The mobile app marketing industry is transitioning from exponential pandemic-driven growth to more sustainable expansion, though it remains unpredictable. Key developments include the emergence of ML/generative AI innovations, renewed focus on classic measurement methods due to ID deprecation concerns, and growing interest in alternative channels such as CTV and out-of-home advertising. A survey of mobile marketing professionals provides insights into 2023 campaign performance, 2024 ad spend expectations, and the impact of new channels and ad tech innovations across different regions and app verticals.
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