Advertising Technology Blog

Liftoff hosts exclusive MAU 2024 events in Las Vegas including a speakeasy party, Sphere experience, women in mobile brunch, Topgolf networking, and luxury rooftop drinks to connect with mobile industry professionals.

TikTok launches SKAN 4.0 solution with Crowd Anonymity, offering longer attribution windows, reduced null conversion, and advanced reporting. Beta tests show 37% lower CPA and 220% higher conversion rates versus SKAN 3.0.

Google announces new ads tools for mobile game developers, including AI-powered asset suggestions and immersive in-game ads to enhance creativity, revenue, and engagement.

Unity's Tapjoy from Unity launches Daily Rewards, a new Offerwall campaign type that encourages users to return daily by offering rewards for completing tasks, boosting engagement and ROAS.

The DSA regulates digital services in the EU and UK, impacting mobile advertising. Liftoff supports publishers with new features for compliance, providing detailed ad information for EU/UK users to ensure transparency and safety.

Marketers face complexity in cross-channel measurement. Meridian, an open-source MMM, offers innovation, transparency, actionability, and education. It helps improve accuracy and decision-making.

Liftoff ranked as a top ad network in Singular's 2024 ROI Index, excelling in ROI, retention, and scale across iOS/Android, gaming/non-gaming, and global/regional categories based on $10B+ ad spend analysis.

SparkLabs' 2024 report reveals key creative trends: cross-genre mechanic borrowing, gamification in non-gaming apps, meta-play, and CTV usage. Generative AI saved 1,600 hours in production. Data from thousands of ads shows these strategies boost performance. Download for actionable best practices.

A creative strategy is essential for mobile app marketing success. It combines compelling content with strategic planning to increase app installs and engagement. Key steps include defining objectives, understanding your audience, and setting KPIs. Best practices emphasize consistency, agility, and leveraging AI for optimization.

Bidding strategies on TikTok include Cost Cap for stable CPA and Maximum Delivery for maximizing conversion volume. Align strategy with goals: cost control vs. volume. Consider upper-funnel vs. conversion objectives.

TikTok's Optimization phase uses Smart Fix and Smart Creative to counter creative fatigue. Smart Fix flags and fixes ad issues, while Smart Creative auto-generates combinations, detects fatigue, and refreshes assets to extend ad lifespan and improve performance.

Global ad spend is expected to grow 10% in 2024, driven by AI innovations in mobile ad creative. Marketers should experiment with generative AI tools and leverage trends like UGC, gaming ads, and minigames to improve performance across app verticals.

Moloco earned top ROI rankings in the 2024 Singular ROI Index, securing top 5 positions in iOS SKAN non-gaming and Android global ROI/retention categories. It achieved 'Golden 6' status for appearing in all categories. This recognition highlights the effectiveness of Moloco's machine learning in acquiring high-value users on the open internet.

Sensor Tower acquires data.ai, enhancing mobile marketing and app intelligence. Combined company offers stronger insights on the digital customer journey, focusing on data quality, privacy, and global reach.

Solotopia's success with IAP-based game Alice's Dream highlights APAC's lead in mobile gaming revenue. Key insights: integrating mini-gameplay extends lifecycle, focusing on select ad channels (AppLovin, Facebook, Google) improves UA, and creative strategy must combine gameplay, IAA, and story. Data-driven growth and adapting to user preferences are crucial for scaling.

TikTok offers two video production paths for SMBs: DIY and 'Do It for Me'. DIY uses smartphones and CapCut; DIFM leverages Creator Marketplace for collaborations.

Instagram announces new features like Partnership Ads, third-party access to Creator Marketplace, and tools to promote launches. Tips from creators and best practices for holiday ads and AR ads are shared.

TikTok trends are categorized into Trend Moments, Signals, and Forces. The 'Delulu is the solulu' Signal encourages playful optimism. Brands can participate by adapting key elements like hashtags or sounds while keeping the trend recognizable.

AI is accelerating mobile app growth, reducing goal achievement from months to two weeks via AppDiscovery. Privacy-centric measurement tools like Adjust are crucial. Panelists shared how AI optimizes UA campaigns and creative production, emphasizing human insight alongside AI.

New generative AI features in Performance Max, powered by Gemini and Imagen 2, help create high-quality assets. Ad Strength now emphasizes asset variety. Integration with Canva and improved video auto-generation boost campaign performance, with up to 12% more conversions from videos.