GoogleNew Meridian updates help you make smarter budget decisions.
Meridian, Google's open-source Marketing Mix Model (MMM), has been updated to provide clearer ROI insights. New features include non-media variables like pricing and promotions for precise impact measurement, channel-level contribution priors to guide the model with business knowledge, enhanced binomial adstock decay functions to measure long-term effects of upper-funnel media, and marginal ROI (mROI) based priors for strategic budget optimization. With 30 new certified global partners and an active Discord community, marketers can deploy Meridian effectively and translate insights into business growth.
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AppsFlyerDriving ROI through a storm: 2023 app trends & C-level predictions
The article discusses how mobile marketers can navigate 2023's economic slowdown, privacy changes, and post-COVID cooldown. Key insights include shifting from growth to profitability, prioritizing retention, diversifying channels, and adopting new measurement frameworks (SKAN 4.0, MMM, incrementality). Data shows apps spent $80B on UA in 2022 (5% YoY drop), iOS installs grew 16%, and non-gaming IAP revenue rose 20% while gaming fell 16%. Experts stress agility, LTV focus, and CTV growth.
TikTokThe AI Uprising in Advertising: TikTok is Leading the Charge | TikTok For Business Blog
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.
AppsFlyerHow banks measure marketing ROI across every channel: Paid, owned, and app
Banks lack unified attribution for owned channels (email, SMS, push), web, QR codes, and re-engagement, causing budget misallocation. Omnichannel attribution connects all touchpoints to deposits and loans, revealing that owned channels can be 2-3X more cost-efficient than paid ads. Cross-device journeys (e.g., mobile ad to desktop conversion) remain invisible in single-device attribution. Banking-grade compliance (SOC 2, ISO 27001) is maintained. Ad ops decision-makers can optimize budget allocation by comparing true cost per deposit/loan across channels.
TikTokTikTok Market Scope: Your source for actionable audience insights
TikTok Market Scope is a full-funnel analytics tool integrating paid, organic, and branded data to map audience journeys from awareness to conversion. Key updates include dual-funnel views for TikTok Shop and web, upgraded Brand Perception with tentpole planning, and IP-level insights for theatrical brands. Data shows consideration audiences drive 1.8x more store visits, 1.5x higher sales response, and 4.2x higher incremental sales than awareness audiences. Actionable for ad ops: leverage Brand Consideration ads to scale mid-funnel audiences and use audience tags for precision targeting.
TikTokThe TikTok full-funnel gold mine your agency can't afford to ignore
The article argues that the traditional split between brand and performance marketing is outdated. Consumers experience a fluid journey, so marketers must adopt a 'full-funnel' approach, blending both strategies—'brandformance.' TikTok provides tools for targeting, creative, automation, and measurement to execute this. Key insights include using interest-based targeting, Search Ads, creator content, and incrementality testing. The piece emphasizes that brands like Steve Madden succeeded by combining awareness and conversion tactics, proving that integration drives better ROI than siloed efforts.
UnityNew Unity Learn Course: Getting started with Discord SDK | Unity
Unity and Discord launch a new Learn course on integrating Discord Social SDK into Unity games. The SDK enables social features like OAuth2 authentication, friends list, rich presence, lobby management, friend invites, and in-game messaging. Games like Marvel Strike Force, Halfbrick Sports, Rust, and 7 Days to Die have successfully implemented it, enhancing player connectivity and engagement. The course provides step-by-step guidance for Unity developers, aiming to boost user acquisition and community building. For ad ops, this integration opens opportunities for social-driven ad targeting and cross-platform campaigns, leveraging Discord's 200M+ monthly active users.
MetaIntroducing Business AI: Empowering Every Business to Grow in the AI Era
Meta launches Business AI, a turnkey sales concierge for WhatsApp, Messenger, Facebook/Instagram ads, and websites. Early adopters like Julep (13% ROAS lift) and Solgaard (6x higher conversion rates) show strong results. Setup is stress-free—AI learns from existing posts and ads. Business AI is free for ads and affordable for messaging/websites. For ad ops decision-makers, this means scalable, 24/7 personalized customer engagement that drives conversions and lowers costs, with easy integration and no technical expertise required.
TikTokTikTok CE Ad Awards 2025 | TikTok For Business Blog
TikTok Ad Awards 2025 CE winners showcase campaigns that blend creativity with performance. Key wins include Pracuj.pl (brand refresh via TopView), Konesso (57.77 ROAS with Smart+), Knorr (5M+ views via creator-led content), BCR (413% CTR uplift for financial wellness), and Plush (354M views, +6.1% consideration). Decision-makers should prioritize TikTok-native storytelling, leverage Spark Ads and Smart+, and align with cultural moments for high ROAS.
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