SensorTowerThe Size of iPhone’s Top Apps Has Increased by 1,000% in Four Years
Summary
The top 10 most installed U.S. iPhone apps have grown from 164 MB in May 2013 to about 1.9 GB in May 2017, a 12x increase. Snapchat saw the highest growth at 50x, from 4 MB to 203 MB.
Facebook became the largest at 388 MB. Apple's 2015 raise of the app size cap to 4 GB and iOS 10's acceleration of growth are key factors. Competition drives feature additions, while games like Injustice 2 reach 1 GB.
iOS 11 introduces smarter storage with app offloading.
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India's mobile app market hit record revenue of $345M in Q2 2026, with non-gaming up 50% YoY. For ad ops, key opportunities lie in short drama apps (Story TV tripled ad spend), AI subscriptions, and ad-supported games like arrow puzzles, which generate over 11% of global ad revenue from India. Gaming revenue grew 10% YoY, outperforming global decline. Hypercasual game ad revenue rose 180% QoQ. India is transitioning from an acquisition market to a monetization powerhouse, offering scalable ad inventory across entertainment, local commerce, and casual gaming.
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Facebook offers two measurement options: using an MMP or Facebook's own tools. MMPs provide cross-campaign attribution, avoid double attribution, and grant user-level data access. Choosing an MMP is recommended for accuracy and independence.
AdjustMobile app trends: H1 2026 benchmarks | Adjust
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SensorTowerTop 10 Worldwide Mobile Games By Revenue and Downloads in August 2026
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MolocoInside Moloco's CARA: the AI that compounds
The open internet presents unique challenges for performance advertising: fragmented identity, closed first-price auctions, and non-stationary supply. Moloco's CARA compound architecture tackles this with six integrated technical domains—Campaign Automation, Supply, Ad Recommendations, Bidding, Creative, and Signals—running on a unified ML infrastructure. Key insights for ad ops: the system continuously learns from every interaction, uses knowledge distillation to serve real-time predictions under 10ms latency, and validates improvements through rigorous live experiments. In 2025, 65 validated model updates reduced CPA by 17% and improved ROAS by 27%. The key takeaway: compound AI architectures that connect prediction, bidding, creative, and data can unlock measurable performance gains beyond walled gardens.
Liftoff(Vungle)A lighter SDK, without the trade-offs
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