Creative fatigue can occur when repeated exposure to an ad reduces audience response. Rising frequency together with falling click-through or conversion rates can be a
Retention-first user acquisition is a paid media strategy that judges every campaign, channel, audience, and creative by the share of installed users still active and
Agentic AI marketing is the use of autonomous AI agents that can plan, decide, and execute campaign actions across the performance marketing stack with limited
CTV advertising for apps is the practice of running video ads inside streaming TV apps (Roku, Fire TV, Apple TV, smart TVs, and OTT services
Incrementality testing estimates the effect of advertising by comparing a treatment group with a suitable held-out control. Define the intervention, population, outcome and reporting window
Predictive LTV bidding is a user acquisition method that feeds ad platforms a predicted lifetime value for each prospective user, so the auction optimizes toward
A web to app funnel is a user acquisition flow that sends paid traffic to a mobile web landing page or web checkout first, captures
AI app discovery is the process by which users find and choose mobile apps through generative search surfaces, including Google AI Overviews and AI assistants
AdAttributionKit (AAK) is Apple’s privacy-preserving ad attribution framework for app installs and eligible re-engagements. It builds on SKAdNetwork (SKAN) and interoperates with it. Both use
Mobile performance marketing trends 2026 describe the measurable shifts in how mobile apps acquire, retain, and monetize users through paid media this year: tighter measurement
