Advertising Technology Blog

Adjust's new shopping app report reveals 61% YoY install growth from H1 2023 to H1 2024, with Europe leading retention. Q4 2023 saw revenue spikes of 34% in November and 22% in December. The report offers benchmarks and strategies for e-commerce app growth.

The 2024 Olympics boosted mobile app engagement significantly. Streaming apps saw 43% install increase on July 27. Food delivery and ride-hailing apps also surged, with France leading. Marketers can leverage such events for cross-platform strategies.

Inc. 5000 2024 honors fastest-growing private US companies with 1,637% average growth. Liftoff recognized for eighth consecutive year. List highlights resilience amid economic challenges.

Meta evolves ads system for customized results based on business objectives. New features include Conversion Value Rules, incremental attribution, and analytics integrations with Google Analytics and Northbeam to improve optimization and performance.

Google's Privacy Sandbox on Android introduces new terminology for ad measurement, reducing reliance on GAID without deprecating it. Key terms include Trigger, Event, Navigation, and APIs for attribution.

TikTok and Amazon partner for in-app shopping. Users can link accounts to buy Amazon products without leaving TikTok, seeing real-time pricing and Prime info. A frictionless commerce solution.

Liftoff introduces Exclusive Ad Formats (LXAF) for mobile ads on Vungle Exchange. Triple-Page Ads boost installs by 10% with video and end cards. Page Turner adapts to user behavior, increasing ITI by 9.5% and lowering CPI by 7.5%.

MFA sites waste 15% of programmatic ad budgets, delivering low-quality traffic and harming brand safety. Mobile in-app advertising offers a safer alternative due to performance-based metrics and strict app store guidelines.

IAP ROAS measures revenue from in-app purchases relative to ad spend. Key metrics include DAU, ARPPU, conversion rate, and LTV. Campaign types (Day 0 or Day 7) depend on app monetization speed. Success requires understanding user retention and engagement. Realistic goals vary by app genre and cohort data. AppDiscovery uses machine learning to optimize campaigns for high-value users.

Pathmatics is enhancing its platform with new datasets like Mobile Apps Channel and App Downloads, better chart capabilities such as Aggregate Spend and Brand Time-Series, and easier workflows including Creative Filters and Category Comparison. These updates aim to provide users with advanced tools and insights for digital strategies, focusing on data quality and workflow optimizations for a refreshed experience in 2025.

AI mimics human intelligence while ML uses data for pattern recognition. In ad tech, AI enables real-time decisions and creative generation, ML optimizes targeting through data analysis. Understanding both is key for effective ad budget allocation.

New Performance Max features include conversion metrics, YouTube placement reporting, brand safety tools, and AI image editing for removing objects, expanding backgrounds, and cropping.

In Q2 2024, Romania's top insurance apps showed varied performance. MyElectrica led in downloads and active users, peaking at 11.2K weekly downloads and 100K active users. Other apps like NN Direct and Allianz-Tiriac saw notable peaks but declined later.

Honor of Kings rose to #2 in worldwide downloads growth in June 2024 with global expansion. Manage Supermarket Simulator topped breakout downloads. Free Fire led downloads, while Dungeon & Fighter Mobile dominated revenue growth and spend charts.

TikTok leads community commerce, transforming brand discovery. 66% of Spanish users discovered food products. CPG brands like Mistol saw 206% sales increase. TikTok users are 48% more likely to purchase immediately after discovery.

TikTok boosts mood-boosting shopping with #TikTokMadeMeBuyIt trends. Brands use hopeful content like ASMR reveals. Boots' guerilla videos drove store visits. Festive planning starts early on TikTok. Engage shoppers with trends.

To avoid cannibalizing subscriptions, apps should prime users for ads, use user-initiated formats like rewarded videos, and segment users by region or device to target ads to low-conversion users.

In-app advertising revenue is projected to reach $353 billion in 2024, over 40% of digital ad spend, growing at 9% CAGR through 2027. Transition from waterfalls to in-app bidding boosts publisher revenue by ~60% through real-time competition. Key benefits include equal access for all bidders, higher eCPMs, and detailed data signals for optimizing bidding strategies. Publishers should integrate more bidders and leverage platforms like MAX to maximize monetization.

Casual gaming UA costs doubled to $2.17 CPI, with iOS at $4.83 vs Android $0.65. LATAM has lowest CPI ($0.44) but lower ROI. New genres like 3D Match and monetization trends like web stores are emerging.

Chinese games hold 31% global mobile revenue, expected to reach $39.6B by 2027. Success requires localization, adapting to regional trends, and strategic UA. Guides like Liftoff's help with ROI benchmarks and monetization insights.