Summary
Retail media, where retailers offer ad inventory using their own data, is a booming industry projected to reach $165.94 billion by 2025. Amazon leads with 47% market share, followed by Walmart, Instacart, eBay, and Etsy. Ads appear onsite, offsite, or in-store, and AI enhances targeting and personalization.
For app marketers, retail media provides access to valuable first-party shopper data, enabling precise targeting across channels including CTV. This complements privacy-centric attribution like SKAdNetwork. MMPs like Adjust integrate with platforms like Amazon Ads to measure omnichannel performance, optimize ROAS, and reach engaged audiences in privacy-compliant ways.
You Might Also Like
AdjustThe 4R framework for understanding deep linking | Adjust
Karthik Kannan distills deep linking into a practical 4R framework: Remember, Reach, Retrieve, Route. For ad ops teams, the key insight is that campaign context must survive the click-to-app journey. Adjust TrueLink captures link parameters on click; the user is then guided into the app via Universal Links, Android App Links, URI schemes, app stores, or web-to-app flows. On SDK init, the app session is matched and attributed to the click, then link data is passed to the app for routing. Decision-makers should ensure deep link paths, campaign parameters, attribution matching, and fallback journeys are tested to protect measurement and user experience.
AdjustJapan’s finance app growth in 2026 | Adjust
Japan's finance app category is outperforming, with H1 2026 installs up 8% YoY and sessions up 40%—nearly 5x the install growth and well ahead of global figures (5% and 29%). Stock trading is the standout subvertical: installs +90% YoY and average session length climbing to 11.7 minutes, driven by NISA reforms and a retail investor resurgence. Retention is improving across the full 30-day curve (D1 17% to 19%, D30 7% to 8%). For ad ops teams, the takeaway is clear: prioritize measurement depth, re-engagement, and channel-level quality over top-of-funnel volume alone.
AdjustMobile app trends: H1 2026 benchmarks | Adjust
Global app installs rose 13% YoY and sessions 5% in H1 2026, signaling sustained growth despite market saturation concerns. Casual gaming saw a 55% surge in sessions, while e-commerce install day engagement improved across all regions, with North America reaching 1.34 and LATAM 1.4. Finance apps saw installs up 5% but sessions up 29%, underscoring the importance of retention. Ad ops teams should prioritize casual gaming, optimize install day experiences, and prepare for a strong H2 holiday peak, leveraging accurate measurement to allocate budgets effectively.
AdjustSnapchat Unified Attribution: what you need to know | Adjust
Snapchat Unified Attribution is now officially available to Adjust customers, marking a shift from platform-only reporting to real-time optimization driven by MMP conversion signals. This capability minimizes discrepancies between Snapchat's reported metrics and cross-channel MMP data, letting ad operations teams act on trusted, unified data for budget allocation and campaign delivery. Advertisers can now optimize for real-time MMP signals, scale spending with greater confidence, and evaluate Snapchat's contribution to business outcomes within the same measurement framework as other channels. To maximize benefit, ad ops decision-makers should verify their Adjust event mapping and conversion event reporting are accurate, ensuring Snapchat's optimization aligns with existing measurement standards.
AdjustAdjust permission groups for flexible access | Adjust
Adjust introduced permission groups to give ad ops teams more flexible, scalable access management. Instead of relying on a single custom role, admins can create reusable groups and assign users to one or more. Groups define app access, product-area access, data access with metric/dimension filters (network, country, platform), and link access including read/edit/create and attribution setting restrictions. This supports agencies, regional managers, and developers with least-privilege access while preserving measurement configuration. For ad ops decision-makers, it means faster onboarding, better data governance, and fewer manual role adjustments as teams and partner networks grow.
AdjustTurn incrementality into better budget decisions | Adjust
Incrementality testing complements attribution by quantifying the causal impact of marketing spend. For ad ops decision-makers, key insights: match the metric to the business decision—installs for acquisition, revenue for ROAS. Interpret results by checking incremental effect, statistical significance, and organic cannibalization. Use these to guide budget: increase spend when incrementality is significant and exceeds targets; maintain when stable; reduce or reallocate when lift is low or cannibalization occurs. Never mix metrics from different test types.
AdjustTürkiye app trends and benchmarks for 2026 | Adjust
Adjust’s Türkiye 2026 spotlight report positions Türkiye as a high-growth, mobile-first market for ad ops teams. Mobile penetration exceeds 93%, median age is 33.5, 2025 e-commerce volume reached $115B, and Turkish game studios generated $2.76B worldwide. The report benchmarks installs, sessions, session length, and retention for gaming, finance, and e-commerce against MENAT and global data, with insights from Hepsiburada, Rollic, Enpara Bank, and Migros One. H1 2026: gaming sessions +6% YoY; e-commerce sessions +4% YoY vs 0.3% globally; finance D1 retention 14%. Use these benchmarks to validate media performance, set retention goals, and prioritize measurement.
AdjustThe shopping app insights report: 2026 edition is out now | Adjust
E-commerce apps continue to gain momentum, with global installs and sessions up and North America leading regional growth. As Q4 seasonal peaks intensify and user acquisition costs climb, marketers must prioritize channels that deliver ROI. The new shopping app insights report from Adjust provides essential data on installs, retention, revenue, and UA costs, along with subvertical and regional breakdowns across 21 countries. For ad ops decision-makers, this is a key resource for refining UA strategy, benchmarking performance, and identifying where to invest amid rising competition and a growing number of acquisition channels.
More from Adjust
Adjust permission groups for flexible access | Adjust
Adjust introduced permission groups to give ad ops teams more flexible, scalable access management. Instead of relying o...
Japan’s finance app growth in 2026 | Adjust
Japan's finance app category is outperforming, with H1 2026 installs up 8% YoY and sessions up 40%—nearly 5x the install...
Türkiye app trends and benchmarks for 2026 | Adjust
Adjust’s Türkiye 2026 spotlight report positions Türkiye as a high-growth, mobile-first market for ad ops teams. Mobile ...
The 4R framework for understanding deep linking | Adjust
Karthik Kannan distills deep linking into a practical 4R framework: Remember, Reach, Retrieve, Route. For ad ops teams, ...
Snapchat Unified Attribution: what you need to know | Adjust
Snapchat Unified Attribution is now officially available to Adjust customers, marking a shift from platform-only reporti...
The shopping app insights report: 2026 edition is out now | Adjust
E-commerce apps continue to gain momentum, with global installs and sessions up and North America leading regional growt...