Moloco has achieved top rankings in the 2025 Singular ROI Index for the second year running, across all eligible categories. The Singular ROI Index evaluates mobile app marketing partners based on an analysis of billions in ad spend and trillions of impressions. Susan Kuo, COO of Singular, praises Moloco for driving business outcomes beyond walled gardens like Google and Meta, delivering incremental value for gaming and non-gaming apps.
Moloco is recognized in every leaderboard on iOS and Android, and is part of the 'Golden 9'—a group of top-tier ad partners with global reach. New this year is the Singular ROI Quadrant, where Moloco is placed in the Quadrant of Growth (low cost, high revenue). The article also mentions a webinar on May 7 featuring Moloco's VP and GM Americas Ads, discussing why walled gardens are insufficient for scaling and how to test new partners.
The recognition underscores Moloco's partnerships and customer trust in delivering ROI-positive growth.
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
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.
This guide demystifies mobile marketing acronyms for ad ops. Key pricing models include CPM for awareness, CPC for traffic, CPI for installs, and CPE for engagement. Mintegral's Target CPE and Target ROAS optimize for conversions and ROI. Platforms like DSP, SSP, and RTB automate buying and selling. Attribution relies on MMPs, SKAN, and MMM. Metrics such as MAU, DAU, LTV, and ARPU track performance. Monetization models (IAA, IAP, hybrid) and ASO/CTV are also covered. Actionable takeaway: choose pricing and tracking based on campaign goals.
Mobile app revenue hit $40B in Q1 2025 (+11% YoY), with non-game apps driving growth via AI and short drama. US digital ad spend reached $31B (+12% YoY), with video ads growing 18% while other formats declined 6%. Key trends: ChatGPT (#6 IAP) and short drama apps rising; retail media ad impressions up 31% YoY. Ad ops should prioritize video and AI-driven channels, and monitor Europe and APAC for growth.
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.
Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.
The Moloco SDK is not just another ad SDK; it's a new value path for publishers, providing fee-free monetization. It improves ROI for marketers and revenue for publishers through direct ad paths, avoiding intermediaries. Moloco's AI handles ad decisioning, analyzing billions of opportunities daily to maximize performance. This SDK enhances auction dynamics and encourages higher marketer investment, boosting publisher earnings.
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