Mintegral has announced a partnership with Catalyst to power local growth in Brazil and across LATAM. The collaboration aims to combine Mintegral's global marketing technology with Catalyst's deep local expertise, providing a single, powerful solution for app businesses. This partnership offers strategic insights and local execution essential for navigating the Brazilian market, while also providing a technology platform to help local businesses succeed globally.
James Haslam, Head of Marketing at Mintegral, expressed excitement about planting their flag in Brazil, emphasizing a long-term commitment to developers, marketers, and brands. Phoena Pang, VP of Sales & Operations at Mintegral, noted the immense but specific opportunities in Brazil that require tailored skills and knowledge. Greg Serson, COO & Co-Founder of Catalyst, highlighted that the combination of local expertise with a leading global technology platform creates a unique offering, perfectly positioning them to help Brazilian companies win at home and abroad.
Catalyst focuses on safer, transparent media solutions for app growth, prioritizing business outcomes over just running campaigns. The partnership is set to deliver real value through technology and technical expertise.
User acquisition (UA) remains critical in the maturing app market, with non-organic installs growing annually. Key challenges include rising media costs, churn, fraud, and fragmentation. Attribution data and multi-touch modeling help optimize UA by identifying high-performing channels and audiences. Strategic budgeting, A/B testing, and app store optimization (ASO) are essential for maximizing ROI. Ad ops decision-makers should prioritize fraud protection, explore diverse media channels (paid, owned, earned), and leverage cohort analysis to drive cost-effective growth.
Banking apps are vital digital channels requiring granular measurement to optimize user acquisition, engagement, and retention amid strict privacy regulations. Key challenges include measuring sensitive conversions, preventing fraud, and personalizing experiences without compromising compliance. Granular event tracking, deep linking, and anti-fraud solutions are essential. Banks must measure early-funnel milestones, re-activate dormant users, and leverage owned media for cost-effective re-engagement. Advanced attribution methods like SKAdNetwork, probabilistic modeling, and data clean rooms help navigate privacy changes. Effective measurement drives long-term customer value and validates mobile's impact on business outcomes.
Retail media networks (RMNs) must prioritize accurate measurement to build advertiser trust and prove ROI. With 68% of advertisers ranking ROI as top priority, RMNs need user-level data, SKU-level attribution, and lift analysis to demonstrate campaign impact. The article outlines a checklist for effective measurement, including omnichannel coverage, deduplication, and easy-to-access reports. It emphasizes the importance of data collaboration platforms for bridging walled gardens and achieving precision. A case study of Wolt Ads shows a 32% revenue uplift using AppsFlyer's data collaboration platform. Key takeaways: measurement drives ad revenue, user-level data is essential, flexibility matters, and simplifying reporting is critical for brand adoption.
TikTok's full-funnel automation, integrating creative, media, and measurement, addresses fragmentation in AI tools. Brands using Smart+ and GMV Max see improved ROAS and CPA. Case studies show Naturium achieved 3.5x ROAS, PHLUR 191% higher ROAS, and Leatherman 97% revenue increase. Symphony and Content Suite enable scalable, authentic content. The key is pairing automation with strategic storytelling.
Cross-platform measurement resolves the common problem of fragmented, device-level reporting that inflates ROAS and misallocates budgets. By unifying customer identity across web, mobile, CTV, and other surfaces, marketers gain a single view of LTV and attribution. AppsFlyer provides this via CUID stitching and Product Line grouping, enabling real-time, deduplicated insights without manual BI work. Key benefits include accurate cross-platform ROAS, elimination of duplicate attribution, and reliable data for AI-driven optimization.
European finance app installs hit 960M in 2025 but grew only 0.4%. BNPL apps grew 40% while crypto fell 35%, signaling a shift to utility. Neobanks win acquisition; traditional banks win retention (1.5-2x Day 30 rates). Web-to-app drives 41.8% of conversions but most brands can't measure the handoff. Nearly 1 in 2 investment app installs in Western Europe is fraudulent, distorting CPI and ROAS. Winning brands prioritize engagement, fraud detection, and cross-platform measurement.
Shopping app installs rose 16% YoY in 2024 but fell 18% in H1 2025, while sessions climbed, signaling a shift to higher-quality users. LATAM showed strong growth (installs +18%, sessions +27%). Marketplace apps lead engagement with 24.8% day-1 retention. Global CPI for e-commerce dropped to $0.99 in Q1 2025, with North America highest at $2.70. Key trends include quick commerce ($195B projected), voice commerce ($151.4B), AI chatbots, privacy-first personalization, and D2C mobile investment.
New app developers must integrate monetization from day one, not after building a user base. Rewarded ads offer a value-exchange model that boosts retention. A hybrid of IAA and IAP creates sustainable growth, but requires careful design to balance user experience. Early revenue, even modest, should be reinvested into user acquisition. Continuous testing of ad formats and placements is essential. Partnerships with mediation platforms like Mintegral can maximize ad revenue without harming UX.
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