This period was well utilized by mobile apps, which ran aggressive user acquisition ( UA) campaigns, particularly among games. On top of that, ATT was released in the midst of the Covid-19 pandemic, which in itself led to significant change in the form of rapid digital acceleration across the globe due to lockdowns and social distancing policies. Since then, alternative measurement solutions have emerged giving marketers increased confidence, but it has yet to reach the levels seen prior to the change. The mobile app marketing ecosystem has experienced significant and even unprecedented developments in recent years.Īpple’s introduction of its App Tracking Transparency (ATT) framework in April 2021 as part of iOS 14.5 has heavily impacted marketers’ ability to measure and optimize their campaigns as the focus shifted from user level data optimization to aggregate. However, ad spend is set to fluctuate considerably due to the current economic downturn and the expected recovery - from a 15% drop between 20 to a 20% rise between 20. Global app install ad spend - or the money mobile apps spend to acquire new users to install their apps - is projected to reach $94.9 billion in 2025, representing a 20% increase from 2023, according to AppsFlyer’s latest forecast.
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