For years, app growth strategies have prioritized acquisition. Retention, engagement, and lifetime value were often treated as downstream effects. That balance is shifting. As competition intensifies ...

For a long time, app marketing has carried an unnecessary air of mystery. Publish, spend, optimise, repeat – and hope the numbers move. Growth has often felt like something that happens  to you rather ...

Few would accuse us of exaggerating if we said 2025 was a monumental year for the app economy. After a period of miserly purse-clutching due to political ...

Few would accuse us of exaggerating if we said 2025 was a monumental year for the app economy. After a period of miserly purse-clutching due to political ...

Kadam: new technologies, improved retargeting, started redesign, participation in global conferences, and awards ...

As 2026 unfolds, the era of manual campaign optimization is effectively over. The next phase of app growth is defined by ...

Connected TV has been part of the advertising conversation for more than a decade, but the industry is entering a very different chapter. For years, CTV was seen as a premium reach tool: great for ...

For years, user acquisition strategies have been built around channels. Marketers optimized mobile campaigns in isolation, treated CTV as branding, and measured success within neatly defined silos.

Driving users to an app store page is only half the battle. For many app teams, the real leakage happens after the click — ...

When Apple launched GarageBand, it promised a full band in your pocket. Suno has taken that a step further with the help of generative artificial intelligence, giving anyone access to an entire ...

The amount of time spent on an app and the number of times a user goes back to an app in a day are two key metrics to better understand the stickiness of an app. If a new feature is rolled out, one of ...

The dating app industry grew out of the dating websites that were prominent in the early 2010s, with Match, Plenty of Fish and Zoosk leading the way with similarly designed services for mobile. This ...