Advertising Technology Blog

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.

Mintegral's AI engine leverages real-time data analysis to optimize traffic selection, ad recommendation, and bid automation, delivering quality traffic, budget efficiency, and acquisition impact for app developers. Key features include cold-start acceleration and smart-bidding algorithms (Target ROAS, Target CPE). The article highlights AI's role in leveling the UA playing field and recommends using AppGrowth for self-serve campaigns.

AppsFlyer and X Ads launched an Advanced SRN integration for iOS, enabling complete, privacy-safe measurement. By combining deterministic attribution (25% of traffic) with aggregate modeling, it overcomes SKAdNetwork limitations like delayed reporting and partial data. Advertisers gain clearer campaign performance insights, higher attributed conversions, and improved ROAS. This integration, alongside Creative Optimization and SSOT, provides a unified view across the funnel. With X's growing ad revenue ($2.26B projected in 2025) and a young, engaged user base, this offers ad ops teams a strategic advantage for optimizing iOS campaigns on X.

AppsFlyer's Single Source of Truth (SSOT) unifies deterministic attribution, probabilistic modeling, and SKAN data into one privacy-first dashboard. It eliminates data fragmentation from platforms like Google, Meta, TikTok, Snap, and X, delivering a 62% revenue lift and 40% eCPI reduction. Advanced integrations validate signals before attribution, ensuring accuracy. Ad ops decision-makers gain reliable, actionable insights for campaign optimization in a privacy-centric landscape.

Google's Commerce Media solutions now integrate with Search Ads 360, Display & Video 360, and Google Ads, offering AI-driven performance and transparency. Roundel enables offline sales measurement in Performance Max. YouTube supports retail media via Display & Video 360.

Moloco supports the IAB Gold Standard to enhance trust, transparency, and ad quality. They reduce ad fraud with buyers.json, DemandChain Object, and Open Measurement SDK, ensure brand safety via TAG certification, and improve user experience through the Coalition for Better Ads. This commitment fosters a healthier ecosystem for all stakeholders.

Adjust now supports Meta's Advanced Mobile Measurement (AMM), enabling advertisers to access non-aggregated last-touch attribution data for precise performance analysis. Starting July 21, 2025, Meta's Engaged Views will be treated with the same priority as clicks in Adjust's attribution waterfall, aligning Meta with other self-attributing networks. These updates improve transparency and reporting granularity, allowing ad ops teams to better measure campaign effectiveness. Opt-in is required for AMM.

YouTube BrandConnect's new open call feature lets brands post campaign briefs for creators to submit video responses, enabling scalable partnerships and ads. Available for select advertisers.

Aura Remarketing re-engages inactive app users via native on-device notifications, targeting high-value segments like in-app purchasers. It diversifies UA strategy by reactivating lapsed users (90% churn within 30 days). Key targeting: user type, demographics, device, download recency, engagement, and post-install behavior. Requires a performance link, redirect link, user criteria, bid, and KPIs. Currently supports notifications; future placements include Game Spotlight. No additional privacy steps needed.

RMG creatives must segment users into Active, Casual, and Inactive player types. Casino ads thrive with longer videos (30-53s) showing gamified visuals and big wins, while Sportsbook ads need short, offer-first videos (27-30s). Key formats are portrait orientation and banner sizes 300x50/320x50. Avoid short videos without value, landscape orientation, and hype-heavy testimonials. Top competitors like Chumba Casino and FanDuel use UGC, clear offers, and localized relevance to boost conversions.

Data collaboration platforms (DCPs) help mobile marketers unify first-party data for secure, privacy-compliant collaboration. They enable audience targeting, campaign optimization, and operational efficiency without exposing raw user data. Unlike data clean rooms, DCPs emphasize activation and integration with downstream systems. For ad ops decision-makers, DCPs offer a scalable way to navigate post-ID privacy regulations while maximizing data value.

Moloco announces global launch of AI-powered re-engagement models, improving ROAS by up to 15% and reducing CPA by 12%. Re-engagement conversions grow 10x faster than UA, are 5x more cost-effective, and deliver 3x higher ARPU. Key features include shorter learning periods, enhanced targeting, and flexible campaign goals. A trading app saw 50% lower CPA for first deposits; a gaming studio achieved 4x ROAS improvement and 3.5x CPA drop.

A Nordic e-commerce study reveals TikTok's true ROI is 10.7x higher than traditional last-click models suggest. Advanced attribution shows TikTok drives full-funnel impact: brand awareness (median ROI 2.6), consideration (3.9), and conversion (3.1). Brands saw 26% increase in branded search after campaigns. High-performing strategies include always-on presence, authentic UGC, storytelling, and videos over 15 seconds. Ad ops decision-makers should adopt advanced measurement to capture TikTok's full value.

Creative strategy drives 56% of campaign ROI in mobile gaming, with top 2% of creatives generating over 50% of ad spend. Proven formats like playable ads (49% lift in IPM, 25% ROAS improvement), longer videos (up to 30% higher ROAS), and interactive end cards (up to 30% higher conversion) significantly outperform average ads. For ad ops, focusing on high-performing creatives improves user quality and retention, boosting ARPDAU and publisher CPMs.

The NFL season is a golden opportunity for RMG advertisers. Top brands start ramping up in August, shifting from CPA to ROAS strategies to capture high-intent users. CTV is a breakout channel for awareness, with QR codes driving performance. Budgets spike 30-50% on game days, and creative refreshes happen weekly. Early investment in August-September is key to capitalizing on first-time deposits.

Apple's WWDC25 announced significant AdAttributionKit updates, including support for multiple overlapping re-engagement conversions with conversion tags, customizable attribution windows per ad network, configurable cooldown periods to avoid misattribution, and new geography data (country codes) in postbacks for high-volume campaigns. Testing capabilities are enhanced via developer mode. These changes give advertisers more control over attribution rules and insights, improving campaign optimization and measurement accuracy across iOS 26 and beyond.

Meta is rolling out Opportunity Score globally in Ads Manager, a tool that scores campaigns from 0 to 100 based on optimization and provides near real-time, experimentally proven recommendations. Small businesses adopting these saw a 12% median cost reduction. The tool replaces static frameworks like Power 5, using machine learning to personalize advice. Additionally, all sales and app campaigns now start with AI-driven optimizations, boosting CPA by 7-9%. This streamlines adoption of best practices like Advantage+ and Meta pixel.

Intelligent Monitoring provides real-time visibility into campaign learning stages (Learning Phase, Learning Limited, or Stable Delivery), guiding optimization. Key insights: set sufficient budgets ($100/day US, $50/day non-US for Target ROAS; 10x T-CPE goal for Target CPE), set reasonable goals based on historical performance, avoid budget cuts or removing top creatives during learning, and ensure full data postback. Once stable, scale by increasing budget or expanding to new regions.