Summary
Keep abreast of the latest trends in Connected TV (CTV) and Over-the-top (OTT) ecosystems. As a pioneer in CTV ad measurement, both CTV-to-CTV and CTV-to-mobile, Adjust provides key insights on leveraging CTV as a performance channel for mobile apps. Learn how to harness CTV's assisting power in conversion paths, and effectively measure and demonstrate its value with strong return on investment (ROI), turning CTV into a measurable and impactful advertising medium.
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UnityWhy Game Studios Should Use CTV | Unity
Connected TV (CTV) offers a new channel for mobile app UA with high CPMs ($35-$65) but lower conversion rates. It's best for mid-to-large studios with high LTV apps targeting US audiences. Measurement challenges persist due to cross-device attribution gaps. CTV can complement mature mobile strategies but requires significant budget ($30-50K) to test effectively.
AppsFlyerCross-platform measurement: the complete guide for 2026
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.
AdjustHow to stop users deleting your app: 10 tips | Adjust
To reduce app uninstalls, focus on user-centric onboarding, consistent value delivery, and optimized performance. Personalize engagement through behavior-based push notifications and in-app experiences. Use proactive communication to re-engage dormant users, and leverage social proof to build trust. Avoid app fatigue by balancing communication frequency. Analyze uninstall data to identify churn patterns, encourage habit formation with streaks or daily rewards, and reward loyal users with exclusive perks. These strategies, supported by MMP analytics, help create an app experience users want to keep.
AdjustHow to scale a gaming app to 1 million players | Adjust
Scaling a gaming app to 1 million users requires AI-driven user acquisition with personalized creatives and playable ads, cross-platform storytelling, and influencer collaborations. Retention relies on adaptive content, community building, localization, and deep linking for seamless re-engagement. Hybrid monetization combining IAP, subscriptions, and ads with dynamic pricing optimizes revenue. Advanced analytics and predictive insights enable real-time campaign optimization. Decision-makers should prioritize AI and machine learning for UA and retention, implement deep linking for frictionless user journeys, and leverage data-driven monetization strategies to sustainably scale and retain a large player base.
AdjustAI in mobile gaming: Enhancing player experiences | Adjust
AI is transforming mobile gaming by enabling smarter game development, personalized player experiences, and optimized monetization. For ad ops decision-makers, key insights include AI-driven user acquisition through real-time A/B testing and cohort-based targeting, dynamic in-app pricing, and intelligent ad placements that improve engagement and conversion rates. AI also enhances predictive modeling for churn prevention and retention strategies. Embracing these technologies can improve ROI and campaign performance in a competitive market.
AdjustUltra casual games’ impact on mobile gaming | Adjust
Ultra casual games are emerging as a dominant force in mobile gaming, offering simple, satisfying gameplay and ad-based monetization. They generate significant revenue through high-volume ad impressions, rewarded video, and interstitial ads, with some titles earning $50k-$70k daily. Vietnamese studios lead the market due to cost-effective development and data-driven optimization. For ad ops decision-makers, the key takeaway is the potential for high-reach, low-CPM campaigns in markets like Vietnam, aided by MMPs for accurate attribution.
AdjustAlternative app stores: New opportunities for app growth | Adjust
The EU's Digital Markets Act is driving major shifts in app distribution by forcing Apple to allow third-party app stores and sideloading on iOS, while alternative Android stores like Samsung Galaxy Store and Aptoide continue growing. For ad ops decision-makers, this opens new opportunities for user acquisition in niche markets, lower fees (e.g., better revenue splits than the standard 15-30%), and flexible monetization. However, privacy and security concerns remain, with platforms like Apple implementing notarization. Marketers should adopt multi-platform strategies, leveraging OEM partnerships and staying ahead of regulatory changes to future-proof growth.
AppsFlyerMarketing attribution: what it is and how to measure it
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.
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