AppsFlyer released its 17th Performance Index, the largest edition to date analyzing 92 media sources responsible for 13.5 billion non-organic installs across 35,000 apps from January to June 2024. The index honors Liftoff with dozens of top 10 rankings across multiple categories. Key rankings include Power and Volume indices for Global Gaming-Casino and Global Non-Gaming-Finance on Android, along with iOS SSOT and Android Remarketing indices, providing comprehensive performance benchmarks for mobile in-app advertising partners.
Mintegral ranks 3rd globally in Android Power and Volume in AppsFlyer's Index 17. Excels in gaming (2nd in Volume on Android/iOS) and non-gaming (top 10 in most verticals). First appearance in remarketing index with #7 Volume in APAC non-gaming Android. Customer testimonials highlight 20% ROI lift for Chapters, 20% revenue rise for Pocket FM, and 1.5x ROAS for AdOne games. New Day 7 Target ROAS model launched.
First-party data, collected directly from users with consent, is crucial for marketers due to privacy regulations limiting third-party data. It enables accurate personalization, compliance, and cost savings. Key steps include ethical collection, maintaining clean data, and using it internally for product/marketing optimization and externally via commerce media networks.
Non-gaming apps can reduce CAC by advertising on gaming platforms, reaching 3.3 billion monthly players. Creative formats like playable and rewarded video ads boost conversions. Key challenges include identifying high-value users and allocating sufficient budget for algorithm optimization. Successful examples include Buddy AI and food delivery apps.
Non-gaming apps are driving ad spend growth, with a 23% YoY increase. Key strategies include using interactive ads like playables, targeting gaming app inventory for lower CAC, and exploring alternative app stores (e.g., Amazon, Samsung) for cost savings. Top markets vary by category: US for AI and mini-series, India for finance, Latin America for shopping.
Marketing attribution is critical for connecting spend to revenue, but platform self-reporting and last-click bias distort budget decisions. Single-touch models (first/last-click) are simple but miss the full journey; multi-touch models (position-based, data-driven) are more accurate but require robust data. Mobile attribution is particularly challenging due to ATT, SKAdNetwork, and cross-platform gaps, necessitating a mobile measurement partner (MMP) for independent, deduplicated measurement. Clean attribution data is essential for AI-driven optimization—bad signals lead to bad decisions. Starting with position-based attribution and incrementality testing provides a practical foundation.
This guide helps app marketers select a Mobile Measurement Partner (MMP) by covering essential features like privacy-first measurement, unified attribution, fraud protection, and advanced analytics. It emphasizes choosing an MMP that integrates easily, scales with business growth, and provides reliable data for optimizing marketing ROI across teams.
India's mobile app market hit record revenue of $345M in Q2 2026, with non-gaming up 50% YoY. For ad ops, key opportunities lie in short drama apps (Story TV tripled ad spend), AI subscriptions, and ad-supported games like arrow puzzles, which generate over 11% of global ad revenue from India. Gaming revenue grew 10% YoY, outperforming global decline. Hypercasual game ad revenue rose 180% QoQ. India is transitioning from an acquisition market to a monetization powerhouse, offering scalable ad inventory across entertainment, local commerce, and casual gaming.
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