobile games, offers competitive insights and feature-level data to optimize UA, monetization, and retention. Teams can leverage user motivation modeling to target smarter, improve ROAS, and align product decisions with audience preferences. With over 100,000 apps analyzed, these tools provide actionable benchmarks for building smarter and growing with confidence.

Moloco is recognized as a Premier Partner by AppsFlyer for the third consecutive year, highlighting their joint commitment to advertisers. The partnership provides flexible measurement solutions, incrementality testing, and granular attribution controls. Moloco's experimentation platform enables A/B testing and structured experiments for actionable insights. This collaboration empowers data-driven marketing decisions and unlocks new growth opportunities.

Meta Verified, initially for creators, now benefits businesses by enhancing credibility and engagement. Data shows nearly twice as many users trust a verified business. New tests include advanced content protection for Instagram Reels, a label for original content, and in-app prompts indicating when an account is not verified. Subscribers report increased reach and engagement. For ad ops, the badge improves brand safety and trust metrics, potentially boosting ad performance. Focus remains on building credibility for the entire community.

Non-gaming apps are increasingly adopting in-app advertising to diversify revenue beyond subscriptions, addressing subscriber fatigue. Key strategies include rewarded ads, triple-page ads, and gaming ads. Data shows 116% revenue growth on Vungle Exchange (Sept 2023-Oct 2024). Emerging markets offer high eCPMs. New ad placements like app open and in-line ads boost eCPMs significantly.

Moloco is recognized as a top marketing platform in the 2025 Singular ROI Index for the second consecutive year across all eligible categories. The index ranks partners based on billions in ad spend and trillions of impressions. Moloco excels in gaming and non-gaming, on iOS and Android, and is part of the 'Golden 9' and 'Quadrant of Growth' (low cost, high revenue). The article highlights Moloco's ability to drive ROI beyond walled gardens, with coverage across regions and verticals alongside Meta, Google, Apple Ads, and TikTok.

Creative diversification—using varied ad creatives for different audiences—is now key to ad performance, especially with AI tools like Meta Andromeda. Advantages: campaigns show 9% lower CPA, and Advantage+ creative boosts CTR by 11% and conversion rate by 7.6%. Meta Andromeda improves ad quality by 8%, enabling better personalization at scale. Advertisers should invest in diverse creatives and leverage AI to optimize targeting, bidding, and placement.

Meta Advantage+ suite uses AI to automate ads, reducing cost per result by 5% with opportunity score recommendations. End-to-end tools like Advantage+ sales, app, and leads campaigns lower CPA by up to 10%. Single-step solutions include Advantage+ audience (7% lower CPA), placements, campaign budget (4.6% CPA decrease), creative (11% higher CTR), and destination (29% incremental ROAS with Shop ads). For every dollar spent, advertisers generate $4.52 in revenue, a 22% increase over standard campaigns.

AI is transforming mobile marketing by streamlining decisions, accelerating insights, and enabling predictive optimization for user acquisition, engagement, retention, and monetization, as highlighted by industry experts and Adjust's AI solutions.

Liftoff hosts unique MAU 2025 experiences in Vegas bungalows: App-y Oasis for wellness and trends, Donut Speak speakeasy party, Women in Mobile networking event, and Teeing Up Tech golf party.

AI enhancements in 2024 improved fraud detection, blocking billions of policy-violating ads. Over 700,000 accounts suspended for impersonation scams, reducing reports by 90%.