Advertising Technology Blog

Top iOS dating apps in Peru saw revenue growth in Q4 2025, with Tinder leading at $17K weekly. Downloads surged for yope and Couple Joy, while active users increased across all apps.

To improve user experience, Facebook News Feed will reduce promotional organic posts from Pages starting January 2015. Posts that push products, apps, sweepstakes, or reuse ad content will see decreased organic reach. Pages should focus on quality content and consider using Facebook ads for predictable reach. Despite the change, Pages remain vital for online presence, with nearly a billion monthly visits.

Mobile attribution helps marketers connect ad engagements to app installs and in-app activities, enabling optimization of campaigns, channels, and creatives. Key insights for ad ops: attribution relies on device IDs, IP addresses, and timestamps, processed via deterministic or probabilistic matching. Privacy changes (e.g., iOS ATT, SKAdNetwork) require adaptive measurement approaches. Attribution windows and waterfalls prioritize click-based deterministic matching, with fallback to probabilistic or impression-based methods. Post-install metrics are crucial for ROI analysis.

AI is now central to mobile engagement, not an add-on. Leading brands like King (Candy Crush) use AI for real-time difficulty adjustment, boosting conversions 40%. Duolingo and Pinterest leverage AI for personalized experiences. For ad ops, AI improves targeting, creative delivery, and automation, enabling granular personalization without manual overhead. Marketers should let AI optimize targeting, bidding, and creative production to drive better user engagement and retention.

Demand Gen launches features like Shoppable CTV, Travel Feeds, and Attributed Branded Searches, boosting conversions by 7% and achieving 24% higher conversion rates with 91% lower CPA for LG Electronics.

Starting early 2026, TikTok will phase out Custom Identity, requiring all new campaigns to be launched from a verified TikTok profile. Linking a real account enhances trust, improves ad performance (59.3% of advertisers saw CPA decrease by at least 10%), and unlocks features like Smart+ Paid & Organic Optimization (60%+ advertisers saw 10%+ ROI increase). The F.I.R.S.T. framework guides setup: Foundation, Integrate, Roles, Spark, Track. Agencies can now formally designate themselves as buying agencies for clearer attribution.

Threads expands ads globally to all users starting next week, leveraging Meta's AI-driven ad system for personalization. With 400M monthly active users, the platform offers native ad formats (image, video, carousel, catalog) and brand safety verification. Advertisers can extend existing Meta campaigns easily. Rollout is gradual, with low initial delivery. Key enhancements include simplified account management, new ad formats (4:5 ratio, Advantage+ catalog), and third-party verification. Threads positions itself as a conversation platform for businesses to authentically engage communities.

AI-driven disruption is reshaping consumer journeys, with 67% of marketing leaders expecting high impact. Brands risk losing direct customer access as 14% of shoppers start with chatbots and 80% of AI overview searches end without clicks. Key action: prioritize owned surfaces like mobile apps to build direct relationships and capture first-party data, which 77% of leaders are doing. Balanced channel investment is critical.

Transitioning from pure IAA to hybrid monetization requires a fundamental shift in UA strategy. Key tactics include lifecycle-based approaches: testing with sufficient budget for reliable data, growth phase focus on market share over immediate ROI, and stable phase flexible bid adjustments. A multi-objective framework using D0 (scale) and D7 (conversion) campaigns, plus dynamic IAA/IAP ratio monitoring, ensures balanced revenue. Avoid pitfalls like over-controlling testing budget, fixating on ROI during growth, and overreacting to stable-phase fluctuations.

Pret A Manger's app excels in loyalty simplicity with QR-based rewards and permission marketing, but lacks click-and-collect, an omnichannel gap competitors like Starbucks fill. Ad ops decision-makers should note that clear value propositions and timing boost ATT opt-in rates, improving attribution quality. The missing ordering feature prevents habit formation and leaves revenue attribution unmeasured. Integrating order-ahead could close the attribution loop, turning app engagement into measurable offline sales.

Ramadan boosts mobile app usage, with installs up 11% in METAP and gaming apps seeing a 24% increase during Ramadan 2025. The report provides benchmarks for installs, sessions, and session lengths by vertical and country.

The Super Bowl drives huge deposit volume but is only average in cost efficiency due to competition. January NFL and college playoff games offer up to 3x better cost per first-time deposit (cpFTD), with lower CPMs and CPI. Advertisers should shift some Super Bowl budget to January playoff dates—especially the Triple Header weekend (Jan 17-19)—for more efficient acquisition. Extending optimized spend through March Madness also yields below-average cpFTD. The key insight: earlier activation captures high-intent bettors before market saturation.

Digital banks grow 50% annually by mastering behavioral segmentation, deep linking, and measurement infrastructure. Traditional banks can recover 15-25% of abandoned onboarding and boost conversion 30-40% using behavioral triggers. Deep linking improves conversion 3-5X by eliminating friction. Measurement infrastructure proves ROI, enabling evidence-based budget shifts. Most banks achieve positive ROI within 30-60 days when implementing these tactics together.

Traditional banks must adopt mobile-first strategies to compete with digital banks. Key plays include web-to-app deep linking, email-to-app conversions, branch QR codes, SMS deep linking, and re-engagement campaigns. These tactics drive measurable ROI, with email deep linking achieving 4X higher click-to-install rates and SMS having 98% read rates. Omnichannel measurement is critical to connect marketing touchpoints to revenue. Banks acting now can secure leadership buy-in before competitors prove mobile ROI first.

Campaign total budgets in beta for Search, PMax, Shopping allow setting a budget over days to weeks, optimizing spend without daily manual adjustments.

Super apps are growing globally, with the market valued at $114.2B in 2025, projected to reach $595.8B by 2034. APAC leads adoption (46.8% market share), while Europe and North America lag due to mature banking and privacy regulations. For ad ops, super apps create closed ecosystems that limit external tracking and attribution, shifting measurement toward lifecycle performance. Independent measurement platforms like Adjust are essential for connecting acquisition, engagement, and monetization data across services. Key verticals include fintech, mobility, and SMB tools.

Incrementality for UA by AppsFlyer enables growth teams to measure the true causal impact of user acquisition campaigns, eliminating guesswork by distinguishing conversions driven by ads from those that would have happened anyway. It offers automated geo-based lift experiments, unified lift and last-touch attribution metrics, and alignment with Google, Meta, and TikTok measurement frameworks. Key insights: 18% of attribution-strong campaigns showed no incremental lift, while 30% of experiments revealed campaigns driving up to 10x more impact than originally attributed. This allows confident budget reallocation and performance discussions grounded in causal evidence.

Adjust's Pulse platform introduces three major updates: grouped logic for campaign automation rules, Microsoft Teams as a new alert channel, and scheduled AI reporting via Adjust Growth Copilot. These enhancements enable more structured, connected workflows for mobile marketing teams. Grouped logic allows multiple condition-action pairs in one rule, while Teams integration expands alert delivery options. Scheduled reporting automates recurring AI analysis, delivering insights at set times without manual intervention. These features aim to streamline decision-making and improve operational efficiency.

App measurement is fundamentally different from web analytics due to data fragmentation across ad networks, devices, and apps. A Mobile Measurement Partner (MMP) like AppsFlyer bridges these gaps, enabling unified attribution, fraud protection, and LTV measurement. For eCommerce, granular event tracking, deep linking, and privacy-safe data collaboration are critical. Leaders should focus on metrics like IR, CPI, LTV, and ROAS, and adopt AI-driven optimization to overcome challenges like ad fraud and privacy changes. The future is Connected Commerce—integrating apps, web, retail media, and AI.

Namshi excels in regional commerce through localized payments (Tabby, Tamara) and smart engagement tactics like timed messaging and screenshot referrals. However, it misses a key retention opportunity: out-of-stock notifications. Capturing customer details for back-in-stock alerts could significantly boost lifetime value. Better measurement and attribution would help Namshi connect localized innovations to sustained growth.