Advertising Technology Blog

AI is transforming mobile gaming by enabling smarter game development, personalized player experiences, and optimized monetization. For ad ops decision-makers, key insights include AI-driven user acquisition through real-time A/B testing and cohort-based targeting, dynamic in-app pricing, and intelligent ad placements that improve engagement and conversion rates. AI also enhances predictive modeling for churn prevention and retention strategies. Embracing these technologies can improve ROI and campaign performance in a competitive market.

Mintegral's retargeting platform re-engages dormant users via CPI, CPE, and ROAS bidding models. Key insights: retargeted users convert 50% more often than first-time visitors and are 3x more likely to engage, with over 50% completing actions within a week. The platform supports both gaming and non-gaming apps, offers 60%+ match rate, and integrates seamlessly with UA campaigns for lifecycle optimization.

Retail media networks (RMNs) offer outcome-based advertising (e.g., 400% ROAS) using first-party data and ML, crucial amid tariff-driven economic uncertainty. Global ad spend growth slows to 5.8% in 2025, but digital and retail media thrive (18% YoY growth) due to transactional proximity and closed-loop attribution. Moloco's ML enables real-time optimization at campaign/SKU level, delivering 3x higher ROAS than legacy models. Advertisers demand certainty; RMNs that pivot from impression/CPC to outcome-based models will capture shifting budgets.

The article explores driving user engagement in iGaming apps, emphasizing user motivations and promotional strategies. Key insights include using bonuses like bonus bets and bet safety nets to reduce friction for new users. Engagement features like daily rewards and streak systems build habit formation. Real-world examples from DraftKings, FanDuel, and BetRivers illustrate effective tactics for boosting retention and monetization.

Apple Search Ads will add SKAdNetwork (AdAttributionKit) support from April 10, 2025, enabling unified SKAN-based cross-channel comparison. This dual-attribution retains granular Apple API data while standardizing 24-hour windows. Advertisers should expect potential drops in ASA attributed conversions and shifts in multi-touch credit. Key actions include reviewing conversion schemas and monitoring SKAN 4 impacts. AppsFlyer's SSOT solution deduplicates across systems, combining 24-hour standardization with extended LTV windows.

Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.

Apple will include Apple Search Ads (ASA) in SKAdNetwork from April 10, 2025, allowing concurrent attribution via SKAN and the AdServices API. This aligns ASA with privacy-preserving frameworks, enabling advertisers to measure campaigns alongside third-party networks more comprehensively.

Chewy, Petco, and PetSmart dominate the pet supplies market with strong digital presences. Chewy's web visitors declined from 25M to 22M, but its app grew to 600K MAU with $9M ad spend in March. Petco maintained 7-8M monthly web visits and ~350K app MAU, with $6M ad spend in March. PetSmart showed steady 10-12M web visits and 250K app MAU, with $7M March ad spend. Facebook and Instagram were key channels.

Tim Hortons, McDonald's, and Starbucks dominate Canada's dining industry. From Q4 2024 to Q1 2025, Tim Hortons saw steady app engagement at 4.5M MAU. McDonald's website visits dipped in February but audience stayed at 4.9M. Starbucks' app MAU declined from 2.5M to 2.1M. Ad strategies varied: Tim Hortons peaked at $4.1M spending on TikTok/Instagram, while Starbucks reduced to $1.4M focusing on Instagram/Facebook. The analysis highlights digital trends and cross-platform insights.

To reduce app uninstalls, focus on user-centric onboarding, consistent value delivery, and optimized performance. Personalize engagement through behavior-based push notifications and in-app experiences. Use proactive communication to re-engage dormant users, and leverage social proof to build trust. Avoid app fatigue by balancing communication frequency. Analyze uninstall data to identify churn patterns, encourage habit formation with streaks or daily rewards, and reward loyal users with exclusive perks. These strategies, supported by MMP analytics, help create an app experience users want to keep.

Tinder dominates Brazil's dating market. Badoo sees high app engagement with 2.7M active users. Facebook ads drove Badoo's peak ad spend of $33K in Jan 2025.

In Q1 2025, NN Direct led with peak downloads of 7.3K and active users up to 102K. Reasig saw steady download declines from 4K to 2K. Allianz-Tiriac maintained ~1.7K weekly downloads with active users peaking at 23K. Signal Care Assistant and OMNIASIG showed gradual download growth. Overall, top insurance apps in Romania displayed mixed performance.

Immersive Ads expand to more publishers via AdMob and Ad Manager, with a Roblox partnership. They blend naturally into games, enhancing experiences and monetization. Improvements include streamlined implementation and video formats.

For ad ops decision-makers, in-app bidding is now the dominant mobile ad monetization approach, comprising ~80% of typical setups. It outperforms waterfall by automating demand prioritization, driving higher eCPM and ARPDAU through real-time competition. Hyper-casual games benefit from high fill rates and efficiency; casual games leverage hybrid IAP/IAA with bidding for volume; mid-core/hardcore games see premium eCPM without latency. Ad networks like Moloco offer 100% direct demand, enhancing transparency and revenue. Starting A/B testing and transitioning from waterfall is recommended for future-proofing monetization.

In Q1 2025, iOS insurance apps in Romania showed varied trends. NN Direct peaked at 2K weekly downloads, while Reasig declined. Allianz-Tiriac grew steadily in downloads and users. Signal Care Assistant had low numbers, and Drum Bun maintained around 200 weekly downloads.

The article examines how identifiers like those from Google and Facebook flow across e-commerce sites via standard integrations, often using third-party libraries like Elevar. A custom Firefox plugin reveals that identifiers are frequently passed on pre-checkout pages to multiple domains, including AppLovin. The analysis highlights false positives, such as an 'igId' that is actually from Intelligems, not Instagram. Privacy frameworks have leveled the field, and AppLovin emphasizes discarding unauthorized data while leveraging standard APIs and machine learning for growth.

AppLovin explains its AI-driven advertising platform, Axon 2, which has quadrupled ad spend to a ~$10B run rate. The engine uses five data buckets—no hidden data—and relies on sophisticated models with a reinforcement loop. For decision-makers, key insights: Axon drives incremental revenue, not cannibalization; compliance with ATT and no persistent IDs; web attribution uses first-party cookies; and the rapid learning loop adapts to any vertical. The article emphasizes data minimalism and world-class tech as the competitive moat.

AppLovin CEO Adam Foroughi refutes a short report questioning its e-commerce ad business and pixel practices. He highlights rapid growth to a billion-dollar run rate, noting 80% of sales occur within 24 hours, proving incrementality. The pixel is standard, comparable to Meta and Google, and Shopify auto-appends data similarly. Foroughi emphasizes that the ad models are young but improving fast, and the web ad market offers massive opportunity. He urges investors to dig deeper and use AI tools to verify claims. The response underscores AppLovin's commitment to innovation and execution.

Mintegral launches Hybrid ROAS optimization model, combining IAA and IAP monetization to maximize revenue. Using AI, it targets users for both ad views and purchases, adjusting bids via oCPI. Developers set Day 0 or Day 7 ROAS targets. Requires data postback for IAA, IAP, and installs. Algorithm stabilizes in 5-7 days (Day 0) or 15-20 days (Day 7). Best results with minimal adjustments (≤2 changes/week, ≤10% per change). Testimonial from ONESOFT highlights flexibility and steady performance.

Generative AI apps on mobile earned nearly $1.3B in global IAP revenue in 2024 (+180% YoY), with downloads approaching 1.5B (+92% YoY). AI Chatbots drove growth, led by ChatGPT at 40% revenue share, while tech giants like Google and ByteDance entered the space. AI is expanding beyond chatbots into 15+ app categories, with AI-related apps downloaded 17B times (~13% of all downloads). For ad ops, this signals massive growth in user engagement and monetization opportunities across diverse verticals.